International Popular Brand Announces 'Withdrawal from All Department Stores in Taiwan'! After 8 Years of Operations, All Stores to Close, Final Business Hours Revealed

The popular Japanese cosmetics brand 'PAUL & JOE,' which briefly withdrew from Taiwan in 2017 and then made a strong return the following year, has dropped a bombshell announcement after approximately eight years of re-establishing itself in the local market. On the 15th, the brand announced it will completely withdraw from all physical department store counters across Taiwan by August 31, 2024, shifting its entire business focus to its official online store and major online platforms. The announcement immediately sparked regret among a large number of fans, who lamented the loss of in-person experiences such as trying on colors and testing textures. At the same time, this decision reflects a significant shift in consumer beauty purchasing habits toward online channels in recent years, signaling a transformation and restructuring in the beauty industry's business landscape.

A bombshell in the beauty industry! PAUL & JOE announces full withdrawal from physical counters in Taiwan by the end of August. Here’s everything you need to know about membership benefits and future purchasing channels.

PAUL & JOE has operated in Taiwan for approximately 16 years, having exited the market in 2017 before returning in 2018 to reopen counters in department stores. However, on the 15th, the brand announced via its official Facebook page that all department store counters across Taiwan will officially close on August 31. While physical outlets will be closing, the brand is not leaving entirely—its existing official shopping website, Beauty Stage, and LINE Gifts online channels will continue operating as usual, with plans to enter the momo shopping mall in September.

To protect consumer rights, the company specifically stated that existing members’ status, accumulated points, and other benefits will remain unaffected. Additionally, from now until the closure, physical stores will host exclusive member appreciation events.

Looking back at the brand’s return to the Taiwan market, it had successively opened locations in key department stores such as Taipei’s京站 (Jingmei), Zhongxiao SOGO, Tainan’s Shin Kong Mitsukoshi, and Kaohsiung’s SOGO. The decision to fully withdraw from physical counters has now sent shockwaves through the beauty community.

Many fans expressed regret upon hearing the news: 'It’s a shame—without physical counters, we can’t see new products or try new shades anymore,' 'It was finally convenient to access physical products in Tainan; I hope they offer more discount sets during this period so I can stock up,' 'I’m shocked—physical counters keep closing, and now it’s just online stores…,' 'How did it come to this???'