A pop-up shop for INOUT, a new brand produced by Yoshimasa Hoshiba, editor-in-chief of FORZA STYLE and fashion director, which approaches beauty from both the inside and outside of the body, was held on November 28th at the cosmetics section on the 1st floor Isetan Shinjuku Store, Men's Building .
After seeing the customers' reactions, Mr. Hoshiba commented, "I was surprised to see how many people were looking for this kind of product. I would recommend it to people who are lost and don't know what to take or what to use for beauty."

Yoshimasa Hoshiba, 47 years old. "Why did I focus on inner beauty now?"

--Mr. Hoshiba, you have a strong image as a fashionista, so why did you decide to release face masks and supplements?

When you delve deeper into Hoshiba Fashion, the key point becomes that "it's not just about clothes and accessories." I've produced various items like clothes and shoes so far, but I thought about what I could do to address what's truly needed now. So, I expressed what I wanted to do most, the important aspects of life, through INOUT.

--So even Mr. Hoshiba has his worries, huh?

Hoshiba : Of course. Everyone has worries. I felt that unless you make an effort to improve your lifestyle in your daily life, you can't maintain the status quo.

—I'm sure many of you reading this are nodding in agreement, but how does that connect to INOUT?

Hoshiba: With average life expectancy increasing year by year for both men and women, and men now easily exceeding 80 years old, what will be required in this coming era of longevity is to "spend more time looking good and increase the time spent actively working." What is required for what is called "quality of life" is something essential.

A face mask and supplement born from the "three power words" you're looking for.

-- INOUT's concept is "beautifying from the inside and outside of the body, the quickest beauty treatment for busy modern people," and this "time-saving" aspect is quite novel.

I'm sure it's the same for people in their 30s and 40s who are working hard, but I simply don't have enough time. Because I don't have enough time, I feel that the time spent "choosing" something is a waste. As for my work style, I've decided on a gray suit, white shirt, and black tie, and this is also a way to save time by eliminating the waste of choosing. Similarly, I've decided what I'm going to eat for breakfast, and I want to use my time efficiently in every aspect of my life.

—I see, so you're also seeking something essential in your lifestyle.

In a life with no time to spare , I want to perform at my best. I'm always thinking about "saving time," "being efficient," and "being the best."

How to get started with INOUT, which supports the "Hoshiba-style" beauty

-- How do you use supplements?

I've been taking Hoshiba's "Power Aging Supplement" for about three months now, and I feel like I'm able to live a healthier life and approach things with a more positive attitude.

—When would you recommend using a face mask?

I use the Hoshiba face mask, "Deep Vitalizing Mask," for special occasions. For example, I use it the night before a photoshoot. One mask contains a generous 28ml of serum that penetrates the stratum corneum, leaving my skin moisturized.


—Some men don't do any grooming at all, but how do you think they can overcome that hurdle?

Hoshiba : There are still many men who are hesitant about skincare and body care. But once you start, you realize it's not a big deal and can even be fun (laughs). Your way of thinking will change too.
However, while I do take good care of my skin, hair, and body, the key thing I focus on is "not overdoing it." I hope people will be mindful of finding a balance that allows them to be their natural selves when it comes to beauty.
That's right, we've prepared a special limited-quantity "INOUT Power Aging Supplement Special Set" for this occasion. I highly recommend it to anyone who reads this article and is thinking about giving it a try.

--So, Mr. Hoshiba, do you have a message for the people who are fighting their battles every day?

Hoshiba : Looking ahead from the COVID-19 pandemic, I think we're entering an "era of the individual." With the increase in communication through social media and remote work, not only our clothing and accessories, but also our vibrant, healthy expressions and radiant skin achieved through skincare will become part of our presentation skills and contribute to our performance.
Why not try to achieve beauty from both the inside and outside of your body, within a reasonable range that fits into your daily life?


Text: Makoto Kajii

＊All prices include tax.
＊The information in this article is current as of the time of publication. Product information may be revised or changed without notice.

For inquiries, please contact: Isetan Shinjuku Store, Men's Building 1st Floor, Cosmetics Department, Tel: 03-3352-1111 (Main number)
For inquiries via email, please click here.