From August 20th (Wed) to September 2nd (Tue), the "MEN'S GROOMING ROUTINE - A New Grooming Routine Starting with Skin -" event will be held at Isetan Shinjuku Store, Men's Building 1st Floor Promotion/Cosmetics! This event brings together a wide range of items to enhance your sense of cleanliness, create a good impression both on and off duty, and improve your grooming, making it an event that can be enjoyed by men and women alike.

Prior to the event, Masuda, the cosmetics buyer at Isetan Shinjuku Store, Men's Building 1st Floor, has selected some must-have items. Now that men's skincare has become commonplace, we will introduce "skincare items" that are in demand for higher performance, as well as "base makeup items" that will help you make a better impression. There is plenty of information that will be useful for both beauty-conscious advanced users and beginners who want to start skincare. Be sure to come to the event venue and try out the cosmetics items in person.

Click here for details about the "MEN'S GROOMING ROUTINE - A New Grooming Routine Starting with Your Skin -" event.

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Yuki Masuda

Isetan Shinjuku Store, Men's Building 1st Floor, Cosmetics Buyer

I joined Mitsukoshi Isetan Co., Ltd. in 2017. Since joining the company, I have gained experience mainly in accessories items Isetan Shinjuku Store, Men's Building B1F, in the Bags & Luggage and Underwear/Socks/Nightwear sections, and have been in my current position since 2025. Currently, I am working hard every day to improve our cosmetics, taking into account information and opinions from our customers.

"A new grooming routine that starts with beautiful, healthy skin," is only possible at ISETAN MEN'S

ISETAN MEN'S which is constantly evolving in the "men's cosmetics" market, will propose face care as a daily "habit" under the title "MEN'S GROOMING ROUTINE."

In recent years, men's skincare has become commonplace, and there is a growing demand for more advanced products. Furthermore, with the increasing trend towards genderless practices, such as sharing products with partners and family, we are now in an era where everyone is involved in skincare. In recent years, coupled with the extreme heat, "base makeup," including UV protection, has also become a noteworthy category, and the number of men who wear light base makeup is increasing.

Amidst this trend, buyer Masuda is one of the men who has begun to focus on facial care. Especially after the pandemic, as opportunities to go out and remote meetings have increased, there has been a rise in male customers who are concerned with cleanliness and appearance. "I want to use slightly higher-quality skincare than usual," "I want to take my grooming to the next level with base makeup items." If this describes you, then try incorporating new habits into your "morning scene" and "night scene. ISETAN MEN'S proposes "a new grooming routine that starts with your skin."

A morning routine to cleanse, moisturize, and protect.

Many people might think, "I'm busy in the morning, so I'll just quickly wash my face with water and head out!" However, in the morning, your skin has accumulated sebum and dirt from sleeping, as well as residual skincare products from the previous night. Therefore, it's essential to gently cleanse your face to remove the dirt. Replenish moisture with a toner, and then lock in hydration with a lotion or cream. If you have dry skin or spend long periods exposed to the elements, it's recommended to choose moisturizing products. This is also effective in soothing skin that has been damaged by dryness from shaving.

Finally, apply sunscreen to protect your skin from UV rays. You can also add a makeup base with UV protection, or a foundation or concealer to cover skin imperfections, to your usual skincare routine. Choosing lightweight, non-greasy products will make it easy to incorporate into your busy morning routine.

Cleansing: SK-II Facial Treatment Gentle Cleanser

This cleanser gently removes dirt from the skin's surface, leaving it smooth and supple. Its gentle formula doesn't dry out the skin, controlling morning oiliness for a refreshing feel. Formulated with SK-II's unique Pitera™ (*1) and moisturizing ingredients (*2), it leads to fresh, clear skin.

Toner: SK-II Facial Treatment Essence

This lotion is luxuriously formulated with SK-II's unique fermented ingredient, Pitera™ (*3). It's a highly effective treatment lotion that prevents skin roughness and refines skin texture. Rather than targeting specific skin concerns, it provides comprehensive care, leaving you with a feeling of "balanced skin." It leads to moisturized, radiant skin.

Emulsion, Cream: SK-II Skin Power Renew Airy Cream

This cream has evolved based on a new perspective: firmness care that dynamically captures the skin from all angles. As its name "Airy" suggests, it has an incredibly light texture that you wouldn't expect from a cream, and it penetrates smoothly into the stratum corneum, making it a satisfying product even for men who dislike the stickiness of moisturizing items or morning skincare routines.

UV protection, primer: SUQQU Protecting Day Cream

This sunscreen provides long-lasting hydration throughout the day, feeling as comfortable as a skincare cream. There's no need to worry about the typical sunscreen issues of "white cast" or "stickiness." With a texture that belies its SPF50+ and PA++++ rating, this UV cream is so pleasant you'll want to reach for it again and again.

Foundation: SUQQU Skin Care Cream Tint

For those who worry that foundation will look unnatural and give the impression of "I'm wearing makeup," this product is the result of 10 years of research. By enveloping the pigments in a rich beauty cream, it achieves both a moist, hydrated feel and a natural finish.

Spot foundation: ALBION / Albion Studio Easy Tap

This spot foundation features a supple, airy, thin film that fits perfectly, creating a bright and beautiful complexion. It easily covers dullness, uneven skin tone, and imperfections, addressing everything from localized concerns like blemishes, dark circles, and acne scars to broader issues like redness on the cheeks. Its pinpoint application makes it an indispensable product.

A "night routine" that brings rest and confidence for tomorrow to hardworking skin.

After a day of energetic activity, skin tends to accumulate dirt and excess sebum, making it prone to skin problems. At night, thoroughly remove makeup and sunscreen with a facial cleanser or makeup remover to keep your skin clean. Because men's skin tends to produce more sebum, cleansing is essential.

After washing your face, replenish moisture with toner, and then lock it in with lotion or cream. If you dislike stickiness, choose a refreshing type of moisturizing product for a more comfortable experience. By continuing this "basic nighttime care" that conditions and keeps your skin healthy, you can prevent skin problems and create a clean and fresh appearance. Just like muscle training, skincare is something that you can only see results from by consistently doing it every day. Please try incorporating it into your daily routine.

Cleansing: shu uemura Ultim8∞ Sublime Beauty Cleansing Oil

This cleansing oil effectively removes daytime makeup, sunscreen, and dust. It also improves the absorption of subsequent skincare products. In addition to cleansing and washing your face, its rich skincare ingredients help refine skin texture and create smoother skin.

Pre-serum: DECORTĒ/Cosme Decorte Liposome Advanced Repair Serum

This renowned anti-aging (*4) serum contains encapsulated moisturizing ingredients. It's best used immediately after washing your face. It reduces the appearance of fine lines caused by dryness (*5), provides anti-aging (*4) care, moisturizing care, and exfoliation, giving your skin firmness and radiance. Its light, non-greasy texture makes it easy to layer. With each passing day, your skin will feel more moisturized, plump, firm, and elastic.

Toner: ALBION Medicated Skin Conditioner Essential N

This long-selling medicated lotion from the brand boosts skin clarity with ingredients derived from Job's tears. It conditions the skin, prevents skin problems, and maintains healthy beauty. Its light, refreshing texture and unique scent are among the reasons why it continues to be a favorite.

Cream: DECORTĒ/Cosme Decorte Liposome Advanced Repair Cream

Focusing on skin during sleep, this advanced night cream contains 1 trillion (*6) capsule-shaped beauty ingredients, just like a serum. It effectively utilizes the limited sleep time often experienced in urban lifestyles for nighttime anti-aging care (*7). The next morning, you'll wake up with radiant, firm, and elastic skin. The long-lasting glow will bring confidence to mature skin.

Discover a new care routine with "MEN'S GROOMING ROUTINE"

In "MEN'S GROOMING ROUTINE - A New Grooming Routine Starting with Skin," you'll find a wide selection of cosmetic items, including those not usually available at Isetan Shinjuku Store, Men's Building in addition to the items introduced here. You can experience the feel, scent, and sophisticated design firsthand and learn more about them. Want to look even more stylish, with a face that makes your fashion stand out even more? If you want to have dignified skin and a look that will make your partner, family, and colleagues admire you, why not start a morning and evening face care routine this summer?