NOSE SHOP was newly listed on TOKYO PRO Market in the first half of 2026 and announced a succession of new stores and formats, including the opening of a salon in Omotesando. The article reviews the expansion of its offering and event activities during the first half and introduces the line-up to watch in the second half.
NOSE SHOP株式会社 was newly listed on TOKYO PRO Market on 17 March 2026. The new U NOSE SHOP format launched alongside the listing, with several new stores scheduled to open in Tokyo and Osaka. The listing ceremony and the company's future plans have been reported.
Newly opened stores include the fully appointment-only NOSE SHOP SALON in Omotesando, NOSE SHOP Shibuya Hikarie ShinQs, which features dedicated brand areas, and NOSE SHOP Grand Front Osaka, which has counters organized by fragrance profile. Other first-of-their-kind openings in Japan are also following in succession, including Etat Libre d’Orange Harajuku.
The number of brands carried increased along with the expansion of the retail network. A total of 19 new brands were added in the first half alone, bringing the overall number of brands carried to approximately 110 and the number of fragrances to more than 1,700. The founders of Laboratorio Olfattivo and other brand representatives also visited Japan, strengthening efforts to communicate each brand's story.
NOSE SHOP has also stepped up its POP-UPs and event appearances. Through initiatives including a POP-UP at Ginza Mitsukoshi, a summer POP-UP at Isetan Shinjuku, and the fragrance event "Perfume Gacha," it has proposed new fragrance experiences. It also appeared at a MUJI event and continues to develop activities in conjunction with seasonal events.