Japan’s Kosé’s luxury Decorté brand launches new colour cosmetics

The first partner outside of Asia to offer the new makeup extension to the brand’s skin care offering, Selfridges will offer UK consumers the exclusive opportunity to purchase the products.

The launch involves three new products, Dip In Glow, Eye Glow Gem and Lipsticks, which have been available online since 15 January.

Decorté is set to create an interactive in-store retail experience for the launch, with the brand due to take over the Selfridges Mary Site for one week from 25 January - 1 February.

The takeover will include expert makeup artists being on hand to apply the new range to customers, the brand says, giving them the opportunity to experience and explore the exclusive makeup offering.

A new launch in Europe​

David Legrand, Selfridges Director of Beauty, explained that the launch means European consumers will be accessing Decorté’s new products before even Asian consumers, in an unusual move for the Kosé brand.

“We are extremely excited about Selfridges being the first retailer here in the UK to offer Decorté’s latest makeup colour extension where our customers will be able to experience these new products before anyone else in the world, including those consumers in Asia,​” he confirmed.

“We admire the brand for its future-gazing approach to skincare and colour innovation; making it an unmissable addition to our Beauty Hall​.”

Kosé has over 800 registered patents and a portfolio of 36 brands that sell to multiple channels across Asia; including department stores, specialty stores, drug stores and direct.

Its move to launch its makeup brand in the UK suggests the Asia beauty player is keen to develop a stronger foothold in the European market.

"We are excited to launch our most unique make-up range, first & foremost at Selfridges in London, a place where women embrace new cosmetics trends and appreciate high quality products,​" said Kosé Corporation's Managing Director, Masanori Kobayashi.