Aromatica Expands into Major Japanese Distribution Channels, Accelerating K-Beauty Growth

Synergy Expected from Exclusive Display at Don Quijote Shibuya
and Simultaneous Launch on @COSME Online and Offline Channels

Aromatica, an aromatherapy-based hair and skincare brand, is rapidly expanding its influence in the Japanese beauty market. In August, the brand made its debut at two of Japan’s key distribution channels, Don Quijote and @COSME, establishing a strong presence as a naturalistic K-beauty brand.

This is the flagship store of Don Quijote, Japan’s largest comprehensive retail chain, located in Shibuya, Tokyo. On August 1, Aromatica simultaneously opened an exclusive brand display and a promotion zone at this location. The Shibuya store is a core commercial district that attracts both domestic and international tourists, as well as a high volume of customers in their 20s and 30s. It is extremely rare for a new brand to secure an exclusive display in such a location. This demonstrates not only the competitiveness of Aromatica’s products but also that the brand’s philosophy is gaining attention within Japan’s local distribution industry.

On August 12, Aromatica further expanded its reach by launching simultaneously on both the online and offline channels of @COSME, Japan’s largest beauty platform. Aromatica products are now available not only on the @COSME online mall but also at five major offline stores in key cities across Japan, including Nagoya, Osaka, Kanazawa, Yokohama, and Sapporo.

@COSME is a platform where product reviews and user rankings have a decisive impact on purchase decisions, earning high trust among Japanese consumers. At the same time, it is one of the few beauty distribution networks with nationwide offline stores, making it an essential gateway for global brands entering the Japanese market.

Industry observers note that Aromatica’s entry into these two channels has laid the foundation for effectively communicating its brand philosophy in Japan. The brand’s focus on naturalism and sustainability aligns with prevailing Japanese consumer trends, raising expectations for long-term brand expansion and the acquisition of loyal customers.

An Aromatica representative stated, “Japanese consumers are showing interest in eco-friendly products and brand values, which aligns well with the direction Aromatica pursues,” adding, “With this entry, we will further strengthen brand trust in the Japanese market.”