Kose Addiction

Kose will launch a new department store beauty brand, Addiction on 17 July in Japan. The line is targeted at career ladies living in cities who are not merely satisfied with ordinary beauty but rather seek to develop their own unique sense of style, have very active lifestyles like a jetsetter and who want luxurious couture-like makeup that is simple and effective to use, even in creating dramatic looks. The creative director is Ayako, a New York-based makeup artist who has worked with celebrities such as Jennifer Lopez, Anne Hathaway, Scarlett Johansson, Penelope Cruz etc.



This is the first new brand introduced by Kose in 5 years. It will be rolled out first at Isetan department store in Shinjuku, Tokyo, followed by Daimaru in Kobe and other stores in Osaka. About four to five counters will be set up in the first year. Pricing-wise, it's on par with Jill Stuart with the Eye Colors (33 shades) at 2100yen and the lipsticks (17 shades) at 2940yen. But the aesthetic is more similar to Suqqu with a glamorous sleek vibe. Like Jill Stuart and Awake, which are both brands under Kose, Addiction does not feature Kose's name in its branding so as to give it a more exclusive feel.


According to this Japanese blog post reporting on the launch party, the variety of eyeshadow shades is impressive and there are six white-based shades alone. Check out the official website here!