Gillian Cosmetics Launches in Japan Across Cosme Kitchen, Biople, and Biop — Its Widest International Retail Expansion Yet

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Gillian Cosmetics Launches in Japan Across Cosme Kitchen, Biople, and Biop — Its Widest International Retail Expansion Yet

Brand's 7Days sheet mask collection arrives in every offline location of all three Mash Beauty Lab retail banners, plus their online store, marking a significant scale-up from its single-location Hong Kong debut

New York, August 21, 2026 — Gillian Cosmetics, the playful and vibrant beauty brand under elvis+elvin, today announced its official retail launch in Japan, bringing its new 7-fruit sheet mask collection to every offline location of Cosme Kitchen, Biople, and Biop, alongside their shared online store. All three retailers operate under parent company Mash Beauty Lab, one of Japan's most established organic and natural beauty retail groups.

The collection features seven fruit-infused sheet masks, each built around a different fruit extract to target a specific skincare need, bringing Gillian Cosmetics' bold, color-driven identity to the Japanese beauty market for the first time at this scale.

This marks Gillian Cosmetics' second international retail expansion, following its 2025 debut at J SELECT Beauty in Hong Kong's K11 MUSEA. Where that launch introduced the brand through a single retailer and location, the Japan rollout spans every store across three retail banners — a meaningful step up in scale and market commitment.

"Hong Kong showed us there was real appetite for Gillian Cosmetics outside the U.S. Japan is where we prove it can scale," said Victoria Leung, Founder & CEO of elvis+elvin. "Reaching customers at Cosme Kitchen, Biople, and now Biop means we're not just in a beauty store — we're wherever people are already discovering wellness, from a curated shop to a station kiosk on their commute."

The partnership gives Gillian Cosmetics reach across three distinct audiences within Japan's organic and natural beauty market: Cosme Kitchen, the country's original specialist chain for curated, ingredient-conscious beauty; Biople, its sister concept built around everyday organic-lifestyle community across beauty, food, and wellness; and Biop, Mash Beauty Lab's newest format, bringing natural and organic products to commuters and travelers passing through Tokyo's Shinjuku Station.

Together, the three banners give Gillian Cosmetics a footprint spanning the discerning beauty shopper, the everyday wellness enthusiast, and the on-the-go commuter — a combination that would typically require separate retail relationships to achieve.

The 7-fruit sheet mask collection is available now at all Cosme Kitchen, Biople, and Biop store locations in Japan, as well as through Mash Beauty Lab's online store.