Prestige makeup is getting a latest player.

Addiction Tokyo, the fashionable Kosé Corporation-owned makeup brand, is making its U.S. debut, starting Friday at Bloomingdale’s. Prices for eye, cheek, nail and lip products, which include its hero eye shadows available in greater than 90 shades and 6 textures, range from $10 to $52.

Taking the brand Stateside is a component of Kosé’s larger strategic goal of penetrating the U.S. market. As reported, the corporate goals to quadruple the U.S. business by 2026. Akira Matsubara, CEO Kosé America; executive director accountable for marketing strategy division, Europe and America business division of Kosé Corp. said the launch suits his game plan for hitting those sales targets.

“The primary [priority] is to amplify the Japanese approach to beauty and wellness globally, and the second point is to develop competitive brands and expand their global presence,” he said. 

Matsubara didn’t comment on sales, but industry sources estimate the gathering’s sales could reach $10 million during its first yr within the U.S. He’s pondering that the artistry-driven ethos of the brand will resonate with prestige consumers. “Our mission within the U.S. is to create a medium for self discovery and a celebration of artistry with every individual,” he said. “Addiction Tokyo is where beauty just isn’t defined, but as a substitute liberated to be its most authentic and vibrant.”

He added that the U.S. is globally the biggest makeup market, and after specializing in Japan, China and Asia, the Americas made a natural next step. “U.S. interest in Japanese beauty is increasing yr by yr,” he said. “The U.S. market is greater, more dynamic, more diversified than the Japanese makeup market.”

Addiction Tokyo’s global creative director, Kanako Takase, will even be taking the brand to Latest York Fashion Week following the Bloomingdale’s launch. The goal is to enhance Addiction Tokyo’s brand awareness through social media coverage of the shows, while also becoming a staple for skilled makeup artists.

“I deeply hook up with the brand philosophy and its roots in makeup artistry. My goal is to assist people all over the place by creating quality makeup products which have pro performance in mind yet are easy to make use of so that everybody can discover the artist in themselves,” Takase said via email. “I need people to enjoy and embrace their very own beauty but not be afraid to explore and experiment with a wide range of looks, colours, textures and products.”

The Bloomingdale’s launch will even include a monthlong pop-up on the retailer’s 59th Street flagship. “Japanese stores are inclined to spend a variety of time on one customer with Japanese hospitality, which is named ‘omotanashi,’” Matsubara said, of the brand’s retail strategy. “They don’t push any product, but are tuned in to what the client really desires to have.”

Though the brand will eventually expand beyond that, Matsubara said his focus is first getting Addiction Tokyo on solid footing. “For the primary three years or five years, we’re very ambitious,” he said. “But for the primary two years, we would like to deal with solidifying the brand equity. To be able to do this, we would like to deal with makeup artists somewhat than put every little thing all over the place.”