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16 Feb

Tatcha Opens First U.S. Pop-up in L.A. – WWD

Tatcha Opens First

Tatcha is unveiling its first U.S. pop-up in Los Angeles. Open to the general public, it runs Friday through Sunday on the Grove.

“We love that the pop-up goes to bring to life our core beliefs across the skin-mind connection,” said Tatcha’s chief executive officer Mary Yee. Launched by Vicky Tsai in 2009, the prestige beauty brand was acquired by Unilever in 2019.

Visitors will probably be immersed in a 4D re-creation of a Japanese forest, led by the voice of zen monk and Tatcha ambassador Toryo Ito. The exhibit is held to have fun a recent body collection: Forest Awakening Body Care, comprised of a body wash, oil and milk.

A primary take a look at the immersive experience, a 4D re-creation of a Japanese forest.

Courtesy of Tatcha

“Forest bathing, in Japanese shinrin-yoku, this ritual of connecting to nature through the senses has turn out to be a typical medical practice prescribed by Japanese physicians to spice up immunity and mood,” Yee said. “So, research shows that physical and mental health advantages of the forest come from respiration on this forest air, which is wealthy with phytoncides, that are these organic compounds produced by hinoki, certainly one of our most beloved Japanese trees.”

There will probably be interactive activities, giveaways, contests and matcha drinks provided. To buy the sweetness goods, guests will probably be directed just a few steps away to Sephora.

“It’s a cultural hub for our press and influencer partners based on the West Coast,” Yee said of selecting L.A. as its first U.S. destination. Past installations have been in Japan and London. “And we’re also really thrilled to be positioned just two doors down from certainly one of our most traffic locations on the globe, Sephora, our top U.S. retail partner.”

Tatcha’s 4D Forest Exhibit is positioned at 188 South Gilmore Lane (near Dylan’s Candy Bar), accessible from 2 to eight p.m. Those unable to be in-person can experience the pop-up online via a digital guided forest walk on the Tatcha site.

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