B-time（ビータイム） at LUMINE Shinjuku 1

B-time is a multi-brand cosmetics select shop on the 4th floor of LUMINE Shinjuku 1, offering Albion, Shiseido and Elegance lines.

B-time (ビータイム) LUMINE Shinjuku is a multi-brand cosmetics select shop on the 4th floor of LUMINE Shinjuku 1, directly connected to JR Shinjuku Station. The shop's concept is to match cosmetics to the customer's fashion and lifestyle, bringing together several domestic beauty brands under one roof rather than representing a single label, so that customers can freely combine products from across the range.

The store carries prestigious Japanese brands including Albion, Elegance, Ignis and selected Shiseido lines, with staff specially trained on each brand's philosophy and product range. Personalised advice, skin consultations and seasonal makeup styling are part of the service, and the shop regularly launches exclusive items and limited collections such as the B-time-exclusive High Performance Day Cream. The aim is to help customers build a coherent routine across brands rather than feeling tied to one.

The shop is at 1-1-5 Nishi-Shinjuku, LUMINE Shinjuku 1, 4F, generally open 11:00 to 21:00 on weekdays and 11:00 to 20:30 on weekends and public holidays, with no regular closing day. Tax-free shopping is available, and because it sits directly above the station, it is a convenient stop for commuters restocking essentials or seeking skincare advice during a lunch break.