Mich.
I tried to make a purchase and sought assistance, but the staff were occupied with another shopper. Despite waiting, they ignored me, and even after I spoke up, they continued focusing on the other customer, leaving me feeling disappointed.
hince
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hince at LUMINE EST Shinjuku
Location: Japan, 〒160-0022 Tokyo, Shinjuku City, Shinjuku, 3 Chome−38−1 B1F
Floor B1 · LUMINE EST Shinjuku
hince is a Korean "Mood Narrative" makeup brand on the basement floor of LUMINE EST Shinjuku, its first direct-operated store in Japan.
hince is a Korean "Mood Narrative" makeup brand on the basement floor of LUMINE EST Shinjuku, its first direct-operated store in Japan.
hince is a Korean "Mood Narrative" makeup brand with its first Japan direct-operated store on the basement floor of LUMINE EST Shinjuku. The brand launched in Korea and quickly gained a following for its dense, expressive colour range and minimalist packaging. The Shinjuku store opened in October 2022 and remains one of only a handful of hince counters in Japan.The store stocks the full hince range, including lip tints, eyeshadows, blushers and base makeup, with a focus on richly pigmented formulas that allow wearers to build a personal mood through colour. Popular lines include the Moisture Tint and the Slice series, and the Shinjuku store frequently hosts limited-edition releases and exclusive collections. The counter's minimalist interior, in muted tones, mirrors the brand's aesthetic and encourages unhurried browsing.
LUMINE EST Shinjuku operates from 11:00am to 9:00pm on weekdays and from 10:30am to 9:00pm on weekends and public holidays. The store sits a one-minute walk from JR Shinjuku Station's central east gate. Tax-free shopping is available for overseas visitors, and the LUMINE card offers a ten percent discount during promotional events, often accompanied by limited-edition novelties.
+81 3-6457-8226
Japan, 〒160-0022 Tokyo, Shinjuku City, Shinjuku, 3 Chome−38−1 B1F
Floor B1 · LUMINE EST Shinjuku
Operating Hours
Closed - Opens Tomorrow
Opens tomorrow at 11 am
Monday
11 am–9 pmTuesday
11 am–9 pmWednesday
11 am–9 pmThursday
11 am–9 pmFriday
11 am–9 pmSaturday(Today)
10:30 am–9 pmSunday
10:30 am–9 pmOverall Rating
2.4/5
Based on 18 Google reviews
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Photo Gallery
hince
hince store interior
Interior of a hince beauty product store with wooden display units, illuminated signage, and product showcases.
K-pop merchandise display
A table display featuring K-pop idol promotional items including photos of a male idol, makeup testers in blue packaging, washi tape rolls with heart patterns and Korean text, and sticker sheets with cute designs and names like 'SUNGMIN'.
Beauty Store Interior Display
Interior of a modern beauty store featuring neatly arranged cosmetic products on white display tables with angled mirrors. Visible items include lipsticks, compacts, and bottles organized by color. Wall-mounted posters show product branding and models. Lighting is soft and ambient, with recessed ceiling lights and track lighting. No exterior signage or storefront visible.
hince interior display
Interior shot of a modern retail space featuring a central wooden counter with the brand name 'hince' displayed prominently. The area includes shelves stocked with products, decorative floral arrangements, and ambient lighting.
hince store interior
Interior of a hince cosmetics store with customers browsing products at counters and mirrors.
Bluedive Product Display
A promotional display table featuring Bluedive cosmetic products, including eyeshadows, lipsticks, and skincare items arranged neatly with branding materials and QR codes.
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