ReFa, the acclaimed Japanese luxury beauty-tech leader, opened its most ambitious flagship yet, ReFa GINZA, at Ginza gCUBE, 7-9-15 Ginza, Chuo-ku, Tokyo. This cutting-edge space stands as both the brand’s global showcase and a radical reimagining of beauty retail, blending five floors of vital beauty experiences, debuting over 100 new products across multiple categories, and unveiling a new identity in the heart of Tokyo’s most luminous luxury district.
Opening a New Chapter: “Vital Beauty” Brought to Life
ReFa GINZA represents the culmination of a 16-year journey for MTG Co., Ltd. President Tsuyoshi Matsushita: “For 16 years since 2009, ReFa has pioneered the possibilities of beauty, supported by many people. ReFa GINZA represents the culmination of this journey and marks the beginning of a new era for ReFa. From Ginza, the sophisticated district where luxury brands from around the world gather, the Japanese brand ‘ReFa’ will communicate Japan’s technological prowess and its pursuit of beauty to the world, creating new beauty values for all customers. As the first step, we invite you to experience the four newly launched brand lines and five categories.”
The Design Vision: Five Floors of Immersion
World-renowned designer Guenaël Nicolas, the creative mind behind icons such as GINZA SIX and the Rolex Boutique Lexia Ginza—conceived ReFa GINZA as a poetic enclave of harmony and innovation. Each floor’s concept is rooted in nature’s four elements fused with state-of-the-art technology:
- B1F to 4F: Each level presents a distinct environment, from tranquil, water-inspired product galleries and experiential consultation suites to “wind and energy” wellness zones, earth-toned luxury lounges, and a rooftop oasis.
- The signature GINZA BROWN color scheme debuts across all branding and interiors, evoking warmth, richness, and the brand’s evolution into new luxury.
As Nicolas describes: “Transforming ReFa’s philosophy of beauty and Japan’s exquisite technology into a physical space was an incredibly stimulating challenge as a designer. I aimed to capture the moment where beauty and functionality merge, creating a place where visitors can encounter new discoveries of beauty. ReFa GINZA is not just a store; it will be the beginning of a journey around beauty.”
Product Innovation Unveiled—Four Brand Lines and Breakthrough Launches
At launch, ReFa GINZA will introduce four new brand lines and five new product categories, ranging from signature beauty rollers to professional-style hair gadgets, to next-generation facial cleansing and shower tools. Over 100 new products will debut globally for the first time in Ginza, all reflecting ReFa’s vital beauty philosophy: beauty that transcends time, place, and even gender.
Key areas:
- “Try & Buy” labs: Customers can test, compare, and receive in-depth guidance on every tool
- VIP suites: Personalized consultation and diagnostic services
- Global exclusives: Many launches and collaborations will be first-in-world at this landmark flagship
Existing icons—including the original beauty roller, cult hair dryers, and the ReFa showerhead (praised for its spa-inspired microbubble tech)—anchor the new lines, with fresh additions anticipated to redefine personal beauty rituals for a global clientele.
The ReFa GINZA Experience: Beyond Shopping
Beyond a retail destination, ReFa GINZA is envisioned as a “brand communication hub”. Plans include:
- Live launch events and global product premieres streamed from Ginza
- Guest lectures and masterclasses led by Japan’s top beauty experts
- Rotating art, design, and wellness collaborations, making each visit unique
- Digital community integration via GINZA LIVE, where customers worldwide can join product demos or consult remotely with ReFa estheticians
Exclusive GINZA Experiences will be bookable for VIP wellness treatments, product education, and high-tech skin consultations—setting a new bar for consumer engagement. The flagship’s concept incorporates sustainable materials, energy-efficient systems, and a thoughtful lifecycle for every product, building on MTG’s legacy.
