Jade Japan Co., Ltd. (Shibuya, Tokyo; CEO Junichi Tamura), which runs the fragrance brand LOA, is holding a pop-up event called "LOA POPUP TOKYO" at the Yodobashi J6 Building in Harajuku, Tokyo, from Saturday, September 19 to Sunday, September 27, 2026.
From Choosing a Scent to Layering One
Over nine days, the pop-up pairs scent with music and light. Four "SCENE" booths, each built around a contrast of materials, let visitors experience the fragrances, alongside a TOUCH & TRY station where all 14 LOA scents can be tried, a hair-arranging experience, and a music experience called "LOA MUSIC GALLERY." Admission is free and no reservation is required.
Three Highlights Over the Nine Days
- "LOA POPUP TOKYO" opens — All 14 LOA fragrances gathered in one place, with TOUCH & TRY, a hair-arranging experience, and the music experience "LOA MUSIC GALLERY."
- The brand's first hair tool, "LOA THE 24K PADDLE BRUSH," debuts — On sale from Saturday, September 19, 2026.
- HAIR WEAR brand "DRESS" x LOA, first collaboration — A scented scrunchie, "THE PARFUM SCRUNCHIE," goes on early sale in 6 designs, limited to 100 pieces each.
LOA POPUP TOKYO – Layering Scents
LOA's fragrances take many forms, spanning perfume oil, parfum, diffusers, and hair care.
Rather than asking visitors to choose one from among them, this pop-up proposes "layering" scents instead. Pairing two fragrances brings out a third scent that belongs to neither on its own, and the event invites visitors to explore "layered" combinations of their own through this idea.
LOA itself began by layering three elements: professional technique, fragrances from around the world, and a delicate Japanese sensibility. Layering is not a new idea for the brand — it is something LOA has practiced from the start. For this event, music and light have been added to that mix, with everything ultimately coming together inside each visitor who experiences it.
Awaken Beauty: The Brand's First Hair Tool, "LOA THE 24K PADDLE BRUSH"
LOA THE 24K PADDLE BRUSH 01 | 24K GOLD PINS
The brush uses smoothly polished, rounded 24K gold pins on both hair and scalp.
Each pin is polished individually, so the rounded tips glide through hair while reaching the scalp comfortably. The cool touch and gentle stimulation of the gold pins are designed to turn everyday brushing into a moment of self-care for hair and scalp. The body is made from carefully selected natural beech wood from Germany, so the warmth of the natural wood and the look of the 24K gold pins can both be felt as soon as it's picked up.
LOA THE 24K PADDLE BRUSH 02 | SCALP CUSHION MASSAGE
A high-elasticity cushion flexes to follow the curve of the head, while 211 24K gold pins stimulate the scalp with each stroke. The pin tips are curved so pressure doesn't concentrate on a single point, turning "brushing hair" into "caring for the scalp too" — whether it's a wake-up brush in the morning, a way to unwind after work, during bath time, or as part of a relaxing routine before bed.
LOA THE 24K PADDLE BRUSH 03 | ANTI-STATIC & SHINE
The brush is designed to resist static buildup, addressing the static and flyaways that can come with brushing. It glides smoothly through hair that tends to tangle, smoothing out the flow of hair whether used in the morning or at night.
LOA THE 24K PADDLE BRUSH | How to Use
01 | Morning Brushing
Work "LOA THE OIL" through the hair, then use the brush to slowly smooth the flow of hair, massaging from the hairline toward the crown and back of the head with comfortable pressure on the scalp.
02 | Before Shampoo
Brushing before shampooing helps lift dust and buildup from hair and scalp, preparing it for washing while gently stimulating the scalp before bath time.
03 | Night Brushing
Work "LOA THE OIL 'CARE'" or "LOA THE EMULSION" through the hair, then brush slowly, letting the care ingredients spread through the hair while gently massaging the scalp before sleep.
Product name: LOA THE 24K PADDLE BRUSH
Release date: Saturday, September 19, 2026
Price: ¥15,000 (plus tax)
DRESS x LOA – A New Kind of Dress-Up That Starts With Hair, With First Collaboration Piece "THE PARFUM SCRUNCHIE" on Early Sale
Jade Japan Co., Ltd. will launch a new hair wear brand called "DRESS" in November 2026, and ahead of that debut, the brand's first product is being shown at this venue.
DRESS, a hair wear brand built around the idea of "dress your hair, wear another you," aims to change how someone feels the moment they put it on — much like slipping into a favorite dress. Its concept is "not fashion, not jewelry — a new kind of dress-up that starts with hair," and for this collaboration, DRESS has paired with LOA so that LOA's fragrance rises gently each time hair is tied or untied. The resulting scented scrunchie, "THE PARFUM SCRUNCHIE," debuts in 6 designs, limited to 100 pieces each. What's worn here isn't fabric, but fragrance — DRESS's styling and LOA's scent come together on the hair.
Product name: THE PARFUM SCRUNCHIE (DRESS x LOA)
Lineup: 6 designs, limited to 100 pieces each (early sale exclusively at the LOA POPUP TOKYO venue)
LOA POPUP TOKYO – Event Overview
Name: LOA POPUP TOKYO
Dates: Saturday, September 19 to Sunday, September 27, 2026 (9 days)
Hours: 11:00 AM to 9:00 PM (until 8:00 PM on Sunday, September 27 only)
Venue: Yodobashi J6 Building 1F (6-35-6 Jingumae, Shibuya-ku, Tokyo) — 2-minute walk from the East Exit of JR Harajuku Station, or 1-minute walk from Exit 1 of Meiji-Jingumae "Harajuku" Station on the Tokyo Metro Chiyoda and Fukutoshin lines
Admission: Free, no reservation required (some content requires reservation)
Content: TOUCH & TRY for all 14 fragrances, a hair-arranging experience (reservation required, free), LOA MUSIC GALLERY, and product sales. Photography and social media posting are allowed inside the venue.
Organizer: Jade Japan Co., Ltd.
Details of the events held during the run will be announced as they're finalized on LOA's official Instagram account, @loa_official__.
LOA POPUP TOKYO – Visitor Perks and Venue-Exclusive Novelties
All of LOA's products can be purchased at the venue, alongside three visitor perks offered during the event.
Perk 1 – Mini perfume (2ml, scent chosen at random): Given to visitors who post about the venue on Instagram Stories, with a mention of the official account @loa_official__ required in the post.
Perk 2 – Venue-exclusive novelty (folding fan): Given to those who spend ¥11,000 (tax included) or more. Perfume can be sprayed onto the fan so its scent can be enjoyed while using it.
Perk 3 – Daily rotating Spotify playlist (curated by Shinichi Osawa): A Spotify playlist curated by Shinichi Osawa, who is also behind the music at "LOA MUSIC GALLERY," is featured at the event. Four original stickers, each printed with a QR code linking to the playlist, are distributed to visitors only. The selection changes each of the 9 days, so visitors can take home that day's music along with the scent they discovered. Photography inside the venue and posting to social media are welcome.
The venue's GMB ORIGINAL SPEAKER is a hybrid system built around a traditional coaxial speaker paired with a DSP-controlled active low end, combining classic acoustic design with modern low-frequency control.
Perk 4 – Venue-exclusive engraving service: A bottle and brush engraving service is offered exclusively to purchasers (bottle engraving is limited to 100ml products).
LOA POPUP TOKYO – Comment From the CEO
Jade Japan Co., Ltd. CEO Junichi Tamura shared the following comment:
"A fragrance is invisible, yet it can change memories, emotions, and the impression of a space in a big way. For this event, we've combined that with music and light. By bringing scent, music, and light together in one space, I hope people can feel the kind of experience only LOA could create.
"I'd love for visitors to try 'layering' different scents rather than choosing just one, and to discover combinations of their own. For those who've long loved LOA's oils, I hope this shows a side of LOA beyond the oil itself, and for those who don't know LOA yet, I hope this becomes a new kind of encounter with fragrance.
"We chose Harajuku for this event because it's a neighborhood where people from Japan and abroad gather and new culture keeps emerging. We felt this was the place where we could best express our aim of turning the brand into a culture."
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