hince ルミネエスト新宿店

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.

韓国発のメイクアップブランド「hince」。ルミネエスト新宿の地階に日本初の直営店を構えます。