Japanese Beauty Retailer Yoshitsu Expands into US Market, Eyes Global Growth

The health and beauty retail sector in Japan is projected to reach ¥15.2trn ($98.1trn) by 2025, with demand extending globally. Capitalizing on this trend, Japanese beauty retailer Yoshitsu is pursuing a multi-pronged approach to build its brand awareness in the US and drive sales.

In a recent letter to shareholders, Yoshitsu's principal executive officer, Mei Kanayama, outlined the company's strategy for 2024: "Our primary focus will be on brand expansion, particularly in the US. We plan to inaugurate more direct-sale stores in key cities including New York, Boston, Las Vegas, and Los Angeles, as a critical step in our global expansion strategy."

In December 2023, Yoshitsu opened its first US store in Seattle, featuring over 8,000 in-stock items across 6,000 square feet of space.

The brand is also forging alliances with established US retailers to promote its products. Among these is a partnership with Los Angeles-based collectible card retailer and live-streaming distributor CROSSING.

“Our goal is to introduce Yoshitsu's high-quality beauty products to a broader audience in the US market, leveraging strategic partnerships and direct-sale stores,” said Mei Kanayama.