MEDIHEAL’s “Derma Lab” Pop-Up in Shibuya Loft Concludes with Roaring Success, PLAVE Collaboration Items Sold Out!

MEDIHEAL’s “Derma Lab” Pop-Up in Shibuya Loft Concludes with Roaring Success, PLAVE Collaboration Items Sold Out!

MEDIHEAL’s “Derma Lab” Pop-Up in Shibuya Loft Concludes with Roaring Success, PLAVE Collaboration Items Sold Out!

From November 7th to November 20th, 2025, the derma cosmetic brand MEDIHEAL captivated beauty enthusiasts and K-pop fans alike with its “Derma Lab” pop-up store at Shibuya Loft in Tokyo. The two-week event, designed to offer an interactive experience into MEDIHEAL’s dermatological philosophy, concluded on a high note, demonstrating the brand’s formidable global reach.

The pop-up’s opening day saw long queues forming even before the doors opened, despite being a weekday. The venue buzzed with energy, attracting not only a significant number of Japanese customers but also many international tourists, underscoring MEDIHEAL’s strong global standing in the derma cosmetic market.

A Fusion of Skincare Science and Idol Fandom: MEDIHEAL × PLAVE

A major draw of the event was its special collaboration with PLAVE, the globally popular South Korean idol group serving as MEDIHEAL’s global ambassadors. The pop-up reimagined the store as a “MEDIHEAL Derma Lab,” where PLAVE members transformed into researchers, dedicated to solving various skin concerns. This unique concept resonated deeply with attendees, especially PLLI (PLAVE’s fandom) and international visitors.

Exclusive collaboration items and original merchandise were unveiled, creating a frenzy among fans. The limited edition “Hand Cream 5-piece set” featuring “MMM (Mumemimu),” a mysterious creature from PLAVE’s world, achieved an impressive feat by selling out in just nine days. This rapid sell-out highlighted the immense excitement surrounding the collaboration.

Furthermore, MEDIHEAL’s “Essential Mask,” which has maintained its position as Korea’s No.1 selling mask pack for 14 consecutive years, was presented in special packaging. These limited-edition masks, matching PLAVE members’ colors with specific ingredients and featuring MMM prints on the sheets, became a beloved item for fans. It perfectly blended “Pushi-katsu” (the Japanese cultural phenomenon of actively supporting one’s favorite idol) with skincare, allowing fans to enhance their beauty while celebrating their idols. “PLLI, who wouldn’t want to boost their beauty with their favorite idol’s colors?” one fan might exclaim, capturing the shared excitement.

Interactive Experiences and Social Media Buzz

Beyond product displays, the event offered engaging content such as interactive game events and exclusive in-store benefits. Visitors immersed themselves in activities like the “MEDIHEAL Shooting Game,” where they could aim for prizes by hitting MEDIHEAL products on a screen.

Reviews from attendees quickly spread across social media and online communities, drawing significant attention to the brand’s unique worldview and concept. The event successfully conveyed the brand’s appeal directly to a broader audience.

Looking Ahead: The Future of K-Beauty and Idol Collaborations

MEDIHEAL expressed gratitude to all visitors and those who shared their positive feedback online. The brand plans to continue fostering unique experiences that combine PLAVE’s distinctive world with MEDIHEAL’s derma solutions, promising new discoveries and excitement in future events. This successful pop-up underscores the growing trend of K-Beauty brands leveraging the global appeal of K-pop idols, further cementing their presence in the international market, including Japan’s vibrant Kawaii culture scene.

For those interested in exploring MEDIHEAL’s offerings, here are their official online shops and social media channels: