BI-SU Opens Permanent Store at Isetan Shinjuku’s Isetan Beauty Apothecary
A New Era of Holistic Wellness Begins with Sustainable Bird’s Nest Offerings
On February 9, 2026, the esteemed natural edible bird’s nest brand, BI-SU, opened its permanent establishment within the sophisticated Isetan Beauty Apothecary on the second basement floor of Isetan Shinjuku. This new store is set to become a central hub for individuals dedicated to pursuing beauty and health from within and without, offering a comprehensive range of products that embody the life force of natural bird’s nest.
The new BI-SU store is conceptualized as a total care destination, providing a full lineup of items designed to pamper the entire body. From the brand’s signature inner care products to skincare infused with the unique “Racial™” extract and hair care solutions promoting healthy growth, visitors can experience the profound benefits of natural bird’s nest across various aspects of their wellness routine. A team of expert concierges will be on hand to offer personalized guidance, ensuring each customer finds products tailored to their individual needs, fostering a sense of deep nourishment and vitality.
Exclusive Offers Mark the Grand Opening
To commemorate its permanent debut at Isetan Beauty Apothecary, BI-SU has prepared a selection of special limited-edition sets and exclusive benefits:
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BI-SU16 Limited BOX (Isetan Beauty Apothecary Exclusive)
This iconic item encapsulates natural bird’s nest in a bottle, offering both unsweetened and beet sugar varieties for a delightful taste comparison. Each box contains one bottle of BI-SU16 (beet sugar) and one bottle of BI-SU16 (unsweetened). Purchasers will receive a dedicated BI-SU16 spoon. Priced at ¥9,504 (tax included), this special box is limited to 200 units and available only at Isetan Beauty Apothecary until supplies last.
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BI-SU Shampoo & Treatment Limited BOX
This set includes one full-sized BI-SU Shampoo and one full-sized BI-SU Treatment, priced at ¥13,750 (tax included). Limited to 100 units, customers who purchase three of these boxes by March 31, 2026, will receive a full-sized BI-SU Eyelash Serum as a special gift. This offer is available at Isetan Beauty Apothecary, BI-SU GINZA SIX, and BI-SU ISETAN SALONE.
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Special Visitor Benefit: BI-SU Skincare 4-Piece Trial Set
As a celebratory gesture, the first 100 visitors to the Isetan Beauty Apothecary store from February 9 to the end of February 2026 will receive a complimentary BI-SU Skincare 4-piece trial set (one-time use). This set features the skincare line formulated with the brand’s unique “Racial™” extract, allowing customers to experience BI-SU’s nourishing benefits firsthand.
The Philosophy Behind BI-SU: True Luxury Through Sustainability
BI-SU, operated by M Style Japan Inc., is founded on the profound philosophy that “My beauty and health should not come at the expense of anything.” This commitment drives the brand to create products that do not harm people, animals, or nature, moving beyond mere efficiency or profit. The brand’s representative, Mikio Inatomi, personally sources 100% natural edible bird’s nests that are only collected after the chicks have safely left them, ensuring sustainable practices.
Since establishing the “Swallow’s Nest Research Institute” in 2017, BI-SU has conducted extensive research, leading to two patent acquisitions and a deeper scientific understanding of bird’s nest efficacy. With direct stores in prestigious locations like GINZA SIX and ISETAN SALONE, BI-SU continues to pioneer “true luxury” through its full range of inner care to skincare products, all generously infused with natural bird’s nest.
Store Information
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Store Name: Isetan Shinjuku Main Building B2F Isetan Beauty Apothecary/BI-SU
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Opening Date: February 9, 2026 (Monday)
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Address: Isetan Shinjuku Main Building B2F, 3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022
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Business Hours: 10:00 AM – 8:00 PM
A Glimpse into the Future of Beauty
The opening of BI-SU’s permanent store at Isetan Shinjuku signifies a growing appreciation for sustainable and holistic beauty practices in Japan’s luxury market. This expansion provides a unique opportunity for consumers to engage directly with a brand that champions ethical sourcing and scientific innovation. It reflects a broader trend where wellness is viewed as an interconnected journey, fostering a deeper connection between personal care and environmental responsibility. This move is sure to inspire consumers both locally and internationally to seek out beauty solutions that not only enhance their appearance but also align with their values for a more mindful and sustainable lifestyle.
