About Avantgardey
Avantgardey, produced by choreographer akane, rose to global fame as the ‘mysterious uniform bob-haired group’ on TikTok and Instagram. Their journey includes reaching the finals of ‘America’s Got Talent’ in 2023, making them the first Japanese act to do so in a decade, and receiving the Sakuya Konohana Award in 2025. Their unique blend of tradition and modernity resonates deeply with audiences worldwide.
Learn more about Avantgardey through their official channels:
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Akanekikaku Official Site: https://akanekikaku.com/avantgardey/
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AVANT GARDEY Official Instagram: https://www.instagram.com/avantgardey/
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AVANT GARDEY Official TikTok: https://www.tiktok.com/@avantgardey_
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akanekikaku avantgardey YouTube: https://www.youtube.com/@avantgardey
The “shu sento” Experience
A ‘sento’ is a traditional Japanese public bathhouse, a place of relaxation and community. shu uemura reimagines this concept as a journey of beauty discovery. Stepping into the ‘shu sento’ transports visitors into a warm, inviting space, where a ‘banto’ (bathhouse attendant) greets them. The journey begins by opening a locker door, symbolizing the start of a personal quest for the perfect base makeup.
Visitors can intuitively answer questions within the lockers to uncover the secrets of radiant, dewy skin achieved with the new ‘Unlimited Block: Booster Advanced’ primer, discovering their ideal color match. After trying out the recommended primer and shu uemura’s popular foundations in spaces designed like a sauna and cold bath, a makeup artist offers advice to complete a lasting, comfortable look.
The event also offers an exclusive pre-release experience and purchase of the ‘Kinu Care CC Oil’ new primer oil lip, set for nationwide release on April 3.
Special Offers and Campaigns
To enhance the experience, shu uemura has prepared several special offers:
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SNS Post Benefit: Share your ‘shu sento’ moments with #shusento on social media to receive an exclusive original drink. (Limited availability, one per person. Available at ‘StandBy’ from March 27-29, and at the main venue from March 30-April 2).
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In-Venue Purchase Benefit: Purchase eligible products at the pop-up to receive exclusive ‘shu sento’ original goods, such as a bathhouse-themed charm or a 2-way mini bag that doubles as a cafe holder. (Limited availability).
- Nationwide Campaign: For those unable to visit the pop-up, show any ‘shu sento’ social media post to staff at shu uemura stores nationwide (excluding self-select shops) and experience a point touch-up to receive a sample set. (Campaign runs March 27 – April 26, 2026. Limited availability, one per person).
Event Details
shu uemura Pop-up Event ‘shu sento’
Main Venue: ‘Sento’ (Bathhouse)
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Shu Tokyo Makeup Box
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5-11-2 B-SIDE, Jingumae, Shibuya-ku, Tokyo 150-0001
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TEL: 03-6427-2581
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Period: March 27 (Fri) – April 2 (Thu), 2026, 11:00-20:00
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Admission: Free / Priority reservation
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Reservation: Details provided via shu uemura Official LINE (LINE friend addition required). Please bring your smartphone.
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shu uemura Official LINE: https://lin.ee/JClBHm6
Annex Venue: ‘Gaikiyoku’ (Open-air Bath)
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StandBy
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5-11-1 Jingumae, Shibuya-ku, Tokyo 150-0001
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Period: March 27 (Fri) – March 29 (Sun), 2026, 11:00-20:00
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Admission: Free / No reservation required
About shu uemura
Founded in 1967, shu uemura is a Japanese makeup artist brand. Its founder, Shu Uemura, revolutionized beauty by emphasizing that ‘beautiful makeup begins with beautiful skin,’ integrating both makeup and skincare. The brand continues this legacy, offering a comprehensive approach to beauty that proposes ‘individual beauty’ through various forms, methods, and styles. It operates its Omotesando flagship store, ‘Shu Tokyo Makeup Box,’ and numerous department store counters nationwide.
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Official Website: https://www.shuuemura.jp/
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X (formerly Twitter): https://x.com/shuuemurajp
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Instagram: https://www.instagram.com/shuuemura/
The ‘shu sento’ event exemplifies how Japanese beauty brands are innovating to create immersive, culturally rich experiences. By blending traditional elements like the sento with modern artistry and globally recognized talent like Avantgardey, shu uemura is not only showcasing its products but also contributing to a dynamic fusion of beauty and culture. This approach will likely inspire future kawaii culture events abroad, demonstrating how unique narratives can elevate brand engagement and resonate with a global audience.
