And ST Co., Ltd., which operates mall and media businesses and produces events within the and ST HD Group, is collaborating with eBay Japan LLC's internet shopping mall "Qoo10" to launch an experiential salon booth called "I Want to Be Cute by Valentine's #Kawaiikunaritai Salon" for a limited time. The booth will open at and ST TOKYO, the Harajuku flagship store of and ST, starting January 30, 2026 (Fri).
The "I Want to Be Cute by Valentine's #Kawaiikunaritai Salon" brings together new fashion items from popular and ST brands and 44 cosmetic products that won the Overall Prize and Special Prize at the "Qoo10 MEGA BEAUTY AWARDS 2025." The salon will offer total styling experiences and propose personalized "cute" looks for each visitor.
and ST is a fashion platform with the key message "Fun for everyone, starting here," delivering the appeal and enjoyment of fashion and lifestyle. Qoo10 is a popular beauty platform that communicates the charm and enjoyment of beauty and cosmetics through initiatives like the "Qoo10 MEGA BEAUTY AWARDS." The collaboration stems from this common ground and will be implemented as a joint OMO (Online Merges with Offline) initiative connecting online and offline experiences by both companies. This project supports the feelings of girls who want to be "cute from head to toe, including hair, makeup, and fashion" before Valentine's Day.
The salon booth will showcase fashion items from and ST's wide range of brands and testers of beauty items that won the Overall Prize and Special Prize at "Qoo10 MEGA BEAUTY AWARDS 2025." It will also propose fashion incorporating "Charm Cosme" ranked in the "Qoo10 MEGA BEAUTY AWARDS 2025."
During the period, popular beauty influencers will team up with and ST TOKYO's influencer staff to offer a special program featuring one-on-one personalized total styling tailored to each customer. Additionally, approximately 3,000 special novelty bags containing actual products from "Qoo10 MEGA BEAUTY AWARDS 2025" winning items will be distributed.
Furthermore, the collaboration will include an Instagram Live event with a gift campaign that allows people to experience the "I Want to Be Cute by Valentine's #Kawaiikunaritai Salon" from home. Through this salon by and ST and Qoo10, the project aims to make not only Valentine's Day itself but also every day leading up to it cute and enjoyable.
Detailed event information will be announced on the special website within and ST and on and ST's official social media.
Special Website: https://www.dot-st.com/cp/valentine-salon/
Instagram: https://www.instagram.com/andst_official
"I Want to Be Cute by Valentine's #Kawaiikunaritai Salon" Booth Overview
Duration: January 30, 2026 (Fri) to February 16, 2026 (Mon)
Location: and ST TOKYO (1F WITH HARAJUKU, 1-14-30 Jingumae, Shibuya-ku, Tokyo)
Special Website: https://www.dot-st.com/cp/valentine-salon/
Total Styling Experience
A special program limited to approximately 8 people per day, where popular beauty influencers team up with and ST TOKYO's influencer staff to provide one-on-one personalized total styling tailored to each customer.
Includes a luxurious novelty bag as a souvenir.
Implementation Days: January 31 (Sat), February 1 (Sun), 7 (Sat), 8 (Sun), 14 (Sat), 15 (Sun), 2026
Influencers & Staff:
January 31 (Sat) & February 1 (Sun): Nacchan Cosme ni Numatta Onna, Rinrin
February 7 (Sat) & February 8 (Sun): Nanami, Rinrin
February 14 (Sat) & February 15 (Sun): Yamasaki Kokoro, Nanako
Participation Requirements: Advance reservation via and ST Ticket in the and ST app is required
Total Styling Experience Reservation Method: https://www.dot-st.com/cp/valentine-salon/#special
Novelty Bag Distribution
A special campaign will distribute novelty bags containing actual products from 3 items among the winning items from the first round of "Qoo10 MEGA BEAUTY AWARDS 2025," announced on December 8, 2025, which were selected from 610,000 votes by 520,000 Qoo10 members. Approximately 3,000 bags will be distributed.
Distribution Days:
January 31 (Sat), February 1 (Sun), 7 (Sat), 8 (Sun), 11 (Wed, Holiday), 14 (Sat), 15 (Sun), 2026
Anua Retinol 0.3 Niacin Renewing Serum (full-size, 30ml) / SKIN&LAB Glutathione Toner (novelty size, 15ml) / MEDICUBE PDRN Pink Peptide Ampoule (novelty size, 10ml) / Gift & Point Campaign QR Code
Distribution Requirements:
Qoo10 membership registration and advance pick-up reservation via and ST Ticket in the and ST app are required
Novelty Bag Advance Pick-up Reservation Method: https://www.dot-st.com/cp/valentine-salon/#news
*Please note that the information provided is current as of the announcement date and is subject to change without notice.
Qoo10 is here: https://www.qoo10.jp/
About the "I Want to Be Cute by Valentine's #Kawaiikunaritai Salon" Project
From left: and ST Co., Ltd. Motoura, Hongo, eBay Japan LLC Umakoshi, Morano
And ST Co., Ltd., which operates "and ST," and eBay Japan LLC, which operates "Qoo10," are holding customer-oriented events that transcend the boundaries of their respective online platforms, fusing borderless values and styles as the first collaborative initiative between the two companies. This time, a hands-on event is planned and held in person at and ST TOKYO in Harajuku, a trendsetting area, to fulfill the desire to "#wanttobecomecute." The event features fashion proposals, total styling by influencer staff, a corner where customers can try 44 products with cooperation from Qoo10 tenant brands, and novelties for approximately 3,000 people.
About Qoo10 MEGA BEAUTY AWARDS 2025
An award honoring beauty products that achieved remarkable success in 2025. To reflect real customer voices, it employs a general participation voting system. By combining solid sales performance, customer voices through general voting, and evaluations by experts such as beauty professionals, the award aims to be trusted by many people.
Name: Qoo10 MEGA BEAUTY AWARDS 2025
Evaluation Criteria:
Sales Performance: Aggregation period September 16, 2024 (Mon) to September 15, 2025 (Mon)
Customer Evaluation: General voting period October 1 to October 14, 2025 (Tue)
*Within the Qoo10 site
- Jury Evaluation: Evaluation by external experts
Award Announcement Date: December 8, 2025 (Mon)
Awards: Total 137 (10 Overall Awards, 93 Category Awards, 34 Special Awards)
Special Page URL: https://www.qoo10.jp/gmkt.inc/Special/Special.aspx?sid=356211
About Internet Shopping Mall "Qoo10"
Business Overview: Operation of internet shopping mall "Qoo10"
eBay Japan LLC operates "Qoo10 (Kyuten)" as a marketplace that creates fun and delivers joy. Since starting operations in 2010, it boasts a rich product lineup across all genres including fashion, beauty, sports, electronics, mobile, daily necessities, living, food, baby, entertainment, books, and e-tickets. Through "Qoo10," sellers (both corporations and individuals) can freely list products from Japan and abroad, and buyers can enjoy shopping in a safe and secure environment.
*Company names and product names mentioned in the text are trademarks or registered trademarks of their respective companies.
Customer Inquiries
Qoo10 Support Center (Hours: Weekdays 9 AM to 6 PM, closed on Saturdays, Sundays, and holidays) TEL 050-5840-9100
About Web Store "and ST"
The official web store where and ST HD Group brands such as "GLOBAL WORK," "NIKO AND..." and "LOWRYS FARM" come together.
= and ST points that can be used and earned at approximately 1,500 brand stores nationwide and the web store
= Staff board where over 4,400 staff members update the latest coordinates daily
= Abundant and genuine customer product reviews useful for shopping
= Open platform where companies from various categories participate
A "Play fashion! Platform" that connects with everyone, including customers, companies, and regions. More connections with everyone.
Currently operating OMO-type stores "and ST Store" that combine the benefits of web stores and physical shops.
About and ST Co., Ltd.
And ST Co., Ltd. (President & CEO: Osamu Kimura) provides new shopping experiences that fuse real and digital while expanding diverse product categories. As a Play Fashion! platformer that seamlessly connects users and business partners, it develops services suited to the times.
About and ST HD Group
The and ST HD Group is a multi-company group consisting of "Adastria Co., Ltd.," "ELEMENT RULE Co., Ltd.," "BUZZWIT Co., Ltd.," and "ZETTO'N, Inc.," which develop apparel, sundries, and dining brands, as well as "and ST Co., Ltd.," which develops mall and media businesses, "Adastria Logistics Co., Ltd.," which handles the group's logistics, and special subsidiary "WeOur Co., Ltd."
The group aims to become a "Play fashion! platformer" that strengthens connections with various stakeholders and spreads the excitement of fashion domestically and internationally.
