Japan’s top-selling luxury haircare brand, LOVECHROME, is making its highly anticipated U.S. debut with a one-day-only immersive pop-up in New York City’s SoHo on Saturday, April 26—and it’s open to the public.

The pop-up invites beauty enthusiasts, professional stylists and curious passersby to step into a sleek, tech-meets-beauty space and explore the world of LOVECHROME.

Guests will enjoy personalized consultations, hands-on product trials, and a first-hand look at JP CHROME-TECH®—a patented technology originally developed for luxury sports cars, engineered to reduce static, protect strands, and enhance shine. A curated selection of combs, including limited-edition, will be available for purchase. Visitors can also enjoy complimentary matcha lattes served throughout the day.


The SoHo pop-up marks the official U.S. launch of LOVECHROME, ahead of its spring expansion into select premium retailers. The event introduces the future of luxury haircare—where innovation meets timeless Japanese craftsmanship—straight from Tokyo to SoHo.

WHEN:
Saturday, April 26
11:00 a.m. - 5:00 p.m. EST

WHERE:
Allouche Gallery (SoHo)
77 Mercer St.
New York, NY 10012