LOVECHROME’s NYC Pop-Up Debut

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.

Beloved by celebrities and top stylists, LOVECHROME is renowned for its groundbreaking luxury hair combs that instantly boost shine, reduce breakage and elevate everyday hair rituals into moments of refined self-care. With nearly one million units sold annually in Japan, the brand merges cutting-edge technology with timeless Japanese craftsmanship to create hair combs that are as effective as they are elegant.

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 event will also spotlight LOVECHROME’s premium K24GP series—its most luxurious collection—featuring high-performance combs that touch on both hair and scalp. The new K24GP Rose Gold model, priced at $450, combines the flexibility of gold with elite craftsmanship to deliver enhanced durability, shine, and soothing scalp care.

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.