Recently, Japanese makeup brand Addiction Tokyo has announced it will cease operations in the United States, just two years after entering the market. In a statement shared on its U.S. Instagram account, the brand cited ongoing tariff uncertainty and sluggish performance by parent company Kosé Corporation in North America as key reasons for the withdrawal.
“After an incredible journey in the US, we’ve made the difficult decision to wind down our operations here,” the post read. Despite the exit, Addiction Tokyo emphasized that it will continue to operate globally, particularly in Japan, where it maintains a strong foothold. U.S. consumers can continue to purchase products via the brand’s direct-to-consumer website through September 30.
Addiction Tokyo first entered the American market in September 2023 with a DTC site and a Bloomingdale’s pop-up, part of Kosé’s broader goal to quadruple its Americas business by 2026. However, with 65% of Kosé’s sales still rooted in Japan and recent challenges facing its U.S. portfolio — including a 9% sales decline for Tarte, another Kosé-owned brand — the company appears to be recalibrating its international strategy.
Founded in 2009 by celebrated makeup artist Ayako, Addiction Tokyo is known for its high-quality, expressive color cosmetics, particularly its finely-milled eyeshadows. Since 2019, the brand has been led creatively by Kanako Takase. It continues to be available in Japan and across parts of Asia, including Korea, Taiwan, and Hong Kong, where it is stocked in department stores and beauty specialty retailers.
