Lifestyle Shop "Birthday Jiyugaoka" Celebrates 2nd Anniversary Announced new brand message after rebranding

Birthday Jiyugaoka, a lifestyle store based in Jiyugaoka, Tokyo (Location: 1F, 2-7-19 Jiyugaoka, Meguro-ku, Tokyo), which operates under the concept of "non-itchy underwear and painless earrings," will celebrate its second anniversary on June 22, 2025, by launching a new brand To your skin, to the perching tree. Birthday Jiyugaoka is a brand name for the Jiyugaoka branch of the Jiyugaoka Cosmetics Co.

What is Birthday Jiyugaoka?

This is a rebranding of the store to clearly define its role as a "Tomarugi" that accompanies customers in their daily lives.

Consistent thoughts on "skin" that have emerged over the past two years

Since its opening in June 2023, the store has developed a wide range of products, including innerwear made of organic cotton, earrings that can be worn safely even by those with metal allergies, additive-free skincare products, and fair trade food products.

At first glance, these products may appear to be in different categories, but they all have one thing in common. All of our products have something in common: they all have something to do with skin. From underwear and accessories that come into direct contact with the skin, to skincare products and even food products that support beauty from the inside out, the basis of the products we select has always been the standard of "skin-friendliness.

Looking back over the past two years, we realized that "skin" was always at the forefront of our thinking, and this was the starting point for the rebranding.

A New Role for Tomariki

The new brand message, "To your skin, a stop tree," is based on our deep philosophy. The new brand message, "To your skin, the Tomariki," expresses our deep philosophy: "People are here because they are here to live. As the phrase "Because life is made up of and embraced by the skin" suggests, skin is seen as an important entity that embraces our very existence.

In today's society, many people unknowingly put their skin under strain due to daily stress and environmental changes. There are many factors around us that are not kind to our skin, such as rough skin caused by chemical fibers, inflammation caused by metal allergies, and skin problems caused by additives.

What we propose is to be a "perching tree" for your skin to free itself from daily stresses and flap off into tomorrow. The concept was born from the idea that just as birds have a place to rest their wings when they are tired, the skin of people living in the modern world needs a place where it can rest in peace.

About the Rebranding Conclusion

Our second anniversary rebranding was the verbalization of the essential values that came to light through two years of practice. The message "To your skin, to your perching tree." The message "To your skin, Tomariki" expresses our deep desire to heal the tired minds and bodies of today's society and give them the energy for tomorrow.

Our efforts to continue to be a part of people's lives through their skin go beyond mere product sales, and we will continue to propose new lifestyles in the future.

■Selected Product Lineup

The "Love you" series underwear made of organic cotton, the store's flagship products, avoid irritation to the skin caused by chemical fibers and wrap the skin with the gentleness of natural materials. In the accessories section, we offer "earrings that don't hurt," using special metal fittings that don't place a burden on the ear.

In addition, the skin care division offers additive-free skincare products that even those with sensitive skin can use with peace of mind, while the food division offers organic snacks and supplements with carefully selected ingredients to achieve a comprehensive approach to caring for "skin" from both the inside and outside.

■Future Prospects

While continuing to operate stores rooted in the Jiyugaoka area, our store strives to provide courteous customer service that addresses each customer individually, based on the philosophy of "May you have room to think of others and the future earth in your daily life when you take care of yourself.

With this rebranding, we will continue to introduce "new products and culture" to our customers. In addition to developing products that are gentle on the skin, we are also planning new initiatives to support our customers' lifestyles as a whole, and will continue to develop further as we enter our third year.

Of particular note is the store's commitment to social contribution. Aiming to improve Japan's world happiness ranking, we hope to contribute to improving the "subjective evaluation," "social support," and "tolerance" that Japan currently faces. In today's society, where the mind tends to be constricted, we intend to focus on creating communities that value self-affirmation and freedom of choice, and prevent social isolation.

We also plan to actively support the increase of female entrepreneurs and female managers. We are also looking into realizing a way of working that is not influenced by women's life events and holding events to support women's economic empowerment, aiming to go beyond mere product sales and contribute to society as a whole.

We ourselves are looking forward to seeing what results these social initiatives will produce as well as the further development of our store, which is now in its third year.

■Store Information

- Store Name ： Birthday Jiyugaoka

- Location ： 1F, 2-7-19 Jiyugaoka, Meguro-ku, Tokyo

- Telephone number ： 03-6421-2065

- Business hours ： 12:00-18:00

- Closed on Tuesdays and Wednesdays

- Access ： 7-minute walk from Jiyugaoka Station on the Tokyu Toyoko Line

- Website ： https://bir-thday.tokyo/