WWDJAPAN on ASSORT TOKYO: the hair you want, with no shared language needed
WWDJAPAN, Japan's weekly fashion and beauty paper, featured ASSORT TOKYO, our salon in Aoyama, Tokyo, in its 8 June 2026 issue, in a feature on the shops that visitors to Japan queue for. The article went online on 12 June 2026.
For the feature, WWDJAPAN's editors visited 15 shops in fashion, beauty and food that are full of visitors from abroad, and asked how each one became known, what people come for and how they look after them. ASSORT TOKYO is the eleventh article in the series.
What the article says
WWDJAPAN writes that Assort has salons in seven cities around the world, including Tokyo, Osaka, New York, London, Hong Kong and Melbourne, and that more than 90% of ASSORT TOKYO's sales come from guests from abroad. It explains that Assort is not a foreign salon that came to Japan: it is a salon born in Japan, which started in Aoyama, Tokyo.
The article gives three reasons guests from abroad choose the salon. The first is the consultation video, which Assort began early, during the pandemic. Ken Kobayashi, head of the Assort group, told WWDJAPAN that the salon turned its videos around: they used to show mostly the finished look and a little of the before, and now they show mostly the conversation. Guests who saw a look they loved on social media did not know how to ask for it — watching a stylist and a guest talk it through showed them how. At the time, the article notes, Assort's own Instagram had about 352,000 followers and its TikTok more than 850,000.
The rest of the article, with the other two reasons, is for WWDJAPAN's members online and in the printed issue.
About WWDJAPAN
WWDJAPAN has followed the fashion and beauty business as a weekly paper since 1979, published under licence from the American WWD. The 8 June 2026 issue (Vol. 2476) is still sold in WWDJAPAN's own shop.
ASSORT TOKYO is our salon in Aoyama, Tokyo. Its team cuts, colours and perms — digital perms and Japanese straight perms included — for guests from Tokyo and from all over the world, in Japanese and English.
Follow — ASSORT TOKYO
- ASSORT TOKYO on Instagram (@assort.tokyo) →
- ASSORT TOKYO — website →
- Assort on Instagram (@assort.hair) →
- Assort on TikTok (@assort.hair) →
Read the original
- Read the article on WWDJAPAN →
- The 8 June 2026 issue — "the shops visitors to Japan queue for" →
- WWDJAPAN on Instagram (@wwd_jp) →
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