J-Beauty

In Japan, nighttime beauty is an important part of the daily routine, and Japanese haircare brand YOLU takes this idea one step further by making nighttime the focus of its...

Keana Nadeshiko was launched in 2007 by Ishizawa Lab, a Tokyo-based skincare company founded in 1989 in Omotesando, with one specific problem in mind: pores. Not brightening in general, not...

From its beginnings in the Japanese haircare market to its growing presence around the world, &honey shows how a distinctly Japanese beauty brand can become a global favorite without losing...

D-UP is for people who take their eye makeup seriously. Not in an intimidating way, but in the way that means they've tried enough products to know what actually works...

The name Sekkisei means "snow skin." Clear skin. Luminous skin. The kind that makes people ask what you're doing differently. In 1985, Kose Corporation decided to build an entire skincare...

Most skincare brands talk about simplicity as a philosophy. Cow Brand has been practicing it since before most modern skincare brands existed. The Mutenka line isn't a trend response or...

At Rei Cosmetics, we believe that great beauty products don't happen by accident. We like to understand the companies behind the brands we carry including their history, their monozukuri (craftsmanship) philosophy,...

Biore was first launched in 1980 in Japan as the first non-soap cleansing wash. The name wasn't random: it came from combining two words, "Bio" meaning life and "Ore" meaning...

Few Japanese beauty brands have achieved the cult following of Canmake. From teenagers buying their first lipstick to longtime beauty enthusiasts, Canmake has remained a staple in makeup bags across...

Dolly Wink started as one woman's personal aesthetic and turned into a brand that genuinely shaped how a generation of Japanese women approach eye makeup. The gyaru-style lashes made it...

In Japan, Kikumasamune is a household name. Their sake appears everywhere from high-end restaurants to convenience stores. The skincare carries the same quiet authority: no dramatic promises, no flashy marketing,...

BOTANIST was founded in 2015 with a simple but clearly defined idea: that haircare should be built around plants, not chemicals, and that it should feel good to use every...