At Rei Cosmetics, curating J-Beauty is about more than just finding great products; it’s about making sure they truly work for you. Japan is home to countless high-quality, thoughtfully formulated beauty products at accessible price points, but not every bestseller in Japan is the right fit for the U.S. market. Our role is to bridge that gap.
To do this, every product we carry goes through a careful, multi-step review process.
1. We start with what’s loved in Japan
We closely track the most popular and highly rated products in Japan by reviewing trusted Japanese beauty platforms like @cosme and LIPS, as well as leading magazines such as Biteki and VoCE. These sources help us understand what’s trending, why certain products resonate with consumers, and what benefits they deliver in real life.
In addition, while in Japan, we also visit popular retailers like Loft, Ainz & Tulpe and Donki to see what’s selling in-store.
2. We evaluate ingredients and U.S. compatibility
Next, we work directly with brands and distributors to review formulations in detail. This includes confirming that products can be legally imported into the U.S. and that they align with U.S. consumer needs and expectations. Some ingredients approved in Japan — including certain colors and UV filters — are restricted by the FDA, making them difficult or impossible to carry stateside. If a product doesn’t meet these requirements, it doesn’t move forward.
3. We test with real U.S. consumers
Before launch, products are tested by our U.S.-based tester panel as well as our internal team. We evaluate texture, performance, wear, and overall experience, gathering honest feedback to ensure there are no surprises once a product reaches your routine. We also ensure that the products are inclusive to the diverse community of consumers in the United States, taking into consideration aspects like skin tone, hair textures and eyebrow colors.
4. We listen even after launch
Our work doesn’t stop once a product goes live. We continuously monitor feedback from customers, influencers, and press to make sure each product truly delivers. If something isn’t resonating, we’re willing to make tough decisions, including discontinuing products that don’t meet expectations. We remain impartial to brands and prioritize performance over hype.
This review process may seem extensive, but it’s intentional. At Rei Cosmetics, we want you to explore J-Beauty with confidence, knowing every product has been carefully vetted to meet your needs, standards, and lifestyle.
And that’s why your feedback matters. Please feel free to reach out with suggestions of what we should carry next.