If you’ve browsed our selection at Rei Cosmetics, you might have noticed something missing: foundations. While we do offer a curated selection of primers, concealers, and powders, base foundations haven’t made their way into our lineup—at least not yet.
Japanese luxury beauty brands like Shiseido, Clé de Peau Beauté, and Koh Gen Do as well as more affordable brands like Maquillage, Kate and Covermark are known for creating exceptional foundations. They’re lightweight, long-wearing, and deliver beautiful coverage without looking heavy or cakey. In Japan, it’s common to find a wide array of foundation options—especially cushion foundations—at nearly every beauty counter.
So why don’t we carry any?
The short answer: inclusivity.
Many Japanese foundations are formulated with a narrow shade range, typically tailored to East Asian skin tones. This reflects the largely homogenous population in Japan, but it presents a real challenge when it comes to serving the beautifully diverse range of skin tones here in the U.S.
From day one, Rei Cosmetics has been about inclusion. We want our products to be accessible and effective for as many people as possible. Right now, none of the foundations we’ve tested from Japan meet that standard. Until we find a brand that offers a broader, more inclusive shade range, we’ve chosen not to stock foundation.
That said, we’re always on the lookout. If you know of a Japanese brand creating foundations for a more diverse audience—or if you're part of one—we’d love to hear from you. Our goal is to bring the best of Japanese beauty to everyone, and we’re committed to doing it the right way.