Keiko Suyama
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established Dessigne, a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, she started a conceptual project called “Bijo,” curating J-Beauty and lifestyle brands. She has clients in some 150 stores across 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, and Sephora.

“J-Beauty” has been gaining attention in the Western beauty industry. The beauty regimen that symbolizes Japanese beauty, derived from traditionally cultivated aesthetics, concepts and customs, has slowly become a part of the daily lives of people around the world. “J-Beauty report from Europe” introduces the J-Beauty brands which are gaining popularity in Europe while also digging into the ancient methods of Japanese beauty. The series is supervised by Keiko Suyama, who represents the brand Dessigne and has lived in Paris for over 20 years, consulting with Japanese beauty brands looking to expand into the European market. With Suyama, we explore various Japanese aesthetics and the driving forces behind the J-Beauty trend in Europe.

The eleventh installment is about the aging care cosmetics brand “EviDenS de Beauté”, founded by Charles-Edouard Barthes, husband of former Fuji TV announcer Eriko Nakamura. As the name suggests, it means “proof of perfect beauty”, they pursue reliable effects that help you achieve flawlessly beautiful skin that transcends age. Products that perfectly harmonize France’s advanced cosmetics development capabilities and luxury with Japan’s delicate and advanced technology are carried in luxury hotels and boutiques around the world. It all started with the goal of providing the best solution to the founder’s wife who suffers from sensitive skin. We asked him, who deeply sympathizes with Japanese spirituality, about the 17-year journey from its founding to the present.

“Going to Japan is a way to recharge my creative batteries and fuel my energy”

––First of all, please tell us about EviDenS de Beauté.

Charles-Edouard Barthes：The mission is – and has always been – to offer indisputable results and a sensorial journey for all women, even for the most sensitive skins. The initial goal was to propose a solution to my wife who was struggling to find the right products for her skin: she was buying every cream on the market, believing every single promise and being disappointed every time. As her husband, I had to offer a solution for the woman I chose for life! I also thought that if she was struggling with her sensitive skin, she would most probably share this with a multitude of women. This quest turned into Evidens de Beauté’s mission. Getting to express this mission with a double French & Japanese heritage and philosophy is what makes us unique.

––Can you tell us about the bestseller and signature products?

Charles-Edouard：The bestsellers are part of the original products, which is a great pride.The first one is a mask, our Special Mask. It is the perfect get-ready mask, as it lifts and refreshes your skin in only 15 minutes.The second is the Moisturizing Lotion, a pre-serum to be applied for all skins that will boost the results of the product you apply after.Last but not least, our famous Total Shield SPF 50 PA ++++, a barely-there veil of protection that can be used right before makeup.

––What feedback have you received from your customers?

Charles-Edouard：We love receiving feedback from our customers, as it confirms the choices we make every day.  We have always considered our customers as our best ambassadors. We work with a « kaizen » philosophy to always improve on what we do, and I truly believe that women feel this dedication and appreciate it in our products. This is a unique relationship that we want to nurture.

––Despite the fact that each country has its own beauty ritual, why do you think J-Beauty captivates you?

Charles-Edouard：When I first stepped into Japan, I was fascinated by the beauty around me, the refinement. And then I met the most beautiful woman, my wife Eriko. J-Beauty for me will forever be relevant as Japan always strives for more sophistication and precision. It doesn’t care about trends, it only values quality. We strive for perfection through our sahos, and our ceremonies. This is J-Beauty at its finest.

––Besides beauty rituals, what element of Japanese culture inspires you?

Charles-Edouard：Japan is a never-ending source of inspiration for refinement. Be it for table ware, for clothing, for dining… It is the country where you can find a true exert for every single topic and a passionate one at that! Maybe I am not the most objective person, but going to Japan is a way for me to recharge my creative batteries and fuel my energy.

––In the end, please share with us your vision.

Charles-Edouard：My vision for EviDenS de Beauté is to excel in all its endeavors. We are lucky enough to have very promising projects, great partners that will fuel them, like Rosewood, Harrods, S’Young, and a solid team to make it all happen.

My ultimate goal is to make EviDenS de Beauté the #1brand in the world, as I believe its uniqueness can take it there.

The post J-Beauty report from Europe Vol. 11:　EviDenS de Beauté offers the best solutions for all women who suffer from sensitive skin. appeared first on TOKION - Cutting edge culture and fashion information.

Keiko Suyama
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established Dessigne, a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, she started a conceptual project called “Bijo,” curating J-Beauty and lifestyle brands. She has clients in some 150 stores across 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, and Sephora.

“J-Beauty” has been gaining attention in the Western beauty industry. The beauty regimen that symbolizes Japanese beauty, derived from traditionally cultivated aesthetics, concepts and customs, has slowly become a part of the daily lives of people around the world. “J-Beauty report from Europe” introduces the J-Beauty brands which are gaining popularity in Europe while also digging into the ancient methods of Japanese beauty. The series is supervised by Keiko Suyama, who represents the brand Dessigne and has lived in Paris for over 20 years, consulting with Japanese beauty brands looking to expand into the European market. With Suyama, we explore various Japanese aesthetics and the driving forces behind the J-Beauty trend in Europe.

The tenth installment is the Swiss-based perfume brand Floraïku Paris, which combines haiku and scent. The starting point is a trip to Japan by literature-loving co-founder Clara Molloy with her husband. She was fascinated by Japan’s unique aesthetic sense and literature, especially haiku, and embodying the idea of perfume that spins a story through the sense of smell. Ms. Suyama is also one of the people who was captivated by Floraïku Paris’s universe which evokes all kinds of emotions. We asked Clara, who is well versed not only in haiku but also in Japanese traditions, about the poetic Japanese aesthetic that is the source of the brand.

Branding based on traditions such as Japanese kōdō, o-cha, and ikebana

––First of all, please tell us about Floraïku Paris.

Clara Molloy：The whole approach lies in this attention to the sense of beauty linked to a sublimation of everyday gestures and awareness, at the heart of Asian culture and literature. Our collections are based on traditional ceremonies: kōdō (incense ceremony), o-cha (tea ceremony) and ikebana (floral art), and the boutique experience aims to take the time, over a tea, to discover each fragrance according to one’s desire. To “listen” to them and to welcome what they guide us towards sweetness, impetus, memory… Then, the work of detail carried out on each bottle, by the patterns and the double use of the stopper which becomes a travel case, the importance of the naturalness of the compositions in homage to the richness of mother earth…, everything contributes to living the perfume as an art of living in itself.

––What motivated you to start  Floraïku Paris?

Clara：It all started with a trip we took with my husband John, to Japan in 2008. We went to Naoshima, the island known for being dedicated to art with many museums that had just been built. We were practically alone to enjoy the place. We then visited Tokyo and Kyoto, this unique atmosphere surrounded us captivating our hearts with its beautiful contrasts and shadows. This is how our desire was born, carried by a sense of culture, refinement and rituals related to time, which we strongly felt there. It made us think of an olfactory ceremony to celebrate nature, arts and beauty. It took time, as we had just launched our first perfume brand Memo Paris, but the seed was planted! And in 2017, we create Floraïku Paris.

––How did you get to know about haiku in the first place?

Clara：As I said, I’m passionate about literature and a writer, so I read a lot, and I’m deeply moved by haiku, that very short form in three lines, traditional and typical of Japanese poetry. Its intensity and delicacy, in such a brief moment, echo my own imagination, and the fact that it’s often linked to the seasons, to natural movement, made me wonder; when I read a haiku, I can imagine it, it an intense visual and emotional sensation. But could I also smell it? I had the idea that such a short, powerful olfactory poem might be possible. Floraïku Paris is the result of this vision, linking Flora, flowers and nature, to haiku and poetry.

––Can you tell us about the bestseller and signature products?

Clara：All over the world, I know our fans love “One Umbrella For Two.” I can relate, it’s a composition that combines a sweet, fruity, gourmand blackcurrant absolute with Genmaicha tea extract and cedarwood oil. The inspiration comes from a traditional Japanese umbrella named wagasa, and the haiku tells: Our eyes raise to the sky / No rain / One umbrella for two.

In terms of iconic fragrances, I’m thinking of our Shadowing collection, which consists of two scents: “Sleeping On The Roof” and “Between Two Trees.” This duo is really special for me, because we’re introducing a new way of wearing perfume. You’re familiar with layering, but shadowing is different: the idea is to reveal your favorite Floraïku Paris fragrance with a light (Sleeping on the roof) or dark (Between two trees) shadow, as you wish, by applying your fragrance and a shadow side by side. The image of the shadow, its presence and design, inspires me, and I know that Ikebana, as the art of arranging flowers, the forms they create through light, is as important as the bouquet itself. I wanted to develop this beautiful idea for the perfume.

Last, our Asian clients love the romantic citrusy sensuality of “Juste A Rose,” the intense woody notes of “Golden Eyes”, “I Am Coming Home” a fresh spicy composition of White Tea and Cardamom Oil, “In The Dark” for its aromatic floral heart and “In The Rain” a beautiful water lily opening a fruity woody fragrance.

Staying as close as possible to our intuitions and convictions

––What feedback have you received from your customers?

Clara：They can feel and appreciate all the work behind the perfume. The balance of the notes and accords, the design of the bottle… I think their emotion comes from the multitude of small attentions as if the magic was operating by discovering little by little the puzzle to be formed and the image to appear progressively: revealing a precious perfume. The haiku engraved on the back of the bottle, the inspiring, colorful and contemporary design of the caps, all different, the delicacy of the purse spray, participate, I hope, to the satisfaction of our customers.

––Finally, please share with us your vision of the future.

Clara：Staying as close as possible to our intuitions and convictions, without trying to follow the moment or the trend. Continue to be secretly sensual and discreetly audacious, both grounded and ethereal, with roots and clouds, body and soul. And with love, because it’s all about love. And we hope that more and more fragrance lovers in Japan will enjoy Floraïku Paris.

The post J-Beauty report from Europe Vol. 10: a poetic story of Floraïku Paris spun with haiku and scent appeared first on TOKION - Cutting edge culture and fashion information.

The ninth installment is IPSUM ALII, a Swiss-based company that combines traditional herbal medicine and modern science to transform it into skin care products. Ms. Suyama was also fascinated by the philosophical approach. The two founders, Kikoc Veopraseut and Nora Kato, have both been involved in Japanese culture and have accumulated international experience. Based on the mission to spread the power of herbal medicine rooted in Japanese tradition to the world, they lead not only the skin but also the physical and mental health through IPSUM ALII. We asked co-founder Kikok about their encounter with herbal medicine and its essential power.

IPSUM ALII
Kikoc Veopraseut grew up in France with a mother who, as a trained paediatrician, would complement some of the Western medicines with Eastern Herbal treatments. She studied both in France and the US before moving to Asia for her career and have experienced childbirth and childcare while spending eight years in Tokyo. During her time in Tokyo, she discovered the power and benefits of acupuncture for pregnancy, shiatsu for muscle stiffness, and Kampo for sleep and skin issues. Nora Kato was born and raised in both countries with a Japanese father and a German mother. She studied in Germany and got an MBA in France, then has worked for International brands in the luxury sector and in cosmetics in Europe and Japan. Incorporating Japanese rituals while living in Europe has always been a part of her. Even more so when she became a mom – now I am passing these rituals on her my kids.

Keiko Suyama
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established Dessigne, a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, she started a conceptual project called “Bijo,” curating J-Beauty and lifestyle brands. She has clients in some 150 stores across 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, and Sephora.

Introduce Japan’s powerful Kampo philosophy to Europe

––First of all, please tell us about IPSUM ALII.

Kikoc Veopraseut：We decided to embark on a mission: to bring equilibrium back into our busy lives, remove blockages, ensure our entire systems were circulating and flowing again – and at the same time, introduce Japan’s powerful Kampo philosophy to Europe with a range of holistic and clean skin care products, made exclusively in Japan.

We were careful to strip off as many ingredients as needed to comply with strict EU regulations and, most importantly, to ensure the purest and highest quality products for customers. We also did not add any fragrance to the products, as this can be highly irritating for sensitive skin. Then, the most powerful ingredients were paired with modern science – resulting in products offering a new life-boosting daily ritual for rest and reset. The end result? A holistic skincare line for active urbanists.

−−What motivated you to start?

Kikoc：We first met when we were living in Tokyo, before our paths crossed again while raising families in Zurich. IPSUM ALII came to life after countless conversations led to the realisation that despite living the lives of our dreams, like many busy working mothers, we were regularly exhausted with little time for ourselves – and this was often reflected in our skin condition. At the same time, we recalled countless moments of restorative peace and pleasure while living in Japan – from soaking in hot spring onsen baths to exploring the world of medicinal Kampo herbs, both of which had a positive impact on our skin as well as our general sense of well-being.

We believe Kampo is one of the last well-kept secrets in Japan, which benefits should be shared with the rest of the world! Hence, we decided to transfer the power of Kampo herbs from its traditional medical use in Japan to our daily beauty rituals in our first potent skincare essentials.

––Where does the name IPSUM ALII come from?

Kikoc：As we are using herbs from Japanese traditional medicine Kampo, it became quickly clear that we would use Latin as a language used in medical books.

”Ipsum” in Latin means oneself; for example selfcare

”Alii” in Latin means other; for example our environment and people surrounding us

IPSUM ALII reflects our philosophy of how taking care of oneself is part of a larger dimension that includes respect for our environment by showing others the way to a more balanced relationship between oneself and our surroundings. 

––Can you tell us about the bestseller and signature products?

Kikoc：We have two signature products: The Skin Refining Gel and the Nourishing Adaptogen Cream. A third one is coming soon.

IPSUM ALII uses a triad system, from the Kampo philosophy, of three essential elements, to categorize the benefits of each product – KI; KETSU; and SUI.

KI is energy fundamental to living things. KETSU represents blood, its consistency and circulation and SUI all other liquid elements in the human body. In Kampo, the healthy state of human beings means a well-balanced or non-deviated condition of the three substances.

The SKIN REFINING GEL is a gentle water-based creation, which both polishes and stimulates new skin cells, through a powerful blend of herbs and science. The main element KI is enhances blood circulation. The formulation is a true innovation for the European market. It reacts with the keratin on the skin and gently rubs off dead skin cells of the epidermis, enabling your skin to renew itself – like an eraser, leaving your skin smooth, rosy with a healthy illumination.

Key ingredients range from Kihada Bark, renowned for its anti-inflammatory qualities and rich in berberine, an established anti-aging compound; to Maguwa Root, which calms irritations, even skin tone and lightens age spots.

NOURISHING ADAPTOGEN CREAM, contains a soothing and profoundly replenishing plethora of 4 adaptogenic plant ingredients. Among them is Reishi, a fungus with antioxidant properties that strengthen the skin’s barrier. There is Akayajiou Root, which bursts with vitamins (A, B, C and D) and is considered a restorative Yin tonic with powerful antioxidant benefits. It is complemented by Hatomugi Seed, a powerhouse herb that smoothes, refines and tones dry skin; and anti-inflammatory Ukon, wild Japanese turmeric, rich in potassium, vitamins and magnesium. The KI, KETSU, and SUI elements in this product focus on building and maintaining your skin hydration. Blood cells are deeply nourished by nutrient-rich adaptogens. This moisturizer will boost your skin’s hydration level, strengthen its protective barrier, while reducing redness.

J-Beauty is not limited to skin care, it extends to lifestyle

––Despite the fact that each country has its own beauty ritual, why do you think J-Beauty captivates you?

Kikoc：We believe J-Beauty focuses on quality and a sustainable ‘less-is-more’ approach. It’s not about putting an endless amount of products on top of each other. It’s rather about selecting a few very good ones that emphasize healthy skin, rather than a quick fix for a skin issue.

When working with our award-winning small lab in Osaka, their attention to detail really stood out. We meticulously researched each ingredient and made conscious choices for each one of them. Sometimes favoring clinically proven ingredients over natural ones, to obtain  gentle yet effective products for sensitive skin

In fact, what is inherent to J-Beauty is its combination of tradition and innovation. In addition, good skin care is not overshadowed by strong perfumes, popping packaging, etc. It takes attention to experience it: the lightness of the texture, the smoothness of the gesture, the subtleness of the scent,.. noticing how the face feels, how the skin looks. With that in mind, J-Beauty becomes more of a ritual than a routine, where each gesture becomes a ceremonial, mindful step toward beauty.

––How do you define J-Beauty in your words?

Kikoc：J-Beauty is prevention above all. From cleansing our skin to hydrating it and protecting it from the sun. J-Beauty is about not too many products, but the essentials needed with the best of ingredients, in that sense it prioritises quality over quantity.

J-Beauty is quiet but powerful; by that we mean it is not in your face loud and shiny and persuasive, but rather calm and in the background. Maybe you have to look twice to see how good something really is. It doesn’t “scream” at a customer while attracting them with a special scent, J-Beauty just works quietly. It seamlessly combines tradition and innovation, and finally, J-Beauty is not limited to skin care, it extends to lifestyle!

––What do you think is the reason why J-Beauty gain popularity nowadays?

Kikoc：We think it follows a resurgence in the popularity of Japanese design (i.e. japandi in Europe), fashion (appointment of a Japanese Creative Director Nigo at Kenzo, etc.) and beauty (smaller Japanese brands adventuring in the European market). With a busy lifestyle and an increase in skin’s sensitivity (71% of adults identify as having sensitive skin, an increase of 50% compared to 2 decades ago), people are looking for less but better quality: the essentials.

In addition, in Japan often moderation, not excess, is key. That applies to skincare as well. A consistent routine with a few, qualitative products is more sustainable for the environment, gentler on the skin microbiome and more effective toward a healthy skin goal.

––What feedback have you received from your customers?

Kikoc：One of our online customers wrote that our cream is a  “must-have for product-stealing spouses”. Not only did the cream become one of her favorites, but it slipped into her husband’s routine as well! Another client, who has an oily face, said after applying it during her nighttime routine “it is the first time I wake up without a shiny oily face”. The makeup artist Karin Westerlund, who originally bought our cream for her boyfriend at Bijo, is now using it to prep models’ skin before fashion shows and shooting. She loves the cream and describes it as “rich but not shiny, also mild and perfume free. Great as so many models have sensitive skin”.

––Besides beauty rituals, what element of Japanese culture inspires you?

Kikoc：Definitely art, design, fashion and cuisine. We love designer Rei Kawakubo, artists Yayoi Kusama and Mariko Mori. The French writer and adventurer Antoine de Saint Exupery once said “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.” This is how we feel about Japanese aesthetics, products and services, there is nothing left to take away.

––Finally, please share with us your vision of the future.

Kikoc：We strongly believe in developing Kampo in Europe as the third pillar of Ancient Asian Medicine, like Ayurveda from India and TCM from China.

Kampo has so many great benefits that go beyond beautifying our skin. Kampo medicine works both pragmatically symptom-oriented (e.g. healing of eczema), but can also be used in the context of complex and diverse complaints (e.g. menstrual problems, menopause, stress-related issues). It would be wonderful if people in the West could experience its benefits more!

With this in mind, we’d love to develop a whole lifestyle line of Kampo-based products to make Japanese beauty rituals & wellness accessible to people outside of Japan as well.

The post J-Beauty report from Europe Vol. 9: IPSUM ALII maximizes the power of traditional medicine Kampo and bring J-Beauty rituals to the world. appeared first on TOKION - Cutting edge culture and fashion information.

In this eighth issue, we focus on the cosmetic store TSUKI Cosmetics, which has a physical store in Madrid, Spain. “Plays a role in the development of J-beauty in Spain,” Suyama explained. TSUKI Cosmetics sells only Japanese-made beauty products and share J-Beauty methods and culture through workshops and social media. “I was fascinated not only by J-Beauty, but also by the culture and respect behind it,” co-founder Luis Sastre said. She explored the field of J-Beauty, which was unexplored in Spain.

Luis Sastre
Born in Spain. She has more than ten years of experience in the communication and business field. Her long-held entrepreneurial dream allowed her to establish TSUKI Cosmetics. Sharing love for Japan and passion for J-Beauty with Edurne and Silvia, who encountered during the pandemic, opened the cosmetic store TSUKI Cosmetics in Madrid, Spain.

Keiko Suyama
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established Dessigne, a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, she started a conceptual project called “Bijo,” curating J-Beauty and lifestyle brands. She has clients in some 150 stores across 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, and Sephora.

Commonalities of respect for Spanish and Japanese traditions

––First of all, please tell us about TSUKI Cosmetics.

Luis Sastre: To talk about TSUKI Cosmetics is to talk about a team behind all the magic. Edurne was born and raised in the north of Spain and has wide experience leading her own businesses and restaurants, apart from a unique vision and passion for Japanese culture after her many trips there. Silvia is the youngest member and has been working on advertising for luxury brands for almost five years, and six years ago she started learning Japanese, which gave her wide knowledge about the culture. I have more than ten years of experience in the communication and business field, as well as entrepreneurship, logistics and web management. Thanks to a mutual friend, we all met in Ibiza after the pandemic and the project began.

Based on appreciation and deep respect for Japanese culture and beauty rituals, TSUKI Cosmetics reaches costumers who are interested in looking good and healthy. Spain has a huge Beauty Market which is full of brands that respond to consumer needs; however, we found a niche which was not covered yet and that was exactly what we were passionate for. Since the team was strongly aligned with this philosophy and having no other competitor in Spain, we decided to get to work.

––Where does the name TSUKI (means Moon in Japanese) come from?

Luis: It was during a specially long brainstorming session, when we came to the conclusion that what we really wanted was to show love for the skin in all its life stages. There is a very romantic sentence in Japanese which says: the Moon is beautiful, isn’t it? (月が綺麗ですね) which is ultimately a love confession, since TSUKI (Moon) and SUKI (to like/to love) sound very similar for us. A very shy yet romantic way to confess love.

––Can you tell us about the bestseller and signature products?

Luis: Gua Sha self-massage stones have been doing amazing, specially after we started performing workshops in our boutique in Madrid. They are always full of people eager to learn about Japanese face massage and the best products to do so. Apart from the Gua Sha from our friends from Bijo;, Shigeta Eye serum, EN Orange balm and Rice Oil are specially loved by our customers.

––Despite the fact that each country has its own beauty ritual, why do you think J-Beauty captivates you?

Luis: Spain and Japan have a common deep respect for tradition and rituals, which really helps us understand each other despite the differences. Furthermore, it is common knowledge in Spain that the skin of Japanese women and men always looks clear, radiant and beautiful.

Background of the Continued Development of Traditional Japanese Culture and Subcultures

––How do you define J-Beauty in your words?

Luis: We would define it as “less is more” and “there is a reason behind every step”. Simple, clear and out of unnecessary products. Tradition and modernity serving the best skin ever.

––What do you think is the reason why J-Beauty gain popularity nowadays?

Luis: Japanese products have always been perceived as curated and made out of the highest quality all around the world, and specially in Spain. Japanese beauty products are no exception for this, however the price of the most famous J-Beauty brands made Spaniards think that J-Beauty is simply on another level and not for everyone. We know that is not the case, and together with the visible Japanese love trend that we see in Spain, with Japanese movies on Spanish theaters, manga and anime culture, language exchange, restaurants… we would love to show that J-Beauty is great for everyone.

––Besides beauty rituals, what element of Japanese culture inspires you?

Luis: TSUKI Cosmetics took inspiration from all aspects of the Japanese culture from the very beginning, as we cannot conceive J-Beauty without Japanese tradition, innovation and unique way of seen the world around us. We cannot talk about Ruhaku without talking about Okinawa, its waters and its traditions, the same way we cannot talk about Makanai without talking about Kanazawa and its gold artisans. Bijo; also helped us get closer to the culture by showing us their huge variety of beautiful and traditional yet modern beauty gadgets.

––Finally, please share with us your vision of the future.

Luis: We are currently working on sharing our passion for J-Beauty all around Spain knowing very well that Spain is a very touristic country, we would also love sharing our passion with international people who come visit us from abroad.

The post J-Beauty report from Europe Vol. 8: TSUKI Cosmetics reveals and develops the underlying strength of J-Beauty in Spain appeared first on TOKION - Cutting edge culture and fashion information.

In this seventh issue, we present warew, a brand that embodies the traditional Japanese    “harmonized way of life” through beauty. Marco Piacentini, an investor and importer who fell in love with the brand, has been distributing it around the world, with a particular focus on Europe. The brand is 100% made in Japan, from the product to packaging, and its guiding principle is to provide a balanced lifestyle through skincare. Piacentini says that “J-beauty is deeply rooted in health, social expression, and human dignity,” and that he is fascinated by the ritualistic beauty treatments passed down from generation to generation. We asked Piacentini, who also runs the Japan Pavilion at Cosmoprof, the world’s largest cosmetics trade show, to speak to his heart’s content about J-beauty.

Marco Piacentini
Born in Crema, northern Italy. Received Master of Science in Chemical Engineering from Polytechnique of Milan, a PhD in Technical Science from ETH Zurich, and an MBA from SDA Bocconi Business School. He studied environmental catalysis as a researcher at ETH Zurich, and then in 2007 joined an international skin care and personal care product packaging company as Chief Innovation Officer. Piacentini has worked as a Chief Innovation Officer since 2011 and has been Managing Director of Eurofins Scientific Group and National Leader (CEO) of Eurofins Cosmetics & Personal Care Italy.

Keiko Suyama
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established Dessigne, a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, she started a conceptual project called “Bijo,” curating J-Beauty and lifestyle brands. She has clients in some 150 stores across 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, and Sephora.

The traditional Japanese philosophy of a “harmonized way of life”

–First of all, please tell us about warew.

Marco Piacentini: The philosophy of warew is to embody the traditional Japanese “harmonized way of life”. It is a community of people who are conscious of balance, love, respect, and awareness to live, and we have found these values to be at the core of traditional Japanese culture. Skin is the external part of our body, it is the organ through which we get in contact with the world. Skin represents our emotions, it speaks to our feelings, it reflects our health. Therefore, skin is the expression of our values, our harmony. This is why the people at warew have chosen the skin as the organ to focus on in conveying the brand’s philosophy and values.

–How did you encounter warew?

Piacentini: warew was born in 2014 in a Japanese company in Yokohama, Japan. I was introduced to warew during my first visit to Japan in 2016 as a guest of the Japanese government and was soon eager to spread it to the world. The primary motivation for me was the hearts and minds of the people making the products. In the midst of digitalization and AI, warew is made by human hands, for human beings.

–Can you tell us about the brand’s best-selling and signature products?

Piacentini: We have two best sellers: the Double Cleansing Set and the warew Eye Cream. The Double Cleansing set provides an extraordinary deep cleansing while also being gentle and respectful of sensitive skin. Results are immediately appreciable in terms of skin becoming brighter, with even tones. This high efficacy is achieved thanks to the excellent products we manufacture in-house as key ingredients. Natural essential oils are also used to create delicate scents that offer aromatherapy while washing the skin. The warew Eye Cream is appreciated for its matte texture, immediate brightening and firming effects that improve eye contour, skin sagging, dark circles, and fine lines. Beyond that, our signature products are the warew Emulsions (we have three kinds: Aqua, Moist and Rich) and the serums. These products are packed inside unique packaging designs which represent Shiromuku, traditional Japanese bride dress. Said packaging won the 2014 Gold Medal Pentawards for cosmetics packaging, and individual pieces were displayed in a museum and are placed inside their catalog.

J-Beauty is deeply rooted in values such as health, social expression and human dignity

–Every country has its own beauty rituals; why do you think J-Beauty in particular captivated you?

Piacentini: In my personal opinion, many countries have habits, but only a few have rituals. Of these, I believe that Japan has the best structured rituals as a method and lifestyle. Rituals are solid, consistent, and can be passed from generation to generation, inherited, expressed, and exported. Furthermore, J-Beauty is deeply rooted in values such as health, social expression, and human dignity. Each step is completed and carefully detailed in a repetitive manner. This is why J-Beauty is not just “Made in Japan” but is imbued with Japanese culture and values.

–How do you define J-Beauty?

Piacentini: J-Beauty describes the various sets of traditions and methods of daily personal care that originated in Japan and developed over centuries. The peculiarity of these methods and traditions, compared to Western beauty for example, is the preventive and holistic approach. Preventive because skin and personal care are taught to Japanese children from an early age, before concerns of skin aging arise. Skincare is a common-sense habit thought to keep skin in good condition, rather than an attempt to erase signs of aging or emulate a beauty standard. And holistic because in Japan, skincare is part of a wider spectrum of health care. It is not a vain act— it is conscious self-care that has positive effects on the overall health of the body.

–Why do you think J-beauty is gaining popularity nowadays?

Piacentini: Back in 2016 during a global fair at Cosmoprof Bologna, the largest of its kind in the world, in a public speech I said “J-Beauty will grow stronger while K-Beauty takes off.” That was probably one of the first times the J-Beauty concept was used in front of a large audience, and at the time was quite a bold statement. A Japanese delegation was in the audience, and that’s why the Japanese Government invited me to visit Japan the same year, in July 2016. I still feel the same way. Japan is one of the countries with the highest number of cosmetic companies and manufacturers in the world. This means there are a lot of positive substrates to create outstanding, nice products. Shiseido and Kao are two giants, but they represent only a fraction of the made in Japan offerings in terms of cosmetics and personal care. And the last reason is that Japan is recognized as a mystical and premium country. China is mass market, Korea is marketing and humor, and Japan is premium and luxury. Of course, these ideas are stereotypes, but they are very common in the Western countries. So it is understandable that there is an immediate curiosity and interest in J-Beauty.

–What has been the response from the users of warew?

Piacentini: Our flagship store in Milan has a strong customer retention rate. Customers return because they feel their skin is improving and they know they will always receive customized support. We don’t just sell products, we also offer an experience: we offer an ongoing after-sales service of personalized skin counseling, and we try to listen to feedback and suggestions. When we opened our flagship store, we were the first in Europe to create a J-Beauty experiential center. Customers have been very positive and appreciate the opportunity to try this kind of experience.

—Finally, please share with us your vision of the future.

Piacentini: We are today already one of the most important importers of J-Beauty in the EU. We also plan and operate the Japan Pavilion at Cosmoprof, the world’s largest cosmetics trade fair held in Bologna. We will pay our successes back with social actions to improve the quality of life in our community. We are also launching new services such as warew Academy, which teaches skin care techniques and self-development. We are also investing in sports events to promote gender equality, starting with golfing with the warew Challenge Cup. We are also investing in cultural events to represent Japanese lifestyle through its artists and craftsmen. We aim to create wellness and respect for the future generations.

Direction Keiko Suyama
Translation Elie Inoue

The post J-Beauty report from Europe Vol. 7: Through warew, an investor shares Japanese philosophy with the world through J-Beauty appeared first on TOKION - Cutting edge culture and fashion information.

The sixth installment of the series features REY TOKYO, a natural cosmetics brand from Germany lauded by Suyama. The brand was launched in 2020 by Rey Nakajima, a Japanese woman living in Germany. What prompted her to take on a new challenge in the beauty industry was her own skin disorder caused by a change in environment. Self-taught in the development of cosmetics, Nakajima created REY TOKYO by combining ancient wisdom from Japan and the latest technology from Germany. We interviewed Nakajima to uncover the history and concept of REY TOKYO in detail.

The need for skincare products made from natural Japanese ingredients suited to the dry German environment

−−First of all, please tell us a bit about REY TOKYO.

Nakajima: Rooted in the ancient wisdom of Japanese beauty, REY TOKYO’s products are entirely German-made, from development to production. The main ingredients all natural, such as camellia oil and rice bran, which have been used in Japan for centuries, and are made into products using reliable and advanced German technology.

−−What motivated you to establish the brand?

Nakajima: I was born in Tokyo, Japan, and have been living in Germany since 2006. When I first moved here, I was suffering from skin disorders due to work stress, hard water, the dry climate, and a change in diet. The skincare products I brought from Japan were soft and blended very well with my skin, but didn’t replenish enough moisture. The products I bought in Germany, on the other hand, although moisturizing, were greasy and sticky and didn’t blend well with my skin.

So I thought, “What if we made skincare products using traditional, natural Japanese ingredients that could cope with the dry environment of Germany?” That’s how I came up with the idea. Since I had never been involved in the beauty or cosmetics industry, I began researching the commercialization of cosmetics. And then I realized that the series of processes from product planning to manufacturing were similar to those that I had experienced working for a toy manufacturer, and that I could use that experience in the cosmetics industry as well. I had also served as president of a translation and interpretation company after moving to Germany and had seen a wide variety of client business structures of that sort, so I was able to get started in the cosmetics business without hesitation.

I have always loved cosmetics and enjoy trying all different kinds of products. So I didn’t go into it for the purpose of business, entrepreneurship, or profit, but rather with love and curiosity, and that’s what led me to launch REY TOKYO. I’m also very passionate about making things, and a long-held dream of someday producing everything myself was another reason for launching the brand.

−−How did you combine the different beauty cultures of Germany and Japan?

Nakajima: Germany is renowned for its high quality research, development, and technology related to natural and organic cosmetics. In Japan, natural ingredients such as camellia oil and rice have been known to beautify the skin for about a thousand years. Recent studies have also focused on the effects of the ingredients on the skin.

If I were to produce and create a product, I would want do it with a Japanese approach to beauty, so that it could be completed in just a few steps, which would also be in line with the German appreciation for minimalism. My goal was to create a Japanese-German product that would be very skin friendly, using naturally derived ingredients yet allowing the user to feel improvement and change in their skin. By combining traditional Japanese beauty ingredients, simple beauty steps, and the latest German technology, we’ve created a product with what we call “dual energy,” and a sense of on-ko-chi-shin (knowledge and innovation).

−−What are the similarities and differences between German and Japanese attitudes toward beauty?

Nakajima: In Germany, an awareness for self-care has been growing in recent years, as has the market for it. Skincare products with specific purposes, such as anti-aging, sunscreen, and acne prevention, are on the rise. They’re also available at more affordable prices than in Japan. Germany is highly ecologically conscious, so simple and natural packaging designs are preferred.

Originally, many people in Germany didn’t (or didn’t like to) wear makeup, and many didn’t even take care of their skin at all, but liked to tan in the summer. In recent years, however, there has been a new consciousness towards beauty, with more people getting into self-care, especially during the corona pandemic. Consumers highly value the natural, in terms of both themselves and what they buy, so product standards have risen and regulations have become stricter.

One thing that Japan and Germany have in common is a high level of interest in anti-aging. Products that combine both values are on the rise, such as doctor’s cosmetics that make use of natural ingredients but also take dermatological approaches to beautifying the skin.

−−Is J-Beauty becoming popular in Germany, where quality organic cosmetics are widespread?

Nakajima: My personal impression is that in Germany, J-Beauty has not yet attracted much attention. It was only around last year that the term began to be featured in fashion magazines. Beauty ingredients, however, such as seaweed, green tea, yuzu, konjac, camellia oil, and rice bran have already attracted attention, and are being incorporated into skincare products made in Germany. I hope that “J-Beauty” will attract more attention in the future.

“Simplicity and functionality are values shared by both Germany and Japan.”

−−Outside of beauty, are there other aspects of Japanese culture that you have come to appreciate while living in Germany? Conversely, what have you learned from German culture?

Nakajima: I believe that simplicity and functionality are values shared by both Germany and Japan. However, the Japanese aesthetic is unique in that it is not just a matter of cutting down and eliminating, but also of devising and striving for excellence. I try not to lose that delicacy.

I think my approach to communication might have naturally changed while living in Germany. I feel that the flow of “Opinion + Reason = Conclusion,” is rational, easy to harmonize with others, and maybe the fastest way to arrive at a goal.

−−Lastly, please share with us your vision for the future.

Nakajima: We are planning products that are easy to understand and simple in approach, yet multifunctional. We’re also currently participating in the “Bijo; Japanese Beauty Bar” pop-up store at Le Bon Marché in Paris. We would like to expand our sales channels so that we can bring REY TOKYO to more people.

Rey Nakajima
Founder and Director of the natural cosmetics brand REY TOKYO. Born in Tokyo and currently living in Germany. Graduated from Nihon University College of Art. After working for a toy manufacturer in Japan and gaining experience in graphic design, product planning, and development, she moved to Germany in 2006 to work as the president of a translation and interpretation company. Launched REY TOKYO in 2020 in Düsseldorf, Germany.

Keiko Suyama
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established Dessigne, a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, she started a conceptual project called “Bijo,” curating J-Beauty and lifestyle brands. She has clients in some 150 stores across 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, and Sephora.

Direction Keiko Suyama
Translation Elie Inoue

The post J-Beauty Report from Europe Vol.6: REY TOKYO Harmonizes Ancient Japanese Wisdom with the Latest German Technology appeared first on TOKION - Cutting edge culture and fashion information.

The fifth installment of the series features Takeshi Nobuhara, the founder and CEO of “Shikohin,” a premium Japanese skincare and wellness brand. “The combination of CBD and medicinal Asian botanicals is unique and fascinating. They develop skincare, body and bath products with sophisticated packaging,” Suyama praised. Takeshi Nobuhara, whose cultural and ethnic roots are Japanese, launched Shikohin in May 2022. After traveling and working around the world, he grew passionate about creating a Japanese wellness brand centered around holistic healing. We interviewed him about Shikohin, which focuses not only on beauty and skincare, but also on self care and mental wellbeing.

“The starting point was a desire to bring some connection, peace, and delight into our lives”

――First of all, please tell us about “Shikohin.”

Takeshi Nobuhara：“Shikohin” is the first Japanese skincare brand that combines the wisdom of medicinal Asian botanicals with modern hemp-derived CBD. We deliver synergistic, holistically-healing products.  Inspired by nature, each signature skincare remedy delivers a therapeutic and multisensory experience. We’ve thoughtfully paired each product with elegant, functional accessories and mindful rituals that enhance the self-care routine.

We care about our planet and want to leave it better than we found it. That’s why our ingredients are cruelty-free and sustainably-sourced to reduce our environmental impact.

“Shikohin” is about much more than creating luxurious products, it’s about creating experiences that help people indulge in the simple richness of life. At the same time, we cultivate a wellness community that inspires compassion while creating a space for people to show appreciation and be appreciated in return. By fostering connection and giving back to meaningful causes, we build a network of global citizens dedicated to improving physical, mental, and emotional wellbeing. It is these collective pearls of wisdom that I hope to pass on from generation to generation and share with the world.

−−What motivated you to establish “Shikohin”?

Takeshi：As a child, I foraged edible wild plants and mushrooms with my father and learned the importance of herbs and other botanicals. In Japan, foods had medicinal properties; we boiled teas made from roots and flowers and took hot herbal baths to cure various conditions. Growing up on an island, we cherish and respect what Mother Nature provides us because we believe that people and nature should coexist in harmony. In contrast to my slow and peaceful childhood, our modern world is hectic and fast-paced. Among my colleagues, friends, and family, I have seen the strain these modern stressors place on our mental and physical health, so I wanted to build a business that brings people joy and health benefits. 

I’ve long experienced the benefits of holistic Eastern practices and Japanese Kampo medicine. A few years ago, I began learning about the tremendous healing potential of CBD and started doing a lot of research on this remarkable natural ingredient to see how these modern technologies could pair synergistically with our medicinal Asian botanicals.

I founded “Shikohin” out of a desire to bring some connection, peace, and delight into our lives. I believe that true health & happiness come from what we put in and on our bodies– the simple things that contribute to a life well-lived.

−−Where does the name “Shikohin” come from?

Takeshi：”Shikohin” means “indulgence” in Japanese, which describes something that you don’t necessarily need but that you can’t live without. “e believe the ultimate indulgence is giving yourself a moment to breathe, relax, care for yourself, and find delight in the beauty of life. I am fascinated by this concept of “indulgence” because I believe giving ourselves little moments of delight and enjoying the simple pleasure of self-care makes life worth living. Through the “Shikohin” ritual collections, I wanted to create something that gave people respite from our stressful world and an indulgent experience they can’t live without.

−−Can you tell us about the bestseller and signature products?

Takeshi：Our Enlightening Night Serum is also a bestseller. The signature natural ingredient is snow mushroom (tremella), which is more hydrating than hyaluronic acid because it contains polysaccharides with unique hydrating and anti-aging properties.

The Hand & Foot Massage Cream’s unique formula soothes skin with plant-based hyaluronic acid from snow mushrooms, protective pine bark extract (Pycnogenol), and healing broad spectrum CBD oil. Customers love the aromatherapeutic benefits and nourishing qualities of Japanese cypress (Hiba), Yuzu peel, Copaiba balsam, Black spruce, and white camphor to relieve tension after a stressful day.

Some of our bestselling accessories are the konjac sponge and ceramic gua sha. Our all-natural konjac sponge is made from the fibers of edible konjac root and is 100% biodegradable. Konjac helps gently exfoliate the skin and eliminate dead cells and toxins.

The unique shape of our ceramic gua sha is ergonomically designed to fit comfortably in hand and hug the contours of the face.

“It incorporates holistic wellness practices that have been part of Japanese beauty rituals and cultural traditions for centuries.”

−−Despite the fact that each country has its own beauty ritual, why do you think J-Beauty captivates you?

Takeshi：Because my cultural roots are Japanese, I am drawn to the natural clean ingredients and slow beauty rituals of J-Beauty. The minimalism and simplicity of J-Beauty captivated me, as well as its emphasis on highlighting the natural beauty and preventative care. Inspired by the values of J-Beauty, “Shikohin” expresses the wisdom of holistic wellness and our belief that inner beauty radiates outward when internal and external wellbeing are balanced.

−−How do you define J-Beauty in your words?

Takeshi：To me, J-Beauty is about using clean, simple products derived from natural Japanese ingredients and modern scientific innovations. Importantly, it incorporates holistic wellness practices that have been part of Japanese beauty rituals and cultural traditions for centuries. J-beauty highlights the skin’s natural glow as the highest standard of beauty. Rather than seeking to mask or tame one’s appearance using harsh chemicals and makeup, J-beauty focuses on prevention by caring for the skin and overall health from an early age.

−−”Shikohin” incorporates French and American beauty methods as well. What is the difference in beauty culture between other countries and J-Beauty?

Takeshi：My globally-balanced upbringing between Japan, London, and New York; the 11 years I’ve lived in Los Angeles; and my work projects in Turkey, Yemen, Egypt, Guatemala, and the Philippines have taught me the value of diversity. Our remedies are formulated with the most healing natural ingredients we discovered in our global encounters, combined with highly-curative botanicals used in traditional Japanese Kampo medicine. Our product developer is an avid mycologist who loves foraging mushrooms and reading the latest scientific articles to discover the most effective, curative remedies. French and Japanese beauty are both quite minimalistic and effortlessly elegant,

−−What do you think is the reason why J-Beauty gain popularity nowadays?

Tkeshi：I think a growing number of people are embracing natural beauty and trying to simplify their routines. They want the cleanest, safest natural ingredients for their bodies, and J-beauty offers the assurance of high quality and understated luxury. More and more people are embracing the wisdom of Eastern traditions and adopting a more holistic approach to skincare. Unlike the popular K-beauty trends that focus on multi-layered routines with ten or more steps, J-beauty has a simpler, fuss-free routine focusing on only the essential products with high functionality that targets more than one concern. The simple yet proven formulas ensure that people aren’t spending money on endless products that end up just taking up space in the beauty cabinet. With the mounting stress and strains of modern life, I think people are also looking for ways to incorporate mindfulness and meditation into their daily self-care routines, so they can create moments of peace and find respite from the hectic pace of Western life.

−−Besides beauty rituals, what element of Japanese culture inspires you?

Takeshi：I am especially inspired by nature. Forest bathing and natural Japanese hot springs, called onsens, inspired much of this collection. When they use our products, I want people to have a therapeutic and multisensory experience. When you’re in nature, you experience it with all five senses– I want people to feel as though they are walking through a peaceful forest or soaking in a comforting natural hot spring while giving their faces and bodies some loving care.

−−In the end, please share with us your future vision.

Takeshi：”Shikohin” is on a mission to empower people with simple, mindful rituals that promote mental and physical wellbeing because we believe creating lasting beauty is a cultivated process that requires diligent daily practice. Rather than adding many more products, invasive procedures, or artificial manipulations to one’s beauty regimen, we use natural ingredients and natural methods to benefit the body and mind through mindful rituals, meditation, self-awareness, a healthy lifestyle, and positive affirmations. We are also passionate about cultivating an inclusive and supportive community that celebrates diversity, mindfulness, mental & emotional wellbeing, and beauty that radiates from the inside out.

Takeshi Nobuhara
Takeshi is the CEO of Shikohin, Inc., a premium Japanese skincare and wellness brand. Takeshi has been a long-time mentor and coach to various startup companies in Los Angeles. He also founded a global research and consulting firm, EXA Innovation Studios, which helps large corporations start innovative businesses. Finally, he is the CEO of an incubator fund, E-studio, which focuses on products and services that create delightful moments in people’s everyday lives.

Keiko Suyama
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established “Dessigne,” a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, a concept project “Bijo;” has started that curates J-Beauty and lifestyle brands. She has clients in about 150 stores in 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, Sephora, etc.

Direction Keiko Suyama
Translation Elie Inoue

The post J-Beauty report from Europe Vol.5  “Shikohin” delivers the ultimate Japanese healing through a synergistic blend of medicinal botanicals and CBD appeared first on TOKION - Cutting edge culture and fashion information.

“J-Beauty” has been gaining attention in the Western beauty industry. The beauty regimen that symbolizes Japanese beauty, derived from traditionally cultivated aesthetics, concepts and customs, has begun to become a part of the daily lives of people around the world. The new series “J-Beauty report from Europe” introduces the J-Beauty brands, which are gaining popularity in Europe, and digs into the ancient Japanese beauty methods. The series is supervised by Keiko Suyama, the representative of “Dessigne,” who has lived in Paris for over 20 years and consults on expanding Japanese beauty brands into the European market. We explore the Japanese aesthetics from each moment with Suyama, the driving force behind the J-Beauty trend in Europe.

The fourth installment of the series is Raffaella Grisa who established “WA:IT” and a Japanese beauty brand distributor in Italy. “A genuine clean beauty brand inspired by Japanese aesthetics” Suyama explained. Raffaella decided to make a big career change at the age of 50 and convey the philosophy of the Japanese spirit through “WA:IT.” She talked about her spiritual experience at Meiji temple, the aesthetics of J-Beauty, and the aesthetics that she honed through her experience of traveling around the world.

“WA:IT” is a symbiosis of two cultures – Japanese and Italian, an embodiment of a duality of beauty.

――First of all, please tell us about “WA:IT.”

Raffaella Grisa：“WA:IT” is a symbiosis of two cultures – Japanese and Italian, an embodiment of a duality of beauty. From the Italian side, beauty is about life and warmth;  it blooms and flourishes like all living in the summer. This wave of joy conquers us when we sit by a breathtaking Italian seaside, thinking, reflecting, feeling, and gaining a new force to start the creation process.

While in Japan, we cherish things because they cannot last. Just as in nature, seasons change, something is awakened, and something falls asleep. There is this unexpected pleasure in sitting still in the sacred Japanese temple, waiting, smelling, feeling, and falling in love with the world and everything in it.

I had no doubts about the naming of my brand. When I was sitting in front of the immense blue of the Mediterranean sea, two syllables were revealed: WA (peace and harmony in Japanese) and IT (the prefix that identifies Italy, the brand is made in Italy) and as if by magic juxtaposed together they tell the philosophy of the brand: wait, look inside, slow down, take some time for yourself, the colons “:”  between the syllables to emphasize the time slowing down. “WA:IT” reveals the beauty in a body of soul-soothing fragrance and skincare products that reveal one’s true inner beauty on the outside by uniting and balancing the inner and the outer being, like Japanese ‘wa’, and by stimulating the sensory perceptions by breathing ‘it’ in.

――What motivated you to change your career and start this new business which is inspired by J-Beauty?

Raffaella：My journey with “WA:IT” started from my unconscious need to realign the two speeds I was living life. Back then, I tried to be sustainable, slow living, and environmentally conscious in my everyday life while I was always on the airplane at work. The pace was getting faster and faster: my personal and business lifestyle clashed, and I was in the middle. When I made a significant change in my life in 2018 in Tokyo, I knew I needed to make this change for a long time because I wanted to live at just one speed. To have a slow life.

Surrounded by the canopy of greenery within the Meiji temple gardens, I felt a connection with all that was flourishing around me and fell into a deep mediative state that sharpened and cleared my mind, leaving me with a feeling of new strength and a sense of purpose. I became aware that my previous life had come to an end. “WA:IT” was an embryo in my mind, from Japan I brought the awareness of the holistic approach to beauty and the knowledge of unique ingredients most of them unknown in the Western World.

――Despite the fact that each country has its own beauty ritual, why do you think J-Beauty captivates you?

Raffaella：If you are aware of what you are doing, that’s a ritual. And that’s the most important teaching I got from Japanese culture. If you are able to be present here and now, if you love something, and don’t just go through the mechanical gestures of doing it, everything can be transformed into a ritual. In the rush of our modern lives, particularly in Western culture, we tend to do a thing while often only thinking of the next step. One problem with this “next step” perspective is that the very act we’re engaged in at that moment loses its meaningfulness.

――How do you define J-Beauty in your words?

Raffaella：Minimalist-holistic approach to beauty, “Less is more” applies to beauty, where tradition and technology merge perfectly.

From Japan, I gained the consciousness of the meaning of a holistic approach to beauty: food, medicine, and beauty become one concept.

――Have you ever discovered any common or differences between the Italian and Japanese beauty methods?

Raffaella：The Italians have a more “lustful” approach to beauty. If we do not see the results quickly, we suddenly change our beauty routine. A keyword of J-Beauty is prevention, Italian method lays on repairing rather than preventing. While the cleansing step is a focus point for Japanese skincare, the Italian approach sometimes goes straight to the plumping step.

――What do you think is the reason why J-Beauty is so popular now?

Raffaella：Japanese beauty rituals require an effortless approach, leading to an inside-out well-being. Moreover, the minimalism of J-Beauty is in trend with a more conscious and sustainable living

――What feedback have you ever received from your users?

Raffaella：My current customers feel — not just the product in itself, but the philosophy and this connection, the authenticity of the project. They don’t feel it’s a commercial project. It isn’t! And I’m pleased about this because when you decide to change your life at almost 50 years old, you have a profound reason, and solid reason to do that. When other people can understand this and appreciate and catch the meaning of the brand – I’m delighted. I would like to create a very strong community of people who share the same attitude toward life and the same philosophy. Not just beauty in itself.

――Besides beauty rituals, what element of Japanese culture inspires you?

Raffaella：From Japan, I gained the consciousness of the meaning of a holistic approach to beauty: food, medicine, and beauty become one concept. My previous career let me travel to Japan very often. I remember once I had a terrible headache and my Japanese colleague gave me food instead of a pill to heal my pain.  I started studying more about traditional Japanese medicine, originally based on ancient Chinese medicine.  The human body and the mind are inseparable, both physical and mental healing are essential for human health. We are a whole, a perfect balance of body and soul.

That’s why my brand starts with healing the soul with HITO, a natural fragrance conceived by merging the Italian ancient perfumery art with aromatherapy. Then taking care of the soul’s temple with the skin ritual, whose ingredients are based on the Japanese traditional medicine superfood.  

――In the end, please share with us your future vision!

Raffaella：The journey of “WA:IT” is going on: sustainability, minimalism, mindfulness, efficacy, and inclusivity of the values and ethos. Next June, we are launching two new products at the Experience Lab Show in Milan: a travel kit in limited edition, the Italian Sumi-e master Filippo Manassero painted an original sign for our travel kit bag, and the OMNI + serum oil.

Raffaella Grisa
Founder of “WA:IT.” Born in Italy in 1971, she traveled worldwide with her family from an early age. She majored in Management Engineering at Polytechnic of Turin and has built a career as a consultant with an engineering background in Italian companies that exported goods, mostly eastward towards the Far East.
WA:IT

Keiko Suyama
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established “Dessigne,” a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, a concept project “Bijo;” has started that curates J-Beauty and lifestyle brands. She has clients in about 150 stores in 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, Sephora, etc.

Direction Keiko Suyama
Translation Elie Inoue

The post J-Beauty report from Europe Vol.4　 “WA:IT” is a symbiosis of Japanese spirit and Italian culture. appeared first on TOKION - Cutting edge culture and fashion information.

“J-Beauty” has been gaining attention in the Western beauty industry. The beauty regimen that symbolizes Japanese beauty, derived from traditionally cultivated aesthetics, concepts and customs, has begun to become a part of the daily lives of people around the world. The new series “J-Beauty report from Europe” introduces the J-Beauty brands, which are gaining popularity in Europe, and digs into the ancient Japanese beauty methods. The series is supervised by Keiko Suyama, the representative of “Dessigne,” who has lived in Paris for over 20 years and consults on expanding Japanese beauty brands into the European market. We explore the Japanese aesthetics from each moment with Suyama, the driving force behind the J-Beauty trend in Europe.

The third installment of the series is the Dutch e-commerce site “Sterre Rose Beauty,” which specializes in J-Beauty brands. Suyama introduces the founder and director, Sterre Rose Sparreboom, as “an ambassador of J-Beauty in the Netherlands. She is particular about organic and clean products, and regularly holds pop-ups and PR events as well as manages the e-commerce site.” Sterre said she ended up arriving at J-Beauty after years of exploring natural beauty. Through her journey for beauty research in Japan, she was fascinated not only by beauty but also by well-being and philosophy and launched the e-commerce site specializing in J-Beauty to assist in caring for women all over the world. She talked about her discoveries in Okinawa, Japan’s unique aesthetics, and the recent changes in consumers’ wellness awareness.

The holistic approach taken by women in Okinawa is about consistent mindful rituals to nurture oneself.

――First of all, please tell us about “Sterre Rose Beauty.”

Sterre Rose Sparreboom：Sterre Rose Beauty presents a selection of J-Beauty brands, all personally selected based on simplicity, purity, and efficacy––with a focus on natural, sensory care and a mindful and effective routine. We currently represent ten niche J-Beauty brands and offer curated multi-brand beauty sets. Our digital store launched in April 2019 in the Netherlands, and we ship worldwide. Our key priorities are delivering personal service, top-quality natural products, and honest beauty advice.

We also work with beauty salons across Amsterdam, consulting as the exclusive Netherlands distributor for “RUHAKU,” an eco-luxury skincare range from Okinawa, ECOCERT organic certified. This is our best-selling brand and my personal favorite too!

−−What made you interested in J-Beauty?

Sterre：I have always had a passion for natural beauty and holistic skincare and was continuously on the lookout for new ways how to best care for my skin naturally. Back in 2018, I read about the gentle yet effective natural skincare that J-Beauty offered and became interested in trying these products; however, they weren’t available at the time in our market. 

I decided to go on a wellness journey to the Land of the Rising Sun for an immersion into a Japanese beauty. Completing skincare studies, meeting with many J-Beauty brands, and conducting extensive beauty research. My skincare studies in Okinawa, Japan, one of the world’s Blue Zones, renowned for longevity and healthy aging, sparked my passion for Japanese beauty. In Okinawa, I fell in love with the way Japanese women care for their skin. Their holistic approach looks to the skin as the reflection of overall health and is about consistent mindful rituals to nurture oneself.

I learned so much about Japanese skincare and wellness––and how they are intrinsically linked. It became my passion for sharing these healthy natural beauty secrets and helping others find their beauty balance.

−−Each country has its own beauty culture, but why did you choose J-Beauty and the Japanese method?

Sterre：For me, Japanese beauty offers everything I look for in my skin routine: powerful natural ingredients (yuzu, green tea, camellia, rice bran, to name a few) combined with high-tech innovation, hydrating and gentle care,  simple routine, quality performance…

Then the century-old Geisha beauty secrets dating back to the Edo period and holistic philosophy give a profound connection. 

−−Have you ever discovered any common or difference between Dutch and Japanese beauty cultures?

Sterre：Dutch and Japanese beauty cultures are quite different, I would say. One of the similarities is that I feel Dutch women, like Japanese women, prefer simple products that are not too gimmicky. We appreciate a simple routine with influential and trustworthy products. 

One of the main differences is that Japanese beauty culture is more refined. There is a rich and iconic history of beauty tradition. I feel Japanese women are generally more dedicated to beauty rituals and maintaining a consistent routine. There is also a more preventative approach to skin issues; skin protection is an important instilled from an early age.

−−What do you think is the reason why J-Beauty is so popular now?

Sterre：Today, consumers are thinking about wellness more broadly, prioritizing their personal well-being in every aspect of their lives. A health-conscious approach to finding overall harmony and balance, which is connected to J-Beauty.

Consumers move to high-quality, high-performing products–– ‘quality over quantity’ and ‘less is more’ approach. I’m happy to see people demanding that their products are held to a higher standard for their overall health and well-being.

Japanese tradition is to love nature unconditionally, take care of nature continuously, and pass this genuine affection to future generations responsibly.

−−How do you define J-Beauty in your words, which is known as the Japanese style beauty method?

Sterre：J-Beauty is a collective name for the beauty culture, philosophy, rituals, techniques, and products of the Japanese beauty industry. Their refined beauty culture has resulted in top-quality skincare manufactured to the highest beauty standard.

Japanese beauty has a gentle approach to skincare––and is coveted for its hydrating, soothing and calming benefits, suitable for all skin types! Instead of a ten-step process, J-Beauty favors fewer products with active ingredients—just a few high-quality products in four streamlined steps, morning and evening.

−−What kind of feedback do you receive from users?

Sterre：I’m so delighted to receive lots of positive feedback. We have many recurring customers–I notice consumers falling in love with Japanese beauty as much as I did, which gives me a lot of joy. My favorite reviews from one of our customers touched me deeply: “Thank you for your passion for assisting us in caring for ourselves.” This is ultimately why I do what I do!

−−Besides beauty rituals, what element of Japanese culture inspires you?

Sterre：The deep connection with nature inspires me. Japan is considered to have one of the closest, most intimate, and harmonious relationships between humankind and nature in the modern world. It is a well-rooted Japanese tradition to love nature unconditionally, take care of nature continuously, and pass this genuine affection to future generations responsibly.

I’m also very inspired by the Japanese aesthetic principles of Zen. An example is SEIJAKU, meaning tranquility or an energized calm, stillness, solitude. This relates to the feeling you may have when in a Japanese garden. The opposite sense to one expressed by SEIJAKU would be noise and disturbance. How might we bring this feeling of “active calm” and stillness to our life?

−−In the end, please share with us your future vision.

Sterre：We plan to expand our Japanese beauty selection with new product launches and further bring our brand to life through exciting content and experiences (for example, in 2019, we organized a Japanese Beauty Studio event where customers could experience the products and receive on-site beauty treatments and enjoy antioxidant Japanese tea). We also plan to strengthen and grow our B2B partnership network, continuously improve our personal service and add value to the life of our customers.

Most of all, we want to continue helping others find their beauty balance and overall sense of well-being through Japanese beauty philosophy and products.

Sterre Rose Sparreboom
The founder and director of Sterre Rose Beauty.com, a boutique e-commerce site specialized in natural Japanese skincare & wellness brands. She offers a fine selection of organic skincare, aromatherapy, wellness, and holistic beauty products and delivers them to customers around the world.

Photography Nanda Hagenaars

Keiko Suyama
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established “Dessigne,” a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, a concept project “Bijo;” has started that curates J-Beauty and lifestyle brands. She has clients in about 150 stores in 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, Sephora, etc.

Direction Keiko Suyama
Translation Elie Inoue

The post J-Beauty report from Europe Vol.3 : Fascinated by the Japanese beauty culture that “caring for the mind and body.” Dutch EC site “Sterre Rose Beauty” appeared first on TOKION - Cutting edge culture and fashion information.

“J-Beauty” has been gaining attention in the Western beauty industry. The beauty regimen that symbolizes Japanese beauty, derived from traditionally cultivated aesthetics, concepts and customs, has begun to become a part of the daily lives of people around the world. The new series “J-Beauty report from Europe” introduces the J Beauty brands, which are gaining popularity in Europe, and digs into the ancient Japanese beauty methods. The series is supervised by Keiko Suyama, the representative of “Dessigne,” who has lived in Paris for over 20 years and consults on expanding Japanese beauty brands into the European market. We explore the Japanese aesthetics from each moment with Suyama, the driving force behind the J-Beauty trend in Europe. 

The second installment of the series is “Bizen,” which makes face-wash facial soap using whole grain organic rice, the source of ancient Japanese beauty. Suyama describes the founder, Florence Miette Ishizaka, as “a very intelligent and interesting person with intimate knowledge of French and Japanese cultures.” Florence, a genuine Parisienne, is currently active as a brand strategy consultant, having been executive manager and CEO of major brands such as “Cartier,” “Burberry” and “Lancel.” Launched a made-in-Japan natural skincare brand “Bizen” in 2021. 

 “The alliance of nature and technology was the ideal combination,” she explains a reason to start out the J-Beauty brand with a deep understanding of both Japanese and French cultures. We asked her, who lives between Japan and Europe and continues to develop her multifaceted perspective, about Japanese culture, spirituality and J-Beauty trend.

“Bizen” products pack the power of rice amplified by fermentation.

――First of all, please tell us about “Bizen.”

Florence Miette Ishizaka：“Bizen” is a natural skincare brand made in Japan. BIZEN in Japanese means “total” or “holistic” beauty in reference to the Japanese holistic approach to both inner and outer beauty. The products are made with fermented rice; an ancestral source of health and beauty in Japan. The rice fermentation process brings out precious natural active ingredients like amino acids, ceramides and fibers that hydrate and protect the skin as well as address signs of aging. There is no harmful ingredient in the products since its formulae contain only ingredients with natural origin. In addition, the brand is committed to revitalizing the Japanese countryside by re-cultivating fallow rice fields. “Bizen” wholegrain rice has been certified organic is grown in exclusive rice fields within a circular and sustainable economy.

――You had a career with a significant European brands. How come you launch “Bizen” with the theme of J-Beauty?

Florence：My objective in starting “Bizen” was to introduce Japanese culture to the world. One of the characteristics of Japanese culture is its strong connection to nature and constant search for innovation. J-Beauty, the alliance of nature and technology, was ideal combination for me. “Bizen” products pack the power of rice amplified by fermentation.

――How do you define J-Beauty in your words, which is known as the Japanese style beauty method?

Florence：J-Beauty combines the treasures of nature with technology. For me, this is the very essence of Japanese beauty. The rigor of the rituals is also one vital characteristic of J-Beauty with preventive care, cleansing, protection. Preventing rather than repairing is the primary objective of skincare in Japan. This approach goes hand in hand with the acceptance of imperfections. In Japan, this is called “Wabi-Sabi.” It appreciates beauty in its imperfection and a possible path to serenity. The patina of time and imperfection make people and things more beautiful. We must therefore take great care of them. For example, the double cleansing with oil and foam is a wonderful part of the J-Beauty ritual, which we will launch this year at “Bizen.”

――From your point of view of knowing the European market, what do you think is the reason why J-Beauty is so popular now?

Florence：Japan has been continuously attractive to Europeans with its strong values. Japanese beauty rituals are about minimalism, softness, respect for the skin and the environment, which are contemporary and timeless values. Moreover, the mix of ultra-technology and natural ingredients and the idea of inner beauty resonate with millennials. In a society concerned with wellness and prevention, the holistic approach that has been at the heart of Japanese culture for ages is naturally coming to the forefront.

――I bet that wipes and milky cleansing are the mainstream in France. What kind of feedback do you receive from users regarding the foamy type “Bizen” face-wash soap?

Florence：Our users, mainly Parisians (women and men), love the hydration power of our product as well as the pleasure of use. Our soap produces a very generous amount of soft foam. They also like the aesthetic of our packaging, inspired by traditional Japanese rice packages.

The idea of enjoying the “moment” of Japan is the source of inspiration

――Besides beauty rituals, what element of Japanese culture inspires you?

Florence：Japan is a country with a long history and a unique relationship with time. Temples date back more than a thousand years. On the other hand, life is compared to cherry blossoms that last only a moment. Enjoying the moment is essential because the ephemeral brings us closer to eternity. This is a great source of inspiration for me. In today’s digital world, this timeless approach that Japan respects resonates with people who seek balance in their daily lives. Using century-old beauty ingredients that have stood the test of time is a way to connect with the past and the present.

――In the end, please share with us your future vision.

Florence：My vision is to bring our customers, through “Bizen,” a sense of serenity through micro-moments with themselves. There are many treasures of Japanese beauty and stories that have the potential to bring this experience, and I would like to share them with our users.。

Florence Miette Ishizaka

A specialist in luxury brand management in international markets. She has worked for global maisons like “Cartier,” ”Burberry,” and ”Lancel” in various positions including head of Japan subsidiary and marketing and product manager. She is currently a brand strategy consultant and supports Japanese brands in their development in Europe. In 2021, she launched her own brand ”Bizen” in Paris.
www.bizen.paris

Keiko Suyama

Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established “Dessigne,” a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, a concept project “Bijo;” has started that curates J-Beauty and lifestyle brands. She has clients in about 150 stores in 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, Sephora, etc.

Direction Keiko Suyama
Translation Elie Inoue

The post J-Beauty report from Europe Vol.2 : “Bizen” is a natural skin care brand made from fermented rice that embodies the “fusion of natural treasures and technology” appeared first on TOKION - Cutting edge culture and fashion information.