Ayako Yuki, co-founder of the J Beauty Collection05.14.20
(EDITOR’S NOTE): The J Beauty Collection is a destination for undiscovered Japanese beauty brands in the U.S. Curated by co-founder Ayako Yuki (shown above, second photo, right) and her team, the collection currently holds about 10 J-Beauty brands (in different stages of readiness for the U.S. market). Yuki splits her time between California and Japan and is always searching for the latest J-Beauty technology and innovative brands to launch.
Yuki says Japanese beauty products are certainly not a new phenomenon -- but following the K-Beauty trend, more and more U.S. retailers are picking up J-Beauty brands. Japan has long been known for timeless beauty routines and the most advanced skincare products rooted in centuries of research and technology. J-Beauty is all about sophisticated, minimalistic beauty, clean ingredients, innovation and high-design. Routines often consists of only 3-4 methodical steps but are all centered around long-term efficacy.
Here Yuki shares some her thoughts and beautiful products—in beautiful packaging.
The history of Japanese product and package design is long, and often you will find perfectionist graphic and package designers behind J-beauty products. The typical Japanese consumer is very design-oriented and expects not only esthetically pleasing products, but they pay close attention to the feel of the packaging, how it performs and delivers the product. J-Beauty in the U.S. and around the world has become known for a long tradition of science- and research-based products. Ingredients are often close to nature, utilizing Aomori apples, matcha from Kyoto, discarded salmon heads from the fish markets and silk extract from Kyoto.
While we are seeing an increased interest in J-Beauty, Japan’s beauty industry is less about trends and cute products and more about efficacy and long-term results. The Japanese believe that well-cared-for skin is the foundation of beauty.
Another common theme in J-Beauty is simplicity. J-Beauty’s simple rituals, often using only 3-4 products in the skincare routine, play into the current U.S. trend of a “less is more” approach to beauty. The concept of simplicity can also be noticed through its packaging. In our J Beauty Collection we represent undiscovered Japanese brands that are new to the U.S. market. J-Beauty’s simple and minimalistic aesthetics can be seen throughout our collection at all price points.
La Vie Precieuse
The La Vie Precieuse skincare line (shown above, left) was a finalist in the Japan Package Design Award 2017 (skincare/fragrance category) and is included in the Japan Package Design book published every year.
The packaging reflects the area the brand is from and specifically the Aoike (Blue Pond) in the Aomori region. This is where the key ingredients are from as well – Aomori apples (AP Ceramides), Salmon (Proteoglycan) and Licorice root (Glychirrate).
MAKO & Kitao
Another stunning brand we carry is MAKO (shown above, second photo, left). Reflecting the luxury skincare line are light aqua bottles that look like wrapped presents with a bow on top.
The Kitao products (shown above, first photo, right) are made with organic matcha and feature quinoa, chia seeds and acai. The packaging reflects the natural approach with minimalistic, natural packaging and labels featuring matcha leaves as a backdrop.
