Who We Are

For many generations, Japanese women have been known for their careful attention and dedication to beauty, skincare and haircare. 

Influenced by their Zen Buddhist teachings and Wabi-Sabi, — A lifestyle concept that celebrates the beauty of imperfection, they focus on making themselves beautiful with the understanding that only nature itself can be considered perfect.

Their routines and rituals are serious and thoughtful but are focused more on skin and hair health than vanity. When it comes to hair, the Japanese woman knows that a healthy scalp is the secret to radiant, healthy hair and is devoted to simple, cleansing-focused routines with high quality, high performing ingredients.

Much like K-Beauty for Korean Beauty culture, we celebrate J Beauty.