Shikō celebrates Japanese beauty | HAPPY

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Japanese beauty continues to generate buzz in the market. The reason for the rise of J-Beauty? Some say consumers have had their fill of K-Beauty, that multi-step beauty routine that takes a lot of time, patience, and product. Instead, J-Beauty revolves around the concept of simplicity and skin health. Capitalizing on the J-Beauty movement, Mitsui & Co launches the Shikō Beauty Collective. Earlier this month, the company launched the collection of select Japanese luxury brands that were previously unavailable in the US market.

True to the concept of holistic skincare in Japan, which emphasizes the balance of mind, body and soul, the brands and formulations found on the Shikō Beauty Collective site unite around the harmony, wisdom, simplicity and efficiency.

The Shikō Beauty Collective proposal was created to harness the energy of the J-Beauty trend, the philosophy behind it, and provide convenient and luxurious online options to shoppers in the US market, according to company executives .

Karen Young and Jim Berkrot.

Jim Berkrot, Vice President of Marketing, Personal Beauty Care at Mitsui & Co.’s Beauty Personal Care Group in the US, introduced the Shikō Beauty Collective at a meeting with US editors earlier this month . Mitsui is a leader in minerals, minerals, information and renewable resources, as well as food, health, nutritional supplements and beauty. It is present in 63 countries on five continents.

Berkrot was joined by Karen Young, CEO of The Young Group, which is supporting the launch’s US marketing effort. Also in attendance was product expert, Hinako Sugioka, who compiled the current selection of brands based on her understanding of Japanese personal care rituals, American desires and lifestyles. She explained that the Shikō Beauty Collective emphasizes thoughtful beauty and self-care routines, waste reduction, slow beauty, and purposeful, nature-friendly brands.

Luxury Products with Thoughtful Intent

The Japanese way of life, Berkrot noted, is about putting down roots; and the belief that self-care is an act of self-respect is integral to that.

“When you honor your skin, you honor yourself,” Berkrot said.

He explained that the concept of Shinrin-Yoki, or forest bathing, is the Japanese ritual of bathing in nature. According to Berkrot, immersing yourself in the healing effects of a forest is attracting the attention of American practitioners seeking harmony and calm in their lives. The relevance of forest bathing and meditative practice supports the J-Beauty trend and highlights the importance of looking and feeling your best at any age. It is a concept akin to the art of Kinsugi, which Berkrot described as the Japanese way of repairing broken pottery, reassembling the pieces and describing the repairs with gold, to illustrate the idea that “the beauty is always beauty, even imperfect”.

Berkrot with publishers at last week’s launch in New York.

Similarly, the Japanese concept of Wabi Sabi is inspired by the appreciation of beauty in imperfection and the natural cycle of life, exemplified by products that address age-related concerns, as well as formulas that protect the skin today and prepare it for years to come. This concept aims for well-groomed skin, rather than a constant search for perfection that targets every spot or wrinkle.

Japanese beauty is steeped in tradition. Collective’s assortment of products exemplify tradition and modernity in their ingredient profile and application. The Shikō Collective offers both natural treatment brands and clinical brands. Company executives will add more in the coming months.

The Mochi Hada concept

Mochi is a soft, smooth, and plump Japanese rice cake, and an apt metaphor for Mochi Hada, the radiant, shine-free, bouncy, and clear skin that are hallmarks of Japanese beauty. This is the setting in which Shikō Beauty lives.

The Collective’s current product assortment includes Ishii Clinic Beauty Labo, founded by a leading Japanese dermatologist. Dr. Ishii guided the success of the

Ishii Clinic Beauty Labo is a premium product line.

Kanebo brand and developed the SK-II skin care formula. Derma Fit Jelly-Cream Moisturizer is said to revitalize skin with Chardonnay grapefruit extract, beta-glucan and a network of biopolymers to lock in moisture for plump, hydrated skin (Derma Fit Jelly-Cream, $77, 1.0oz).

Dr. Medion Carboxytherapy uses a unique carbon dioxide effervescent technology in its Spaoxy Gel Mask. The product is designed to be mixed and includes a bubbling gel and a powder packet which, when combined, form a carbonated mask that effervesces on the skin. It is widely used in beauty salons and Japanese spas. It is now available as a home treatment. Three masks, mix of gel and powder priced at $50.

During the launch party, the speakers demonstrated the Lala Vie Cleansing Balm. It features “oil-in” technology, which fuses essential botanical beauty oils and highly functional ingredients. The result is a product that cleanses and hydrates, leaving skin smooth and oil-free. The cleansing balm is said to reduce friction on the skin, while providing effective cleansing. Botanical oils remove dirt, oil and makeup from the skin, while imparting a relaxing aromatherapeutic scent created exclusively by French perfumer Alain Verjus. The 4.2 oz balm sells for $50.

Seiso JBeauty also debuted. It features patented scientific ceramide technology, which is believed to heal the skin using unique Japanese methods. Seiso, which stands for “clean, tidy and elegant,” presents a less-is-more approach, with a system that includes Seiso Water Velvet Cream, ($65, 1.7 floz); Ceramide Moisturizing Milk, ($95, 1.7 floz); Fuwafuwa Foaming Cleanser, ($38, 6.7 floz); and Pure Ceramide Concentrate, ($155, 0.9 floz).

Natural Treatments

Among the natural treatment products featured was Warew 95%+ Natural, a line of products said to unite ancient tradition with cutting-edge modern technology.

REGLE offers an ancient herbal remedy with waterless technology.

“Nourishing by nature”, the effectiveness is targeted with natural herbs of biological origin chosen for their medicinal properties. Based on the concept of Wabi Sabi, the line includes sustainable cellular organic wash foam; Cell Viable Aqua Organic Emulsion; Bio Cell Viable Cleansing Oil; and Cell Viable Organic Cream Aqua. The four-product line sells for $304. Warew promises to “heal the skin and the soul within”.

Other products in the natural treatments segment include The Finggy, which uses a mushroom fermentation process called Nakamurakin. The treatment was previously available only at the Ishii Clinic, and now available as Finggy Lotion (Figgy Skin Lotion, $48, 6.8 floz). A line of herbal remedies, called RégLe, uses waterless technology and incorporates traditional Japanese medicine. The line was founded by Kokando, one of the oldest drug companies in Toyama, Japan. Face sheet masks (5 masks, $20); and Clear Wash Powder, containing papain enzyme and Japanese herbs, to clean pores and leave skin feeling firm and healthy-looking ($32.25 pack).

Inspired by tradition and empowered by science, Shikō beauty brands offer simplicity, elegance and accessibility. All are high-end luxury products with prices to match. Mitsui, which offers an end-to-end holistic wellness platform with an emphasis on inside-out and outside-in beauty, operates as both an ingredient supplier and a branded incubator.

More information available at: www.shikobeauty.com and Mitsui USA, www.mitsui.com.

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