Japanese beauty continues to generate buzz in the marketplace. The reason for the rise in J-Beauty? Some say that consumers have had their fill with K-Beauty, that multi-step beauty routine that requires plenty 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 is launching the Shikō Beauty Collective. Earlier this month, the company launched the collection of curated luxury Japanese brands that were previously unavailable in the US marketplace.

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

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

Jim Berkrot, VP-marketing, beauty personal care at Mitsui & Co.’s US Beauty Personal Care Group, presented the Shikō Beauty Collective during a meeting with US editors earlier this month. Mitsui is a leader in minerals, ores, information, and renewable resources, as well as food, health, nutritional supplements and beauty. It has operations in 63 countries on five continents.

Berkrot was joined by Karen Young, CEO, The Young Group, who supports the US marketing effort of the launch. Also on hand was product expert, Hinako Sugioka, who compiled the current selection of brands based on her understanding of Japanese self-care rituals, American desires and lifestyles. She explained the Shikō Beauty Collective emphasizes thoughtful beauty and self-care routines, reduced waste, slow beauty, and targeted, nature-respecting brands.

Luxury Products with Thoughtful Intent

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

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

He explained the concept of Shinrin-Yoki, or forest bathing, is the Japanese ritual of bathing in nature. According to Berkrot, immersing oneself in the healing effects of a forest is gaining attention among 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 the 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, by reassembling the pieces and outlining the repairs with gold, to illustrate the idea that “beauty is still beauty, however imperfect.”

Likewise, the Japanese concept of Wabi Sabi, is inspired by appreciating the beauty in imperfection, and the natural cycle of life, which is exemplified by products that address age-related concerns, as well as formulas that protect the skin today and prepare it for years ahead. This concept aims for skin that is cared for, rather than a constant pursuit of perfection that targets each blemish or wrinkle.

Japanese beauty is steeped in tradition. The Collective product assortment illustrates tradition and modernity in their ingredient profile and application. The Shikō Collective carries 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, plump Japanese rice cake, and an apt metaphor for Mochi Hada, the radiant, shine-free, bouncy, and clear skin, which are hallmarks of Japanese beauty. This is the framework within 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 Kanebo brand and developed SK-II’s skincare formula. The Derma Fit Jelly-Cream hydrating moisturizer, is said to revitalize the skin with Chardonnay grapefruit extract, beta glucan, plus a biopolymer network to lock in moisture for plump, hydrated skin, (Derma Fit Jelly-Cream, $77, 1.0oz).

Dr. Medion Carboxytherapy utilizes 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 Japanese aesthetic salons and spas. Now it’s available as an at-home treatment. Three masks, mixing gel and powder retail for $50.

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

Also making its debut was Seiso JBeauty. It features a patented ceramide science technology, which is said to nurture the skin back to health utilizing uniquely Japanese methods. Seiso, which means “clean, tidy and elegant,” presents a less-is-more approach, with a system that includes Seiso Water Velvet Cream, ($65, 1.7floz); Ceramide Moisture Milk, ($95, 1.7floz); Fuwafuwa Foaming Cleanser, ($38, 6.7floz); and Pure Ceramide Concentrate, ($155, 0.9floz).

Natural Treatments

Among the natural treatment products highlighted, was Warew 95% + Natural, a product line said to unite ancient tradition with breakthrough modern technology.

“Nurture through nature,” efficacy is targeted with organically-sourced natural herbs chosen for their medicinal properties. Based on the concept of Wabi Sabi, the line includes a Cell Viable Organic Washing Foam; Cell Viable Organic Emulsion Aqua; Cell Viable Organic Cleansing Oil; and Cell Viable Organic Cream Aqua. The four-product line retails for $304. Warew promises to “heal the skin, and the soul within.”

Other products in the natural treatment segment include The Finggy, which utilizes a fungus fermentation process called Nakamurakin. The treatment was formerly available only at the Ishii Clinic, and now available in Finggy Lotion, (Finggy Skin Lotion, $48, 6.8floz). An herbal remedy line, called RégLe, utilizes a waterless technology and incorporates traditional Japanese medicine. The line was founded by Kokando, one of the oldest medicine companies in Toyama, Japan. Facial Sheet Masks (5 Masks, $20); and Clear Wash Powder, containing papain enzyme and Japanese herbs, to clear pores and leave skin firm and healthy-looking (32 pack, $25).

Inspired by tradition and enhanced by science, Shikō Beauty Brands offer simplicity, elegance, and accessibility. All are high-end, luxury products with corresponding price points. Mitsui, which offers an end-to-end holistic wellness platform emphasizing beauty from the inside-out and outside-in, functions as both a supplier of ingredients and brand incubator.

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