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Discover Japan's Latest Beauty Launches

2026 AW Collection

Explore newly released skincare and makeup from Japan's most-loved beauty brands.

Brand list

Meet athletia: The Japanese Beauty Brand That Connects Skincare, Movement and Rest

Meet athletia: The Japanese Beauty Brand That Connects Skincare, Movement and Rest

Japanese beauty is often associated with elaborate skincare routines and advanced anti-aging formulas. But athletia (アスレティア) approaches beauty from another direction: the relationship between skin, movement, rest and everyday wellbeing.

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Where to Start with Tatcha: 8 Skincare Favorites for Every Skin Type

Where to Start with Tatcha: 8 Skincare Favorites for Every Skin Type

From The Dewy Skin Cream to The Water Cream, discover the Tatcha products worth knowing—and how to choose the right ones for your skin.

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Five Shu Uemura Cleansing Oils, Five Different Skin Needs

Five Shu Uemura Cleansing Oils, Five Different Skin Needs

Ultime8, Black, Botanicoil, A/O+ or Bright? Find the Japanese cleansing oil that fits your skin.

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Tokyo Beauty Box