Beauty Store Business

JUL 2018

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34 July 2018 | beautystorebusiness.com REVOLUTIONIZING THE INDUSTRY In 2011, Osamu Maeda founded Zeal Cosmetics, the makers of the revolutionary Adsorb Beauty–the first and only company in the beauty industry to commercialize the use of antibody technology. Based on research conducted by Professor Tsukamoto at Kyoto Prefecture University Graduate School, it was discovered that ostrich egg yolks contain a high concentration of antibodies, which give ostriches one of the strongest immune systems of any animal on Earth. Using a humane process that doesn't harm the ostriches, the yolks are extracted, purified and processed into Adsorb Beauty's patented AntiBody complex. "As you go through everyday life, your skin is exposed to environmental factors that can be damaging: pollution, sun exposure and artificial climate fluctuations that can create antigens on the skin's surface. These antigens are often the root cause of premature skin-aging signs such as microlines, wrinkles, dullness and skin discoloration. AntiBodies target these antigens to help counteract their negative effects on the skin's well-being without breaking the pH balance," Maeda says. In addition to its AntiBody complex, Adsorb's products feature: ceramides, or lipids that help the skin retain moisture; a Prodew complex made from 14 amino acids for increased collagen production; Eldew, an amino-acid-type emollient; and Matrigenics, a type of seaweed extract that helps repair skin. The products are also formulated without parabens, phenoxyethanol, petro-synthetic surfactants, mineral oil, alcohol, colorants, fragrances or carbomer. "Our company began with a focus on developing products for individuals with severe skin troubles and, as such, we are extra careful not to include any ingredient that may cause undue skin stress. I believe our combination of minimalism and high standard of quality, safety and innovative technology backed up by high craftsmanship is what set us apart and has become the new standard and symbol of J-beauty," he says. Maeda partnered with Tom Winarick of BioBoutique Beauty Lab to distribute three of Adsorb Beauty's 11 products in the U.S.–the AntiBody Cleansing Wash, AntiBody Gel Cream and AntiBody Moist Essence Serum. Additional products will be added to the lineup soon. In the meantime, Maeda is working on another revolutionary skincare series, which will debut at Cosmoprof North America this July (find him at the BioBoutique Beauty Lab booth in the Discover Beauty section). Yu-Be Skin Care is another beauty brand leading the J-beauty movement in the U.S. Created in 1957 by Japanese pharmacist Yoshikiyo Nowatari, the brand has become one of the longest-selling skincare lines in Japan and is available in over 60,000 stores. Yu-Be's hero product, the original Moisturizing Skin Cream, combines a high concentration of glycerin (40 percent), a humectant that retains moisture, with antioxidants, sodium hyaluronate, vitamin E, vitamin B2 and camphor to hydrate and soothe parched skin–without the use of artificial colors or fragrances. "I like to think of our product as a racehorse; a high- performance thoroughbred that just keeps winning and winning. Our hero product is a multipurpose hydration cream … with a very safe and simple formula, which has yet to be replicated by our competitors," Azama says. Azama, a Japanese-American businessman, used to buy Yu-Be products in Japan to bring home to his wife Elena–who couldn't find a comparable product in the U.S. (many were petroleum-based and too greasy). He started importing the products in 2000, and eventually obtained the distribution rights, trademarked them under a new name and added more items to the collection. "We first tested a small batch back in 2000 with some local nail salons and ethnic supermarkets, which gave us enough confidence to move up to more established stores and eventually regional then national chains," he says. As the No. 1 medicated, vitamin-enriched cream in Japan used for everything from dry skin and eczema to diaper rash and stretch marks, this brand is one to watch in the coming years as J-beauty saturates the U.S. market. A CATEGORY ON THE RISE In 2017, Japan's economy grew 1.6 percent–and it's currently experiencing its longest growth streak in 28 years, according to the Wall Street Journal. With the natural beauty category on the rise, the future of J-beauty looks brighter than ever. "While I love makeup as much as the next beauty addict, I know that beautiful makeup starts with well cared for skin, and we're certainly seeing more and more people recognize that," Sharif says. "We're starting to see emphasis on skin care as part of overall care." Maeda adds, "Slowly, we are seeing consumers under- standing the difference between marketing images and truly effective products, which are trending toward minimalism and effective ingredients in beauty care. I also see the industry moving towards higher-quality formulations, with one of the basics being the end of the use of artificial preservatives. I believe that J-beauty is less about creating fashionable trends and more about straightforward formulations combined with proven, effective ingredients. I believe and hope that this direction will positively affect the skincare industry." ■ BEST-SELLERS FROM THE BRANDS YOU NEED TO KNOW J-beauty products emphasize hardworking, efficacious formulas. 1 2 3 4 5 6 Yu•Be: Formulated to hydrate the face, lips and body, the Moisturizing Skin Cream uses plant-based glycerin and vitamins E and B2 to replenish moisture on even the driest of skin. Nongreasy and quick-absorbing, the cream contains no artificial colors or fragrances. Suggested Retail Price: $25, yu-be.com Adsorb Beauty: To reduce visible signs of aging and restore the skin's plumpness, the AntiBody Gel Cream is an instant hydrator that utilizes the brand's AntiBody Technology. Apply it liberally in the morning and night on the face and neck. SRP: $130, adsorbbeauty.com Decorté: The lightweight Moisture Lipo- some Serum from Decorté uses time-release technology for long-lasting, all-day hydration. It also softens and moisturizes skin, while helping subsequent skincare products absorb more easily into the skin, which makes any cleansing routine more effective. SRP: $95, decortecosmetics.com Milbon: To bring moisture to dry, brittle hair, Weightless Replenishing Mist is made with a blend of 11 amino acids that detangle unruly manes—making styling easier and giving locks added shine. SRP: $24, milbon-usa.com Kanebo Cosmetics: Kate Tokyo's The Base Zero Matte Maximizer is a liquid foundation that turns into a powdery formula when applied on skin—leaving a smooth finish that won't cake or crease. Available in six shades. SRP: $14.66, kate-global.net DHC USA: Formulated for normal and combination skin types, the Deep Cleansing Oil is made from antioxidant-rich olive oil and refreshing rosemary leaf oil. It dissolves makeup and emulsifies into a cleansing milk, leaving skin balanced and soothed. SRP: $28, dhccare.com Shiro: The Sake Kasu Lotion from Shiro is made from sake lees, a natural byproduct left over from the production of sake, which are rich in nutrients, amino acids and minerals. The brand's best-selling lotion, it provides intense hydration to dry, dull skin. Gentle yet effective, it also gives off a tingling sensation upon application. SRP: $61, shiro-shiro.us 1 5 6 7 2 3 4 7

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