Have you heard of Niche J-beauty?

MANILA, Philippines — Have you heard of J-beauty brands La Casta and Waphyto? How about E-Standard and Product?

Japanese beauty is no stranger to global prominence by way of its high-end and drugstore offerings. Fans worldwide love it for harnessing natural ingredients as well as its intentional approach — the way it makes you slow down and appreciate the ritual of self-care with its sensorial elegance.

Niche, natural and/or organic J-beauty is something you’ll have to discover yourself or be recommended by word of mouth by an in-the-know local — until today. 

Waphyto is Japan's pioneering plant bio methodology brand founded by Atsuko Morita, a former flight attendant who, after experiencing asthma and skin/hair issues, discovered the benefits of phytotherapy through a French friend, inspiring her to pursue medicine and botanical therapy. They carry products for skin, hair, body, and intimate care made of plants and herbs sourced from Mikawa, Japan, where the soil is vitamin-rich.

Mitsukoshi Mall is all about bringing an authentic Japanese experience to the Philippines, and its beauty and wellness zone Mitsukoshi Beauty does you one better by bringing in this under-the-radar category.

Behind this carefully vetted selection is Mai Okabe, Isetan Mitsukoshi Ltd.’s Merchandising Division overseas cosmetic buyer and a beauty buyer with over 15 years of experience in Japan and now overseas. She has worked with more than 300 cosmetic brands from global luxury to niche, ranging from general to natural organic cosmetics.

She describes J-beauty as “High quality and detail-oriented,” during the Mitsukoshi Beauty launch over the weekend. “Us Japanese have very high expectations on every aspect of the product. Not just efficiency, but we want it to be beautifully packaged, easy to use.”

E Standard started the five-step hair routine consisting of shampoo, hair serum, two hair treatments, and hair oil, based on the concept that "hair care is also skincare," using organic products made from nine plant extracts and three essential oils, and nourishing hair with Hita Tenryosui natural mineral water.

But does it resonate with Filipino consumers? The Beauty Edit, a guide for discerning beauty girls, gives these products an enthusiastic endorsement. Founder Nicole Limos asks for our similarities: “Japanese and Filipinos share similarity in climate, hair, and skin condition,” Okabe explains. “Japan is super-humid, especially during summer, so we also use very strong air-conditioning. We need to constantly pay attention to proper moisturization and skin repair.”

Okabe elaborates on the selection, “Natural organic cosmetics really gave a positive impact in my life, so I only choose brands I can trust. I know all the people and the founders, why they created this brand, their manufacturing backgrounds.”

Her personal top 3? E Standard’s Jasmine hair oil. “I have it everywhere — in my purse and in my office.” It’s not only a hairstyling product but also hair care. 

Her top 2 is the La Casta Hair Soap, a shampoo that “gives me sleek, straight hair.” (La Casta’s Head Spa Brush and Scalp Brush, both created from the input of the customers at its Ginza spa, are the bestsellers at Mitsukoshi Beauty since it soft-opened in November.)

Last but not the least, Product Facial Cleanser is the “Best I've ever tried in my life.” The USDA Organic-certified, three-ingredient powder cleanser is meant to be emulsified and massaged on after removing makeup. “It leaves your skin radiant and smooth.”

More inside Mitsukoshi Beauty are products you never thought you wished existed. You use the best haircare and skincare — why neglect your intimate areas? At the Apothecary section is Waphyto, a multi-awarded skincare brand that includes an Intimate Wash. There’s also Pubicare Organic, which carries Rose and Neroli feminine wash in a bundle with Made of Organics deodorant in Lavender. Skip the lash-curling hacks with specialized lash curlers by Kobako — there are six curlers for you to choose from!

Okabe says to anticipate an affordable range in the coming months — something beyond the usual. You’ll see them first at Mitsukoshi Beauty.

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Mitsukoshi Beauty is located on the ground floor of Mitsukoshi BGC, 8th Avenue, North Bonifacio Global City.