By Aimee L

Japanese Beauty or J-beauty is making a come back, and I couldn’t be happier. With their focus on the philosophy of skin, science and naturalness, J-beauty is less about a complex 10-step routine and more about simplicity and long term care and nourishment for the skin, and these are factors that I can most certainly get behind as I come close to turning 30.

Gabriella Beckwtih, a senior analyst for beauty and fashion at Euromonitor International remarked that Japan was one of the “biggest beauty hotspots to watch” in 2020. Coupled with an overall turn to a ‘less is more’ philosophy and the overcrowding of the skincare industry, consumer demand has shifted to simpler, more effective skincare products that nourish and maintain the skin’s natural glow.

meeth is a Japanese luxury skincare brand that marries science with nature to create skin care that is simple, gentle and yet effective. The company, first established in 2019, is led by Sonmi, a Japanese Model, Actress and Business woman (featured above), who is passionate about helping people gain confidence in their own skin.

meeth’s philosophy centres around extracting quality natural ingredients from around the region and combining it with the highest innovation and technology, in order to bring forth naturally derived ingredients that gently nourish, enhance and foster healthier skin from within.

Partnering with various facilities that are experts in their field, meeth is able to procure the best ingredients and formulations, from mineral-rich water from Sapporo and Iwanai in Hokkaido, to their carbonated masks that oxygenate and hydrate. Their products also feature naturally derived plant extracts that are rapidly absorbed, like Pentavitin that binds within the outer layers of skin to ensure deep hydration, as well as Fullerenes, which is a potent antioxidant that protects against free-radicals and prevents ageing, rosacea and eczema.

Being a Japanese skincare brand that is dedicated to harnessing the power of nature through science, meeth boasts a small, yet powerful range of simple yet essential skin care products. Despite their limited range and coming from such a cut-throat Japanese domestic market – where only 10% of beauty products survive after their first year – meeth has survived and grown a loyal following of fans of their simplified skin care range.

Some of the brand’s top selling products from their ‘morerich’ series, includes their carbonated ‘morerich’ Face Mask Packs $190 and ‘morerich’ Essential Lotion $115. They also have their own range of skin care like their Lifty Wash facial cleanser $65, F Bright UV Base sunscreen $70 and meeth Skin Oil $80.

meeth is available in Singapore on their website.