What is Japanese Beauty
EVERLASTING RESPECT
A profound respect stemming from the belief that everything is interconnected: the natural elements, nature and humans, humans with one another. A perpetual cycle of reciprocity and mutual dependency. Values and practices born of sensitivity and the recognition that the individual is part of a greater community. A dignified submission to the vastness and power of nature. The result is inimitable beauty that is Harmoniously Holistic — a beauty of Timeless Continuity, Thoughtful Innovations, Ingenious Fusion, Methodical Perfection, and Boundless Creativity.
6 Pillars of Japanese Beauty
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Timeless Continuity
Uninterrupted continuity that bridges the vitality of tradition with the electric energy of modern Japan and “Japanese Cool” — its ethereal beauty, its futuristic edge, its magnetism.
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Thoughtful Innovations
Technology with a human touch, driven by care, sincerity, even humor. Science with warmth conceived and developed to create innovations for a richer, more fulfilling life — innovations you feel in your skin.
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Ingenious Fusion
The process of intelligent selection and absorbing: Idea and elements from different sources and cultures are first picked and chosen, then rearranged, mixed, and molded into new objects, new values, new approaches to beauty.
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Harmoniously Holistic
A broader concept than Western “well being” or the connection between inner and outer beauty. Japanese holism is expressed and practiced through every aspect of daily life (from color to food to everyday rituals) following nature’s cycles, seasons, and patterns.
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Boundless Creativity
Fearlessly letting fantasy invade reality, Japanese creativity shifts perspectives, unearths the hidden, sees the unseen. The result, limitless beauty that breathes life into dream worlds, bends genders and unshackles self-expression.
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Methodical Perfection
Perfection is not the end result, it is the process of making. Sensitive to people's need, aiming at fulfilling their desires, Japanese perfection creates beauty products and rituals that are considered, attentive and intuitive.
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