Are we sure that tanned skin is synonymous with beauty?

Even in ancient times, a milky white skin color was a sign of better social status. Tanned skin was associated with the working class who worked outside. This ideal of feminine beauty did not survive in Europe, but is visible at every step in Japan. Japanese women learn to take care of their complexion from an early age and start anti-aging prevention earlier than European women. Flawless, alabaster complexion of Japanese women arouses envy of women around the world. Bright, youthful, wrinkle-free and pigmented skin is a result of avoiding the sun, multi-step cleansing, time-consuming skin care and protection from the sun's harmful rays using high UV filters.

How to lighten discoloration?

To maintain their brightening effect, Japanese women regularly use a variety of whitening and brightening products such as creams, masks, cheeses and supplements. These cosmetics comprehensively reduce the amount of melanin in skin cells by inhibiting its production, leveling already existing excess pigment and preventing its accumulation.

The Japanese market of whitening and brightening cosmetics is very developed. Almost every cosmetic brand offers a line of products designed to whiten and brighten the skin. The most commonly used active ingredients are: vitamin C, arbutin, kojic acid, m-tranexamic acid, licorice root extract, green tea, linoleic acid, mulberry leaf extract, soybean, sake, and astankanthin.

In our online store StoreJPN we have created a special section for whitening cosmetics and beauty supplements where we offer highly acclaimed, award-winning and, most importantly, very effective whitening products in tablet form or beauty drinks. We try to keep track and update our offer with news from the dynamically developing Japanese beauty industry. Thanks to fruitful cooperation with Japanese wholesalers and the best suppliers, we can offer products unavailable on the market.

Leading the way in skin brightening are the world-renowned and respected Japanese luxury brands Shiseido Haku, Shiseido Elixir White, SK-II, Kose Sekkisei and Kose Astablanc. Ishizawa, Rohto Hada Labo Shirojyun Whitening and Rohto Melano CC brands also deserve to be recognized. Number 1 in Japan are the brightening products of the luxury company SK-II. The brand has developed a patented Pitera™ complex, which is a combination of a unique yeast extract used to produce sake, whitening De-melano P3C and dried plum fruit extract and inositol. According to the manufacturer, in 8 weeks the cosmetics make the complexion significantly brighter and radiant with an even shade.

Women in Japan additionally support themselves with brightening supplements. Based on years of research on the Chinese goji berry, Shiseido has created beauty supplements that help lighten skin from within. This rich blend of natural extracts, antioxidants, amino acids, vitamins and other key ingredients provides smooth, soft, radiant, youthful, bright and healthy-looking skin. In addition to cleansing and caring with whitening and brightening products, it is very important to use sunscreens regularly throughout the year, and those that provide ultra-high protection especially during the summer.

In our online store StoreJPN you will find Asian products that will meet your expectations! Check it out now!