July 10, 2018

by Natsuki Hayashi

I had the pleasure of speaking with the founder of beauty salon, EFFECT358, and representative of the popular haircare brand DPA, Masayoshi Yamada, regarding the definition of beauty. The modern Japanese beauty industry is in a state of constant evolution and innovation. This is not limited to Japan, however, as throughout the eras and across Asia there has always been extraordinary attention given to age preservation, purity, and the fairness of skin. It is with this theme in mind that I will discuss the present-day Japanese concept of beauty.

What is beauty? We women always have this mysterious fixation in the back of our minds. In our pursuit of beautiful lives, we feel that physical beauty is an inseparable element from happiness. It is an irrational desire of ours, similar to the pursuit of love. Women feel that continuing to sparkle radiantly is somehow their duty. Beauty seems elevated and disconnected from us, and yet it is intimately connected to a county’s history and economy. Thus, though the definition of beauty seems undefinable, it is at the same time all around us.

The Japanese woman’s obsession with this topic has remained unchanged up to the present day. For those of us pursuing the essence of beauty, care and persistence has become essential. This is not only limited to beauty care at home. Constant daily care, and of course, the objects that assist us in carrying out that daily ritual are of the utmost importance. High quality beauty products and the wisdom of well informed and trustworthy advisors are invaluable.

Masayoshi endlessly pursues the most cutting edge beauty preservation techniques, and from those, establishes a customized beauty care strategy. He designs a beauty care method for each individual customer, specifically based on their unique type. In his salon, for example, he focuses on bringing out the original quality hidden within one’s hair, working to recover its natural luster and shine. As for home beauty care, he has designed, for DPA, a shampoo which reaches the very depths of one’s hair follicles right in your own home.

The secret of DPA lies in its generous and diverse list of ingredients such as glucose trehalose, the moisturizing elements of coconut oil, and the natural hair filament, raw keratin. It is essentially a washable bubble pack of pure beauty, leaving your hair glistening after every wash. The keratin seeps deep into your hair, bonding itself within the hollow cores and healing it from the roots up.

The Japanese beauty industry was also touched on in our conversation. If anything, it can be said that the growth and progress of the industry is strikingly rapid. Not long ago (approximately five years to be exact), the popularity of placenta and collagen products, for their age-defying qualities, reached an all-time high in Japan. As science advanced, more research and experimentation into beauty product had been conducted which speed up the progress and resulted in a remarkable new beauty enhancer: Proteoglycan.

In a word, proteoglycan is the component that lies behind the production of collagen and hyaluronic acid. Due to its recent discovery, there are only two or three leading beauty product makers quietly pouring their efforts into the development of this substance. I do believe that proteoglycan will revolutionize the Japanese beauty industry. The reason for my confidence is due to the huge spotlight products (containing collagen, placenta and hyaluronic acid) have been receiving over the last ten years. Now that the root of all those substances has been discovered, the source from which those very substances spring, I believe that proteoglycan will steal the spotlight and take center stage. Among the limited Japanese makers producing proteoglycan products, I would like to introduce the following product:

Using honey, rich in proteoglycan, Fay’s Honey has become an object of fascination for many, from young Japanese celebrities to mature madams. With 250000mg of Proteoglycan, there is no other product on the market that can boast the same generous proportion of this remarkable substance. This is the very first attempt to produce such a product in Japan. Proteoglycan’s direct effect on our ever weakening cells has brought positive feedback from all around. By invigorating the cells that produce hyaluronic acid and collagen, their production of those substances is enlivened. In short, proteoglycan is responsible for building the basic structure of cells.

In recent times, the practice of reviving cells has begun to enjoy immense popularity in Japan. If human cells are ever in a state of gradual deterioration, the best thing we can do is to prevent that decline all together. Recent research focuses on eliminating decay in cells, the fruit of that research being in the discovery of proteoglycan. I myself am among those using this product to protect my young cells that grow older day by day without my noticing.

With this in mind, what can be said of Masayoshi’s philosophy on beauty? His answer was as follows: ‘The most important thing is turning your willpower into reality. And that requires steady perseverance. Unreasonable effort isn’t something that you can continue long term. Of course, it’s different for everyone, but one needs to actually feel and see the changes and the fruits of their efforts.’ Behind this philosophy lies Masayoshis experience which he has gathered through the running of  his exclusive salon in Jingumae, Tokyo. A place that is a clear reflection of his own heart. Being a private salon, it allows members the freedom to reveal their inner-most selves. Customers can enter and leave its rich environment with the utmost comfort and ease. I am a great supporter of EFFECT358, as every visit I have had for hair pampering, I have felt as though something deep within my soul was cleansed.

In that calm space, Masa thoughtfully considers the inner health of each customer’s’ hair follicle. Just as one must carefully consider the correct method of care for their individual skin type, they must also find the best matching style of care for their hair. With a hair care designed uniquely for you that aims to enhance natural radiance and simplicity, your appearance can become an expression of your true self. Beauty can be seen as a means of self-discovery and self-confidence.