THE CARE is a nugget for Japanese beauty fans, and for good reason: this new digital concept store gathers the most beautiful brands from all over the world, most of which cannot be found in France. Its founder, Yume Hadida, has drawn on her dual French-Japanese culture, and her experience as a talent scout, to offer an innovative vision of well-being. Her daily credo? Well-being begins with the pleasure of the senses.

J-Beauty: 5 reflexes to adopt for sublime skin

"Well-being begins with the pleasure of the senses," says Yume Hadida, the Franco-Japanese founder of the pretty concept store: THE CARE. Here are 5 typical Japanese habits, adapted to the European climate. In Japan, for example, the air is very humid and the water is fresh. Whereas in Paris, the climate is dry and the water is hard and chalky.

1/ Oil-based makeup removal

In the last few years, oil makeup removal has become more popular, but I realize that many French women are still attached to their micellar water. In Japan, for a very long time, oil makeup removal is the basis of good skin cleansing. In fact, all Japanese cosmetic brands have always offered makeup removal oils. This gentle cleansing, which respects the skin's hydrolipidic film and pH level, has always been part of the Japanese beauty routine. It is the ally of dry and sensitive skin, but also of combination and oily skin. Contrary to popular belief, a carefully selected oil (vegetable and comedogenic-free) does not make the skin greasier or clog the pores. It balances, regulates sebum production, and eliminates excess oil without harming the skin.

Personally, I am not in favor of double cleansing. Indeed, even if it is often advocated, I do not find it adapted in France because of the quality of the calcareous water in many areas. I prefer to limit contact with water as much as possible and follow with a moisturizing lotion. This eliminates oil residues without loading the skin with cleansing agents. Finally, it is also a time saver that avoids a too-long beauty routine.

2/ Daily facial massage

No matter how many great formulas we select, if the skin lacks suppleness, is saturated with toxins, is stressed, or is simply "passive" because it is not stimulated enough, the benefits of the products will not be optimal. Facials have always been part of our daily routine. I remember my mother, a model at the time, who swore by facials to maintain the radiance of her complexion and the oval of her face. I used to watch her with admiration as she performed these skin gymnastics every night in her bathroom. Her gestures, precise and gentle, had a meditative and relaxing quality. They almost put me to sleep... In fact, she has kept her dream skin and has never needed to apply foundation or have injections! 

Performed daily, facial massage has several anti-aging benefits: elimination of toxins, cell regeneration, stimulation of facial muscles, slowing down of skin aging, improvement of skin texture, and relaxation... KOBIDO massage is particularly appreciated in France. It differs from other classical protocols by its precise technique, which stimulates the facial muscles in depth and thus acts as a very effective natural lifting. Several certified institutes practice Kobido massage today in France. Beyond the sessions in institutes, it is now easy to find tutorials on the internet to perform a daily self-massage.

3/ The use of lotion

The lotion, or toner, is one of the essential steps of the Japanese skincare routine. It still remains very confidential among Western women. However, it allows the elimination of the residues of limestone, rebalancing the pH, as well as the level of sebum in the skin. The epidermis is thus in the best condition to receive the care applied just after. Since my sister, who lives in Japan, convinced me to incorporate a lotion into my routine, I have seen a marked improvement in skin hydration and texture. It can be applied with a soaked cotton pad or with your hands (which I prefer!), patting your palms on your face to make it penetrate.

4/ Using a serum

Japanese women have mastered the use of serums, which they adapt according to their skin type. For example, they opt for a collagen-based formula for its anti-aging properties, a salicylic acid-based formula to target imperfections, or a hyaluronic acid-based formula to fight dryness... Moreover, Japanese women are willing to pay more for an ultra-performing serum than for a moisturizing cream. For my very dry skin with an atopic tendency, I have long turned to the richest and thickest creams, which tended to grey my complexion. Once again, I took my sister's advice in Japan and invested in a high-performance serum. Targeting your skin's specific needs is the key, plain and simple.

5/ Matcha: a natural superfood

More than a trendy drink, matcha has always been considered a noble superfood in Japan. It was once consumed by Buddhist monks for their meditation, and as a remedy by the Japanese bourgeoisie. Today, this drink has become an indispensable part of everyday life. Matcha is a superfood enjoyed by Japanese of all ages, in various forms: matcha latte, pastry, and even pure, mixed with a face mask! A powerful antioxidant, Matcha boosts the metabolism and the immune system and helps the body eliminate free radicals and toxins responsible for cellular dysfunction that accelerate skin aging.