Japanese Skin Inc drives 'one size fits one' trend in the US

By Michelle Yeomans

- Last updated on GMT

Related tags Southeast asia Asia

Japanese Skin Inc drives 'one size fits one' trend in the US
After seeing success in Asia, premium Japanese brand 'Skin Inc' has made its debut in the US by signing a deal with Sephora to stock its customised serums.

The line the company describes as driving a paradigm shift in beauty from one size fits all to 'one size fits one', was launched in New York at Sephora’s 34th Street and in five Times Square locations this week.

"Skin Inc is proud to be partnering with Sephora to bring this unique and personalized experience in skincare to New York,"​ says Rameet Kaur, managing director, Skin Inc USA, on the venture.

The brand, known for its customizable serums, is also scheduled to launch in Canada at Sephora’s Vancouver flagship store at the end of October.

Since breaking onto the Asian markets six years ago, Skin Inc has seen success online and internationally through its flagship stores in Singapore, Barcelona, Madrid and 13 other cities; in Sephora and select online beauty sites in South East Asia; and on Singapore Airlines.

All products are made in Japan and claim to be free of fragrance and parabens, which has seen the brand win over 50 awards and accolades.

Lucrative opps in 'one size does not fit all' trend

More and more Asian cosmetic and personal care companies are looking to the US to expand and evolve their businesses after seeing success in Asia.

One trend that seems to be transferable and influential in the West other than the BB cream craze are customized, 'one size fits me' products.

This is particularly true when it comes to customer loyalty, the more customized a product is for the individual, the more likely they are to stick with that brand. 

However, although it gives surety that products will have a strong bond in the minds of consumers, discouraging them from switching to another brand, it is not always easy to obtain and sustain, as evidenced in the different personal care categories.

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