LenaJapon skin care launches ecommerce in US

By Deanna Utroske contact

- Last updated on GMT

images courtesy of LenaJapon - Reiko Kanise(left) and Lena Kanise Jenson
images courtesy of LenaJapon - Reiko Kanise(left) and Lena Kanise Jenson

Related tags: Skin, Us

The Japanese beauty brand with quince seed extract at the heart of its product formulations has plans to expand its retail presence in the States by focusing on the wellness community. For now, however, LenaJapon is only available to US beauty consumers online.

Reiko Kanise founded LenaJapon, a botanical-based skin care brand, in 2007. While Kanise continues to run the Japanese business, under the leadership of Lena Kanise Jenson a US venture is coming into being.

“Our signature products, LJ Moist Bar and LJ Moist Balance, are the secret behind the ageless, beautiful skin seen in Japan,”​ boasts Kanise Jenson, in a media release about the brand’s new online shop. “We're excited to bring our all-natural product line to the US Our vision is to provide women and men everywhere with the best skincare products for creating radiant, healthy skin,” ​she says.


The LJ Moist Bar is a facial bar soap made with quince seed extract, lotus flower germ extract, and lactobacillus - grape juice ferment made using Italian Chardonnay grapes, as well as numerous more conventional ingredients. (See the full list here​, just click on ‘Ingredients’.)

LJ Moist Balance comes in 2 varieties, rich and light. These are moisturizing lotions and are similarly formulated with botanical extracts and a medley of conventional ingredients.

The brand’s product portfolio also include travel kits, trial sizes, a logo soap dish, and an LJ shampoo. The quince seed shampoo is formulated on the premise that “Beautiful hair grows out of beautiful scalp,” as the product page suggests. So, “to improve your scalp's condition, LenaJapon created a luxury shampoo consisting of the same quality and selection of ingredients as our other skincare items.”


The brand is likely to find the US market relatively welcoming, particularly where beauty and wellness intersect. Consumers looking to find products and practices that promote wellbeing are on the lookout for tidy fashionable niche brands like LenaJapon.

So, appropriately enough, the skin care brand has plans to move beyond online sales. “The opening of its new ecommerce shop for U.S. consumers is only the first phase of LenaJapon's strategy to build an exceptional and highly respected global brand,” ​explains the company’s media release. “Soon, the company plans to make its products available not just online, but also at salons and yoga studios across the country.”

Related topics: Market Trends, Skin Care

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