Illustration from the 都風俗化粧伝(Miyako fuzoku kewaiden) “Manual of Cosmetics in the Capital” – ca. 1813.

J-Beauty: self-care and gentle prevention

Since ancient times, in Japan, beauty has been a natural consequence of a healthy and balanced lifestyle. According to what we now call a "holistic approach" —a method that analyzes the human being as a whole—the Japanese understand that lasting well-being involves body, mind, and spirit in unison.

Japanese skincare , or J-Beauty, is much more than a simple routine: it is a ritual aimed not only at improving the appearance of the skin, but at taking care of oneself through daily, conscious and prevention-oriented gestures.

This is also why we at warew have chosen a hand mirror as our logo, a symbol not only of feminine beauty and self-care, but also of the skin as a mirror of our internal well-being and an organ that reflects our emotions outward.

The warew logo takes the form of a hand mirror, a symbol of beauty and a trousseau for the Japanese bride.

Skincare thus becomes a conscious exercise, a personal care ritual with naturally graceful gestures, which nourishes beauty from within, as well as on the surface.

The main goal is prevention , a concept that for the Japanese translates into daily practices such as:

1. a balanced diet
2. constant protection from UV rays
3. simple facial massages like our Bright Lift Drainage , to do yourself at home while applying the products
4. skincare products — like those from warew — that work in harmony with the skin's physiological functions, respecting them and promoting the natural cell regeneration cycle.

This approach is also made possible thanks to a targeted selection of natural ingredients , handed down from the thousand-year-old Japanese medicinal tradition, combined today with the most advanced cosmetic technologies.

Double cleansing from the Edo period to the present day

J-Beauty has its roots in the Edo period (1603-1868), when the Japanese noble class, eager to distinguish themselves and rise above the people, practiced cleansing their person, and therefore also their face, almost like a Shinto purification ritual.

This deep cleansing, already based on natural oils such as rice bran, over time became a distinctive ritual rooted in popular culture. Later, plant-based foaming agents were added, giving rise to what we know today as double cleansing , introduced as early as the Edo period by geisha and Kabuki actors who needed to easily remove their heavy stage makeup.

The traditional makeup of the geisha (芸者, literally "artist, person who entertains") consists of a thick layer of white paint on the face and neck, thin dark eyebrows and a mouth painted red.

A concept that has recently spread to the West, double cleansing aims to effectively and gently eliminate the various layers of impurities that build up on the skin's hydrolipidic film , the layer of sebum that protects us from external agents: this is especially important in cities where pollution and smog are part of daily life.

In the warew ritual, double cleansing consists of two phases:

1. Oil cleanse with Warew Cleansing Oil , a silky oil based on Japanese rice bran that dissolves sebum and removes airborne impurities, dust and makeup accumulated during the day.
2. Foaming cleansing with warew Washing Foam , a soft yet dense foam that acts like a micro-scrub of bubbles, leaving skin perfectly clean and ready for subsequent treatments.
   

Double cleansing is perfectly in line with the Japanese philosophy of self-care: it's not just about superficial cleansing, but about caring for the skin with respect and attention, carving out a moment each day dedicated to personal well-being. Facial cleansing therefore reflects an internal purification .

Prevention in Japanese skincare isn't seen as a sacrifice, but as a genuine gesture of self-love: small daily rituals that, over time, build healthy, radiant skin full of vitality.