When it comes to the next big thing in beauty, our eyes are almost always trained eastwards. From BB creams to sleeping masks, the Asian beauty market is one of the most innovative and forward-thinking around. So, you can bet that when we hear one of the most popular skin care lines in Japan is making the leap over to the U.S. market, we take a very big interest.
Hada Labo Tokyo is a "masstige" (high-end concepts sold in mass market stores) skin care brand that launched in Japan back in 2004. Since then, it's taken Southeast Asia by storm, with the brand claiming a bottle of their Clear Liquid Hydrator is sold every two seconds. Wowza.
The five-piece line is focused around something the brand is calling Super Hyaluronic Acid, a.k.a., a proprietary combination of three different types of hyaluronic acid at three different molecular weights. That means the products deliver both immediate and long-lasting moisturization, with the largest molecule hydrating the surface of the skin, and the smaller molecules penetrating deep below the skin's other layers.
The line-up consists of a cleanser, two liquid "lotions," a traditional lotion with SPF 18, and a gel-cream. The liquid lotions in particular are pretty nifty — it's common in Asia to use liquids as moisturizers instead of heavier lotions and creams, but the practice isn't as widespread in the U.S. We really wish it would catch on — it's pretty genius, especially for those with oily skin. Lightweight, but still super-hydrating, you don't have to worry about feeling greasy with these. They sink in immediately and don't leave behind a residue — and it makes layering your serums and creams super-easy. We also love that the products aren't a billion dollars apiece, so we can actually afford to stock up on a few items from the range. That whole "one sold every two seconds" thing is starting to make sense....
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