Men in Beauty: Shinji Yamasaki on his skincare line that promises to give you "mochi skin"

The founder: Shinji Yamasaki, CEO of Re:erth.

His background: The Yamasaki family owns several distributorships for international health and beauty brands such as Imedeen, and has extensive connections in the skincare industry in Japan.

After a career in finance, Yamasaki joined the family business, using its ready access to world-class formulators to develop efficacious skincare.

The brand: Re:erth combines the Japanese zen way of life with cutting-edge technology. Its promise: powerful yet unfussy products to give you smooth and plump “mochi skin”.

To that end, Yamasaki acquired patents to some of the most powerful actives for Re:erth’s exclusive use – a feat for a small independently-owned brand.

Its exclusive ingredients include Japanese white turmeric which grows only in the Kyushu region.

The roots of this plant are commonly used to make a health-boosting tea, but researchers found that the leaf and root extracts made a powerful combination which helps suppress melanin production and accelerate skin-cell regeneration.

Here are some popular Re:erth products, including one that promises to give you "mochi skin".

This story was first published on Her World's June 2019 issue.

Other Men in Beauty stories:

- MEN IN BEAUTY: MEET THE FOUNDER BEHIND THE WORLD'S FIRST PERANAKAN SKINCARE LINE

- MEN IN BEAUTY: FROM KNOWING NOTHING ABOUT SKINCARE TO MAKING HUXLEY A CULT-FAVOURITE LUXURY K-BEAUTY BRAND

- MEN IN BEAUTY: CLEAN BEAUTY ADVOCATE ERIC TAN OPENS UP ABOUT HIS VEGAN-FRIENDLY JAPANESE SKINCARE LINE