Cleanly formulated skincare with superfood ingredients for a healthy complexion? Yes, please.
Beauty aisles these days are filled with a staggering variety of products that promise to solve any complexion concern the modern woman might have.
Tired, stressed-out skin? Fine lines that are starting to show? Adult acne that just won’t go away? There are countless creams, masks and spot treatments to address those needs. But you know by now that not all beauty products are made equal and it can be overwhelming to sift through the cacophony of skincare products on retail shelves to find something that truly works.
In the face of an endless array of options, it’s sometimes a good idea to go back to basics and uncover what’s really effective behind the razzle-dazzle. And while Korean beauty has been dominating the scene in recent years with its famous 10-step regimes, snail masks and fast-moving trends, more and more consumers are going back to Japanese beauty for its simpler, more refined approach to skincare.
Hayley Teo, founder of home-grown superfood skincare label Rooki Beauty, discovered firsthand the difference between K-beauty and J-beauty when she was sourcing for a lab to formulate her brand’s products in the early days. She courted labs from South Korea, Japan and Taiwan before finding one that was aligned to her vision and goals for Rooki Beauty.
Hayley initially had her heart set on manufacturing in South Korea due to the speed and cost-effectiveness of the labs there. However, the samples weren’t as good as she had hoped for. She eventually established a relationship with a Japanese lab instead, despite the lab’s longer production timeline and language barrier.
That said, Hayley is quick to add a caveat that she’s not saying cosmetic manufacturers from one country are superior to another. Instead, they just have different philosophies.
“K-beauty, on a whole, tends to be more opportunistic and has a real emphasis on speed, novelty, and chasing the next big thing. They are experts at ‘skintertainment’, which can lead to really innovative offerings like jelly-textures and bi-phase products,” says Hayley.
“On the other hand, J-beauty tends to focus more on age-old rituals and infusing traditional ingredients with modern technology. They innovate with longevity in mind. To them, skincare is a marathon, not a sprint.”
According to Hayley, J-beauty also follows the principle of not over-formulating. It’s a concept that’s influenced by the country’s minimalist mindset and describes the belief that a few methodical steps go further than an endless array of novel products when it comes to skincare. For example, many Japanese beauty companies actually encourage women to soak cotton pads in skincare essences and leave them on their faces to get the most out of their products. “It’s a bit like Marie Kondo’s Konmari approach – get the most amount of joy out of the least amount of product,” Hayley adds.
Inspired by the philosophy behind J-beauty, all of Rooki Beauty’s products are formulated in Japan with the country’s latest skincare technology and high-quality active ingredients. The entire range is designed to be clean, cruelty-free and with superfoods at the heart of every product to deliver visible results while ensuring your skin feels – and looks – amazing. All products are free from mineral oil, parabens, harsh sulphates and artificial fragrances or dyes.
Rooki Beauty currently has three products in its range.
Honey Matcha Cleansing Drops ($59) is a nourishing cleanser that’s formulated with honey, omega-rich chia seeds and organic Uji matcha. It also boasts a vitamin C derivative and lactic acid to brighten your complexion and give your mien a lit-from-within glow.
After cleansing, moisturise with the Superfood Saviour Crème ($79). This is packed with antioxidant-rich ingredients like kale, lingonberries and chia seeds to soothe and strengthen your skin. What’s more, it has squalane, hyaluronic acid and coenzyme Q10 to give your complexion an added moisture boost.
Finally, treat your skin to some spa time at home with the Green Pulp Paste Masque ($64). This youth-preserving mask boasts a blend of antioxidants and phytonutrients like lycopene, beta-carotene, polyphenols and vitamin E to fend off free radical damage for visibly plumper and brighter skin.
Besides ensuring that every single product is effective, Hayley also wanted Rooki Beauty to stay true to its moniker where skincare would be so fuss-free that even a rookie could use it. Rooki Beauty’s products are refreshingly uncomplicated, and you can get a step-by-step guide of how to indulge in them on the brand’s website.
Customer education is a big part of the overall brand experience as well. The origins of each superfood is clearly indicated on the individual product’s packaging, so you’ll know exactly what goes on your skin and what it does.
Rooki Beauty may be on the market for less than a year, but it’s already proving to be a game-changer with its high-performing active ingredients, as well as clean approach to beauty. This is one brand we’ll be keeping our eyes on and we can’t wait to see what Hayley and her team launch next. In the meantime, get your dose of superfood skincare at rookibeauty.co and follow @rookibeauty on Instagram for the latest updates.
Brought to you by Rooki Beauty