Beauty Boss: Sayuri Katsuta, Founder of Amritara, On How Her Skincare and Wellness Brand Weaves Together the Ancient Secrets of Japanese Youth
Sayuri Katsuta.
Our latest Beauty Boss is Sayuri Katsuta, Founder of Amritara — a Japanese skincare and wellness brand that is rooted in the Japanese philosophy behind aging well: longevity, ritual, sleep, gratitude, and food as beauty. It combines the ancient secrets of Japanese youth, offering a harmonious blend of food and skincare products crafted with unmatched artistry.
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All of her products feature potent Japanese ingredients and are formulated without chemicals, synthetic ingredients or toxins. Through a balance of traditional craftsmanship and modern innovation, the brand preserves the integrity, flavor, and vitality of each element. From delicate rose petals handpicked at dawn to shiitake mushrooms grown using centuries-old methods, each element reflects a quiet devotion to origin and quality.
READ: The Best Things to Do in Kanazawa, Japan, for a Trip Packed With Wellness, Nature, and Culture
We chatted with Katsuta, who shared the inspiration behind the brand, secrets for success, best advice, favorite wellness tips, and much more.
When was Amritara founded and what’s the meaning behind the name?
AMRITARA was founded in July 2008, making this our 18th year.
The name is derived from ancient mythology. Amrita refers to the legendary elixir of immortality, while Tara conveys the idea of resonating and spreading outward. Together, AMRITARA expresses our hope that the life-giving power of nature will help people shine from within and inspire beauty that radiates far and wide.
In addition to skincare, Amritara also offers teas and umami-rich wellness food products.
What inspired the creation of the brand?
When I began searching for skincare, I couldn't find products that truly reflected my values — skincare that harnessed the remarkable anti-aging power of Japan's traditional botanicals while remaining genuinely pure, gentle, and free from unnecessary synthetic chemicals.
Rather than compromising, I decided to create the kind of natural botanical skincare I wished existed. That decision became the beginning of AMRITARA.
Do you have a hero product?
White Birch Moisture Barrier Essence and Age Solution Cream.
What’s your favorite product from the line?
Where are your products sold?
Currently, our products are available through our official online store. We are also preparing to expand our availability through selected U.S. retail partners, including the online store of ULTA Beauty.
Amritara Timeless Active Serum ($79) is designed to support the skin’s natural resilience and sense of comfort with a blend of advanced actives and plant-derived components.
Future plans for the brand?
While Japanese-inspired beauty has become increasingly popular around the world, authentic Japanese natural cosmetics — created by Japanese people in Japan using an abundance of Japanese botanicals — remain largely unavailable in the United States.
My dream is to introduce cosmetics and wellness foods that embody Japan's craftsmanship, botanical wisdom, and timeless approach to beauty, making them accessible to people across America.
Who inspires you?
I spend a great deal of time traveling throughout Japan in search of exceptional ingredients.
The people who inspire me most are natural farmers who cultivate the land in harmony with nature, and foresters who carefully restore and protect our mountains. Their respect for the natural world and their dedication to future generations continue to teach me invaluable lessons.
Secrets to success?
I have never been particularly interested in success in the conventional sense.
To me, success is creating a beautiful cycle in which nature, artisans, our brand, and our customers are all connected through a healthy, sustainable flow of energy. When everyone involved can flourish together, that is what I consider true success.
Best advice?
There is a Japanese saying: "Pure water flows through a pure river."
If you wish to surround yourself with people of integrity and kindness, begin by cultivating the beauty of your own heart.
Amritara White Birch Barrier Essence ($49) is crafted with seven ingredients to deliver deep, nourishing, long-lasting hydration while reinforcing the skin’s natural moisture barrier.
Beauty secrets?
Listen carefully to both your body and your heart.
Live in harmony with the seasons. Eat fresh, seasonal foods. Use natural skincare infused with the vitality of plants. Stay connected to the earth — to forests, rivers, mountains, and the sea. Treat yourself with kindness, compassion, and love.
When that love expands beyond yourself, reaching outward like the horizon, it naturally becomes love for the entire world.
Wellness tips?
My philosophy is the same as my approach to beauty. Listen to your body and your heart, live in rhythm with nature and the changing seasons, nourish yourself with wholesome seasonal foods, embrace the healing power of plants, and cultivate a deep connection with the natural world. I believe true wellness begins with living in harmony with nature.
How do you like to relax?
Japan is blessed with an abundance of natural hot springs, so on my days off I almost always visit a nearby onsen.
My favorite is moor hot spring water, which emerges from ancient layers of plant-rich earth and is naturally abundant in fulvic acid. It is known for its antioxidant properties and leaves my skin feeling remarkably healthy, making it deeply relaxing for both body and mind.
In fact, the fulvic acid found in these moor hot springs also inspired us to incorporate fulvic acid into our Rice & Grape skincare collection.
For more information about Amritara, visit their website and follow on Instagram: @amritara_us
[Images courtesy of Amritara]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk