Behind the Brand: RE:ERTH Combines Japanese Wellness Principles with Cutting-Edge Technology
RE:ERTH Illuminating Concentrate ($95)gets to the root of stubborn discoloration and unveils brighter, clearer, and more luminous skin.
The story of award-winning skincare brand RE:ERTH begins with one mindful step by a farmer in Japan’s Kyushu region. Japanese White Turmeric was primarily grown for its beautiful flowers and sometimes its roots, which were used as a tea.
Eventually, a local farmer felt bad for always throwing away the leaves and contacted Professor Komai, the Head of Agriculture at Kindai University in Japan, to find out if he could look into the leaves and see if there were any properties that could be used.
“As it turns out, the Japanese White Turmeric contains very interesting and unique components that are very beneficial for the skin, namely its ability to prevent the breakdown of hyaluronic acid as well as stimulate skin cell activity,” says Shinji Yamasaki, Founder of RE:ERTH. “That was almost 20 years ago.”
#BeautyBoss: Shinji Yamasaki, Founder & CEO of RE:ERTH
Yamasaki, who has a background in finance, insurance and medical devices, later joined his family’s business, which owns distributorships for international health and beauty brands. He launched RE:ERTH in 2017, which combines the Japanese zen way of life with cutting-edge technology and roots itself in patented nature-derived ingredients, Japanese wellness principles, and science-backed technology.
RE:ERTH’s unique ingredients are backed by studies from educational institutions including Oxford and Kindai Universities, and offer a minimalist approach to skin care with a wide range of fast-absorbing products that are great for all skin types. Since launching in Singapore, the brand has continued to expand and is available in the U.S. as well.
We chatted with Yamasaki, who shared the inspiration behind the brand, future plans, and more.
When was RE:ERTH founded and what’s the meaning behind the name?
The products themselves have been in development for nearly 20 years, but we launched RE:ERTH, an abbreviation of “Reencountering Earth," in October 2017. Since then, I am very honored to be able to say that we have received countless beauty awards and recognition for our products, as well as tremendous positive feedback from our customers.
Tell us more about your products and what makes them special.
We believe that healthy skin is beautiful skin, and so our brand philosophy and products are designed to promote that. We focus on the skin as a whole, addressing root issues rather than symptoms, and do so by combining both nature-derived ingredients, like our exclusive and patented Japanese white turmeric and Japanese spring turmeric. They are grown on our farms in Kyushu, Japan, with the most cutting-edge cosmetic science like LIPODISQ, an advanced dermal delivery system from the UK. We pride ourselves in having products that are both gentle on the skin, backed by university level scientific research, and that are highly efficacious.
Shinji Yamasaki.
Do you have a hero product? What’s your favorite?
Our hero product is the Multi-Targeted Elixir (MTE) and it's also my favorite. We call having healthy skin as “mochi skin," meaning firm, supple, and hydrated with an inner glow and brightness to it. Our customers have endearingly coined our MTE as “mochi skin in a bottle." It contains both of our turmerics, a highly stable oil, and water-soluble vitamin C, which are then encapsulated in LIPODISQ, which allows the actives to be absorbed very quickly (less than 10 seconds) into the skin, without leaving any residue or stickiness on the surface.
RE:ERTH Multi-Targeted Elixir ($85) is a lightweight serum that rejuvenates skin’s appearance so that it looks firmer and healthier with smaller pores.
Where are your products sold?
Our products can be found on our website.
What's next for the brand?
We hope to bring a different type of skin care to the United States with our products and to be able to improve the skin health of many!
For more information, visit reerthus.com and follow on Instagram: @re.erth.us
[Images courtesy of RE:ERTH]
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