Some people are simply ahead of their time. They possess a sharp insight that allows them to see the future. In the world of beauty, Shu Uemura was precisely that kind of person. His legendary pioneering spirit in the beauty industry is well-documented. For instance, the "Shu Uemura Beauty Boutique" opened in Omotesando in 1983 is said to be the first store to introduce an open tester format, allowing visitors to freely try all products.

He famously said, "Fashion has the right to break rules," and "Tradition is a series of innovations" (his memorable quotes are countless). He was one of the first to recognize the importance of merging the essence of fashion with makeup and applying the power of nature to cosmetics. It's truly admirable that all his expressions stemmed from a pure desire to "make women around the world beautiful."

Among his achievements, his advocacy for "the importance of cleansing" by viewing beautiful bare skin as a canvas, and his introduction of the concept of cleansing oil that eliminates the need for double cleansing, are particularly significant. Shu Uemura began his career as a makeup artist in Hollywood.

Back in the 1950s, Hollywood actors frequently had to remove heavy makeup multiple times a day, and cleansing oil was routinely used on set. Uemura witnessed not only how easily makeup was removed but also how actresses' skin became more beautiful with each use. He felt compelled to introduce this to Japanese women. Thus, in 1967, "Unmask," Shu Uemura's first product, was born.

Today, cleansing with oil is commonplace, as is oil-based skincare. Few people likely feel hesitant about applying oil to their skin. However, back then, "oil" conjured images of "tempura oil." The common reaction was, "You want me to wash my face with this?" This illustrates how challenging it was to gain acceptance. Yet, starting with beauty professionals who were convinced by its efficacy, its value gradually spread over time.

Skin has its own functions for retaining moisture and protecting itself from external environments. However, it cannot cleanse itself. That's why Uemura stated, "Makeup begins with cleansing and ends with cleansing." This philosophy remains the cornerstone of the Shu Uemura brand to this day. Consequently, over the past half-century, cleansing oils have been repeatedly refined within the brand, incorporating benefits that align with the times. Currently, there are six product lines available.

The pinnacle of these is the Ultim8∞ Sublime Beauty Cleansing Oil, which was renewed last year. Its cashmere-like texture delights the senses, effortlessly removing waterproof point makeup, while eight botanical oils replenish the skin with moisture.

Cleansing the skin with oil purifies it, returning you to a blank slate. You stand at a new starting line, feeling as though you can go anywhere from here. This brings to mind the following words spoken by Shu Uemura: Perhaps skin is synonymous with life itself.

Let's think freely.
Let's cleanse, above all.
When you remove unnecessary things and dirt through cleansing,
what is needed will enter.
Since skin is a living thing,
if you nurture it with love,
it will surely transform into beautiful skin.
And then,

Shu Uemura
Ultim8∞
Sublime Beauty Cleansing Oil
Volume | 150mL, 450mL
Price | ¥4,400 (excl. tax), ¥11,500 (excl. tax)

AYANA
Beauty writer. After working in product planning and development at a cosmetics company, she became independent. Her main work involves articulating the stories behind products created for beauty and the people involved in the industry. She aims to help women reframe their perception of themselves and the world beautifully.

Instagram:tw0lipswithfang
www.ayana.tokyo

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