Gentle illustrations and charming color palettes. ALICE BELLE's items capture hearts with visuals that spark joy just by looking at them. While many are drawn to this skincare brand for its unique world, inspired by the art of painter Kuniyoshi Kaneko, it's currently gaining attention for its powerful effects, which belie its delicate appearance. Its pop-up stores in department stores across the country are bustling daily, and it's not uncommon for customers who try the products to purchase the entire line. Phenomenal reactions, with customers returning the next day in tears of joy after experiencing the results, have even surprised department store staff. Why is ALICE BELLE so captivating and beloved by those who use it? We asked Brand Director Risa Asakura about the secret.

The creation of ALICE BELLE has a rather unique story. Risa, who was originally involved in music, came from a world far removed from cosmetics. She had long suffered from skin problems, including shingles and severe acne. It was then that she had a fateful encounter through Akemi Yamatoya, an acquaintance who ran an OEM cosmetics company. Yamatoya introduced her to a skincare product.

“Seeing my severe skin condition, Yamatoya gave me a skincare product she had developed not for sale, but solely for her own use. After using it, my terrible skin condition improved in just three days! I was astonished by the speed and power of its effects. It was incredible… and I was so captivated by its efficacy that I found myself joining Yamatoya’s company. There, I learned about dermatology and cosmetics from scratch.”

“Many people with troubled skin have a buildup of dead skin cells. It’s essential to remove these effectively, without burdening the skin.” ALICE BELLE products use natural ingredients, such as Ayurvedic herbs, to remove dead skin cells, minimizing the use of synthetic surfactants. They also feature carefully selected ingredients like human stem cell conditioned media to enhance the skin’s natural vitality. “By combining Ayurvedic herbs with human stem cell conditioned media, we can expect even greater results. The secret to achieving beautiful skin lies in the optimal balance of ingredients derived from Yamatoya’s over 40 years of experience and knowledge.”

While the technology and knowledge cultivated through OEM are undoubtedly remarkable, Risa’s passionate commitment is also a cornerstone of ALICE BELLE. “Skin problems can significantly impact one’s mental state, can’t they? You start to hate looking in the mirror, and your mood plummets. ALICE BELLE aims to create skin as pure and beautiful as a young girl’s, and we aspire to be a presence that casts a magical spell with every use. We want people to rediscover the joy of looking in the mirror.”

ALICE BELLE offers a wide range of products, from skincare and haircare to base makeup. Here, we introduce a selection of them.

(From left)
ALICE BELLE Cleansing Milk
Volume | 200ml
Price | ¥5,940
A cleansing milk used for wiping off makeup. To reduce burden on the skin, it uses the power of herbs to absorb impurities without the use of surfactants. It contains ingredients so gentle on the skin that it can even be used as a moisturizing cream.

ALICE BELLE Peeling Control Set: Wipe-off Peeling
Volume | 200ml / Astringent Lotion 50ml
Price | ¥7,700
A set of peeling lotion and astringent lotion. It gently removes dead skin cells through the peeling action of alazyme enzymes. After peeling, an astringent lotion is used to restore the skin's pH balance.

ALICE BELLE Skincare Cotton
Volume | 120 sheets
Price | ¥770
Cotton specifically for ALICE BELLE Cleansing Milk and Peeling Lotion Set. Made with medical-grade cotton, it is gentle and safe for the skin. The cotton is cut and filled in Japan. To ensure customers can continue to use gentle cotton, we sell it at cost price with no profit margin.

ALICE BELLE Sunnamasell CO2 Pack
Volume | 60g
Price | ¥8,800
A pack boasting a carbon dioxide concentration of 13,200ppm. It contains pure forms of ascorbic acid, linoleic acid, and retinol derivatives to powerfully address various skin concerns.

ALICE BELLE Cellgenne
Volume | 30ml
Price | ¥8,580
In addition to the human stem cell conditioned media and Ayurvedic herbs common to the series, this all-in-one serum incorporates four types of ceramides. It deeply hydrates the skin and protects it throughout the day.

ALICE BELLE Long Cell CO2 Pack (10-piece set)
Price | ¥11,000
A carbon dioxide pack where two types of agents are mixed and applied. It solidifies in about five minutes and, when left on for about an hour, delivers salon-level results. Its unique manufacturing method ensures the carbon dioxide effect lasts for an extended period.