It All Begins with the Skin of Each and Every One of Us
How did the Kyoto-based skincare brand MwU come into being?
It was a customer that Yoshino met at her own salon.
As she worked with each person’s skin, body, and mind, she became more and more convinced that beauty is not something superficial, but something essential.
Beauty born of daily habits.
We want to spread the radiance that spills from the inside out, from Kyoto to the world.
With 30 Years of Experience
Embracing the Beauty of 250,000 People
The history of MwU began in 1995 when Representative Director Yoshino opened an aesthetic salon in Nagaoka City, Kyoto. With a reputation for proven techniques, MwU has since opened salons in Kyoto and Osaka, and has helped more than 250,000 people who “want to be beautiful.”
The moment a client’s face lights up when they realize the changes in their body and skin. The way a certain confidence becomes radiant, and the person’s true beauty blossoms. Having felt the power of beauty for so many years, we have come to realize that we want to share this joy with even more people.
Based on these 30 years of experience, the MwU brand was born to draw out the beauty of each individual.
Laying the Foundation for Beauty
Beauty is the blossoming of a person’s natural charm. It is not about covering up one’s skin or imitating someone else’s. It is about looking healthy and confident.
What is important for this is building a foundation of beauty. It is making a habit of taking that moment to touch your skin and check in with yourself, alongside the daily meal choices you make for your body.
Because your skin, your body, and your mind are all connected. What you put in your mouth, what touches your skin, and what you draw in your mind all shape who you are.
That is why MwU will accompany your unique beauty by taking care of your body both inside and out.
Tradition in Everyday Life
Matcha, a Superfood Beloved Since Ancient Times
In our quest for healthy beauty, we focused on matcha green tea. Introduced to Japan around the 13th century, matcha has been adored by people through the culture of chanoyu (tea ceremony) in ancient times and now through desserts in the modern era.
At the same time, its beauty benefits have been attracting attention in recent years. In addition to vitamins A, C, and E, which are useful for creating beautiful skin, tea catechins, which are excellent antioxidants, are also expected to have anti-aging and weight loss effects.
Matcha is loved as both a traditional culture and a superfood, and MwU brings its full power to your everyday life.
Omotenashi Spirit Dwells in the Spirit of the Tea Ceremony
The tea ceremony is a traditional culture that has been passed down alongside powdered green tea. The Seven Rules of Rikyu, which Sen-no-Rikyu (f ounder of Wabi-cha, a style of tea ceremony that emphasizes simplicity) is said to have taught to his disciples, describe the spirit of modern hospitality—to consider the other person and doing you utmost for their benefit.
For example, when choosing flowers for the tea room’s alcove, preparing for a tea ceremony, or even when in the process of preparing the tea itself, we always consider the other person. The mind that thinks of the other person embodies those refined manners and mannerisms.
The spirit of hospitality (omotenashi spirit) is inherent in tea ceremony. This spirit is not only an essential beauty, but is also applied to MwU’s product manufacturing.
New Possibilities of the Ancient City to the World
Kyoto is a city steeped in tradition, and while it is one of the world’s great capitals with over 1,000 years of history, we believe Kyoto has even more potential.
With its roots in the culture of chanoyu (tea ceremony), MwU is another new possibility within Kyoto that draws out a person’s true beauty through the power of matcha tea.
Rooted in Kyoto, always. Together with the culture that has been spun together here, we will continue to share new values of the ancient capital with the world.
Thoughts on MwU
There was, in fact, a time when I myself suffered from poor health due to the busyness of childcare and work. The more desperate I became, the less successful I became, and I decided to take the plunge and finally review my diet. There, I renewed my understanding that adjusting our daily habits is the basis of beauty. It was then that I adopted matcha tea into my daily life. I became interested in the tea ceremony at the same time, as it is deeply connected to matcha. I found essential beauty in its history and spirit, which has been passed down from generation to generation.
For those who suffer from the same problems as I did before and those who seek universal beauty, matcha is truly a reassuring ally. We will continue to accompany each and every one of you in your quest for beauty through MwU, a concentrated blend of matcha’s power and Kyoto’s culture. We hope you will choose MwU as your beauty partner.
MwU Representative Director
