COOL JAPAN - Inspiring . Fascinating . Delightful | Clozette


From the creators of Tokyo White now comes another skincare brand, Masumi, which pre-launched last 29 August 2019 at Merry Mart grocery inside Double Dragon Meridian Plaza. Headlined by celebrity and brand co-founder Angel Aquino, Masumi derives its inspiration from a synonymous Japanese female name loosely translated to 'true beauty'.


Using natural Japanese ingredients and technology with innovative 100 per cent Filipino manufacturing, the brand's introductory range is the Rose Collection, comprised of six skincare products that are formulated for a holistic beauty routine. The curation includes the Rose Facial Cleanser, Hydrating Rose Mist, Micellar Cleansing Water, Day Cream, Night Cream, and Oil Essence, all infused with the power of natural rose and aloe vera extracts harvested and manufactured directly from Japan. 


Masumi Event Setup at Merry Mart; Masumi Rose Collection


Rose Centifolia, which is at the core of this range, is chosen for its ability to keep the skin supple and moisturised, as well as help combat causes of acne and the signs of ageing with its antioxidant and collagen production-aiding properties. The products are also infused with Aloe Vera extract to help double-up on moisturisation, as well as aid in minimising and soothing skin damages caused by exposure to UV rays and other external factors. All products are dressed in beautiful red-and-gold packaging, channelling elegance and a very luxurious feel despite its affordability at less than PHP400/~USD8 each. 


Masumi Packaging Per Product


After its official pre-launch to the public, we were then taken to an intimate sit-down session with Masumi's co-founder and ambassador Angel Aquino and the rest of the Masumi team to learn about the range in-depth. Taking a year in development, the team shared that the product line was initially set to be larger, but they decided to focus first on basics to ensure that they get not just the formulation but even the small details right — from a sleeker packaging to the strength and subtlety of the smell to the price-point. After all, K-beauty may be big on the 10-step skincare, but with the Filipino women in mind, practicality and accessibility win. 


Celebrity and Masumi co-founder Angel Aquino; Guest samples Masumi products

Left: Filipino celebrity and Masumi co-founder Angel Aquino holds her favourite from the line, the Hydrating Rose Mist; Right: A lucky bystander was the first to sample the Masumi Rose Collection


An immediate crowd favourite was the Hydrating Rose Mist, which we understood the hype for when we got to try the product on-ground. It has a refreshing feel and scent (rosy yet not too overwhelming) even with just a couple of spritzes. The sprayer does a great job distributing the product for easy absorption and hydrating the skin without it feeling too wet. We also found out that it can double-up as a toning mist that can be used under your makeup or at night post-cleansing.


While currently in its pre-launch stage and is available in limited stores at the moment, Masumi teased that they are looking to launch in major supermarkets, drugstores, and beauty counters later this September. Meanwhile, catch the Masumi True Beauty Rose Collection first in select Watsons outlets, Merry Mart Double Dragon Plaza and online at BeautyMNL.

READ MORE ON THIS TOPIC