A new Japanese skincare line, SunoHada, launched exclusively in Singapore recently. The dermatologist that the brand collaborated with, Dr Mihoko Yokoyama, shares with us her skincare principles and more about J-beauty
Japanese skincare has long been revered for its minimal routine and steps that yield positive results. Its skincare products are often simple and carry nourishing ingredients that protect and care for the skin. There are plenty of brands that are currently available in the market but new faces always welcome by skincare aficionados everywhere. SunoHada is a new skincare brand that has launched exclusively in Singapore by Japanese personal care giant, Lion.
The name SunoHada is the combination of the Japanese term ‘Suno’, which means natural and pure, and ‘Hada’, meaning skin. The unique approach of SunoHada in dealing with sensitive skin and the ‘itch’ we often feel when our skin has been aggravated, comes from the development of a Lion patented technology with MTO—a unique plant-based ingredient that has proven to hydrate skin while locking in moisture.
Sensitive skin is one of the most frustrating issues many Singaporeans face. This Singapore-first strategy, which is also a first for Lion, is built from the roots of the research Lion has been involved with in Asian markets, which supported the belief that across the board, people are experiencing increases in skin sensitivity, mostly due to changes in lifestyle, diet and environment. The brand created a sensitive skin solution for both adults and babies to directly meet Singaporean’s skin needs.
With a good portion of the Singaporean population struggling with sensitive skin, the experts at SunoHada built the range to fit effectively and easily into our daily lives.
Lion also partnered with leading Japanese sensitive skin experts, including Dr Mihoko Yokoyama, director of Yokoyama Skin Clinic in Japan and certified specialist of the Japanese Dermatological Association, to create this new sensitive skincare line. Below, Dr Yokoyama shares with us her best tips for maintaining healthy skin.
How long do you typically spend on your skincare routine?
It’s more important to find the most effective skincare for your skin type rather than investing in a lengthy routine. As I have sensitive skin, I like to keep a simple routine that gives the best results.
What is your skincare routine like for the day?
I like to keep a simple routine that suits my busy lifestyle. The secret is to find the right products that not only moisturise the skin but also lock in moisture. When I feel dryness or itch during the day including when going out, I will use a product to soothe dryness and itch to stop the itch-scratch cycle. I also never leave the house without sunscreen on my face & body since UV rays can cause irritation on the skin.
What is your skincare routine for the night?
For sensitive skin, it is key to start with a gentle cleanser to remove any stimuli (PM2.5, Pollen, Allergens, etc) which can cause irritation. I don't use cleansers with powerful cleaning properties that cause the excessive loss of sebum. I choose a wash without any undesired chemicals such as alcohol, surfactant, or soap. And I wash gently with my hands so as not to scrub too much. I follow this with a moisturising lotion which is not sticky so that I can apply as much as I want.
Are there any new skincare trends that you’re excited to try?
Since starting my dermatology practice in Tokyo, I have treated over 40,000 patients. Trends come and go, but the Japanese beauty minimalist skincare regime focuses on protecting, hydrating and preserving the skin while repairing the damage. Japanese skincare is rooted in science and the products in a typical J-beauty routine are dependable and stripped back to include only the essentials—think mild cleansers, lightweight moisturizers and soothing mists.