HRC, the eminent Japanese company specializing in women’s beauty and wellbeing products, has chosen the UAE for its first expansion into the Gulf and the Middle East. This expansion will coincide during their participation at the Beautyworld Middle East 2021 exhibition, which is being hosted by Dubai International Convention and Exhibition Center from 5 – 7 October 2021.

During the event, HRC is launching its latest brand PWB, that offers authentic beauty supplements made of fine-quality, lab-tested ingredients to make sure they meet the best quality and safety standards. Products include a variety of supplements such as B6, Rose Hip, Royal jelly, among others in addition to collagen drinks, Japan’s best beauty secrets.

Additionally, HRC is introducing a wide range of its beauty and skin care products including different lines from its leading brand “Nursery” known for its plant-based skincare products which are mainly made of botanical ingredients and natural aroma. Another brand of HRC specialized in spa products, Esthe Dew, originally targeting professionals will be now available to consumers too offering a variety of moisturizing milks, lotions and face masks. Lovejeveil will be bringing a variety of eye liners, nail oils, hair oils, lotions, and treatments such as professional hair care products for spas and more.

Speaking on the occasion, Ikuyo Kasuga, CEO of HRC explained: “We are excited about our participation at Beautyworld Middle East and products to the region. After our success in our home market in Japan, as well as in giant markets such as China and the US, we are ready to meet local and regional demand for natural, high-quality products that honor the time-tested beauty traditions and ingredients found in Japan”.

“We believe that women in the region are more open to international options, and do not want to be limited by the long-standing offerings. Women today are more sophisticated and are looking for the products and treatments that suit their evolving needs”, she added.

Japan is one of the world’s leading markets for cosmetic products and skin care is the dominating category of the domestic beauty market. While it has long been a strong trading partner in the region, and the popularity of Japanese products and traditions is only increasing, the cosmetics trade between Japan and the region is still limited. This launch comes as a push for the positive developments between them.

“The UAE is a cosmopolitan hub where international products can gain exposure to regional markets and clients from all over the world and is an ideal location for international expansion”, concluded Kasuga.

HRC was always focused on women’s beauty and wellbeing products – those that cared for women’s needs and that were built on foundations that nourished their hair, skin, and wellbeing. It has a long history of creating products that contribute to a holistic approach to health and beauty, knowing that applying cosmetics to tired and stress skin does not produce the same results as those applied to relaxed healthy skin. The philosophy is ingrained in Japanese belief that beauty cannot be skin-deep only. To take care of the outside, the inside needs to be healthy and strong.