I created yūgen. because I couldn’t stand wasting hours in stores, searching for clean skincare brands and scrutinizing every ingredient list, only to discover that even the so-called "clean" brands were packed with harmful toxins. It felt like a never-ending cycle of frustration.

The truth is, finding a truly clean skincare routine with products that actually work is nearly impossible. When I finally found a brand that was 100% clean, their products didn’t perform as well, leaving me stuck in the same cycle of disappointment. That’s when it hit me – if no one else is offering what I need, why not create it myself?

yūgen. isn’t just another skincare brand. It’s a revolution. A fully clean, results-driven brand with natural ingredients that actually work. But it’s more than that. It’s a movement. A movement that encourages you to rethink the products you’re using and take a closer look at their ingredients. Because most commercial brands are filled with carcinogens and endocrine disruptors that get absorbed into your body through your skin.

You might be thinking, “It’s just a small amount, and we’re surrounded by toxic stuff anyway. Does it really matter?”

Well, here’s where I challenge you: If there’s an easier, better way to take care of your skin and health, with long-lasting benefits and minimal effort, why not give it a try? You’ve got nothing to lose – and everything to gain.

yūgen. is my gift to you: healthier skin, a healthier body, and a better way to care for yourself.

- Hana, the founder of yūgen. skincare essentials