I want you to accept yourself and love yourself without hesitation. This will give you confidence and lead to the strength to live. Giving shape to beauty ideas and specific tools that will be your allies at that time and sending them out into the world - What is the idea behind makeup artist Yasuo Yoshikawa's new brand ``UNMIX''?

Developing makeup tools that let your individuality shine through rather than cover it up

"Everyone's face is different. Not only do they have innate 'structures' such as the size of their face, the shape and arrangement of their parts, and the color of their skin, but each person's character and mood also differs. When it comes to makeup, there are times when you are bound to a certain degree of compatibility, such as, ``This type of color looks good on this type of skin color.'' However, this is not the case when it comes to makeup. No. We are pursuing the idea that anyone can wear it and be beautiful."

The secret lies in the coloring that has been adjusted to be ``slightly transparent'' and the formula that ``does not cover up the natural skin texture.'' Unlike clothing, which wraps around your skin depending on the color and thickness of the material, thin-film makeup has a sheer finish, allowing the natural skin tone and the applied color to blend together on the skin.

"Rather than trying to erase dark skin or dull lips, we utilize them. Beige, brown, gray, and brown. By blending the natural tones of your skin with the color of your makeup, , it's a color that's unique to that person. It's really fun to wear makeup, and it definitely suits the person."

In other words, it is a one-of-a-kind tailor-made color that is created only on the user's skin.

"Rather than choosing makeup from a catalog and saying, ``This is the face I want to have,'' and copying it, I want people to enjoy finding out how to enhance their own face and make it stand out beautifully. Beauty is not something that can be chosen; It's something you're born with. People who realize that can become more attractive."

you are beautiful. I want you to love yourself. We will communicate this in various ways

The first UNMIX product was a blood-colored lip color.

``I use the lipstick by sliding it directly onto my lips.Compared to regular lipstick, you'll be surprised at how hard it feels and doesn't add much color.I like my makeup to be sticky and not cover up. Our creed: It's made to have a firm feel and wraps your lips in a thin, transparent film.Therefore, you won't have to worry about it being too thick and making your lips stand out, or causing it to smudge and smudge.

On top of that, we have devised ways to enjoy the ``joy of makeup''.

"We don't just design colors that will blend into your face and create a beautiful finish, but we also take the playful side of ``enjoying makeup'' into consideration when designing colors. If it's a yellowish orange, it'll give you a lively and healthy look.Beauty is inherently fun and uplifting. We plan to add new colors one by one."

The ultimate goal of beauty is to love and enjoy yourself. Yoshikawa's thoughts are also reflected in the advertising visuals.

``The model who appeared on the show is a graphic designer I know.The lip color she's wearing is called ``Red Rose,'' which was inspired by the wild roses that bloom at my home in New York. Rather than living in a dramatic dream world that is separate from everyday life, I would like to cherish the feeling of loving the environment in which we live every day and the things we can see and touch in our daily lives. That's why the model doesn't try to flatter her lover or provoke the viewer, but instead captures casual moments of everyday life. ”

In 2019, we also established the web media “unmixlove” as a medium to convey UNMIX’s message. Yoshikawa herself interviews various women who are active around the world.

``There are all kinds of people in the world.Through this interview, I hope to convey that there are many ways to accept yourself and value yourself in life.'' Sometimes I am allowed to take photos of my belongings.The company president, who is extremely decisive and active, even says to himself, ``I have a manly personality,'' that he puts them in his bag. The pouches and cosmetics she wears are full of glitter and a ``princess'' feel.I'm sure there is a gap between what she imagines herself to be and who she is today. I think there are many people who are worried about not having confidence in themselves. I would be happy if such people could realize that there is no need to worry at all and that the gap is wonderful and unique to you.

→To Yasuo Yoshikawa, who revolutionizes the definition of beauty (Part 1)

Yasuo Yoshikawa

In 1983, she began her professional career as a makeup artist. He moved to the United States in 1995. He was appointed as CHICCA brand creator from 2008 to March 2019. Currently based in New York, she is active as a top makeup artist in the world, doing not only fashion photography, but also advertising, collections, and celebrity portraits. In 3, he started the web media "unmixlove". In spring 2019, he will launch his own makeup brand "UNMIX". UNMIX means "unmixed".