We are Yasmin and Noam, two half-Japanese, half-Israeli founders with a deep understanding of both cultures.

YUI (結) means connection, reflecting our mission to bridge J-Beauty with global consumers, starting with Israel.

Starting with the Israeli market, leveraging our knowledge of the Mediterranean beauty mindset to select products that fit local needs.
Operating from Tokyo, we handpick high-quality Japanese skincare and cosmetics, introducing them to the international market.

Coming soon.