Hanna Nordström, the co-founder and CEO of YAY YAY, believes that Japanese beauty has the power to shift how we think about self-care.

YAY YAY is Scandinavia’s first destination entirely dedicated to Japanese skincare and lifestyle, curating a carefully selected range of brands that combine centuries-old rituals with modern innovation.

– Our mission is to make J-beauty more accessible and better understood, introducing its calm, mindful, and uncompromising philosophy to a Nordic audience, says Nordström. Beyond being a retail platform, YAY YAY also serves as the official distributor and Scandinavian B2B representative for select Japanese brands, helping them reach new markets and audiences with authenticity and care.

These initial J-beauty brands are defined by what Nordström describes as authenticity, craftsmanship, and a strong sense of identity. 

– Each brand, she says, needs to tell a story that reflects modern Japan, whether rooted in ancient Kampo medicine, cutting-edge science, or minimalist design. We also focus on brands that are still underrepresented outside Japan, so our customers get access to something truly new and undiscovered. We test everything ourselves and only bring in products we genuinely believe in.

– Waphyto is rooted in phytotherapy, a holistic skincare brand created by Dr. Atsuko Morita, blending Japanese botanicals and modern bioscience for total wellbeing. Born from the historic gold leaf workshops of Kanazawa, Makanai offers gentle, artisanal skincare inspired by the beauty secrets of female craftsmen. Tokyo-based Mosaik offers a minimal skincare line built around clean formulations designed for the modern, conscious consumer. And, Ipsum Alii is a contemporary self-care brand combining ancient Japanese ingredients and sensory rituals to help balance both skin and mind.

We are now flooded with K-beauty and you’re now introducing J-beauty to Scandinavia, both through an e-commerce and a physical store. From a business perspective, what generally distinguishes the two countries in terms of their respective beauty industries?

– K-beauty and J-beauty share innovation and high standards, but their philosophies differ.

– K-beauty is trend-driven and experimental, it’s about newness, layers, and fast results. J-beauty is more understated and timeless, focused on long-term skin health, balance, and purity.

– From a business perspective, Korean brands are highly export-oriented and global in mindset, while Japanese brands have historically been more domestic and selective. That’s why our role is so important to bridge that gap and make these incredible Japanese brands accessible to a new audience in the Nordics.

– Japanese beauty is rooted in simplicity, respect for nature, and a belief in long-term results rather than instant fixes. What fascinates us about Japan is its effortless ability to merge heritage with innovation. The respect for craftsmanship, the minimalism in design, the time-honoured rituals, and the mindfulness woven into everyday life all express a philosophy of quality overquantity. This is something we deeply connect with and strive to reflect in YAY YAY, Nordström explains. She continues:

– It’s less about trends, and more about consistency, balance, and quiet confidence – values that resonate strongly with the Nordic mindset. We believe J-beauty has the power to shift how we think about self-care, from something you do, to something you live.

Can you be a bit more precise about this craftsmanship?

– Craftsmanship in Japan isn’t just about technique, it’s a mindset. Whether it’s ceramics, textiles, or skincare, there’s a devotion to mastery known as monozukuri, the art of making things with purpose and care. Many of the brands we work with are family-owned or have deep roots in traditional medicine, botany, or artisanal production. They approach skincare as a craft, not a commodity, refining textures, scents, and formulas until they feel just right. That sense of integrity and pursuit of perfection is what sets them apart.

A key difference noticed from the very first use is the remarkable concentration; a little goes a long way. What explains this efficiency?

– It comes down to formulation philosophy. Japanese skincare is developed with a focus on quality over quantity. Formulas are incredibly refined, often perfected over decades, with a focus on balance, texture, and absorption. Every ingredient has a purpose. There’s also a cultural value around minimal waste and precision; products are designed to work efficiently without excess. That’s why one drop or one pump can deliver visible results.

What is it like to work with Japan as a country?

– Both inspiring and challenging in the best way. There’s an incredible sense of precision, respect, and long-term thinking in every interaction, but also a need for patience and cultural understanding. Things take time, and trust is built gradually. Unlike within the Western culture, where business often moves faster and with less formality, Japan prioritises relationships and mutual respect over quick transactions. Once trust is established, though, the partnership becomes very strong and long-lasting.

After all, it’s such a saturated beauty retail landscape out there. Which hole do you aim to fill?

– We saw a gap between curiosity and accessibility. Interest in Japanese beauty has been growing, yet there was no curated, trustworthy space in the Nordics to explore it authentically. YAY YAY bridges that gap, offering an editorial and considered platform where every brand and product is selected with intention, meaning, and a story to tell.

So you also say that we in the Nordics are ready to embrace this more holistic and ritualistic approach to skincare.

– Absolutely. We see a growing curiosity and openness toward slower, more mindful routines, especially in contrast to the fast-paced, trend-driven beauty cycles we’ve had the last few years. Nordic consumers value quality, simplicity, and natural beauty – values that align perfectly with Japanese skincare. It’s not about doing more steps, but doing them better, with intention. In a world that moves quickly, this ritual of presence feels more relevant than ever. We believe this shift toward mindful beauty fits perfectly with the Scandinavian lifestyle.

And what’s the next big thing in J-beauty?

– The future of J-beauty lies in refinement, not reinvention. We’re seeing a growing focus on ingredient purity, refillable design, and sustainability – done quietly, not for marketing’s sake, but as a reflection of Japanese cultural values. Also, more niche, boutique brands are emerging, blending tradition with modern sensibilities, and that’s where we see real magic happening.

– Consumers are craving authenticity and calm in an overstimulated market. Brands that win today are the ones that understand restraint and who don’t shout, but build trust through consistency and quality. There’s also a clear shift towards cross-cultural storytelling, where brands that can bridge worlds without diluting their origins will define the next decade.

– We want YAY YAY to be more than a shop. We want it to be a destination and a bridge between Japan and the Nordics, between heritage and modern life. A place to discover, to learn, and to slow down. And this is just the beginning. New brands, collaborations, and stories are already on their way.

Words: Hélena Yllmark & Johan Magnusson