On February 5, 2025, our client yayoi, a cosmetics brand from Japan, made its return to New York Fashion Week following a successful debut. Once again, yayoi products were widely used by models and makeup artists backstage, generating strong buzz throughout the venue.

Tomoko Matsuoka, President of yayoi, flew in from Japan to attend the event and engaged directly with local beauty professionals, making the experience even more fruitful.

One of the key highlights this season was the involvement of Utsubo Kento, who led a team of over a dozen artists and handled makeup for the models. As a globally recognized makeup artist featured in VOGUE and other top publications, Utsubo’s choice to use yayoi products exclusively for this high-profile show was a tremendous honor for the brand. His impeccable taste and leadership contributed to the show’s resounding success.

Adding to the excitement, a Netflix crew was on site filming during the event. There’s a chance that yayoi products might make a cameo in an upcoming film—a fun detail that added to the anticipation of the day.

Incorporating feedback received from New York-based salons, yayoi is already in the process of developing new products tailored to the U.S. market. 2025 is shaping up to be a pivotal year for yayoi as the brand looks to expand its presence in both Japan and the United States.