Sign Up
Brands   /  E-commerce & Retail   / 

Rei Cosmetics

Rei Cosmetics
{{ self.name }} logo

Rei Cosmetics

J-Beauty for All

Overview

Date Established 02/2024
Founder Nami Soejima
Industries
E-commerce & Retail
Beauty
Website https://www.reicosmetics.com/
Social

About

Rei Cosmetics is a women-owned online retailer dedicated to making Japanese beauty more accessible in the U.S. Based in NYC, the company thoughtfully curates Japanese skincare, makeup, and haircare known for quality, innovation, and everyday ease. Rei Cosmetics believes great beauty should be both effective and affordable, focusing on products that deliver real results without unnecessary markups. From cult favorites to everyday essentials, Rei Cosmetics brings the best of Japanese beauty directly to customers’ doors at prices that make sense.

Rei Cosmetics sources bestselling products from Japan directly through authorized distributors and brands to ensure authenticity and quality. Because many J-Beauty brands are still relatively unknown in the United States, the company’s founders, Nami Soejima and Chiaki Honda, two Japanese women based in NYC, focus on educating U.S. consumers on what makes Japanese beauty distinct and why these products work. Through thoughtful curation and clear education, Rei Cosmetics helps customers discover and shop Japanese beauty with confidence.

Founding Story

Rei Cosmetics was founded in NYC by Nami Soejima and Chiaki Honda, two Japanese women who started the business to solve a personal problem.

Living in New York City, Nami and Chiaki found it unexpectedly difficult to buy the Japanese beauty products they had grown up using and trusted. Overseas retailers were often unreliable, with long shipping times, inconsistent availability, and little transparency around authenticity. Ordering directly from Japan meant dealing with customs delays, surprise fees, and packages that could take weeks or months to arrive. When products were available domestically, they were typically found only in Asian beauty or grocery stores located in limited neighborhoods, making access inconvenient and inconsistent for most consumers.

Rei Cosmetics was created to eliminate those barriers. What began as a personal need for reliable access to familiar, affordable, and high quality Japanese beauty products became a mission to make J-Beauty easier for others in the U.S. By curating a focused selection and shipping directly from NYC, Rei Cosmetics offers a dependable, transparent alternative to overseas shopping, customs uncertainty, and limited local access, bringing trusted Japanese beauty essentials to customers in a way that feels simple, accessible, and stress free.

Products

3650 Mascara Remover
3650 Mascara Remover $12.00
dejavu: Lasting Fine Cream Eyeliner Pencil
dejavu: Lasting Fine Cream Eyeliner Pencil $15.00
dejavu: Fiberwig Ultra Long (Tubing Mascara)
dejavu: Fiberwig Ultra Long (Tubing Mascara) $19.00
dejavu: Lasting Fine Ultra-Thin (Super Fine) Cream Eyeliner Pencil
dejavu: Lasting Fine Ultra-Thin (Super Fine) Cream Eyeliner Pencil $15.00
dejavu: Eyebrow Color
dejavu: Eyebrow Color $13.00
dejavu: Lash Up Tubing Mascara
dejavu: Lash Up Tubing Mascara $15.00
FANCL: Mild Cleansing Oil
FANCL: Mild Cleansing Oil $22.00
Derma Laser: Super VC100 Face Mask
Derma Laser: Super VC100 Face Mask $10.00
Derma Laser: Super 100 Face Masks (7 Sheets)
Derma Laser: Super 100 Face Masks (7 Sheets) $10.00
Hada Labo Gokujyun: Premium Hyaluronic Lotion
Hada Labo Gokujyun: Premium Hyaluronic Lotion $19.00
Hada Labo Shirojyun: Hydrating Lotion Moist
Hada Labo Shirojyun: Hydrating Lotion Moist $18.00
LuLuLun: Premium Travel Face Mask (7 Sheets)
LuLuLun: Premium Travel Face Mask (7 Sheets) $8.00
Kikumasamune: Japanese Sake Skin Cream
Kikumasamune: Japanese Sake Skin Cream $15.00
Kikumasamune: Japanese Sake Skincare Emulsion
Kikumasamune: Japanese Sake Skincare Emulsion $14.00
Kikumasamune: Japanese Sake Lotion
Kikumasamune: Japanese Sake Lotion $14.00
Kikumasamune: Japanese Sake Face Wash
Kikumasamune: Japanese Sake Face Wash $11.00
Rice Made+: Cleansing Lotion
Rice Made+: Cleansing Lotion $15.00
FANCL: Pure Moist Cleansing Foam
FANCL: Pure Moist Cleansing Foam $17.00
Cow Brand Mutenka: Makeup Cleansing Milk
Cow Brand Mutenka: Makeup Cleansing Milk $11.00
Canmake: Mermaid Skin Gel
Canmake: Mermaid Skin Gel $12.00
Canmake: Glow Fleur Cheeks (Blend Type)
Canmake: Glow Fleur Cheeks (Blend Type) $14.00
Canmake: Marshmallow Finish Powder Abloom
Canmake: Marshmallow Finish Powder Abloom $17.00
Canmake: Cream Cheek (Pearl)
Canmake: Cream Cheek (Pearl) $12.00
3650 Tubing Mascara Long
3650 Tubing Mascara Long $15.00
FANCL: Skin Conditioning Cream Wash
FANCL: Skin Conditioning Cream Wash $19.00
Momo Puri: Moist Barrier Cream
Momo Puri: Moist Barrier Cream $16.00
3650 Liquid Eyeliner
3650 Liquid Eyeliner $15.00
3650 Waterproof Mascara (Comb Type)
3650 Waterproof Mascara (Comb Type) $15.00
Hada Labo Gokujyun: Hyaluronic Gel Cream (50g)
Hada Labo Gokujyun: Hyaluronic Gel Cream (50g) $22.00
Hada Labo Gokujyun: Perfect Gel (100g)
Hada Labo Gokujyun: Perfect Gel (100g) $29.00
Nameraka Honpo: Isoflavone Extra Moist Gel NC (100g)
Nameraka Honpo: Isoflavone Extra Moist Gel NC (100g) $16.00
Nameraka Honpo: Isoflavone Eye Cream (20g)
Nameraka Honpo: Isoflavone Eye Cream (20g) $15.00
Nameraka Honpo: Isoflavone Wrinkle Gel Face Cream N
Nameraka Honpo: Isoflavone Wrinkle Gel Face Cream N $23.00
Nameraka Honpo: Isoflavone Wrinkle Eye Cream
Nameraka Honpo: Isoflavone Wrinkle Eye Cream $16.00
Kikumasamune: Japanese Sake Makeup Remover
Kikumasamune: Japanese Sake Makeup Remover $11.00
Kose: Make Keep Mist EX
Kose: Make Keep Mist EX $16.00
Cow Brand Mutenka: Foaming Facial Cleanser
Cow Brand Mutenka: Foaming Facial Cleanser $9.00

Team Bios

Nami.jpg

Nami Soejima

Founder and CEO
see bio

Nami Soejima is a visionary entrepreneur and seasoned marketing strategist with over two decades of experience shaping global brands and launching consumer-focused businesses. She is the founder of Rei Cosmetics, a New York–based online beauty retailer dedicated to curating high-quality Japanese cosmetics for U.S. consumers. Inspired by her own search for authentic J-Beauty products, Nami has positioned Rei Cosmetics at the forefront of the growing Japanese beauty movement in the United States.

Throughout her career, Nami has championed diversity, equity, and inclusion (DEI), supporting initiatives that uplift Asian American communities and working parents, particularly mothers. She brings this commitment to Rei Cosmetics, fostering a culture that values diverse perspectives and inclusive growth within the company and across the brands she collaborates with.

Before founding Rei Cosmetics, Nami held leadership roles across strategy, marketing, and brand development. She served as Senior Vice President of Strategy at UM / IPG Mediabrands, advising global brands including Dyson, Spotify, CVS Health, and J&J. She also served as Senior Director of Strategy at Heartbeat Ideas / Publicis Health and held early career roles at Sony and Booz Allen Hamilton, driving digital transformation in consumer electronics, media, and entertainment.

A graduate of Columbia Business School (MBA) and Yale University (BA), Nami combines strategic rigor and an entrepreneurial mindset to drive business growth. Born in Japan and raised in Zambia, she combines a global perspective and creative vision to drive innovative, culturally meaningful business initiatives.

Affiliates

Awin
Skimlinks

Press

BeautyNewsNYC - Mar 28, 2026 Rei Liquid Eyeliner Has Sharp Lines, Zero Stress "Rei Cosmetics, the NYC-based, women-owned retailer behind this find, is all about making Japanese beauty more accessible in the U.S."
Bello - Feb 18, 2026 Rei Cosmetics: Your Gateway to the Best of J-Beauty "Rei Cosmetics brings the very best of J-Beauty to a global audience, curating cult-favorite makeup, skincare, and haircare brands that blend cutting-edge formulas with effortless elegance."
BeautyNewsNYC - Dec 14, 2025 For Your Glamour Gift List "Bringing the latest and greatest in J-Beauty, the 3650 Liquid Eyeliner is super durable and glides on effortlessly."
BuzzFeed - Dec 05, 2025 23 Gifts From Asian-Owned Businesses For Everyone On Your Christmas List "Rei Cosmetics is a curated hub for affordable, high-quality cosmetic products made in Japan through partnerships with top Japanese brands and distributors."
MSN - Nov 28, 2025 Pretty, practical & under the tree: Holiday picks for her "For the beauty lover who values precision and performance, Rei Cosmetics’ 3650 Liquid Eyeliner is a must-have gift this holiday season."

Gallery

Tags

Loading Related Guides...

False False False True False
Press Hook Logo

Media

Brands / Agencies / Experts

Company

© 2026 Press Hook. All Rights Reserved.

Terms and Conditions

·

Privacy Policy

·

Cookie Policy
Terms and Conditions

·

Privacy Policy

·

Cookie Policy

© 2026 Press Hook. All Rights Reserved.