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Rei Cosmetics

Rei Cosmetics
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Rei Cosmetics

J-Beauty for All

Overview

Date Established 02/2024
Founder Nami Soejima
Industries
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

Dejavu: Fiberwig Ultra Long Tubing Mascara
Dejavu: Fiberwig Ultra Long Tubing Mascara $19.00
Gift card
Gift card $10.00
Canmake: Cream Cheek (Pearl)
Canmake: Cream Cheek (Pearl) $12.00
Shu Uemura: Iconic Eyelash Curler
Shu Uemura: Iconic Eyelash Curler $25.00
Borica: Lip Plumper Serum
Borica: Lip Plumper Serum $19.00
Dejavu: Keep Style Tubing Mascara
Dejavu: Keep Style Tubing Mascara $19.00
D-UP: Silky Liquid Eyeliner Waterproof
D-UP: Silky Liquid Eyeliner Waterproof $20.00
KissMe: Heroine Make Long Up Mascara Super Waterproof
KissMe: Heroine Make Long Up Mascara Super Waterproof $15.00
Dejavu: Lash Up Tubing Mascara
Dejavu: Lash Up Tubing Mascara $16.00
Dejavu: Stay Natural Powder Eyebrow Pencil
Dejavu: Stay Natural Powder Eyebrow Pencil $14.00
Canmake: Marshmallow Finish Powder Abloom
Canmake: Marshmallow Finish Powder Abloom $17.00
Canmake: Glow Fleur Cheeks (Blend Type)
Canmake: Glow Fleur Cheeks (Blend Type) $14.00
3650 Tubing Mascara Long
3650 Tubing Mascara Long $15.00
3650 Tubing Mascara Volume
3650 Tubing Mascara Volume $15.00
3650 Tubing Mascara
3650 Tubing Mascara $15.00
3650 Mascara Remover
3650 Mascara Remover $12.00
Rosy Rosa: Kumano Brush for Eyeshadow
Rosy Rosa: Kumano Brush for Eyeshadow $10.00
D-UP: Eyelash Fixer
D-UP: Eyelash Fixer $13.00
Rosy Rosa: Kumano Brush for Lips
Rosy Rosa: Kumano Brush for Lips $10.00
KissMe: Heroine Make Eyelash Serum Premium EX
KissMe: Heroine Make Eyelash Serum Premium EX $24.00
Biore: Makeup Remover Perfect Oil
Biore: Makeup Remover Perfect Oil $22.00
Rosy Rosa: Airy Touch Puff
Rosy Rosa: Airy Touch Puff $9.00
Cow Brand Mutenka: Bar Soap (3 Bars)
Cow Brand Mutenka: Bar Soap (3 Bars) $8.00
Canmake: Cream Cheek (Clear)
Canmake: Cream Cheek (Clear) $12.00
Canmake: Mermaid Skin Gel
Canmake: Mermaid Skin Gel $12.00
Kikumasamune: Japanese Sake Skin Cream
Kikumasamune: Japanese Sake Skin Cream $15.00
Ishizawa Lab Keana Nadeshiko: Rice Cleansing Oil
Ishizawa Lab Keana Nadeshiko: Rice Cleansing Oil $24.00
Ishizawa Lab Keana Nadeshiko: Rice Pack
Ishizawa Lab Keana Nadeshiko: Rice Pack $18.00
Ishizawa Lab Keana Nadeshiko: Rice Serum Mask (10 Sheets)
Ishizawa Lab Keana Nadeshiko: Rice Serum Mask (10 Sheets) $10.00
Ishizawa Lab Keana Nadeshiko: Men's Face Mask (10 Sheets)
Ishizawa Lab Keana Nadeshiko: Men's Face Mask (10 Sheets) $10.00
LuLuLun: Premium Travel Face Mask (7 Sheets)
LuLuLun: Premium Travel Face Mask (7 Sheets) $8.00
Derma Laser: Super VC100 Face Mask
Derma Laser: Super VC100 Face Mask $10.00
Derma Laser: Super VC100 Lotion
Derma Laser: Super VC100 Lotion $20.00
&honey: Deep Moist Shampoo 1.0
&honey: Deep Moist Shampoo 1.0 $24.00
&honey: Deep Moist Hair Pack 1.5
&honey: Deep Moist Hair Pack 1.5 $18.00
&honey: Deep Moist Treatment 2.0
&honey: Deep Moist Treatment 2.0 $24.00
BOTANIST: Botanical Hair Balm (Kinmokusei & Fig)
BOTANIST: Botanical Hair Balm (Kinmokusei & Fig) $20.00
BOTANIST: Botanical Hair Mask (Deep Damage Repair Balm)
BOTANIST: Botanical Hair Mask (Deep Damage Repair Balm) $20.00
BOTANIST: Botanical Hair Oil (Moist)
BOTANIST: Botanical Hair Oil (Moist) $20.00
LuLuLun: Precious Face Mask (32 Sheets)
LuLuLun: Precious Face Mask (32 Sheets) $28.00
BOTANIST: Botanical Hair Mask (Daily Damage Repair)
BOTANIST: Botanical Hair Mask (Daily Damage Repair) $18.00
Tsubaki: Premium EX Intensive Repair Conditioner
Tsubaki: Premium EX Intensive Repair Conditioner $19.00
&honey: Melty Gel Body Wash
&honey: Melty Gel Body Wash $18.00
Hada Labo Shirojyun: Hydrating Lotion Moist
Hada Labo Shirojyun: Hydrating Lotion Moist $18.00
&honey: Matomake Stick Step 4.0
&honey: Matomake Stick Step 4.0 $18.00
Rei Cosmetics: Cherry Hair Clips (1 pair)
Rei Cosmetics: Cherry Hair Clips (1 pair) $11.00
Naturie: Hatomugi Skin Conditioner
Naturie: Hatomugi Skin Conditioner $10.00
Sekkisei: Lotion (200mL)
Sekkisei: Lotion (200mL) $51.00
Sekkisei: Emulsion (140mL)
Sekkisei: Emulsion (140mL) $53.00
Sekkisei: Face Cream Wash
Sekkisei: Face Cream Wash $26.00
Kose: Make Keep Mist EX
Kose: Make Keep Mist EX $16.00
Biore U: Body Soap (New)
Biore U: Body Soap (New) $13.00
FANCL: Skin Conditioning Cream Wash
FANCL: Skin Conditioning Cream Wash $19.00
Dolly Wink: False Eyelashes (2 Pairs)
Dolly Wink: False Eyelashes (2 Pairs) $18.00
Daisy Doll: Concealer Palette
Daisy Doll: Concealer Palette $17.00
3650 Waterproof Mascara
3650 Waterproof Mascara $15.00
Canmake: Creamy Touch Liner
Canmake: Creamy Touch Liner $12.00
Rosy Rosa: Kumano Brush for Powder
Rosy Rosa: Kumano Brush for Powder $16.00
Daisy Doll: Matte Lipstick
Daisy Doll: Matte Lipstick $17.00
Fujiko: Magical Eyebrow Color
Fujiko: Magical Eyebrow Color $18.00
Fujiko: Nuance Wrap Lip Tint
Fujiko: Nuance Wrap Lip Tint $20.00
KissMe: Heroine Make Speedy Mascara Remover
KissMe: Heroine Make Speedy Mascara Remover $11.00
Canmake: Cream Cheek
Canmake: Cream Cheek $12.00
Canmake: Melty Luminous Rouge
Canmake: Melty Luminous Rouge $14.00
Cow Brand Mutenka: Makeup Cleansing Milk
Cow Brand Mutenka: Makeup Cleansing Milk $11.00
FANCL: Anti-Aging Care Washing Cream
FANCL: Anti-Aging Care Washing Cream $19.00
Kikumasamune: Japanese Sake Lotion
Kikumasamune: Japanese Sake Lotion $14.00
Kikumasamune: Japanese Sake Skincare Emulsion
Kikumasamune: Japanese Sake Skincare Emulsion $14.00
Kikumasamune: Japanese Sake Makeup Remover
Kikumasamune: Japanese Sake Makeup Remover $11.00
Rice Made+: Cleansing Lotion
Rice Made+: Cleansing Lotion $15.00
Kikumasamune: Japanese Sake Face Wash
Kikumasamune: Japanese Sake Face Wash $11.00
Lucido-L: Hair Wax (2.1 oz/60g)
Lucido-L: Hair Wax (2.1 oz/60g) $12.00
Tsubaki: Premium Volume Conditioner
Tsubaki: Premium Volume Conditioner $19.00
Tsubaki: Premium EX Repair Mask
Tsubaki: Premium EX Repair Mask $20.00
BOTANIST: Botanical Shampoo Smooth
BOTANIST: Botanical Shampoo Smooth $20.00
BOTANIST: Botanical Treatment Moist
BOTANIST: Botanical Treatment Moist $20.00
Canmake: Petit Palette Eyes (Matte Type)
Canmake: Petit Palette Eyes (Matte Type) $16.00
BOTANIST: Botanical Treatment Bouncy Volume
BOTANIST: Botanical Treatment Bouncy Volume $20.00
BOTANIST: Botanical Shampoo Bouncy Volume
BOTANIST: Botanical Shampoo Bouncy Volume $20.00
BOTANIST: Botanical Treatment Smooth
BOTANIST: Botanical Treatment Smooth $20.00
BOTANIST: Botanical Shampoo Damage Care
BOTANIST: Botanical Shampoo Damage Care $20.00
Naturie: Hatomugi Moisturizing Gel
Naturie: Hatomugi Moisturizing Gel $14.00
BOTANIST: Botanical Treatment Damage Care
BOTANIST: Botanical Treatment Damage Care $20.00
Dejavu: Lasting Fine Cream Eyeliner Pencil
Dejavu: Lasting Fine Cream Eyeliner Pencil $17.00
Tsubaki: Premium Volume Shampoo
Tsubaki: Premium Volume Shampoo $19.00

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.

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