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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
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 Waterproof Mascara (Comb Type)
3650 Waterproof Mascara (Comb Type) $15.00
3650 Liquid Eyeliner
3650 Liquid Eyeliner $15.00
3650 Mascara Remover
3650 Mascara Remover $12.00
dejavu: Stay Natura - Powder Eyebrow Pencil
dejavu: Stay Natura - Powder Eyebrow Pencil $14.00
dejavu: Lasting Fine (Super Fine) Cream Eyeliner Pencil
dejavu: Lasting Fine (Super Fine) Cream Eyeliner Pencil $17.00
dejavu: Eyebrow Color
dejavu: Eyebrow Color $13.00
dejavu: Lasting Fine Cream Eyeliner Pencil
dejavu: Lasting Fine Cream Eyeliner Pencil $17.00
dejavu: Lash Up Tubing Mascara
dejavu: Lash Up Tubing Mascara $16.00
dejavu: Fiberwig Ultra Long (Tubing Mascara)
dejavu: Fiberwig Ultra Long (Tubing Mascara) $19.00
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
Derma Laser: VC100 Gel Cream
Derma Laser: VC100 Gel Cream $25.00
Derma Laser: Super VC100 Lotion
Derma Laser: Super VC100 Lotion $20.00
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
Cow Brand Mutenka: Makeup Cleansing Milk
Cow Brand Mutenka: Makeup Cleansing Milk $11.00
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
Rosy Rosa: Kumano Brush for Powder
Rosy Rosa: Kumano Brush for Powder $16.00
BOTANIST: Botanical Hair Balm (Kinmokusei & Fig)
BOTANIST: Botanical Hair Balm (Kinmokusei & Fig) $20.00
BOTANIST: Botanical Hair Mask (Daily Damage Repair)
BOTANIST: Botanical Hair Mask (Daily Damage Repair) $18.00
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: Premium Travel Face Mask (7 Sheets)
LuLuLun: Premium Travel Face Mask (7 Sheets) $8.00
Canmake: Creamy Touch Liner
Canmake: Creamy Touch Liner $12.00
Canmake: Melty Luminous Rouge
Canmake: Melty Luminous Rouge $14.00
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

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

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."
Mom.com - Nov 04, 2025 Editor’s Picks: November "Whether you have a skin care obsessed tween or teen or need a unique but affordable gift for a colleague or associate, this Kikumasamune: Japanese Sake Skin Cream is a really fun option."

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