About the Brand
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.
Signature Products
Tap a product to view details and request a sample.
3650 Liquid Eyeliner
Makeup
3650 Mascara Remover
Skincare
3650 Waterproof Mascara (Comb Type)
Makeup
CipiCipi: Dewy Film Tint
Makeup
CipiCipi: Dewy Film Tint R
Makeup
KissMe: Heroine Make Long Up Mascara Super Waterproof (English Version)
Makeup
KissMe: Heroine Make Speedy Mascara Remover (English Version)
Makeup
Kose: Make Keep Mist EX
Makeup
Wonjungyo: Bare Bloom Cheek
Makeup
Team & Experts
Tap a name to read the full bio.
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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.
Press Coverage
OMG CULTURE MAGAZINE
May 28, 2026
Rei Cosmetics Review: Soft Glam Meets Everyday Practicality
Michelle knows beauty is never just about makeup. It is about the mood. The ritual. The tiny moment of peace you create before stepping into the chaos of the day. That’s exactly the feeling I got while exploring Rei Cosmetics and its dreamy lavender aesthetic.
SHE SCRIBES
May 25, 2026
Rei Cosmetics Review – The Ultimate Shop for Authentic Japanese Skincare
Rei Cosmetics is a U.S. based, women owned online retailer that specializes in authentic Japanese beauty products
BLACK HEALTH MATTERS
Apr 16, 2026
K-Beauty vs. J-Beauty: Are These Products for Us?
The skincare category of Rei Cosmetics gives you a general overview of popular skincare brands in Japanese beauty, including Hada Labo, Kikumasamune and Biore.
POSH LIFESTYLE & BEAUTY BLOG
Apr 13, 2026
The Spring Renewal: Elevated Essentials for Mind, Body, and Glow
Welcome to the latest Beauty and Wellness Edit! This month, I’ve curated an incredible lineup of glow-inducing skincare, balancing supplements, and mindful lifestyle rituals. Whether you're looking to revitalize your complexion for spring or find deeper harmony within your body, these thoughtfully crafted finds have completely won me over.
BEAUTYNEWSNYC
Apr 1, 2026
The Mother of Pleasure Through the Zodiac
Monthly BEAUTYSCOPE correlating 12 products to the zodiac.
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 5, 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 4, 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.
Press Releases
Asset Library
Editorial-ready assets. All images cleared for press use with credit.