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Hada Labo Tokyo, popular Japanese skin care, arrives in U.S.

Linda Miller Modified: October 28, 2013 at 10:00 am •  Published: October 28, 2013

Hada Labo Tokyo, a skin care care line based in Japan, has arrived at Ulta stores in the United States.

Launched in Japan in 2004, the line has experienced significant growth across Southeast Asia, where a bottle of Clear Liquid Hydrator is sold every 2 seconds.

Hada Labo Tokyo is a a new generation of lightweight, deeply hydrating, anti-aging skin care promising a beautifully radiant and youthful complexion. The line features super hyaluronic acid,  which the company touts as a powerful combination of three types of hyaluronic acid for multi-layer, long-lasting moisture to effectively restore and strengthen skin’s natural hydrating ability that depletes with age and sun exposure.

Hada Labo Tokyo is among a handful of Japanese skin care ranges to launch in the U.S. non-prestige market and is sold at select retailers including all 550 Ulta stores nationwide and at Drugstore.com. Products are Skin Plumping Gel Cream (has the highest concentration of super hyaluronic acid in the line);  Anti-Aging Hydrator; Replenishing Hydrator (lthis is the product that’s sold every 2 seconds in Japan); Hydrating Facial Cleanser; and Protecting Day Lotion SPF 18.  Prices range from $11.99 to $24.99.

“After extensive consumer research, we have found that the quest for the perfect skin care product is always on women’s minds. Hada Labo Tokyo’s lightweight and deeply hydrating formulas, which are also free of parabens, fragrance, mineral oil and dyes, are extremely appealing to the U.S. consumer,” said Katherine Tocheff, director of marketing and innovation skin care and lip Care, The Mentholatum Co., a division of Rohto Pharmaceutical Co., Ltd.

Rohoto Pharmaceutical Co. Ltd. was founded in 1899 and is now the 2nd largest consumer health company in Japan, establishing its position as a world leader in manufacturing and marketing of pharmaceuticals, cosmetics, skin care and health care products. Rohto has operations in 12 major markets, with distribution in more than 150 countries globally.