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Koh Gen Do: meet the Tokyo makeup brand behind your favourite Hollywood movie sets

Born in Tokyo and raised on movie sets, Japanese actress Ai Saotome became stressed about her skin. The hundred times per day she had to slather on a full face of makeup and wipe it all off again was taking its toll on her face. Her natural glow was fading and her skin had lost all its moisture. She longed to reach back into the deeply rooted skincare traditions of her country. Enter Koh Gen Do. Inspired by the film industry‘s need for glamour and on-screen perfection as well as the premium skincare technologies of Japan, Saotome had laid the foundations for what would later become a globally acclaimed makeup brand used on blockbuster film and TV sets.

From Star Trek to Suits, and American Hustle to Glee, Koh Gen Do has created the picture-perfect looks behind over 400 films and TV shows. Loved for their hyper-perfect finishes which show up pristinely on high definition film cameras, the Tokyo makeup brand has become Hollywood’s favourite both on and off-screen.

Koh Gen Do in hollywood films and movie sets
A testimony from the makeup artists behind American Hustle, starring Amy Adams and Jennifer Lawrence.

Pure and healthy ingredients are at the centre of Koh Gen Do. The first target for Ai Saotome was to tackle the skin’s need for hydration. A cult favourite across Tokyo all the way to Hollywood, the red-tubed Moisture Foundation combines the benefits of Japanese skincare with the colour, coverage, and high-definition refinement of Hollywood. This core product produces fresh, dewy skin enriched with natural essences, ensuring a flawless look in real life as well as on camera.

Koh Gen Do Moisture foundation
The essential Koh Gen Do red-tubed Moisture Foundation.

With cutting edge Japanese skincare technology, oriental healing plant-based ingredients, and a gentle non-invasive formula, Koh Gen Do feeds and repairs skin so that makeup becomes less and less necessary.

Koh Gen Do natural makeup look
A model in Koh Gen Do Moisture Foundation.

One of the latest products includes the Maifanshi Gloss Film Foundation set, which is a lightweight and perfectly pore-minimising powder foundation. The foundation is infused with hydrolysed silk, anti-ageing collagen, and conditioning T3 oils. It’s also miraculously waterproof – pouring a jug of water over the set didn’t even make a dent in it. Long-wear, lightweight, nourishing, and perfectly smoothing: the Maifanshi Gloss Film Foundation does it all.

Koh Gen Do Gloss Film Foundation.
Koh Gen Do Gloss Film Foundation.
Koh Gen Do
Koh Gen Do Makeup Colour Base.

Today, even our mobile cameras come in high definition. Living in this digital age with such close attention to detail is like constantly living on a movie set. In front of the camera and beyond, we’re longing for more and more cosmetic reassurance. Here is a makeup brand that offers this safe coverage, but also supports the skin’s natural look and health. This Tokyo skincare brand prides itself on their one core belief: that everything you put on your skin should be nurturing. It’s makeup that works as premium skincare, and skincare that aims to lessen your need for makeup at all. No wonder Hollywood is under its dewy spell.

Koh Gen Do oriental natural face wash
Koh Gen Do face wash made from oriental plant essences.

Fortunately for us, Koh Gen Do has just launched in Thailand for the first time. Browse Koh Gen Do skincare and cosmetics on their website, or at: Eve and Boy, Siam Square One, ZPell Future Park Rangsit, Fashion Island, and Mega Bangna. Tel: 02 102 8845.

Koh Gen Do: meet the Tokyo makeup brand behind your favourite Hollywood movie sets

Karn Chatikavanij

Style Writer

A globetrotter with a love for sushi and Miu Miu, Karn is a fan of all things upbeat, delicious, and well-dressed. Her frequent activities include packing for beach trips, listening to 80s music, and trying to make daytime pyjamas happen.

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