Why Clean Beauty Matters

July 15th is National Clean Beauty Day. This day serves as a reminder to reflect on “clean beauty” that is gentle on the skin, body, and environment. This day provides an opportunity to reexamine what we put on our skin and how those ingredients are made. Clean beauty is more than just “natural” or “organic.” It’s about eliminating unnecessary additives and delivering only what your skin truly needs. It also represents choices that are kind to both people and the planet, such as avoiding animal testing and adopting environmentally conscious manufacturing processes.

The Japanese Approach to Clean Beauty

In Japan, harmony with nature and the elegance of simplicity have been valued for centuries. Fleuri is deeply rooted in this philosophy. True beauty, in this view, does not come from covering flaws or drastically transforming the skin. Instead, it means nurturing the skin from within and bringing out its natural radiance using only what is necessary, nothing more. This mindset beautifully aligns with the principles of clean beauty.

Why Clean Beauty Matters to Us

For us, clean beauty means unnecessary additives, no harsh chemicals, and no synthetic fragrances. We use only gentle, carefully selected ingredients that support long-term skin health. Based on the concept of “less is more,” we carefully select these high-quality ingredients so that even with a few ingredients, each ingredient's power can be maximized.

Clean beauty is not a trend in Japan but has been deeply rooted as a natural way of thinking and part of cultural values for a long time. Why not take this opportunity to review the ingredients in your current skincare products? Facing these issues may be a way of showing care and respect for yourself.