Erika Stankevičiūtė
Founder and director of Beža Clinic. Expert in Japanese wellness and longevity.
There is a very interesting paradox that I notice more and more often.
In Europe, we are used to simplifying skincare as much as possible… and making makeup as complicated as possible. Meanwhile, in Japan—it’s exactly the opposite.
And this is precisely where the answer lies to why their skin stays youthful for so long.
Japanese philosophy: investing in skin, not in covering it up
In Japan, skincare is a ritual, not a step.
To allow the skin to function according to longevity principles, a multi-step system is used:
• double cleansing
• lotion (deeply hydrating, not a toner in the European sense)
• serum
• cream
That’s at least five products working not just on the surface, but deep within the skin.
The goal is not to “cover up,” but to create skin that naturally looks healthy, smooth, and radiant.
Makeup in Japan is extremely simple
One product—a cushion—can do it all:
• SPF 50 sun protection
• evening out skin tone
• smoothing texture
• light coverage
• additional active ingredients (e.g., prebiotics)
This is not just makeup. It’s makeup that works with the skin, not against it.
European reality: everything reversed
Very often, we use just one cream for skincare, but several products for makeup.
We cover instead of building results from within.
Longevity principle for the skin
If we want our skin to look youthful not only today, but also in 10–20 years, the logic should be:
• more steps in skincare
• fewer steps in makeup
A true beauty shift starts with a decision
Whether you’re 30 or 50—it doesn’t matter.
Return to a 5-step skincare ritual and let makeup become a light, quick solution.
Because true luxury today is not layers on the skin.
It’s skin that no longer needs them.