Back in the 1990s, in the early days of his dermatology practice, patients used to ask Dr Yoshinori Shirono what products to use after laser treatments.
"There were not many products on the market then that I was really satisfied with and that I could fully recommend," he says during an interview with Urban last week.
So, the dermatologist, who studied at Keio University in Tokyo, as well as at skincare clinics in the United States and Japan, decided to create his own.
He tinkered for three years before he produced a moisturiser that had natural ingredients such as marine collagen, aloe leaf extract and royal jelly.
Meant for sensitive post-treatment skin, Aqua-Collagen-Gel, as it was eventually named, forms a protective layer on the skin to lock in and retain moisture and prevent wrinkles and blemishes, he says.
Through word of mouth, Aqua-Collagen-Gel grew in prominence - even non-patients came to visit the clinic to buy the moisturiser.
Dr Shirono, 49, decided it was time to set up a proper company to sell the product and, in 1999, the Dr.Ci:Labo brand was born.
The "Labo" part of the name references the laboratory research behind the products, while "Dr.Ci" comes from Dr Shirono's nickname, Dr Shi, which is how "Ci" is pronounced in Japan.
Today, more than 25 million jars of the Aqua-Collagen-Gel have been sold worldwide and it makes up 40 per cent of the brand's sales.
Dr.Ci:Labo, now a household name in Japan and available at most department stores, carries a complete range of skincare products, including sunscreen and BB creams. It also offers supplements and home beauty gadgets such as a facial massager.
The brand, which marks its 15th anniversary this year, set up its first stand-alone store in Singapore last month at B3-41 Ion Orchard.
Dr Shirono says he feels the time is right as awareness levels of skincare and make-up are on the rise here. To date, the brand has 171 stand-alone stores, all in Asia. Of these, 150 are in Japan; the rest are in Hong Kong, South Korea, Taiwan and Singapore.
The store here sells about 90 per cent of its full range of skincare products, supplements and beauty equipment, with prices ranging from $19 for a collagen mist spray to $547 for a home ultrasonic machine.
Skincare items for drier climates and more expensive equipment, such as a light therapy beauty machine, are not available here.
The brand's star product, of course, is Aqua-Collagen-Gel, which is priced at $65 for 50g. It comes in three formulations: anti-ageing, moisturising and whitening.
Dr Shirono believes the appeal of the product lies in its multitasking and moisturising properties. The product functions as a toner, lotion, beauty essence, facial mask, facial cream and even make-up base. It also claims to utilise collagen nano capsules to improve absorption.
Other popular products in the Dr.Ci:Labo stable include its placenta range, which features growth-promoting nutrients that supposedly offer anti-ageing and hormone-balancing benefits, he adds.
While some people may baulk at putting placenta extracts on their face, Dr Shirono explains that placenta is commonly used in Japan in medicine and as a beauty supplement. The placenta is taken from Japanese pigs reared in controlled environments.
Dr.Ci:Labo, which offers relief for those suffering from problem skin conditions such as eczema and dry skin, has enjoyed continuous year-on-year growth since it started.
Revenue hovered around 40 billion yen (S$498 million) last year, up 11 per cent from 36 billion yen the previous year. When the brand began in 1999, it made 300 million yen. From the third year onwards to 2010, it has seen sales grow 5 to 10 billion yen each year.
From three employees, the company now has about 800 staff and researchers.
Dr Shirono, who splits his time between working on the Dr.Ci:Labo brand and his clinical practice, where his clients include Japanese celebrities such as singer Namie Amuro and actress Kaori Momoe, plans to open more stores in Singapore.
He is currently in talks with several malls and hopes to set up three or four Dr.Ci:Labo stores here by year's end.
The married father of one has another good reason to visit Singapore often - his 13-year-old son has been studying at the United World College here since last year.
Speaking about his belief that good skin gives people confidence and how that drives his brand's mission,
Dr Shirono quotes an old Japanese proverb with a smile: "Fair skin hides all shortcomings."
TIPS AND TRICKS
Dr.Ci:Labo founder Yoshinori Shirono shares his skincare advice:
Musts:
- Wash your face first before applying moisturiser.
- Moisturising is the solution to many skin problems. Often, dry skin leads to wrinkles, blemishes and other kinds of damage.
- Applying UV protection is non-negotiable. Opt for at least SPF 30 for better protection.
- If wearing make-up, choose products with skincare benefits, such as a BB cream with UV protection and EGF (epidermal growth factor), which aids skin cell regeneration, or a mineral powder that does not clog pores.
Mistakes
- Washing or cleansing your face too harshly can damage your skin, stripping it of its natural protective layer and leading to problems such as pigmentation, sagging and wrinkles.
- Some people with oily skin choose not to apply moisturiser because they think it will make their skin oilier. But your skin still needs hydration.
- Night time is when your skin recovers. So not getting enough sleep means your skin will suffer, even if it gets enough care and moisture. Sleep is crucial to good skin health, especially from 10pm to 2am, which is when skin cells are regenerating. Thus it is not only important to clock seven to eight hours of sleep a night, but you should also go to bed early.
Misconceptions
- There is a common misconception about BB (beauty balm or blemish balm) creams being bad for the skin, as some think the texture is thick and will clog pores.
- But BB creams were first produced to soothe damaged skin and they contain skincare benefits.
- You do not have to avoid using make-up to have good skin. You just need to be diligent about cleansing your face thoroughly and sticking to a sensible skincare routine.
- As far as possible, go for natural ingredients, which are gentler on the skin compared with chemical compounds.
- Avoid fragrances, mineral oils, parabens, petroleum surfactants and artificial colouring that can irritate or damage the skin.
Beauty secrets of Japanese women
- Women in Japan put a lot of effort into their skincare regimen, whether it is massaging their skin, using beauty machines or drinking supplements.
UV protection is emphasised from a young age. Wearing sun hats and using sunscreen is common in Japan.
- The Japanese diet also helps as it does not include too much oily food and contains lots of fish and vegetables.
- The Japanese have a saying: "Eat 30 kinds of food a day", as a balanced diet keeps the body and skin healthy and beautiful.
This article was first run The Straits Times newspaper on April 27, 2013; read the full story at http://sph.straitstimes.com/premium/lifestyle/story/telok-ayer-wakes-20130310. You will not be able to access the Premium section of The Straits Times website unless you are already a subscriber.