About Us
We’re Yasmin and Noam, the founders of YUI - half Israeli, half Japanese - living the blend of two incredible cultures since the day we were born. We’re inspired by both what sets them apart and what brings them together, every single day.
The name YUI (結) means connection - between people, between cultures, and in our vision, between the world of Japanese beauty and the Israeli market.
Over the years, we both struggled with skin issues, tried countless products, and faced a few disappointments.
One of us (Noam) grew up in Japan, the other (Yasmin) in Israel - and as passionate beauty lovers, we both fell in love with J-beauty: a world full of accessible, high-quality skincare and makeup, with endless options to explore.
We met through a mutual friend, instantly clicked and that connection created YUI.
And now, in three languages, after countless patch tests, visits to Japanese drugstores, and way too much matcha, we’ve turned our passion into reality.
What makes YUI unique?
Japanese beauty is all about consistency, prevention, and functional minimalism, delivering visible results over time. It celebrates natural-looking skin, supported by high-quality, effortless makeup.
Unlike the Western “quick fix” approach, J-beauty is rooted in long-term care. Japanese consumers are famously meticulous, constantly reviewing and ranking products, which pushes brands to meet uncompromising standards. Only products that prove their worth survive and earn their place on the shelf.
In Israel, the beauty world is colorful and diverse, but often influenced by fast-moving trends and confusing marketing. Finding effective, fairly priced products isn’t always simple.
That’s our mission at YUI: to bring the best of Japanese beauty to the Israeli beauty community, in a way that feels accessible, relevant, and aligned with local needs.
You don’t need to fly to Tokyo or feel overwhelmed in a sea of products - we’ve done that for you. We tested, translated, compared, and curated the J-beauty essentials that are truly worth discovering, the kind of products that prove themselves time and again, and earn their place on your shelf.
Why choose YUI?
We operate directly from Tokyo, staying closely connected to the latest trends, reviews, and innovations in the Japanese beauty world.
Not everything that works in Japan fits the Israeli lifestyle, and that’s exactly why we’re here: to filter, adapt, and carefully select the right products for you.
We invite you to explore the best of Japanese skincare, and get inspired by its thoughtful philosophy – in a way that’s simple, personal, and made for your everyday life.