Located on the second basement floor of Isetan Shinjuku, Beauty Apothecary offers products to support the beauty of both body and mind, based on the concept of "staying beautiful and healthy even 10 years from now." In addition to natural cosmetics, body care, and hair care items, the store offers a wide range of beauty and health content, including food, books, and clinics. The more you explore the world of natural beauty, the deeper it becomes. This time, with an American theme, we'll introduce three pioneering brands in each category, including hair care, mineral cosmetics, and granola. First up is granola, a popular breakfast and snack food these days. Granola originated in the United States and is made by mixing grains like wheat and corn with coconut or nuts, syrup like honey, and vegetable oil, then baking it in an oven. The pioneering brand of granola is "EARLY BIRD." This granola (two varieties, ¥1,880 each) is carefully handmade in a small kitchen in Brooklyn, New York. Instead of the usual canola oil and honey, it uses extra virgin olive oil and pure maple syrup, resulting in a natural granola without any preservatives or artificial flavors. Brown sugar and a small amount of salt enhance the flavor of the ingredients. bareMinerals, a pioneer in mineral cosmetics, is a brand that focuses not on what to include but on what not to include, and offers a selection of products formulated with minerals from the sea, ores, and soil. All of its colored products, including blush and eyeshadow, contain mineral pigments. The brand also offers convenient touch-up items, such as the "Stroke of Light Eye Brightener" (three shades, ¥3,600 each), an eye concealer that brightens tired eyes with just one application, and the "Natural Sunscreen (SPF30 PA++)" sunscreen powder (¥4,500), which comes in a package with an integrated brush. John Masters Organics was started when hair salon owner John Masters began blending organic essential oils in his kitchen. The brand offers hair care, body care, and skin care products made with carefully selected ingredients, and is available in over 20 countries around the world. It has been a firm favorite since its launch. A new product, the Color Conditioner (4 colors, 2,600 yen each), was released this year to address the growing trend of color-dyed hair. It repairs damage while maintaining color and shine. A staff member on the floor commented on the American-originated brand, saying, "Some people may have an image of America as being chemical-based, but on the other hand, it's also a country that has given birth to brands supported by people who are strongly drawn to natural products."
