What does it take to transform a deep cultural heritage into a global luxury brand?

In this episode of Flying Solo Fashion Talks, we sit down with Tomoko, founder of Yayoi, a Japanese luxury beauty brand inspired by craftsmanship, innovation, and timeless aesthetics. After building an international career across Japan, Paris, and New York—Tomoko took the leap into entrepreneurship to bring the artistry of Japanese skincare to a global audience.

She shares how she built a luxury brand with virtually no advertising budget, the challenges of introducing Japanese beauty to international markets, and how partnerships with prestigious hotels helped establish credibility and demand. We also explore the importance of brand identity, product storytelling, cultural authenticity, and creating products that resonate across continents.

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