While U.S. consumers might not be as readily familiar with the Japanese brand, Decorte, it’s quickly becoming known as Asia’s best kept secret. As the number-one selling brand in Japan, owned by KOSE Corporation, the range itself launched in 1970 and is known for creating the world’s first-to-market serum, a major coup in today’s skin care and serum-obsessed culture. Decorte also has the goods to back up its massive popularity. The brand boasts a cool 30 years of scientific research led by a team of Nobel Prize winning scientists. What distinguishes Decorte in the marketplace is that the brand pairs ancient eastern medicine with the fusion of nature.
Decorte partnered with Kate Moss as its brand ambassador and creative director a few years ago, a move that will undoubtedly resonate with its Gen X consumer base. Its next move is a new color cosmetics collection, launching now at Saks Fifth Avenue. The department store will be the first partner in North America to offer the new makeup line. As is common with brands that expand into color, its makeup philosophy mirrors its skin care roots in that it’s all about enhancing and emphasizing healthy, glowing skin. The paraben-free range targets women who want functionality in their makeup and are looking for a youthful, glowy complexion.
Hosting a tea for beauty editors in New York City at the Mandarin Oriental recently, the brand showed off the new makeup items and had executives interview Kate Moss about her favorite products from the line. Kate, a contributor to British Vogue and owner of her an eponymous creative agency, is a fan of the Decorte Vitality Tincture Soft Oil Infusion Essence. “It’s life changing,” she said. “I give it to friends of mine.” She also loves the Decorte AQ Meliority Intensive Cream, which retails at a cool $1,030. “The Intensive Cream is just luxury,” she said. “Mixed with the Vitality Tincture, it’s double luxury.” Kate’s approach to beauty has changed after her 20+ years modeling. “When I was young, I was really low maintenance, I didn’t do anything,” she admitted. Now, she professes to adore trying on all the creams and going to spas regularly. “Decorte Sheer Brilliance foundation is so light, but has SPF in it, which is great,” she noted. “Wearing it feels like you’re not wearing anything.”
The Decorte makeup products are now available in Saks Fifth Avenue stores and on saksfifthavenue.com.