Look after the skin God gave you (here's a 20% discount to give you a head start!)

How and when did Emiko Skincare come about? 

For as long as I can remember, I’ve had an urge to formulate, particularly around health and wellbeing. I co-authored a book called Tidy the Temple (J&E), where I crafted recipes for a healthy eating programme, but my skincare journey began quite differently.

Having sensitive skin was an ongoing struggle for me; more so as I got older. I tried countless products marketed as ‘gentle’, yet they left my skin feeling dry, irritated and far from radiant. It was disheartening. About 15 years ago, I began making products for my dog, who also had sensitive skin. It started as a fun experiment but quickly turned into something much more significant. 

I began researching ingredients for sensitive skin and started formulating products – not for a business, but for myself and also my sister, who suffers from eczema. It was a lot of trial and error and wanting to throw pots across the room out of sheer frustration! I experimented endlessly, adjusting recipes until they felt just right. Then, as word spread through family and friends, they began asking for their own custom skincare products. It felt wonderful to help those I cared about.

Then lockdown happened. During that time, friends encouraged me to turn it into a business and, with their support, Emiko Skincare was born. I was also born into a family of entrepreneurs; my dad being my biggest inspiration and it felt right to follow in his footsteps. 

Did you have to study to understand formulas and ingredients for your products?

I’ve always been a bit of a research nerd; I love digging into study papers and learning as much as I can. But the way I learn best is by doing. I experimented with a lot of different combinations of ingredients and how they worked on the skin, especially for people with skin sensitivities. I did countless tests on my skin and my sister’s, friends and family, tweaking and refining until I was satisfied. Each formulation felt like a little piece of me (it still does), and I wanted to get it just right.

Was there a lightbulb moment in the process?

One of the biggest realisations I had was about the power of using organic and quality ingredients. Being half Japanese, so much of my understanding around health and wellbeing has been influenced by my heritage. In terms of skin health, the Japanese are very advanced in their understanding of what works. I learned that nature, especially Japanese ingredients, holds so many solutions for skin issues. The more I worked with plant-based components, the more excited I became.

I often find myself wrestling with the desire to control every outcome

One particular lightbulb moment was seeing the power of non-comedogenic oils in my formulations; those oils that do not clog pores. This was a game-changer for me, especially when I started combining these oils with other ingredients to create unique formulas. I loved watching people’s faces light up when they saw how an oil-based formula could turn into a milk on contact with water—just like my best-selling DEEP CLEAN cleanser.

What were you doing before starting Emiko Skincare?

Before Emiko Skincare, I trained as a teacher and then transitioned to being an executive assistant for several years. Alongside that, I coached women on identity, image and impact. When I found out my role as an executive assistant was coming to an end, I faced a crossroads. I wondered if the products I’d been making could be scaled into a business. It was a leap of faith, but with encouragement from friends and family, I decided to take that plunge. Now, I’m mostly focused on Emiko Skincare while still doing a bit of coaching. 

What were the struggles and hurdles you faced?

Oh, there were many! One of my biggest struggles has been adjusting my mindset. As a creator and formulator, I love bringing new ideas to life. But running a business is an entirely different game. Initially, I wanted to launch 40 products all at once, but I quickly realised that wasn’t practical!

Cash flow has also been a continuous challenge. It’s a stark reality; I can only grow as quickly as my sales allow. I found myself wanting to dive into branding and product design, but I have to learn to pace myself. I’m naturally an impatient person, so this has been and continues to be a lesson in patience and also resilience. Additionally, I’ve had to take on tasks that aren’t exactly my forte. Some days, I wish I could outsource certain things, but in the early stages, it just isn’t possible. 

What was the best piece of business advice you were given?

“Keep it simple.” This was advice I was given but didn’t follow! In the beginning, I overwhelmed myself by trying to create too much too quickly. I’ve since learned the value of simplicity, focusing on a few core products rather than spreading myself too thin. It’s a life lesson I’m still trying to embrace.

Did you have a business mentor?

My husband has been invaluable. He is both creative and strategic, which is a rare combination. His insights have helped me navigate the ups and downs of running a business. I also lean on my sister, who runs her own company, Judges Choice Petfood. We often brainstorm together and share ideas, which is incredibly helpful.

Can you share a bit of your faith journey, and how faith is connected to running your business?

My faith journey is pivotal to who I am today. I grew up in the Church, but as a teenager I drifted away for a few years. During that time, I struggled with fears and phobias; agoraphobia held me back from doing the things I loved. I felt trapped, both physically and mentally.

It’s easy to let my identity become intertwined with how well the business is doing

Then, at 15, my mum invited me to a church service where a guest speaker shared his story about overcoming fears. As he was speaking, I kept thinking: “This is my story!” It was uncannily similar. He said: “If you want to be set free from your fears and phobias, stand up!” Well, there was no way I was going to stand up in front of everyone but before I knew what was going on, this surge of what I can only explain as electricity went from my feet through my body and I realised I was standing up. So, I echoed his prayer and at that moment I felt like what I can only describe as heavy rocks being lifted from both my shoulders. The fear and phobias left me that day. 

I have had to battle with similar fears wanting to make their home in me again. Some days it can feel like I have to draw on every tool in my box, but I know I just cannot give fear space in my life as I have seen how once you give it a little, it easily snowballs into something a lot bigger very quickly.  

When it comes to my business, I often find myself wrestling with the desire to control every outcome. Trusting in Jesus is a continuous process. It’s also easy to let my identity become intertwined with how well the business is doing. Can I believe I am enough and know the power of God’s love for me when the business is doing well or not, in any given month? 

What have you learned is best for the skin?

The skincare world can be overwhelming! There’s so much accessible information, but it can feel like a maze. I often find myself frustrated when I see products labelled as ‘dermatologically tested’ but they contain ingredients that strip away the skin’s natural oils. Everyone’s skin is unique, and our needs can change over time. It’s important to listen to your skin and adapt as you grow. For those dealing with specific concerns like eczema or acne, seeking advice from a dermatologist can be incredibly beneficial.

At the core, a basic skincare routine involves a cleanser, exfoliator, moisturiser and protection. For anyone on a budget, focusing on a few quality products can make all the difference. My recommendations include:

A gentle cleanser to remove dirt without stripping natural oils (like EMIKO DEEP CLEAN).

An exfoliator to promote cell turnover and clear pores, whether in balm or mask form (like EMIKO YUZU Scrub and/or MATCHA Mask).

A moisturiser and SPF to lock in hydration and protect the skin barrier (like GLOW CREAM). 

And for anyone who suffers skin irritation like eczema, rashes, psoriasis and general skin  flare-ups, then I would recommend CALM BALM.

Special offer for Woman Alive readers!

Emiko Skincare is offering a 20% discount in January on all products, exclusive to Woman Alive readers; just use the code WomanAlive! in the discount code box at the checkout or use this link: emicoskincare.com/discount/womanalive