The Founder
It started with
my own skin.
In my early forties, everything was full at once - work, a young child, the kind of pressure that doesn't let up. I didn't have time to think about my skin. Then one afternoon I caught my reflection and didn't quite recognise it - tired, tight, older than the morning.
I put it down to a bad week. But it kept happening. The moisturiser I'd trusted for years had quietly stopped working, and nothing I reached for did either.
I knew what was happening. I just couldn't find a product made for it.
The Decision
So I made it
myself.
I wanted to understand what my skin actually needed at this stage - not fads, not empty promises. I spent a year researching it. The answer came back simple: simplicity and consistency.
So I qualified as a formulator and built it from there. Two products, not ten. The right ingredients, doing real work - no overnight promises.
ICHŌ is what I couldn't find. So I made it.
The Promise
Gentle enough for
skin that changed.
After 40, skin reacts more easily - and the products meant to help can be the ones that don't sit right. I formulated ICHŌ without retinol, without synthetic fragrance, without synthetic fillers - the ingredients that tend to push changed skin too hard.
Considered. Every ingredient for a reason.
