Japanese beauty brand born on film sets, known for skincare-infused makeup that creates a radiant, flawless finish.
ORIGIN
Japan
PRICE TIER
luxury
Founded in 1986 by Japanese actress Ai Saotome, who sought a solution for her own stressed skin after long hours in heavy on-set makeup, Koh Gen Do is built on a philosophy of restorative beauty. The brand merges precious botanicals with Japan’s advanced skincare technology to create products that nurture the skin rather than simply cover it. The line began with skincare designed to enhance the skin's natural healing abilities and was later expanded to include makeup, most notably the iconic Maifanshi Moisture and Aqua Foundations. These formulas are renowned for creating a luminous, dewy complexion that appears flawless on high-definition cameras, making the brand a long-held secret among professional makeup artists and a staple on film and TV sets.