We spoke with Kumiko Sato about how she's building a trusted oasis for certified organic cosmetics in Japan.
When Kumiko Sato founded SLJ Co., Ltd. and launched her Organic Market retail concept in Tokyo over twenty-five years ago, the concept of organic beauty did not exist in Japan. Today, she remains one of the market's most dedicated leaders, championing authentic international standards in a retail landscape filled with vague "natural" claims.
We spoke with Mrs Sato about her journey from a single inspiring moment in Paris to building a trusted oasis for certified organic cosmetics in Japan.
From a Parisian department store to Tokyo
In the late 1990s, Japanese cosmetics used terms like "natural" or "plant-based," but these products were usually found in the back corners of pharmacies or DIY hobby shops. They were rustic, simple, and far removed from the world of fashion and beauty.
A trip to Europe changed everything for Mrs Sato.
"The inspiration came from seeing a woman in Paris who was captivated by the organic cosmetics she was buying," Mrs. Sato recalls. "In a corner of the cosmetics section at Le Bon Marché, there was a display where a stylish, fashionable woman was selecting products."
Peeking at the items, Mrs. Sato noticed the word "organic" alongside the Ecocert mark. It was an eye-opening moment. Not only were these products officially certified, but they were also beautifully and sophisticatedly packaged.
"Seeing a stylish businesswoman choosing organic beauty products made me realize that organic beauty was bound to take root in the future," she says.
Driven by trust
Returning to Japan, a conversation with a junior colleague further fuelled Mrs Sato's determination. Her colleague had sensitive skin and tried a brand that used plant imagery in its marketing, only to find it irritated her skin. The product wasn't, in fact, organic or natural at all
"I thought to myself, 'How unfortunate for a young woman to spend money on a product that isn’t cheap, only to find it doesn’t suit her,'" Mrs. Sato explains.
This sparked a clear mission: to create a premium retail space built entirely on trust.
"I was driven by a strong desire to create a shop where customers could be confident that every product on the shelves was organic, without having to check the labels one by one," she says.
Navigating the certification gap in Japan
Building that trust hasn't been easy. Unlike Europe or North America, Japan lacks an official government certification system for organic cosmetics.
"Since Japan has no regulations governing the use of the term 'organic,' to put it bluntly, it’s a market where a product can be labelled as 'organic skincare' simply by using a tiny amount of an ingredient with organic certification, and no one will call them out on it," Mrs Sato points out.
Because the legal definitions are loose, Mrs Sato relies heavily on internationally recognized standards to give her customers clarity. "To distinguish between 'natural' products and 'certified organic' products, the presence of genuine certification and certification marks is extremely important," she emphasizes.
A hopeful future for organic standards
Despite these challenges, Mrs Sato is optimistic about the direction the Japanese market is heading. The broader concept of "organic" is becoming a normal part of daily life, driven forward by food retail.
"Since stores that handle fresh foods and other items now almost invariably have an organic section, and with the increasing number of specialty organic stores and supermarkets, the concept of 'organic' is becoming firmly established among consumers," she reports.
As this awareness grows, shoppers are starting to look at their beauty products through the same careful lens. "It seems that consumers’ understanding of, and ability to distinguish between, 'natural' products and 'certified organic' products (cosmetics) is deepening," she concludes.
Through her retail spaces and unwavering commitment to genuine certification, Kumiko Sato continues to ensure that when Japanese consumers look for true organic beauty, they know exactly where to find it.
Why stories like this matter to COSMOS
At COSMOS-standard, we believe that clear, honest labelling is the foundation of consumer trust worldwide. Founders like Kumiko Sato prove that even in markets without official domestic regulations, international certification marks give businesses and consumers a shared language of safety, authenticity, and respect for nature.
