Skin care for a clean feeling. What are the hottest active ingredients in 2025?

Let's take a fresh look at our daily skincare routine. Is our current skincare routine correct? What should we look for when choosing cosmetics? We spoke to makeup artist Rika Matsui about the keyword "active ingredients," which are essential in the evolving cosmetics industry.

photo: Shu Yamamoto / text & edit: Tsuyoshi Ode

Men's makeup has become quite popular. You have worked with many male models, but what do you think is important to create a clean look?

Rika Matsui

The most important thing is proper skin care. First, it's important to create the best possible skin condition and bring out the potential and radiance of each person's skin. I think trying makeup comes after that.

Please tell us some tips for skin care.

Matsui

First, thoroughly remove dirt and dead skin cells by washing your face every day and cleansing once or twice a week. When people say their skin looks dull, it means that their pores have become blackened and their skin has a grayish color. Just getting rid of this will improve your skin's clarity and cleanliness.

First of all, the basics are important.

Matsui

Yes, people who take care of their skin properly will see a dramatic improvement in their skin condition, even among people of the same age. When old dead skin cells accumulate, your skin will harden before you know it. This creates a vicious cycle where no matter how hard you try with your skincare routine, products don't penetrate. Remember that soft skin = skin that can penetrate.

Care with good ingredients that emphasize moisturizing and create a glow instead of greasiness

Is there anything I should be careful about after washing my face?

Matsui

It's important to moisturize your skin thoroughly with lotions, serums, emulsions, and creams containing healthy ingredients. Also, post-shaving care is important. Many men don't normally wear sunscreen, so their skin is less protected than women's and surprisingly many of them have dry skin. Moisturizing is a must.

Many men are concerned about oily skin.

Matsui

Shiny skin and radiant skin have completely different radiance. By creating a beautiful glow, you can eliminate uneven skin tone, improve skin tone, and create a youthful, firmer appearance. This will boost your confidence and make you enjoy looking in the mirror every day.

It's important to continue your skin care.

Matsui

Many men who don't usually take that much care of themselves are more likely to see good results, so they become addicted to it.

The cosmetics industry continues to evolve, so what are the hottest ingredients right now?

Are there any skin care ingredients you're paying attention to?

Matsui

Recently, there has been an increase in products that truly focus on ingredients. This is probably due to the boom in Korean cosmetics and the efforts of Japanese companies.

What ingredients are you particularly interested in?

Matsui

First of all, there's hyaluronic acid. The brand I produce contains a mesh-like "3D hyaluronic acid," which has been well-received by many people who experience an immediate lift in their face after using it. It also adds moisture and radiance, so I use it on models on set.

Are there any other ingredients worth noting?

Matsui

There are many, but vitamin C is a must. It has a high antioxidant effect and is said to remove rust from the body, so I use it as a supplement. There are many others, but I could list them all, but I can definitely feel the effects of niacinamide, retinol, placenta, etc., so I use them depending on my purpose and use.

The ingredients are important after all.

Matsui

Another important factor is how multiple ingredients are combined to create a product, and how the balance of the ingredients is key. This is where the developer's skill lies. Skin care has evolved incredibly in recent years, so it's easy to see results. I'd like men to pay attention to it too.

Besides skincare, what other points should you pay attention to?

Matsui

Surprisingly, people look at other parts of the body besides the face. It's especially important to take good care of your hair, nails, eyebrows, etc. A little shine can make you look more lively and much more attractive.

And once you start to feel more confident, continuing your daily skincare routine will become more enjoyable, and the results will come naturally. It's true that consistency is key, and you can easily improve your sense of cleanliness with just a little effort, so I hope you'll keep at it.

Brutus's selection of cosmetics based on active ingredients

Hand care for a clean feeling. Texture for yourself, scent for others

A hairstyle for a clean look. Modeled after executives in movies.

Cosmetics for a clean feeling: Eat, apply, and wear fragrance

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