Tatcha запускает стратегию «NeuroSkin Science» и обновляет имидж для захвата новых рынков

Tatcha is repositioning. The Japanese-inspired skin care brand, which was launched by founder Vicky Tsai in 2009 and became a category-defining darling of the 2010s, culminating in a $500 million acquisition by Unilever in 2019 — is undergoing a “refinement,” said Diane Kim in her first interview as chief executive officer. “We’re not reinventing a new story, but we’re bringing greater precision to a story that has been around since the beginning of Tatcha,” said Kim, who is an alum of The Estée Lauder Cos. and Orveon Global, and who took up the CEO post in February, succeeding Mary Yee in the role. The brand’s new direction will see it lean deeper into science-based messaging via an approach it has coined as NeuroSkin Science, which emphasizes the connection between inner and outer well-being. It developed out of one of Tatcha’s founding Japanese principles, “hinou-dokon,” which translates to “skin and mind, same root.” “Tatcha has always been built around three deeply Japanese pillars; takumi, which is the spirit of Japanese craftsmanship; hinou-dokon, and bidou, which represents rituals of beauty, or beauty as a way of life,” said Kim. “The opportunity that I saw was to bring these three pillars together in one powerful, cohesive expression…we’re expressing Tatcha in a much more elevated and modern way.” Tatcha has also added three new ambassadors, including tennis star Naomi Osaka and Japanese style icon Kiko Mizuhara, both as global ambassadors, and neuroscientist Dr. Claudia Aguirre, who joins as the brand’s first neuroscience ambassador. “These three women are not three versions of the same woman, and that was intentional,” said Kim. “Together, we see them showing the breadth of what the modern Tatcha can represent, which is science, culture, performance, beauty and well-being.” Added Aguirre: “There is a lot of science around the brain-skin connection, and there’s a lot of science around stress…I’m excited about bringing this neuroscience to life with a brand that cares so deeply about this connection.” As part of this effort, Tatcha will look to increase consumer awareness of its longtime Hadasei-3 complex, which brings a blend of green tea, Okinawan algae and fermented rice to its formulas, as well as the brand’s Tokyo-based innovation center, The Tatcha Institute. The refinement comes on the heels of a spate of beauty rebrands this year so far, including one by fellow 2010s skin care superstar Drunk Elephant — which similarly sought to bring the brand back to its roots, and original Millennial customer base after Gen Alpha co-opted the colorful line — as well as others by L’Occitane, First Aid Beauty, Tree Hut, Kiss Nails, Raw Sugar, It’s a 10 Haircare and more. It also comes as prestige skin care sales, which were relatively flat in 2025, are accelerating once again, with Circana reporting the category grew 9 percent in dollar sales in the U.S. during the first half of 2026, outpacing mass skin care by one point. “Consumer recruitment and reaching new people who have not discovered the brand is absolutely a priority,” said Kim. “We have an incredibly loyal consumer — she’s been with us for years and we want to bring her along for the journey as we’re evolving and refining the brand — but there are a lot of people who have yet to be curious and discover what we’re about.” Tatcha’s top three stock keeping units today include its $74 Dewy Skin Cream, one jar of which is sold every 30 seconds, as well as the lightweight Water Cream and Rice Wash face wash, priced at $74 and $40, respectively. Last year, Tatcha launched a Longevity collection inspired by Okinawan rituals, which so far includes a skin-boosting serum and cream, respectively. “This [refinement] is not simply a communication platform; I would say it gives us a rich territory for innovation,” said Kim. “It’s not about, what is the next trending ingredient or idea — we’re starting with, what does the skin need? How should these ingredients work together? What should the experience of using the products do for you? Because we are known at Tatcha for sensoriality, and that’s [part of] what is so unique about our products.” Tatcha’s biggest market is the U.S., where CreatorIQ reports it ranked as the number-four skin care brand by earned media value during the 12 months ending May 2026, while the U.K. is number-two. Last year, Tatcha entered Europe in partnership with Sephora, adding to existing footprints in the Middle East, Southeast Asia, Australia and Japan. “This [refinement] is the first big step for Tatcha as we establish it as a modern luxury Japanese powerhouse,” Kim said.