{"title":"Cleanse","description":"\u003cp\u003e\u003cem\u003e洗 — sosogi. The act of cleansing.\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003eThe foundation of any Japanese routine. Six products that I keep returning to, organized from the most polishing to the most everyday. The Japanese approach to cleansing is gentler than what most Western routines accept as default — the goal is not to strip but to lift.\u003c\/p\u003e","products":[{"product_id":"keana-baking-soda-scrub-wash","title":"KEANA Baking Soda Scrub Wash","description":"\u003cp\u003e\u003cstrong\u003eThe most polishing cleanser in the edit — and the one I'd send most people to first.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA baking-soda powder cleanser by Ishizawa Lab, the Japanese pharmacy brand that built its entire reputation on pore care. The format is unusual: a granular powder you activate with water in your palm. The reaction lifts sebum and softened keratin out of pore walls in a way foaming cleansers can't reach.\u003c\/p\u003e\n\u003cp\u003eI tested this against three Western enzyme cleansers in the AED 200–280 range. None of them came close on actual pore visibility after four weeks. The packaging is dated. The product isn't.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e combination or oily skin, congested pores around the nose and chin, anyone curious about Japanese cleansers and willing to start with the strongest one. \u003cstrong\u003eNot for:\u003c\/strong\u003e sensitive or compromised barriers, daily use (2–3 times per week), or anyone allergic to papain enzymes.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e Wet hands. Dispense one pump of powder into wet palm. Add a small amount of water and lather between palms until creamy. Massage onto wet face for 30–45 seconds, paying attention to nose and chin. Rinse thoroughly.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42385980981283,"sku":null,"price":110.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/Keanabakingsodascrubwashfront.jpg?v=1777614903"},{"product_id":"keana-baking-soda-face-foam","title":"KEANA Baking Soda Face Foam","description":"\u003cp\u003e\u003cstrong\u003eThe Keana cleanser most people should actually start with.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThe same baking-soda chemistry that powers the Scrub Wash, but reformulated as a soft, dense foam in a squeeze tube. Ishizawa Lab developed this format for people whose pores feel congested but whose skin can't handle the powder version's intensity — sensitive types, drier complexions, anyone who wants daily use rather than 2–3 times a week.\u003c\/p\u003e\n\u003cp\u003eThe foam is unusually creamy. Doesn't strip. Rinses clean. The product I quietly recommend more than any other in the edit, because it's the one with the widest range of people it works for.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e all skin types, including dry and combination. The default Keana entry point. Daily use. \u003cstrong\u003eNot for:\u003c\/strong\u003e heavy waterproof makeup (use the Cleansing Gel first as a remover), or those who prefer balm\/oil cleansing as their only step.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e Wet face. Dispense one to two pumps of foam into wet palms. Massage gently across face for 20–30 seconds. Rinse thoroughly. Morning and night.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42385981440035,"sku":null,"price":99.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/Keanabakingsodafacefoamfront.jpg?v=1777615239"},{"product_id":"keana-baking-soda-face-foam-for-men","title":"KEANA Baking Soda Face Foam For Men","description":"\u003cp\u003e\u003cstrong\u003eThe men's-specific version of the Keana baking soda foam — and the one I'd put in any man's bathroom first.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eSame Ishizawa Lab chemistry as the standard formula, reformulated with stronger sebum-cutting power and enzyme actives that break down post-shave roughness. The fragrance is clean, mentholated, and very Japanese — closer to a hot-towel barbershop than a department-store aftershave.\u003c\/p\u003e\n\u003cp\u003eMen's skin in this region produces more sebum and gets more sun exposure year-round. This cleanser is built for that combination — without over-stripping, which is where most \"men's\" cleansers fail.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e male skin with visible pore congestion, post-shave roughness, daily sebum buildup. Daily use. \u003cstrong\u003eNot for:\u003c\/strong\u003e sensitive or compromised skin (use the IHADA Milk Cleanser instead), or anyone fragrance-sensitive.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e Wet face. Dispense one to two pumps into wet palms. Massage across face including jawline and neck. Rinse thoroughly. Morning and night.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42385981997091,"sku":null,"price":99.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/KEANABakingSodaFaceFoamForMenFRONT.jpg?v=1777615700"},{"product_id":"keana-baking-soda-cleansing-gel","title":"KEANA Baking Soda Cleansing Gel","description":"\u003cp\u003e\u003cstrong\u003eA makeup remover that does more than remove makeup.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA gel-to-emulsion cleansing remover from Ishizawa Lab. Baking-soda chemistry dissolves makeup, sunscreen, and pore congestion in a single step — without the heavy oil residue that traditional cleansing oils leave behind in humid climates.\u003c\/p\u003e\n\u003cp\u003eThe texture shift is the trick: it goes on as a clear gel, transforms into a milky emulsion when it meets water, then rinses away completely. Western brands haven't matched this specific formulation. The closest comparison is a Japanese department-store cleansing balm at roughly three times the price.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e anyone wearing daily SPF, long-wear makeup, or both. Combination skin. Daily use as a first cleanse. \u003cstrong\u003eNot for:\u003c\/strong\u003e those who prefer pure balm or oil cleansers as a single-step, or anyone with a known papain enzyme allergy.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e Apply two to three pumps to dry hands. Massage across dry face for 30 seconds — until makeup visibly breaks down. Add water to emulsify. Rinse thoroughly. Follow with the Face Foam for a complete double cleanse.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42386003099683,"sku":null,"price":99.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/facefoam.jpg?v=1778665968"},{"product_id":"keana-baking-soda-soap","title":"KEANA Baking Soda Soap","description":"\u003cp\u003e\u003cstrong\u003eThe Keana product I almost didn't stock — until I realized it was the most travel-friendly cleanser in the line.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA solid baking-soda soap bar by Ishizawa Lab. The simplest possible delivery format for the same chemistry that powers the rest of the line. Works for face, full-body, and post-workout cleansing in one step.\u003c\/p\u003e\n\u003cp\u003eThe bar lasts roughly two months with daily face use, longer if reserved for the body. Doesn't leave the residue or soap-scum film that Western glycerin bars do in hard water. Travels through airport security without issue, unlike the liquids.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e combination to oily skin, full-body use, travel, anyone who prefers solid bars over liquid cleansers. \u003cstrong\u003eNot for:\u003c\/strong\u003e dry or sensitive facial skin (try the Face Foam instead), or anyone who finds bar soaps inherently drying.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e Wet hands and bar. Work into a lather between palms. Apply to wet skin — face, body, or both. Rinse thoroughly. Allow bar to dry between uses to extend life.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42386008834083,"sku":null,"price":65.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/keanasoapfemale.jpg?v=1777616629"},{"product_id":"keana-baking-soda-soap-for-men","title":"KEANA Baking Soda Soap For Men","description":"\u003cp\u003e\u003cstrong\u003eThe men's bar — same chemistry, sharper formulation.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA solid baking-soda soap bar by Ishizawa Lab, formulated for male skin. Combines the standard baking-soda cleansing chemistry with deodorizing agents and a light citrus-mint scent. Built for face and body — the all-in-one shower bar that actually works.\u003c\/p\u003e\n\u003cp\u003eMen's skin produces more sebum and sweats more in UAE heat. This bar handles both without the over-stripping that body washes designed for general use tend to cause across the shoulders and back.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e male skin, face and body use, post-gym shower routine, anyone who wants one product covering both. \u003cstrong\u003eNot for:\u003c\/strong\u003e sensitive facial skin, or those who prefer separate face and body products.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e Wet hands and bar. Lather between palms. Apply to wet skin — face, body, underarms. Rinse thoroughly. Best used in conjunction with a separate cleanser if you have specific facial concerns.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42386017812515,"sku":null,"price":65.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/keanasoapfemale_0d51984c-a53a-493d-8762-7b5b20f49f51.jpg?v=1777617340"}],"url":"https:\/\/www.my-yume.ae\/collections\/cleanse.oembed","provider":"YUME","version":"1.0","type":"link"}