{"title":"For Sensitive Skin","description":"\u003cp\u003e\u003cem\u003eFor reactive, compromised, eczema-prone, or post-procedure skin.\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003eIf you've ever had a bad reaction to a \"gentle\" cleanser, or a \"calming\" toner that wasn't, this is where to start. Shiseido's Ihada line is what Japanese dermatologists actually prescribe — deliberately boring formulations that prioritize barrier integrity over active ingredients.\u003c\/p\u003e\u003cp\u003eThese are not glamorous products. They're the ones that work when nothing else does.\u003c\/p\u003e","products":[{"product_id":"keana-rice-mask","title":"KEANA Rice Mask","description":"\u003cp\u003e\u003cstrong\u003eRice has been a Japanese beauty ingredient for centuries — long before TikTok found it.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA nourishing sheet mask featuring 100% Japanese-grown rice serum. Designed for hydration, softening, and improving skin's overall elasticity. Ishizawa Lab uses a slow-fermentation rice extract — the same process used in traditional sake breweries — which produces a more bioavailable form of the active than the synthetic versions used in most \"rice masks\" on the market.\u003c\/p\u003e\n\u003cp\u003eThe sheet stays saturated for the full 15 minutes. Skin still feels hydrated four hours later. Not dramatic — Japanese skincare rarely is — but quietly, repeatably effective.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e dry, dehydrated, or mature skin. Compromised barriers. Post-flight recovery. Weekly to twice-weekly use. \u003cstrong\u003eNot for:\u003c\/strong\u003e rice allergies (rare but worth flagging), or anyone looking for an active treatment mask (this is hydration, not exfoliation).\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e Cleanse face. Apply mask. Leave on for 15 minutes. Remove and pat the essence into skin until absorbed. Follow with moisturizer if needed. Once or twice a week.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42386020237347,"sku":null,"price":55.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/KEANA_Rice_Mask.webp?v=1778672172"},{"product_id":"ihada-medicated-lotion-toner","title":"IHADA Medicated Lotion","description":"\u003cp\u003e\u003cstrong\u003eThe toner I recommend more than any other in the edit.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA medicated hydrating lotion (the Japanese term for toner) from Shiseido's Ihada line. Built around high-purity petrolatum and barrier-supportive actives. Designed for compromised, reactive, or sensitized skin — the type of skin Western toners with harsh alcohols and acids make worse.\u003c\/p\u003e\n\u003cp\u003eIhada is Shiseido's pharmacy line for sensitive skin. The active here is petrolatum at a level that creates an occlusive moisture seal — the same principle as overnight slugging, but in a lightweight toner that absorbs without leaving residue. The product Japanese dermatologists prescribe for irritation, eczema-prone skin, and post-procedure recovery.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e sensitive, reactive, or compromised skin. Eczema-prone or rosacea-prone complexions. Post-procedure care. Daily use, AM and PM. \u003cstrong\u003eNot for:\u003c\/strong\u003e oily skin looking for a clarifying or exfoliating toner.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e After cleansing. Decant onto a cotton pad or directly into clean palms. Press across face — do not rub. Allow to absorb. Follow with emulsion or moisturizer. Twice daily.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42386021089315,"sku":null,"price":130.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/ihadamilk130packaging_57049897-66f7-4dd1-bdf9-790d99fb9c5b.jpg?v=1778665602"},{"product_id":"ihada-medicated-brightening-emulsion","title":"IHADA Brightening Emulsion","description":"\u003cp\u003e\u003cstrong\u003eThe brightening product I keep recommending instead of the trendy ones.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA medicated lightweight emulsion from Shiseido's Ihada line. Brightens uneven tone while supporting the skin barrier — a combination most \"brightening\" products fail at, because they rely on harsh actives that compromise the barrier they're meant to be brightening.\u003c\/p\u003e\n\u003cp\u003eIhada is Shiseido's sensitive-skin pharmacy line. The whitening actives here sit at concentrations gentle enough for compromised skin, combined with their signature petrolatum-based hydration. Slower than a strong vitamin C. Safer. The results compound over six to eight weeks of consistent use.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e sensitive or reactive skin, post-inflammatory pigmentation, anyone who's had bad reactions to standard brightening serums. Daily use, AM and PM. \u003cstrong\u003eNot for:\u003c\/strong\u003e those wanting fast-acting brightening (look at the KISO Retinol instead, with appropriate caution), or anyone with no specific tone concerns.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e After cleansing and toning. Apply 2 to 3 pumps to fingertips. Press evenly across face. Allow to absorb fully before applying moisturizer. Twice daily.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42386029117475,"sku":null,"price":120.0,"currency_code":"AED","in_stock":true}]},{"product_id":"ihada-milk-cleanser","title":"IHADA Milk Cleanser","description":"\u003cp\u003e\u003cstrong\u003eThe cleanser to use when your skin is already in trouble.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA no-foam milk cleanser from Shiseido's Ihada line. Removes makeup, sunscreen, and daily grime without surfactant aggression. Built for compromised barriers — the skin state where foaming cleansers, even gentle ones, make things worse.\u003c\/p\u003e\n\u003cp\u003eThis isn't a daily-rotation cleanser for most people. It's the one I reach for during flare-ups, post-procedure recovery, or after a winter where my barrier has clearly given up. The petrolatum-based emulsion lifts dirt and pigment without disturbing what's beneath. The closest Western equivalent is a Bioderma-style micellar — but more occlusive, more hydrating, and from a brand that actually specializes in compromised skin.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e sensitive or reactive skin, eczema-prone or rosacea-prone complexions, post-procedure recovery, anyone whose skin is currently in a fragile state. \u003cstrong\u003eNot for:\u003c\/strong\u003e heavy makeup wearers needing a thorough double cleanse (this is gentle by design), or those with normal-resilient skin who can use a regular face foam.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e Apply 2 to 3 pumps to dry hands. Massage across dry face. The product will lift makeup and sunscreen without lather. Wipe off with a soft cotton pad or rinse with lukewarm water. Use once or twice daily depending on need.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42386029314083,"sku":null,"price":130.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/ihada140_fb13e60a-82eb-4f2e-8015-08e0f435505e.jpg?v=1778665677"},{"product_id":"ihada-medicated-face-protect-powder-spf-40-pa","title":"IHADA Face Protect Powder SPF 40 PA++++","description":"\u003cp\u003e\u003cstrong\u003eThe only product in the edit that does SPF — and the reason most other Japanese SPFs aren't in it.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA medicated pressed face powder with SPF 40 \/ PA++++ from Shiseido's Ihada line. Provides UV, blue-light, and pollution protection in a non-sticky, dry-touch finish. The format is unusual: most SPF in this region is liquid or cream. This is a powder you press onto skin throughout the day, over makeup, without disturbing what's beneath.\u003c\/p\u003e\n\u003cp\u003eI tested at least six Japanese SPFs before stocking. The reason this one made the edit and the others didn't comes down to format: in UAE heat, liquid SPFs slide. Cream SPFs need re-application that ruins makeup. This powder reapplies cleanly. The PA++++ rating (Japan's highest) covers UVA aging protection most Western SPFs underdeliver on.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e daily outdoor exposure, midday SPF top-ups, over-makeup reapplication, sensitive skin that reacts to chemical-only SPF formulas. \u003cstrong\u003eNot for:\u003c\/strong\u003e the only SPF in your routine — use a primary liquid or cream SPF morning, this for reapplication.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e AM: apply over moisturizer or makeup with the supplied puff. Press, don't rub. Reapply every 2 to 3 hours during outdoor exposure. Compact format makes mid-day reapplication realistic.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42386029641763,"sku":null,"price":100.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/ihadamedicatedpowderbox.jpg?v=1778665280"},{"product_id":"the-sensitive-set-yume-ritual-bundle","title":"The Sensitive Set — Yume Ritual Bundle","description":"\u003cp\u003e\u003cstrong\u003eThe complete Ihada routine. Shiseido's sensitive-skin pharmacy line, organized as the three-step ritual it was designed to be.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eIhada is what Japanese dermatologists prescribe for compromised, reactive, eczema-prone, or post-procedure skin. The line is deliberately boring — that's the value. No actives that ask too much. No fragrance. No surfactant aggression. Just three products that prioritize barrier integrity over everything else.\u003c\/p\u003e\n\u003cp\u003eIf your skin is in trouble right now, this is the routine. If your skin is fine but you want a \"safe\" daily routine that never causes a reaction, this is also the routine.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat's in this set:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eIHADA Milk Cleanser — the no-foam cleanser\u003c\/li\u003e\n\u003cli\u003eIHADA Medicated Lotion — the hydrating toner\u003c\/li\u003e\n\u003cli\u003eIHADA Face Protect Powder SPF 40 PA++++ — the SPF\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e sensitive, reactive, eczema-prone, or rosacea-prone skin. Post-procedure care. Flare-up recovery. Pregnancy-safe routines. \u003cstrong\u003eNot for:\u003c\/strong\u003e normal-resilient skin that wants active treatments — use the AM or PM Routine instead.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003ePricing:\u003c\/strong\u003e Three products at AED 360 individually. Bundled at AED 324.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42452056145955,"sku":null,"price":324.0,"currency_code":"AED","in_stock":true}]}],"url":"https:\/\/www.my-yume.ae\/collections\/for-sensitive-skin.oembed","provider":"YUME","version":"1.0","type":"link"}