{"title":"Sensitive","description":"\u003cp\u003e\u003cem\u003e肌 — hada. The sensitive ritual.\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003eThree products from Shiseido's Ihada line — Japan's most-prescribed sensitive-skin range. Deliberately boring formulations that prioritize barrier integrity over active ingredients. The line for compromised, reactive, or post-procedure skin.\u003c\/p\u003e","products":[{"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-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"}],"url":"https:\/\/www.my-yume.ae\/collections\/sensitive.oembed","provider":"YUME","version":"1.0","type":"link"}