{"title":"The Starter Edit","description":"\u003cp\u003e\u003cem\u003eA short ritual, not a regimen.\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003eThree products that introduce the way I'd actually want you to start — a cleanser, a treatment, and a moisturizer that pair together cleanly. Less effective in isolation. The ritual is the point.\u003c\/p\u003e\u003cp\u003eIf you're new to Japanese skincare and don't know where to begin, this is where I'd point you.\u003c\/p\u003e","products":[{"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-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":"κεανa-rice-cream","title":"KEANA Rice Cream","description":"\u003cp\u003e\u003cstrong\u003eThe moisturizer that completes the rice ritual — and stands alone as a quietly excellent daily cream.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eA daily face cream made with Japanese rice ferment serum and rice bran extract. Moderate-weight texture — heavier than a gel, lighter than a balm. The hydration step in a Keana rice routine, but the formulation works equally well as a standalone moisturizer alongside any other cleanser.\u003c\/p\u003e\n\u003cp\u003eRice ferment is one of the more interesting Japanese skincare ingredients. The fermentation process produces small peptides and amino acids that absorb deeper than the rice extracts used in mass-market \"rice creams.\" This is the difference between a real Japanese rice product and the marketing version.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eFor:\u003c\/strong\u003e dry to combination skin, the hydration finale of a Japanese routine, all ages. Use AM and PM. \u003cstrong\u003eNot for:\u003c\/strong\u003e very oily skin (try a gel moisturizer instead), or anyone with a rice allergy.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow to use:\u003c\/strong\u003e After cleansing, toning, and any serums. Take a pearl-sized amount onto fingertips. Warm between palms. Press onto face and neck. Allow to absorb. Twice daily.\u003c\/p\u003e","brand":"YUME","offers":[{"title":"Default Title","offer_id":42386020696099,"sku":null,"price":67.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0729\/7295\/9779\/files\/keanaricepack30g.jpg?v=1778665725"}],"url":"https:\/\/www.my-yume.ae\/collections\/the-starter-edit.oembed","provider":"YUME","version":"1.0","type":"link"}