Koh Gen Do

Koh Gen Do is a high-end Japanese skincare and makeup brand founded in 1986 by actress Ai Saotome, who struggled with stressed, sensitive skin after long hours on film sets under heavy makeup and intense lighting.

Inspired by Japan’s deep skincare traditions, she created pure, nourishing formulas designed to restore radiance and support healthy skin. What began as a small skincare collection quickly expanded into a full makeup line, leading to the creation of the brand’s iconic red-tubed Moisture Foundation.

From the beginning, Koh Gen Do embraced a “skincare-first” philosophy. Every product is crafted to improve skin health with natural botanicals and advanced Japanese technology, avoiding petroleum-based mineral oil, artificial fragrances, and synthetic pigments. The brand remains cruelty-free, using in vitro testing rather than animal testing.

Koh Gen Do’s “High Definition Makeup” has made it a cult favorite among professional artists around the world. Its lightweight, hydrating formulas, including the beloved Aqua Foundation, are designed to look flawless on high-definition cameras and have been used in hundreds of movies, television shows, and editorial productions.