CREATIVE DIRECTOR OF RMK: KAORI INTERVIEW

November 11, 2020 10:39 PM

KAORI is a renowned make-up artist and the creative director of RMK beauty, a flourishing Japanese makeup and skincare brand that is now sold worldwide. Prior to her appointment as creative director of RMK in 2013, KAORI made a name for herself as a celebrated makeup artist, and now she is the brain of RMK.

 

-Interview-

1. Hi, KAORI. So great to be chatting with you! Congratulations on the huge success of RMK! For the readers that are unfamiliar with RMK, could you tell us what kind of brand it is?

RMK is not only a leading cosmetic brand in Japan, but it has established itself as an artistic brand with its own creative director.

2. If you only had one word to describe what RMK is all about, what would it be?

"Challenge!" RMK is a brand that keeps challenging not only its way of marketing, but also to offer its own unique taste.

3. RMK is huge in Japan. Have you thought about expanding beyond Japan (USA, Europe, etc.)?

So far, we've only expanded our brand to Asian countries (except China). If we were to develop to the USA and Europe, I think some changes would be necessary, since the market is different. But we don’t want to change the core of the brand.

4. When did RMK start being sold and become popular on a more worldwide scale?

RMK was established in 1997 and miraculously grew to be one of the leading cosmetic brands in the beauty industry in Japan. We’re hoping to eventually expand to China, the USA, and Europe.

5. RMK makes products that manage to provide great coverage, but in a natural-looking way. This is amazing! Are the products themselves made naturally? And, not saying I will, but can I really eat it?!

RMK combines Japan’s state of the art technologies to make our products, but they aren’t 100% natural, so I don’t recommend that you eat them.

6. Do you think that, for skincare and makeup, simple is the way to go for better results?

Depending on the generation, the opinion differs, but I’ve always made it a point to keep skincare simple. As for makeup, whether you feel like going simple or heavy, both are good, as long as you are expressing yourself.

7. What are the key products in RMK to get that ever-so-coveted natural, no make-up, dewy look?

You can naturally feel the good quality of the products, and they are always simple and fun to use.

8. From the whole collection in RMK, which products would you say are must haves? Or what is your favourite item to use?

The 3D Finish foundation and Glow Stick.

9. Could you tell us a bit about what's next for RMK? What can we see in the upcoming A/W 2020 collection?

We got inspiration from the woodblock prints of female beauties, done by Kitagawa Utamaro in the Edo era in Japan. The idea of this collection came from the colors of kimonos, Japanese smoking pipes, and traditional items that were trending at that time. The theme is how to enjoy your base makeup, with the Edo ideal of snow white skin, and play with UKIYO modern colors to make it your UKIYO modern look.

10. What is the key to creating the perfect base for Autumn/Winter makeup? 

The limited-edition BB cream for autumn that has been circulating worldwide on SNS is a must-try! It will subvert your image of the conventional BB cream.

We continued to interview KAORI about the early years of her career and how she’s grown and changed.

11. For a period of time you were based out of both Tokyo and New York. Did you find a big contrast in the makeup looks you worked on in these two cities? If so, what were they?

Even among RMK’s users, there is a huge gap between their points of view about makeup. Japanese users care more about the skin - how the skin should be and how it can look better. For example, they focus on toning the skin and coverage for base makeup. In comparison, in New York, sexy eye makeup and eyebrows are generally more important than base makeup and other makeup details.

12. How much of your experience as a make-up artist do you believe plays a role in your position as creative director to RMK, and, specifically, which attributes or aspects?

After working as a makeup artist for 10 years, I became the creative director of RMK. It feels like it's been a while, but it could have been a short while. I believe that I made it to my position as creative director by asking myself, “What is important to being a makeup artist?”

13. Could you tell us about your makeup philosophy?

In the beauty industry where I work, so often makeup becomes either too detailed and too technical, or too artistic and creative. Thus, many makeup artists tend to lose sight of the woman of today’s reality. I believe that keeping the female image in mind and expressing it with my makeup are the most important things in my makeup philosophy. 

14. In your professional opinion, what might the upcoming trends for makeup be?

I believe we will all make a new trend in makeup by ourselves. Whether you like it or not, we are all different and free to choose and find our own makeup from many options. I believe many people will make a trend by themselves and not just follow the promotions by brands.

15. We have spoken about the future for RMK, but what about what’s next for you with your career?

I believe RMK will continue to be a trendsetting brand for the younger generation. About my career… Umm... I am thinking about what my next challenge will be.  

Thank you so much for chatting with us, KAORI! We are expecting great things from both you and RMK!

 

INTERVIEWED BY ANNA SPROUTS 

COPYWRITING BY JOANNA NISHIMOTO

JAPANESE TO ENGLISH TRANSLATION BY KAREN YABUTA 

EDITED BY KAREN YABUTA

 

 

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