If you consider yourself to have even a passing interest in cult beauty brands, you’ll know the name Tatcha. Born in 2009, this Taiwanese-American brand is obsessively raved-about, yet has remained frustratingly elusive on our home shores.
Now for the very welcome news: we’ll finally be able to get our hands on Tatcha’s Japanese-inspired skincare from 4 May, with a pop–up in Covent Garden also in store for those who prefer a more hands-on shopping experience.
Space NK, who will boast the brand exclusively for the next 12 months, is hardly taking risks with this one – in fact, Tatcha is reportedly one of the most searched-for brands on its site, with thousands of eager customers keen to get their hands on the gentle yet remarkably effective formulas.
Like many beauty founders, Tatcha’s Vicky Tsai was spurred to create the line when a skin condition – stress-induced eczema, in her case – left her unable to find products she both could use, and actually wanted to use. Ditching her Wall Street trader career, and the stress that came hand-in-hand with finance life, she set off to travel around Japan and came across the inspiration that would lead to Tatcha, which has grown exponentially to become one of the US’s most popular luxury skincare brands.
Conceptualised in San Francisco and made in Tokyo, each product is based around the brand’s hero complex, dubbed Hadasei-3. A combination of green tea, algae and rice, this cocktail of healing and hydrating extracts is purported to support the skin barrier (by now, we know how important that is) while reducing inflammation and congestion.
Most cult brands boast a particular GOAT product, and Tatcha is no exception. While the entire line is widely loved, it’s the Rice Polish that will no doubt vanish from the shelves first when the brand lands on our shores.
Beloved by the likes of Kim Kardashian and Meghan Markle (who went as far as to gift it to friends at her baby shower), this gently foaming exfoliator combines rice bran granules with papaya enzymes, which make a lighter alternative to resurfacing acids, shifting dull skin cells and trapped oil without leaving you red-faced. Simply shake it into damp hands and massage (don’t scrub) the froth over your face for a squeaky-clean complexion in seconds.
While the Instagram-friendly nature and poetic backstory of Tatcha have undeniably fuelled its rise to ‘cult’ status, the real driving force behind the brand’s astonishing popularity is what’s inside those admittedly good-looking jars. No brand is immune to the aesthetic shifts of the Instagram grid, and Tatcha has ensured longevity by keeping its focus firmly on formulation, favouring long-trusted and skin-kind extracts over zeitgeist-y ingredients, essential products over surplus steps. Whether you’re dry or oily, sensitive or congested, this is luxury you can – and should – indulge in.
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