The Core of the Brand
Being honest about aging.
This is our only standard.
The State of the Industry
What is happening in the skincare market.
Most skincare brands know they are chosen by texture and appearance. So they prioritize formulations that feel good in the moment they are used.
Advertising costs exceed product costs, and beautiful bottles outweigh the actual formulation value. That is the current reality of the skincare market.
We consider this a problem. For consumers who understand the structure of aging, there should be a different option.
What We Refused
Three things we abandoned.
Texture optimization
Viscosity, absorption feel, instant firmness—these are often achieved through formulation compromise. We prioritize mechanism over texture.
Investment in advertising
Since founding in 2012, advertising spend is zero. All those resources go into ingredient sourcing. This is not a policy. It is a conviction.
Sellable pricing
Using world-class ingredients raises costs. We chose not to turn away from that reality, and to be honest about price.
What We Create
Formulations that respond directly to the mechanisms of aging.
Our products respond, with scientifically grounded materials, to the fundamental mechanisms of aging: oxidation by ROS (reactive oxygen species), accumulation of AGEs (advanced glycation endproducts), and barrier function decline.
We developed an original skin aging analysis method called CHROSNOF, which serves as the foundation of our product design.
Ambition for World-Class
World-class, from Japan.
Our goal is not sales in the Japanese market. It is to formulate the most frontline aging-science materials into products with the utmost integrity—anywhere in the world. That is our ambition.
The Meaning of Choice
To choose is to carry a question.
The people who choose this brand carry questions about aging. Why do we age? What actually works? What is mere advertising? We continue to make products alongside those questions.
Declaration
Who is REGINA LOCUS LVXL.
We are a skincare brand honest to aging science. Zero advertising, maximum ingredient cost, mechanism over texture, honesty over sellability—that is who we are. This brand is for those who think that is acceptable.
About the Brand