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In 1932, when most of the world had not yet understood that skin cleansing was more than just soap and water, Naris Cosmetics was founded in Japan with a radical idea: skin needs a routine, not a single gesture.

Ninety years later, that philosophy is still at the heart of Luque, Naris Cosmetics' daily skincare line. The factory in Hyogo (built in 1967, completely renovated in 2014) produces with Japanese quality standards that are difficult to match elsewhere.

The flagship product is Conc Naris: created in 1945, it has been the number one exfoliating toner in terms of market share in Japan for 8 consecutive years. A record difficult to ignore.

The brand's philosophy can be summarized in two principles: "Remove the superfluous, provide the necessary," and "For others," an invitation to take care of one's skin also as an act of respect towards the people we live with. Dermatologically approved for sensitive skin

Deepen Luque

LUQUE is built on a four-step structured routine: W (Washing / double cleansing) → Conc (gentle exfoliation) → Lotion (protective toner) → Milk or Cream (final emulsion). Each product has a specific role and is not designed to work alone.

"Remove the superfluous, add the essential" is not just a slogan: it is the structure of the routine. First, you remove (double cleansing + exfoliation), then you add (hydration + protection). In that order. With that logic.

Modern dermatology has confirmed what Naris intuited in 1932: a consistent routine, built on well-defined steps, is more effective than any single super-product

  • Coix Extract (Coix Lacryma-Jobi): a plant from the grass family with anti-inflammatory and sebum-regulating properties. Included in several LUQUE formulas to support reactive skin.
  • White Bean Extract (Phaseolus Coccineus): rich in moisturizing and softening components. Supports the hydration of the skin barrier.
  • Evening Primrose Extract (Oenothera Biennis): an oil rich in gamma-linolenic acid (GLA), an emollient and lipid replenisher for the skin barrier.
  • Okinawa Seaweed (Hypnea Cervicornis): rich in polysaccharides and minerals with moisturizing and antioxidant action.
  • Tremella Fuciformis Polysaccharide (snow mushroom): functional moisturizer with polysaccharide molecules that retain water similarly to hyaluronic acid.
  • Sodium Hyaluronate: sodium hyaluronate, multi-layer hydration.

The W+C+C+C routine:

  • W Cleansing Foam / W Cleansing Creme / Gel Wash: double cleansing to remove makeup, sebum, and impurities.
  • Conc (exfoliating toner): the iconic product. Removes dead cells, evens out texture, and prepares the skin for subsequent steps.
  • Lotion 1 / Lotion 2: protective and moisturizing toner (version 1 for normal skin, version 2 for dry skin or those seeking more hydration).
  • Milk / Creme: final emulsion to nourish and seal.
  • Normal skin seeking a structured and reliable routine: LUQUE is the J-Beauty designed for daily use
  • Dry skin: Lotion 2, Milk, and Cream for deep hydration and nourishment
  • Sensitive skin: dermatologically approved, without aggressive ingredients
  • Those aging and seeking an anti-aging routine with verified Japanese botanical ingredients

We selected it because it embodies a skincare philosophy that we deeply share: routine as a structured act of care, not as an accumulation of products.

90 years of Japanese history, a toner that dominated the market for 8 years, and a philosophy that prioritizes consistency over novelty: this is Slow Beauty in routine form

Both are protective and moisturizing toners, but with different intensities. Lotion 1 is suitable for normal skin or for the summer period, when the skin needs less nourishment. Lotion 2 is richer, designed for dry skin or for the winter period. The choice depends on your skin and the season

  • What is Naris Conc and how is it used? Conc is the exfoliating toner that Naris has produced since 1945; for 8 consecutive years, it was the best-selling product in its category in Japan. It is applied after cleansing, with a cotton pad or swab, and gently removes dead skin cells. It prepares the skin to better absorb subsequent steps in your routine (Lotion and Milk/Creme).
  • Is LUQUE suitable for sensitive skin? Yes. The line was developed with a delicate ingredient profile and has received dermatological approval for use on sensitive skin. The botanical extracts (Coix, white bean, Evening Primrose) are chosen for their tolerability as well as their effectiveness.
  • How many steps does the LUQUE routine involve? The LUQUE routine is structured into four phases: W (double cleansing with products from the W line), Conc (gentle exfoliation), Lotion (hydrating and protective toner), Milk or Creme (final emulsion). You can adopt the complete routine or start with the most fundamental products, Conc + Lotion, and progressively add the other steps.