FAVS

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Country: Japan
Founded: 2020 2020s
Category: Accessories
Related brands: Accessories brands founded in the 2020s Accessories brands from Japan

Overview

favs is a skincare brand launched in Japan in November 2020. Brand director Michiko Yamanaka draws on her own experience with sensitive skin to develop skincare products for everyday use. Its offerings include toners, serums, creams, and masks, as well as the PHYTO COLLAGEN SERIES, a line that proposes care tailored to different stages of life. The brand’s concept is “An experience of growing to love your skin.” It aims to help people reconnect with what they love about themselves through daily skincare.

Concept

An experience of growing to love your skin.

Related brands

Parent brands and sub-brands, ordered by founding year.

Related brands: 1 brands
Founded: 2025

Year Brand Category Description

2025

favs PHYTO COLLAGEN SERIES

Sub-brand

Beauty and cosmetics

An intensive care line addressing concerns affecting mature skin

favs offers this line for use alongside regular skincare, addressing skin dryness and loss

favs offers this line for use alongside regular skincare, addressing skin dryness and loss of firmness that change with age. It consists mainly of pads and serums centered on ingredients such as plant-based collagen. Unlike its calming products, which provide basic daily care, this line provides intensive care for concerns affecting mature skin. It is not a separate brand, but a purpose-specific skincare line within the favs product range.

2025 Sub-brand

favs PHYTO COLLAGEN SERIES

Beauty and cosmetics

An intensive care line addressing concerns affecting mature skin

favs offers this line for use alongside regular skincare, addressing skin dryness and loss