SAIL is a Japanese total beauty brand launched in 2022 by its representative and creative director, 後知代. Its offerings focus on skincare and include hand and body care products and products for the home. The brand incorporates plant-derived ingredients and natural essential oils, and proposes “self-care styling,” in which care is selected according to one’s physical and mental condition. It also draws on the concept of “coping,” which uses small actions to ease burdens such as anxiety and tension, and aims to help bring the body and mind into balance through self-care.
Concept
“Like a sailboat gliding at an easy pace across a quiet sea,” the brand views living each day at a comfortable rhythm and maintaining one’s own most comfortable state as the foundation of healthy aging. It proposes “self-care styling,” in which self-care is selected according to one’s condition.