“Kimo-Kawaii” Products Now Very Popular

These days the expression “kimo-kawaii” is becoming more commonly used in Japan. The phrase was created by combining two words “kimochiwarui” (creepy) and “kawaii” (cute). Taking advantage of this trend, the “Searun-Magma series,” with its mysterious illustrations and unique product names, has been gaining a reputation and is now the most talked about product in Japanese blogs. Sales of these products have exploded.

President FURUUCHI Rie has been suffering from allergies since her childhood. While she was traveling the world to search for a cure, she happened to come across Himalayan rock salt halite that later led to the creation of the product. After discovering the rock salt, she imported it and tested its effectiveness on her body. She then succeeded in developing various products including bath salts, face washing powder, cosmetic water, and massage powder.

Onago (Women’s bath salt containing rosemary essence, popular among women) 30g 299 yen
Oyaji (Bath salt with a fresh natural mint flavor) 30g 299 yen

Searun Co., Ltd.
www.magmaen.com
Inquries: Sole Agent, HMR Co., Ltd.
Tel: 03-5888-0037