Japanese Skincare Brand unlabel LAB Enters US Beauty Market With R ESSENCE Retinol Serum on Amazon

The Japanese beauty brand makes its US debut with a $29 retinol serum designed for sensitive skin. Following its Amazon launch, unlabel LAB plans to expand into Costco stores nationwide later in November 2026.

New York, 3 November 2026 – Japanese skincare brand unlabel LAB has officially entered the US beauty market with the launch of its R ESSENCE retinol serum on Amazon. The move marks the company's first step into American retail, with a nationwide Costco rollout planned for later this month.

Developed by Japanese beauty company JPSLAB Inc., R ESSENCE is priced at $29 per bottle and is designed to offer the benefits of retinol in a lightweight formulation intended for sensitive skin.

The brand says the serum has been clinically studied and can reduce the appearance of wrinkles within seven days. It has also undergone dermatological testing, according to the company's announcement.

The launch introduces unlabel LAB to American consumers as the brand seeks to expand its international presence and reach customers looking for skincare products that combine Japanese formulation techniques with accessible pricing.

unlabel LAB Introduces R ESSENCE to the US Skincare Market

R ESSENCE is the first product unlabel LAB is introducing as part of its US market entry. The serum has a watery consistency, which the brand says makes it lightweight and suitable for people beginning to use retinol.

Retinol, a vitamin A derivative commonly used in skincare, is associated with improving the appearance of fine lines, wrinkles and uneven skin texture. Yet some formulations can cause dryness or irritation, which may discourage people with sensitive skin from using them regularly.

unlabel LAB has positioned R ESSENCE as an option for consumers who want to introduce retinol into their routines without the heavier feel associated with some skincare products.

According to the company's press release, the serum was developed with sensitive skin in mind and is intended to provide a gentler experience than conventional retinol formulations.

The brand also claims that its formula can visibly reduce wrinkles in seven days. Although unlabel LAB describes the product as clinically studied, the announcement does not provide the study size, testing methods or detailed results behind that claim.

Individual responses to retinol can vary, and dermatologist testing does not mean that a product will be free from irritation for every user.

Japanese Beauty Brand Focuses on Accessible Skincare

The decision to launch R ESSENCE at $29 reflects unlabel LAB's approach to offering skincare products at a price intended for regular consumer use.

Japanese beauty products have developed an international following through their emphasis on formulation, ingredient selection and established skincare practices.

Within this market, unlabel LAB describes its approach as combining scientific research with carefully selected ingredients to develop products for everyday skincare routines.

Rather than introducing an extensive product range at once, the company is beginning its American expansion with a single retinol serum.

This gives the brand an opportunity to introduce its formulation approach to US shoppers while establishing its presence through an online retail platform.

Amazon also provides a way for customers across different US markets to discover and purchase the product without the brand first building a standalone physical retail network.

The announcement does not disclose initial sales targets, expected distribution volumes or plans for additional US product launches.

Founder Hiroshi Nagai Outlines unlabel LAB's Global Expansion Plans

For unlabel LAB, entering the American market forms part of an international growth strategy that the company says has been under consideration since its earliest development.

Hiroshi Nagai, founder of unlabel LAB and President and CEO of JPSLAB Inc., said:

Global expansion has been a deliberate brand objective since day one, with unlabel LAB’s specific mission being to contribute to the happiness of people worldwide through our products.

Nagai also explained that the brand wants to develop skincare products that can meet different consumer needs while remaining practical for regular use.

Our brand strives to push the possibilities of beauty to its absolute limits, which our R ESSENCE embodies, rejecting a one-size-fits-all approach while making high performance products accessible for everyday continuous use.

The company's introduction to the US represents a further stage in that strategy, bringing its skincare range into a market where consumers have access to a broad selection of established beauty brands.

Its initial offering places R ESSENCE within the retinol category, where product performance, skin tolerance and price can influence purchasing decisions.

Costco Rollout Planned for November 2026

Following its Amazon debut, unlabel LAB plans to introduce its products into Costco stores across the United States later in November.

The planned expansion would give the Japanese brand a physical retail presence alongside its online distribution.

For skincare companies entering a new country, retail availability can affect how consumers encounter and evaluate unfamiliar products.

Online platforms make it possible to compare formulations and review product information, while physical stores give shoppers another opportunity to discover brands during their regular purchasing routines.

Costco's addition to unlabel LAB's distribution plans suggests that the company intends to reach American customers through more than one retail channel.

The press announcement describes the Costco launch as a nationwide rollout but does not specify an exact date, the number of participating stores or whether the product selection will differ from the Amazon offering.

Retinol Formulations and the Growing Focus on Skin Tolerance

R ESSENCE enters a skincare category that includes products designed to address the visible effects of ageing and changes in skin texture.

Retinol has long been used in cosmetic formulations, although consumers may approach it cautiously because irritation can occur when introducing the ingredient into a routine.

Products marketed towards beginners often focus on texture, application experience and the ability to fit into existing skincare habits.

unlabel LAB's positioning follows this approach, with the company emphasising the watery consistency of R ESSENCE and its testing for sensitive skin.

The brand's seven-day wrinkle reduction claim is likely to attract attention, although consumers and retailers will need the underlying clinical information to assess the evidence supporting that timeframe.

The US launch will also place unlabel LAB alongside other skincare companies offering retinol products at different price points.

For a brand entering a competitive category, communicating how its formulation differs from existing options may help shoppers understand the product before purchasing it.

unlabel LAB Begins Its Next Stage of International Growth

The Amazon launch on 3 November 2026 marks unlabel LAB's first announced retail entry into the United States, supported by a planned expansion into Costco stores later in the month.

With R ESSENCE, the company is introducing American consumers to its approach to retinol skincare through a $29 serum developed with sensitive skin in mind.

Its wider US strategy has yet to be detailed, including whether further products from the Japanese brand's skincare and haircare portfolio will follow.

For now, the company is concentrating on establishing R ESSENCE through two retail channels as it begins building recognition among American beauty shoppers.

About unlabel LAB

unlabel LAB is a Japanese beauty care brand developed by JPSLAB Inc., offering skincare and haircare products based on selected ingredients and formulation technology.

The company focuses on developing products intended for regular use, with an emphasis on performance and skin tolerance.

Founded by Hiroshi Nagai, who also serves as President and CEO of JPSLAB Inc., the brand entered the US market in November 2026 with the launch of its R ESSENCE retinol serum.

Official website: https://www.en.unlabel.tokyo/