Keiko Suyama
Born in Tokyo, Keiko Suyama studied philosophy and aesthetics in Japan before moving to Paris to pursue a career in fashion, first as a journalist, then as a brand manager. In 2019, she founded Dessigns, a consulting firm that introduces and represents Japanese beauty and lifestyle brands in the European market. Under her leadership, Bijo;, a Japanese beauty and wellness bar, opened at Le Bon Marché in 2022. This was followed by Biën, a Japanese lifestyle destination, a tranquil sanctuary, and a space for exploring beauty, which also opened in Paris's Odéon district in 2022. Biën; was conceived as a meeting place and platform for expression for Japanese artists, artisans, brand founders, and producers.
Japanese beauty
You are passionate about conveying the spirit and essence of Japanese beauty to Europeans. What elements make the Japanese approach and vision of beauty unique?
“For us, beauty transcends mere appearances. It is a harmony between inner and outer aspects, like a car where engine maintenance is as crucial as bodywork. Purity of spirit is as precious as purity of skin. Thus, Japanese beauty possesses a profound spiritual dimension.”
In Japan, beauty is conceived as a continuum. A tense scalp can affect the face, accentuating wrinkles on the forehead and around the eyes. The Japanese have an approach to the body's overall movement, encompassing muscles and fascia, similar to Eastern medicine, which emphasizes the interconnectedness of all systems.
In France, I've noticed that some women prefer to fight the signs of aging by removing fat from their eyelids or injecting Botox, thus altering the natural movement of their face. In contrast, the Japanese approach celebrates the beauty that emanates from the natural changes brought about by the passage of time.
Daily beauty rituals
What are your favorite beauty tips, the essential face or body care rituals in your daily routine?
Every morning, I start by massaging my scalp with an acupressure brush to decongest my face after a night's sleep. I don't neglect my neck, as tension in it can affect the shape of my face. I also massage my collarbones for posture, which is essential. I take care of my feet daily, massaging them and walking on acupressure points in the shower to stimulate blood circulation and acupressure points.
For my face, after double cleansing, I apply a mask, followed by a lotion for deep hydration, morning and evening. I avoid massaging my face too much to prevent sagging skin.
In the evening, I take a bath to eliminate fatigue and chase away bad spirits, for fresh and rejuvenated tomorrows.”
Well-being and serenity
An activity, a place, to recharge, preserve and maintain inspiration and serenity?
“I find refuge in nature—parks, the countryside on the outskirts of Paris—spaces where my mind regenerates and relaxes. Beauty is intimately linked to health, and health is a source of happiness. Stress brings tension to the neck, head, and shoulders, which I notice in my Parisian clients. Massages bring flexibility, but calming the mind is essential.”
My mission drives and energizes me. It's clear: to help Japanese brands establish themselves in France and Europe, to support them, and to go further with them. I also dream of creating a Japanese wellness center, offering an experience that transcends the products: an onsen, needle treatments, kobido massage, enzyme baths, and a tea bar. My ambition is to offer this concept to other markets as well.
Memories and transmission
What is your earliest memory of beauty?
“I remember a school friend who washed her face with soap. She took a long time to create a delicate and generous lather and applied the lather without rubbing. Ten years later, her skin remained radiant, testifying to the effectiveness of her ritual.”
What advice (beauty-related or otherwise) passed down through generations in Japan would you give to a young person starting out in life?
Prevention is key. Thoroughly cleansing your skin is essential, a step often neglected in France. Young people start wearing makeup very early and use too many products, when they don't need so much. Not touching acne blemishes and protecting your skin from the sun are also important.
Paris and Tokyo
You've lived half your life in Paris and the other half in Tokyo. What do you like most about Paris and what do you like least? What do you miss about Japan?
“Tokyo is such a vast city, where the competition to stand out is intense due to the cultural homogeneity of the Japanese. It was very stressful for me. Paris is more human-sized. Here, I enjoy greater freedom of individual expression and an enriching diversity.”
However, I appreciate the serenity and calm of Japanese culture, which I try to preserve in my daily life in Paris. Even amidst the outside hustle and bustle, I maintain a Zen-like balance at Bijo. I remain calm, ensuring serene productivity for my teams, far removed from stress, whether internal or external.
Passion and vitality
What are the things that give you confidence?
“My husband and I surround ourselves with objects we love, like cups or vases. These small objects bring us a beauty that nourishes our daily energy. After our recent move, we chose to keep only what inspires us.”
Photographs 1, 2, 3 and 5: Sadaharu Hoshino @es.graph