2.5x
growth in Japan’s cooling beauty category from 2021 to 2025
ひんやり ・ Japan’s freezer beauty ritual
Japan’s coolest beauty ritual lives in the freezer.
Meet Resting Ice Face: a little frozen puck of cooling serum on a handle. Freeze it. Swipe for thirty seconds. Look like you slept.
Reserve a starter kit$29.99 ・ refills from $16.99
Resting Ice Face冷やして使う美容液$29.99
秘密HIMITSU
The secret
The secret is cold.
Japan doesn’t ice its face with a bowl of water and a grimace. It has a word for the feeling, hinyari (hin-YAH-ree): the pleasant little shock of cold. And it has a whole drugstore aisle built around it.
Japan’s biggest beauty houses now make skincare you keep in the freezer. Shoppers there are hooked. Here, almost nobody has heard of it. Yet.
6.6x
more reviews saying “freeze it” on Japan’s largest beauty review site, year over year
1 in 2
women in their 20s in Japan say they want to try cooling skincare
ひんやり売り場 ・ What’s in the cold aisle
Frozen sheet masks for before makeup
Sherbet serums that live in the freezer
Powders that feel like a breeze
And now, a frozen puck for your morning
使い方 ・ How to
Fill. Freeze. Swipe.
01
Fill
Pour serum into the two-cup tray and set the handles in place. One fill makes two pucks.
02
Freeze
Overnight, in the freezer door. Each puck lasts about three mornings, so one fill covers most of a week.
03
Swipe
Pull a puck out by its handle and glide it over cheeks, jaw and forehead for thirty seconds. Back in the tray, back in the freezer.
詰め替え ・ Refills
Keep the tray. Refill the cold.
The tray and handles are for keeps. Serum comes in a plain little refill bottle, so there’s less plastic and no new tool every month. Do it with your morning coffee, before makeup.
STARTER KIT
$29.99
Two-cup freezer tray with handles, a bottle of cooling serum and a cotton freezer pouch.
ReserveTWO SCOOPS, NO REGRETS
$44.99
Starter kit plus a spare serum bottle. One in the tray, one waiting its turn.
ReserveREFILL CLUB
$16.99 / month
A fresh bottle shows up before you run out. Single refills $19.99. Skip or stop anytime.
Reserve成分 ・ Inside
Four quiet ingredients.
Water-light, fragrance-free and oil-free. It freezes into a soft puck that glides, not a hockey puck.
Cucumber
The original puffy-eye classic.
Centella
For skin that looks tired or a bit flushed.
Aloe
Cool, light hydration.
Glycerin
The reason it glides instead of sticks.
We’re finalizing the formula for the first batch. The waitlist hears first.
よくある質問 ・ Questions
Things people ask.
How long does one puck last?
About three mornings. Swipe, pop it back in the tray, freeze. Each fill makes two, so one fill covers most of a week.
Can I use it near my eyes?
Around them, yes. In them, no. Patch test first if your skin is sensitive.
It lives in my freezer. Will someone eat it?
It looks charming. It is not a snack. The tray says “Not food” right on it and sleeps in its own pouch, away from anything edible.
My freezer is downstairs and my bathroom is upstairs.
So was ours. Make it part of coffee: swipe in the kitchen while the kettle goes, then head up and do your makeup.
When does it ship?
We’re making a small first batch. The waitlist gets first dibs and launch pricing.
Save a cold one for me.
Join the waitlist for first access and launch pricing. Nothing to pay today.