A Groundbreaking Japanese Skincare Brand Bridging The Gap
One way to solve a problem is to create a solution. And that’s exactly what Hina Mian did when she created DEAU, a groundbreaking skincare brand from Japan developed specifically for Melanin-rich skin. On a mission to deliver full coverage skincare for diverse skin tones, DEAU blends Japanese craftsmanship with scientific, multitasking formulas that nourish and hydrate the skin at its deepest level. “I wanted to take the minimalism of Japanese skincare and its intentional approach and supercharge it for diverse skin,” Mian says. Minimalism meets modernism with DEAU’s full-coverage line of products. Mian spoke with Beauty News NYC about the brand’s origins, her personal skincare rituals and her own thoughts on beauty.
I read about how you and why you started DEAU. You wanted to close a gap that existed in the beauty industry. Can you speak to this a little bit more and how this relates to your personal beauty journey?
When I started DEAU, it wasn’t just about creating another skincare line, it was about closing a gap that had been overlooked for far too long. Growing up in Florida, I often struggled with dark spots, dullness, and uneven tone. Like so many women of color, I couldn’t find products that truly understood my skin or ones that worked gently yet effectively without compromising comfort or quality.
At the same time, I had this lifelong love for Japanese skincare. I grew up visiting Japan with my father and was always captivated by the craftsmanship, the ritual, and the quiet precision behind every product. Yet, as much as I admired that world, I noticed something missing, it rarely spoke to diverse skin tones or addressed the specific concerns that came with them.
DEAU was created to bridge that space. It’s where modern Japan meets every skin tone, bringing the purity and intelligence of Japanese science to the needs of skin that has historically been left out of the luxury conversation. My journey with DEAU has always been about transformation, not just of the skin, but of the mindset. It’s about meeting a new version of yourself, embracing your individuality, and redefining what it means to see beauty through a more inclusive, intentional lens.
How did you decide on the name?
The name DEAU came from a very intentional place. When I was working with our team in Japan, I told them I wanted a name that felt meaningful and something that could capture transformation, confidence, and self-discovery. I shared the analogy of a caterpillar becoming a butterfly — that moment when something familiar turns into something extraordinary, yet still remains itself at the core.
From there, we explored words that embodied that feeling, and DEAU instantly stood out. In Japanese, DEAU means “to meet” or “to encounter.” It perfectly reflected what I envisioned — this idea of meeting a new version of yourself, one that feels more confident, self- assured, while retaining what makes you truly you.
For me, DEAU isn’t just a name; it’s a philosophy. It’s about continual evolution, the reminder that every day, we have the opportunity to meet ourselves again, to grow, to unfold, and to embrace the endless possibilities within us. That mindset shapes everything we create — skincare that inspires transformation, not perfection.
It’s really tough to stand out in a marketplace filled with celebrity-backed brands and endorsements. Do you find a challenge there? How does your brand stand out from others?
It can definitely be challenging to make noise in a space dominated by celebrity-backed brands, but DEAU was never built for instant fame, it was built for longevity. From the beginning, my goal wasn’t to create something trendy; it was to create something timeless.
DEAU took five years to develop because we wanted to build a brand that would still matter decades from now — one grounded in craftsmanship, science, and purpose. Our vision was to create timeless capsule pieces like a capsule skincare wardrobe built to outlast trends.
We’re focused on creating something that lasts, a brand that earns its place through quality, performance, and trust. We don’t chase trends; we design solutions. Every detail, from our formulations to our textures, is made to feel extraordinary because people deserve products that truly work and feel beautiful on their skin.
Who is the ideal DEAU customer? How is your own culture and beauty beliefs reflected in your brand?
The DEAU customer values intention and refinement in everything she does. She’s discerning, well-informed, and drawn to simplicity that feels purposeful. She values her time and refuses to settle for anything less than the best. Whether she’s a professional, a creative, or a multitasking mother, she’s always on the go, balancing a hundred things at once, yet she still makes space for herself. She wants self-care that feels elevated but effortless, products that let her care for her skin quickly without compromising on quality or experience. For her, skincare isn’t just a routine, it’s a self-care ritual.
When I first dreamed of creating a brand, I knew I wanted it to reflect me — my culture, my background, my upbringing, my struggles.
I used to look at other founders who had beautifully brought their rituals to the West with hair care brands rooted in tradition, ingredients passed down through generations, beauty practices that made them proud. And I thought, what about mine? Could I bring the rituals I grew up with, the ones tied to brown skin, melanin-rich skin, Southeast Asian beauty traditions, to the world? But the truth was, I didn’t want to.
Because our rituals weren’t made to celebrate brown skin; they were made to erase it. In Southeast Asia, the Middle East, and so many parts of the world, the goal of skincare has too often been about becoming lighter, fairer, whiter. The products reflected that — harsh ingredients, bleaching agents, formulas designed to strip, not nourish.
I wasn’t proud of that to be honest, and I couldn’t pass it down. So instead of bringing those rituals forward, I decided to leave them behind. And in their place, I created something new — a ritual made for us, for skin of color, for deeper tones, for melanin-rich beauty.
Can you explain to us the artistry and science behind Japanese skincare? How is it different?
Japanese skincare is built on a philosophy of precision, where every detail, from texture to ingredient, is treated as an art form. In Japan, craftsmanship isn’t rushed; it’s perfected. It’s a culture that values mastery over marketing, longevity over hype, and quiet excellence over noise and that’s what makes it different.
Growing up, I remember walking through the beauty aisles in Japan and feeling in awe. Every product looked and felt like a work of art, designed with care, intention, and soul. In Japan, skincare isn’t just something you use; it’s something you experience. It carries the same reverence as fashion, architecture, or cuisine, all guided by a pursuit of harmony and perfection.
While the world often chases innovation for the sake of speed, Japan refines it for the sake of quality. There’s a discipline in the way formulas are crafted, layer by layer, molecule by molecule, in order to deliver performance that feels effortless. It’s not just science; it’s an art of balance, restraint, and respect for the skin.
At DEAU, that philosophy lives at our core. Our formulas are developed at Japan’s leading manufacturer, merging cutting-edge science with time-honored craftsmanship. We don’t believe in shortcuts or excess, every product is custom created to perform beautifully and feel extraordinary. Because in Japan, and at DEAU, skincare isn’t simply about results; it’s about the experience of excellence.
Walk us through your own beauty routine. Do you have any secrets or tips for readers?
As a working mom, my beauty routine is simple and intentional. In the morning, I mix our De-Spot Serum and Glow Veil Vitamin C Serum together — it’s my way of protecting my skin from all the bad stuff, like environmental damage, while keeping it bright and healthy. I skip moisturizer, apply sunscreen, and finish with a touch of blush which makes me feel awake and polished.
My nighttime ritual is our Gentle Force Retinol Cream and Onsen Water Cream, that’s when I take a moment to slow down and reset.
The best beauty tip I can give is: the best product is the one you’ll actually use. If a product feels heavy, sticky, takes too long, or doesn’t sit well under makeup, it will never become part of your routine, no matter how good it is. Skincare should feel effortless and sensorial, something that you look forward to.
Any beauty icons you look up to?
One beauty and fashion icon I deeply admire is Phoebe Philo. Though she’s known for fashion, her influence naturally extends into beauty. Her “less is more” philosophy and belief that makeup should never wear the woman, but rather allow her to embrace herself with imperfections and all, this deeply resonates with me. In her final show at Céline, her beauty message was simply, “come as you are,” and I love that. Barefaced and empowered, it’s such a unique and timeless approach to beauty. That same spirit lives in DEAU, where beauty is redefined as confidence in your own skin.
What are your hopes and goals for the future of DEAU?
My hope for DEAU is to help redefine what beauty can do: to create change, confidence, and representation through products made for skin of color. I want DEAU to continue proving that quality and inclusivity can coexist at the highest level. Our goal is to expand thoughtfully, build trust, and reach more people who have long been overlooked by the industry. We’ll keep creating smart, timeless products that simplify routines and elevate self-care with products that make people feel seen, confident, and proud of their skin.
Is beauty skin deep?
Yes, beauty is skin deep. There’s a light that reflects from within people who are kind, grounded, and whole on the inside — a kind of glow no product can ever create. That kind of radiance doesn’t come from a serum; it comes from character, empathy, and grace. That’s what makes someone truly beautiful.
