Tommy Crooks, founder of The Edinburgh Natural Skincare Company (ENSC) is delighted to have returned home to Scotland, from Japan, after a highly successful trade mission strengthening cultural business ties.

The Edinburgh Natural Skincare Co.’s flirtation with the Japanese market started in 2019, when a young Japanese couple bought products at a stall during the Edinburgh International Festival. Things developed from there and a partnership with the couple began in 2020 selling ENSC products into Japan.

The partnership has been flourishing and has seen ENSC products pop up in shops across Japan including Isetan, the Japanese equivalent of Harrods. This pioneering trip has been an important step for Tommy in getting to know his business partners better whilst establishing strong cultural business connections in Japan.

ENSC Japan had a stand at Hibiya Park, where Tokyo’s biggest Christmas Market is held during this Festive season, Tommy ‘manned’ this in person for a day and a half during his visit. With a continual stream of customers from 10am until 10pm, “we were sometimes feeling overwhelmed with customers keen to try our products”. Whilst in Japan, Tommy’s business partners connections afforded a memorable opportunity to do a photoshoot with a Maiko, (Geisha) in Kyoto.

It has been a busy time in Japan for ENSC who were approached by Best Body Japan 2022 . The organisers were looking for a natural cream for their competitors which led to an official sponsorship of the event by the Edinburgh Natural Skincare Co, (Japan).

Tommy and the Japanese team were invited to the British Embassy in Tokyo by Angela Colthorpe, Senior Trade Specialist at Scottish Development International. Angela, who helps facilitate the export of Scottish Consumer Lifestyle Companies to Japan and South Korea commented, “It was my absolute pleasure to welcome Tommy Crooks from The Edinburgh Natural Skincare Co. along with his highly motivated and capable Japanese team to the Embassy earlier this week for a catch up and an interview with Masashi Yuno at @britishcultureinjapan. Tommy was blown away by his experience in Japan, all that he saw, heard and touched. The Japan team showed true “omotenashi” spirit in taking him to different parts of Japan and introducing him so many different aspects of Japanese culture. This is a testament to his strong relationship with his team in Japan and their joint commitment and loyalty to the brand, and also a strong testament to Tommy and his open minded thinking, embracing everything Japanese and taking the time to make each moment a learning experience.”

One of the main appeals of Edinburgh Skincare Co.’s skincare in Japan is that it is an affordable luxury product, which pays attention to high end packaging quality as well as impeccable content quality, not only made from 100% natural ingredients but is also eco-packaged which is becoming increasingly important for the discerning Japanese consumer. Since 2010 it has been Edinburgh Skincare’s mission to create a 100% natural, synthetic free, skincare range that suits all skin types. The product range is now in demand worldwide.

Tommy, former guitarist in the most prolific cult band of the British post-punk movement ‘The Fall’, commented “The reaction to our brand in Japan has been highly positive and sales are on an upward curve. We were fortunate enough to work with a Maiko whilst on this trip which was an immense honour. When we started crafting at the kitchen table in 2010, often working late into the night, we had no idea there would be world-wide demand for our products. Currently we have two stores in Edinburgh but selling into Japan takes our business to another level. As a 100% natural handmade skincare business, we’re also very well placed to take advantage of the quality and heritage associated with British brands. It’s incredibly exciting to be able to turn our export ambitions into reality.”

This visit to Japan came at a time of huge expansion for the Edinburgh Skincare Company who expanded into China this year, becoming THE FIRST SCOTTISH BUSINESS IN ANY SECTOR to open a TMall-Global Flagship Store. Their ‘Gardeners Solid Hand Cream Bar’ is the 7th best selling hand cream on the Tmall-Global Chinese platform. The company launches a NEW product worldwide this month ‘the Reverie Solid Hand Cream Bar’ which was designed specifically in a red tin in time for the Chinese New Year (red is considered lucky in China). Tommy is a self taught Mandarin speaker and now plans to learn Japanese to build on these cultural ties.

The company, which employs thirteen staff in the UK and nine in China, looks forward to developing their cultural connections in Japan and plans are afoot to open a retail space in Tokyo in 2023.