So Matsushima of "Timelesz" Appointed as Ambassador! How Korean Skincare Brand Abib Made a Comeback in Japan Alongside "Resurrection Grass"

Every year, trust in Korean cosmetics continues to grow. The Korean natural skincare brand Abib entered the Japanese market in 2019, riding the wave of Korean beauty trends and the demand for plant-based skincare. However, it temporarily withdrew from Japan soon after.

Then in 2025, with "timelesz" star So Matsushima newly appointed as brand ambassador, Abib made a triumphant return. The Resurrection Grass (復活草) series quickly gained popularity, earning widespread support. In this interview with the Abib Japan Division, we explored the differences in Korean and Japanese skin and skincare habits, the story behind Abib's comeback, and the power of the trending "Resurrection Grass."

So Matsushima Becomes Brand Ambassador: The Story Behind the Comeback

Abib, the Korean natural skincare brand, entered the Japanese market once in 2019 but pulled out temporarily. Now, in 2025, they’ve returned with a fresh strategy. This time, "timelesz"’s So Matsushima has been selected as the brand ambassador.

"When we first launched, we displayed all the product lines in stores using the same methods as in Korea, which led to confusion about how to choose the right items. This time, we've clarified the selling points for each series, rolling out the 'Resurrection Grass Series' in March and the 'Glutathione Some Series' in April to match the seasons."

They also focused on seasonal compatibility. The high-moisture Resurrection Grass Series was released in early spring to help boost the skin’s barrier, while the Glutathione Some Series, ideal for UV protection, arrived just before the start of summer.

There’s a story behind the appointment of Matsushima as well.

"Aside from the obvious popularity, Matsushima's authentic, unpretentious image and sincere approach to activities really align with our brand vision.

During the Abib shoot, he was focused and professional but also lightened the atmosphere with friendly chats. His in-person charm matched his on-screen persona and captivated everyone present.

We'd love for people like Matsushima, who are interested in skincare, as well as men considering adding skincare to their daily routine, to try Abib—regardless of gender or age."

Why Does It Suit the Skin? Differences in Skincare Culture Between Korea & Japan

Abib is a Korean skincare brand, but is Korean skincare really suitable for Japanese people? Are there actual differences in skin, due to diet, climate, or skincare practices? We asked for their perspective.

"It’s said that Korean and Japanese people have different skin types.

For diet, Japanese cuisine tends to be lighter in flavor, while Korean food is saltier and more strongly flavored. Even though Korean people are known for beautiful skin, many still struggle with skin troubles. Those who maintain great skin in Korea often pay close attention to eating lots of vegetables and having a balanced diet.

When it comes to skincare, Koreans typically use two or three serums, creating a thorough moisturizing routine. In contrast, Japan’s more humid climate means people lean toward simpler routines to avoid stickiness. Japanese consumers often use just one effective serum rather than layering several."

Many Japanese people admire the radiant complexions of Korean artists and actors, but it’s not necessarily genetics or environment that make flawless skin easier for Koreans. Skincare habits and a relentless focus on moisturizing likely play a bigger role.

Also, both Koreans and Japanese are classified as Mongoloids: they have fine-textured skin, a thinner epidermis, and a thicker dermis. This may be why Korean skincare products generally work well for Japanese consumers, too.

Natural skincare products that mainly use naturally derived ingredients are often viewed as "ineffective" in Japan. In contrast, perceptions are quite different in South Korea.

"In Korea, ingredients from nature such as ginseng, mugwort, and herbal medicine have long been incorporated into beauty routines. Therefore, natural skincare doesn't have a weak-effect image—instead, it is accepted as gentle on the skin yet highly effective.

Since many people in Korea have sensitive skin, there is a tendency to seek out items with naturally derived ingredients that are mild and safe to use."

Additionally, in Korea, there is relatively high awareness of clean beauty and recycling. For example, social media posts featuring Abib users reusing toner pad containers have sometimes become viral. In Japan, in-store refills are not offered, but you can purchase refills online.

Abib not only carefully selects these natural ingredients, but also develops products by focusing on supporting the skin's original "ability to regulate its condition."

"The skin naturally has its own power to maintain health. However, that power can easily weaken due to a lack of moisture and reduced barrier function. Today, environmental stressors like pollution, insufficient sleep, and prolonged smartphone use have become commonplace. So, we believe skincare should support the skin’s natural strength."

Abib aims to provide skincare that draws out the skin’s ability to self-regulate by moisturizing and protecting from external stressors. They’re committed to every aspect, from sourcing natural materials to ensuring their ingredients are low-irritant and safe.

For example, the Houttuynia cordata Abib uses is grown only in regions in Korea with minimal pollution. The extraction process is done without chemicals, carefully processed at low temperatures to preserve the ingredients.

Their glutathione is also rigorously chosen for high purity, and for better skin delivery, they use a liposome technique that encapsulates the ingredient in a double lipid membrane. This also makes the distinctive odor common to glutathione much less noticeable.

Abib made its comeback in Japan in March 2025, and among their products, the Resurrection Grass Series has particularly caught attention.

"Resurrection Grass is a desert plant that can spread its leaves again with just a drop of water, even after extreme dryness. Brands using it as a skincare ingredient are rare, and Abib is so widely associated with it in Korea that people say, 'If it’s Resurrection Grass, it’s Abib.' In Japan, this series is even more popular than in Korea."

The Resurrection Grass Series includes a toner, cream, serum, collagen pads, and even a "Resurrection Grass Fit" special care sheet mask. Formulated to thoroughly hydrate and refresh the skin, these products aim to deliver bouncy, healthy skin from deep within.

"We recommend starting with toner or creams, which are easy to incorporate into your daily care routine. For those wanting more intensive care, adding a serum or mask is a great option.

Among them, the 'Resurrection Grass Fit' mask contains Anastatica Hierochuntica extract, a moisturizing ingredient that delivers outstanding long-lasting hydration. It's perfect for those with dry skin, but its formula supports the skin barrier, making it suitable for sensitive skin as well. Plus, its lightweight texture makes it easy to use even for combination skin."

In Korea, sheet masks aren't just for special occasions—they’re a part of everyday skincare. Putting on a mask right after cleansing and relaxing has become a common skincare routine.

"In Japan, using toner in a set is more typical, and sheet masks are still seen as a "treat yourself" step. Some worry about using them daily, but in Korea, there’s a widespread belief that as long as the sheet mask is designed to be low-irritant, it’s perfectly fine to use every day. Abib’s masks are designed exactly this way, making them perfect for daily relaxing care."

Beyond the Resurrection Grass Series, the brand offers a wide array of lines to match different skin types and needs, including the "Glutathione Some Series" ideal for after-sun care, and the "Houttuynia Cordata Series," perfect for cooling right after sun exposure. Picking a mask to fit your skin’s condition or the changing seasons can become something to look forward to every day.

Since Abib’s comeback, they've made it easier for users to understand each series’ unique features. If you want to achieve dewy, moisturized skin, why not try Abib’s Resurrection Grass Series and experience the intense hydration of Korean-style skincare?