At Rei Cosmetics, we're passionate about bringing the latest J-Beauty trends and brands to U.S. consumers. That's why we're thrilled to announce the exclusive U.S. launch of 3650, a cutting-edge Japanese brand that's quickly gaining recognition.
3650 (pronounced "san roku go zero" – meaning three, six, five, zero) may be a relatively new player in Japan, having launched just over a year ago. But from the beginning, the brand had global aspirations, with packaging and products designed to resonate with a more diverse audience.
We first discovered 3650 during one of our trips to Japan and were immediately drawn to its sustainable packaging, broad color range (including the award-winning white eyeliner), and commitment to being cruelty-free. What really stood out to us was the brand's philosophy – to bring 10 times more fun to your daily life by celebrating individuality. This message perfectly aligns with Rei Cosmetics' values of diversity and inclusion.
Since 3650 debuted in the U.S., we've received overwhelmingly positive feedback from customers. The brand has proven to be not only practical for everyday use but has also captured the attention of the cosplay community and teens alike. With its fun, sustainable designs and high-performance features (like waterproof formulas and superior brushes), it's easy to see why 3650 has become a favorite.
As we continue to introduce more J-Beauty brands to the U.S., we hope that 3650 will be just the beginning of your exploration into the world of Japanese beauty. We’d love to hear from you about which other brands you'd like to see available in the U.S. in the future!