Following last year’s success, yayoi products have reappeared as the skincare choice for models at New York Fashion Week this fall. The brand also launched its products at select shops in SoHo, the heart of New York fashion.
LAVOIE Co., Ltd.
Shibuya, Tokyo
September 25, 2025
Born in 2020 from a desire to share the best of Japanese skincare with the world, LAVOIE’s “yayoi” series debuted in New York when it was chosen as the backstage skincare product for Fall 2024 New York Fashion Week. Praised by renowned makeup artists for its skincare benefits, the series was also chosen as the skincare product for independent designer GUVANCH’s fashion show in February 2025, generating significant buzz. This fall, yayoi returned to New York, once again selected as the skincare product for a show hosted by the Global Fashion Collective.
Simultaneously, yayoi products began selling at Flying Solo, a popular select shop in SOHO, New York—a hub for fashion and art.
Products will be available at Flying Solo starting September 10, 2025.
Items sold: Skincare products, body care products, hair care products, and fragrance.
Flying Solo
Flying Solo is a boutique with locations in New York’s SoHo district and near the Louvre Museum in Paris. Through its press showroom and participation in fashion events, including New York, Paris, and Milan Fashion Weeks, Flying Solo selects buzzworthy new fashion, jewelry, and cosmetics. Flying Solo attracts attention with its unique approach of blending physical stores and shows.
www.flyingsolo.nyc
《New York Store》419 Broome Street NY, NY 10013
《Paris Store》43 Rue Étienne marcel, Paris, France 75002
Product features
We have carefully selected natural ingredients that have been popular in Japan for a long time, such as shiso, yuzu, green tea, sesame, black beans and rice bran. We sought to create a product that is delicate and comfortable to use, with the body and hair benefits that only a Japanese born product can provide. On the one hand, the fragrance is created by a renowned French perfumer. With a selection of two fragrances, not only Japanese, but peoples of the whole world can feel their heart strings touched.
Origin of the name “yayoi“
The “y” in the logo stands for the collar of a kimono, which represents the image of a new generation of Japanese women who are graceful yet dignified, standing on their own accord. Also, “yayoi” is a word that reminds us of the “Yayoi era” that arose through active overseas exchange. The name of the brand reflects the idea that we will continue to propose high-quality “Japonism”.
Product Retailers in Japan
Palace Hotel Tokyo
CONRAD TOKYO
Hotel New Otani Osaka shop
Ochiairo, Izu (Registered cultural property)
Global Product Retailers
New York: Flying Solo419 Broome Street NY, NY 10013 www.flyingsolo.nyc
Hawaii: HEAD SPA Honolulu https://www.headspahonolulu.com