Yu-Be (pronounced "YOO-BEE")
It was 1957 when a young pharmacist named Yoshikiyo Nowatari first introduced his now famous moisturizing cream to Japan. His creation was invented at the request of a woman long-suffering from dry, cracked skin. She was tired of using petroleum-based skin care products that she found to be greasy, messy and ineffective. Through a specially developed manufacturing process he created a highly concentrated glycerin-based, vitamin-enriched moisturizing cream that could replenish lost moisture without any greasy mess. Yu-Be has gone on to become one of the longest and best-selling skin care products in Japan today.
Mr. Nowatari chose to sell his product as a non-prescription “medicated/ vitamin-enriched” moisturizing cream so families would know it was for their use on tough, dry skin -as opposed to other “beauty,” “wrinkle” or “anti-aging” creams on the market. In the years since its birth, this moisturizer has attracted and kept a massive and loyal customer base in Japan. Generations of families have used the concentrated formula on all types of dry skin – from split cuticles and cracked heels to diaper rash – even frostbite – and to this day refuse to use anything else.