Kimiyo Yamazaki, CEO of YA-MAN since 1999, has helped shape the evolution of beauty technology through a vision that combines engineering expertise, Japanese innovation, and a deep understanding of consumer needs. Under her leadership, YA-MAN has grown into a globally recognized beauty technology company and was recently recognized by Luxury Lifestyle Awards as the winner of Best Luxury Beauty Tech Brand in USA, 2026. In conversation with Alexander Chetchikov, President of the World Luxury Chamber of Commerce, Yamazaki reflects on innovation, consumer expectations, and the future of beauty technology. 

Alexander Chetchikov: Kimiyo Yamazaki, YA-MAN was founded with a technology-first approach at a time when beauty technology was still a developing category. What inspired that original vision? 

Kimiyo Yamazaki: YA-MAN was founded on the belief that technology has the power to transform beauty. At a time when most beauty innovations centered on cosmetics, we saw an opportunity to apply engineering and scientific expertise to create an entirely new category of beauty solutions. Unlike many newer entrants that have expanded into beauty from consumer electronics and other industries, YA-MAN has spent nearly five decades exclusively focused on beauty technology, developing both professional-use and home-use beauty devices. Our mission has always been to make professional-quality beauty care more accessible by developing technologies that bring the expertise of aesthetic treatments into everyday life. Today, that vision continues to guide us. Through our Hyojo Laboratory (Facial Expression Muscle Research Laboratory) and decades of scientific research, we are not simply developing beauty devices—we are advancing the science of beauty to help people feel more confident and improve their quality of life. 

AC: Over the years, how has your perspective on the relationship between engineering and beauty evolved? 

KY: Engineering has always been at the heart of YA-MAN’s innovation. 

As consumer expectations have evolved, we’ve seen beauty become increasingly science-driven. People want products that are not only innovative, but also supported by research and capable of delivering consistent, measurable results. That commitment to science is reflected in our Hyojo Laboratory (Facial Expression Muscle Research Laboratory), where our researchers study facial muscles, skin physiology, and the effects of energy-based technologies such as Electrical Muscle Stimulation (EMS), Radio Frequency, Ultrasound, LED, and thermal energy. This research helps us continuously improve our technologies while expanding our understanding of how beauty technology can support healthy aging. Today, YA-MAN holds one of the largest beauty technology patent portfolios in Japan, with 399 patents and 1047 intellectual property rights(※１), reflecting nearly five decades of continuous innovation and research. ※as of 2025 December 

AC: YA-MAN operates at the intersection of beauty, wellness, and technology. How do you see these three areas influencing one another in today’s market? 

KY: Beauty today is about much more than appearance. Consumers increasingly see beauty, wellness, and self-care as interconnected parts of a healthy lifestyle. This shift has changed expectations. People are looking for technologies that not only improve the appearance of their skin but also promote confidence, consistency, and long-term skin health. At YA-MAN, we believe innovation should always be grounded in scientific evidence. Our continued investment in research allows us to develop technologies that deliver meaningful results while supporting consumers’ long-term wellness journeys. 

AC: Japanese craftsmanship remains an important part of YA-MAN’s identity. How does this influence the way new products and technologies are developed? 

KY: Japanese craftsmanship is built on precision, continuous improvement, and respect for quality. Those principles influence every stage of our product development process. We combine advanced engineering with thoughtful design to ensure our products are effective, safe, intuitive, and built to last. Every innovation is refined through extensive testing before it reaches consumers. This philosophy extends beyond our products. At our YA-MAN global flagship store in Ginza, Tokyo, visitors from around the world experience our technologies firsthand through personalized consultations and treatments at the Face Lift Gym. It represents our commitment to delivering not only innovative products, but also exceptional beauty experiences. 

AC: Consumers increasingly seek sophisticated at-home beauty experiences. What do you believe is driving this shift in behavior? 

KY: Consumers today are more informed and engaged than ever before. They have greater access to scientific information, skincare education, and professional expertise, which has fundamentally changed their expectations. Rather than looking for temporary solutions, consumers are investing in technologies that deliver professional-level performance while fitting naturally into their daily routines. At YA-MAN, we’ve anticipated this evolution for decades by developing technologies that bridge the gap between professional aesthetic treatments and home care. We believe the future of beauty lies in empowering consumers to achieve long-term results through consistent, science-backed routines. Today, advanced beauty technology has become an indispensable part of the modern luxury lifestyle. 

AC: How does YA-MAN balance technological advancement with the need to create products that feel intuitive and accessible to consumers? 

KY: Innovation only creates value when it improves people’s everyday lives. At YA-MAN, every product begins with scientific research and ends with the consumer experience. Our goal is to translate sophisticated engineering into technologies that feel intuitive, comfortable, and easy to incorporate into daily routines. That balance is made possible through close collaboration between our researchers, engineers, designers, and the scientists at our Hyojo Laboratory, where we continue to study facial muscles and validate the effectiveness of our technologies. Whether we’re developing professional equipment for aesthetic practices or wearable devices for home use, our focus remains the same: delivering professional-level performance through products that consumers can use confidently and consistently. 

AC: Looking ahead, what developments do you believe will have the greatest impact on the future of beauty technology? 

KY: Personalization will define the next generation of beauty technology. As scientific research continues to deepen our understanding of skin biology and facial physiology, beauty technologies will become increasingly tailored to each individual’s unique needs. At YA-MAN, we continue investing in this future through our Hyojo Laboratory, where we explore new approaches to facial muscle research and energy-based beauty technologies. Our goal is not simply to respond to industry trends, but to help shape the future of beauty technology through continuous research, engineering excellence, and innovation. We were honored to become the first beauty technology company invited to the World Congress of Dermatology in 2023, demonstrating the growing recognition of beauty technology within the broader scientific and medical communities. 

AC: What does recognition as Best Luxury Beauty Tech Brand in USA, 2026 represent for YA-MAN and its continued journey of innovation? 

KY: We are deeply honored to receive this recognition. For us, this award represents nearly five decades of dedication to advancing beauty technology through engineering, scientific research, and continuous innovation. It reflects the passion of our teams, the trust of our customers, and our commitment to delivering technologies that make a meaningful difference in people’s lives. While we are proud of how far YA-MAN has come, we believe innovation is an ongoing journey. We will continue investing in research, expanding our global presence, and developing the next generation of beauty technologies that empower people to look their best, feel more confident, and enjoy healthier, more fulfilling lives. Recognition such as this reinforces our responsibility to continue leading the category through research, education, and innovation as we shape the future of beauty technology. 

Through more than three decades of innovation, Kimiyo Yamazaki has helped establish YA-MAN as a recognized force in beauty technology. Her perspective highlights the growing convergence of engineering, wellness, and consumer experience while underscoring the importance of long-term vision in shaping the future of the industry. 

Discover more about YA-MAN: https://www.ya-manusa.com/