Our mission is to introduce the well-being lifestyle of Japanese to the European public through the fundamental concept of beauty «美» (biinto Japanese). The character 美 symbolizes for us a true holistic approach that seeks not only to reveal the beauty on the surface but also to make it emerge by cultivating the sense of the beautiful buried deep within us, to awaken all our senses.We wish to deliver our own interpretation of the world of beauty 美 (bi) and the Japanese aesthetic sense from all angles. Our goal? Get the Japanese Glow!

This includes both interior beauty and organic beauty, traditional cosmetics, healthy gastronomy, nail art, skincare, innovative accessories from cutting-edge technologies but also traditional handcrafted tools... We cannot imagine the incredible number of Japanese beauty brands unknown to the international public whose products are full of ingenuity!

Following the success of the various editions of the pop-up store Bijo; (within the Japan Store Isetan Mitsukoshi of the House of Culture of Japan in Paris and more recently at the Bon Marché Rive Gauche 2019, 2020, 2021, 2022), we now offer our online selection on the websitebijo.paris, at Le Bon Marché Rive-Gauche’s Japanese Beauty Bar and at the Biën Japanese concept store in Paris.  Please follow our Instagram account to learn more about Japanese concepts and rituals: @bijo.paris

Beauty Innovative Original Japanese

Jewel; stands for Beauty Innovative Japanese Originality. Founded in 2015, Bijo; aims to organize and share our beauty and well-being discoveries, from Japan and elsewhere. Each niche beauty and lifestyle brand is selected for its effectiveness and aesthetics.


Raised in Japan in a unique environment, Keiko Suyama grew up surrounded by Japanese philosophy and aesthetics. Very early on, she travels the world to discover wellness rituals and is passionate about holistic rituals that she appropriates and mixes to create her own lifestyle.