A background of orange square tiles arranged in a grid pattern. The lighting is even, showing a consistent warm tone across the surface.
YAY YAY

Modern skincare

rooted in tradition

At YAY YAY you’ll find the best of Japanese skincare - handpicked brands that share our belief in simplicity, care, and longevity. Skincare rooted in craftsmanship, innovation, and respect for the skin.

YAY YAY is more than skincare. It’s a place to slow down and embrace the beauty of Japanese rituals, textures, and thoughtful details.

Two people standing outdoors in front of a staircase, one wearing a black outfit with a hat and the other in a white shirt and dark shorts. One person is taking a photo with a phone while the other appears to be laughing or talking.

OUR STORY

Where the Scandi way meets the Japanese way

YAY YAY was born where Scandinavia meets Japan. Two cultures, yet the same values: care over excess, quality over quantity. From Japan we embrace the rituals, the patience, the centuries of craftsmanship. From Scandinavia – the clarity, the simplicity, the belief that less can be more. YAY YAY is the balance between these worlds – offering a curated selection of products, with intention in every detail.
A printed sheet with the word “YAY” in a bold black pattern and a red hexagon logo placed on an escalator step. The metallic surface of the escalator contrasts with the white background of the paper.

OUR PHILOSOPHY

The in between

We believe in attentiveness and simplicity – where every choice is intentional and every detail has meaning. Inspired by the spirit of wabi-sabi, YAY YAY is where Japan and Scandinavia meet – in harmony, clarity, and intention. The balance in between.

HOW TO SAY: YAY YAY

It’s exactly how it looks: yay yay /jeɪ jeɪ/. Just think “say” or “way” – only with a Y.
And like the word itself, it feels good to say. Almost like a mini celebration, every time it leaves your lips. 

BUT THERE’S MORE TO IT.

The first “YAY” is a quiet bow to Japan 
– with its deep-rooted beauty rituals.
The second – softer, more subtle
– carries a whisper from Scandinavia: yäy. 

Together, they create a rhythm. Like an inhale, and an exhale. Balanced. Intentional.
Just like J-Beauty.
A close-up of a modern interior ceiling featuring a bold black “YAY” pattern on a white background, reflected in glossy tiled walls. The angled composition and red wall accents create a dynamic, graphic visual effect.

See YAY YAY up close

Our showroom at Döbelnsgatan 35 in Stockholm is where you can touch, feel, and fall in love with our products. Just drop us a quick email before you swing by – we’ll make sure the door is open.

 OUR SHOWROOM

MODERN SKINCARE,

Rooted in tradition