HABA
Preservative-free, additive-free Japanese skincare built around pharmaceutical-grade squalane — the brand that pioneered squalane skincare globally and built a no-unnecessary-ingredients philosophy decades before clean beauty was a category.
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HABA is the Japanese cult brand that quietly built squalane skincare as a global category. Founded in 1983 in Tokyo, the brand's philosophy is genuinely radical even by today's clean-beauty standards: preservative-free, additive-free, fragrance-free, and minimal-INCI formulations. The Squa Facial Lotion (100% pure pharmaceutical-grade squalane in a tiny iconic bottle) is the brand's flagship — one or two drops as a pre-toner step delivers the glow that a multi-step routine can't. Beyond squalane, the G Lotion preservative-free toner, the Squa Facial Moisturizer, and the White Lady brightening essence extend the platform.
Strengths
- + pioneered squalane skincare as a global category
- + preservative-free, additive-free, fragrance-free philosophy
- + pharmaceutical-grade squalane sourcing
- + decades-long Japanese cult validation
Weaknesses
- − preservative-free formulations have shorter shelf life
- − minimalist ingredient lists may feel under-formulated to active-led routine fans
- − limited international distribution outside YesStyle/Stylevana
- − small-bottle pricing makes per-ml cost higher
The HABA Story
HABA launched in 1983 in Tokyo with a singular philosophy: skincare without unnecessary ingredients. The brand pioneered the use of pharmaceutical-grade squalane in skincare — a refined plant-derived squalane that delivers exceptional skin compatibility — and built its identity around the Squa Facial Lotion (100% pure squalane in a tiny iconic glass bottle). Decades before 'clean beauty' was a category, HABA was already preservative-free, additive-free, and fragrance-free across its catalog. The G Lotion (preservative-free toner in airless airtight bottles for shelf-life management), Squa Facial Moisturizer, and White Lady brightening essence extend the platform. Distribution stays mostly Japanese (HABA Salon stores, Japanese department stores, Japanese online retailers), with international access primarily through Japanese-import platforms like Stylevana and YesStyle.
All HABA Products
4 products reviewed and rated.
Squa Facial Lotion
HABA's hero product and the SKU that built squalane skincare globally — 100% pure pharmaceutical-grade squalane in a tiny iconic 15ml glass bottle. The single-INCI formulation is genuinely radical: nothing else in the bottle, no preservatives, no fragrance, no fillers. One or two drops as a pre-toner step delivers the glow that multi-step routines often miss.
G Lotion (Gentle Lotion)
HABA's preservative-free additive-free toner — minimalist 7-INCI formulation with sodium HA + trehalose + tocopherol in airless airtight bottles. HABA's signature 'no unnecessary ingredients' philosophy in a no-frills lotion designed for the most sensitive skin.
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