Beauty with a story.
Inspired by individuality, shaped by Japanese and American cultural influences, and created with a love for everyday beauty.
A little about Ami
NaturalAmi began in 2024 as a creative project founded by Ami Yamamoto, a young entrepreneur who wanted to build something of her own.
Growing up with both Japanese and American cultural influences helped Ami appreciate different ideas of self-expression and beauty. Years of practicing and competing in kendo have also shaped her approach to life: be disciplined, stay confident, and keep learning.
NaturalAmi brings together her interests in creativity, beauty, and entrepreneurship. The goal is simple: a welcoming collection where everyone can discover products that suit their own style.
Confidence. Individuality. Curiosity.
Make it personal
Beauty should make room for individual tastes, routines, and creativity.
Explore your style
Discover cosmetics for everyday rituals and the moments when you want something new.