Shibui (or shibusa) is a concept from Japanese aesthetics that refers to a type of simple, elegant, and unobtrusive beauty.
In Japan, beauty is an essential part of daily life, and when we speak of shibui, we are speaking of one of its most important and elevated forms.
What Shibui means
Explaining the meaning of the word shibui is by no means simple.
In fact, when searching for the term in a dictionary, one encounters a series of definitions that seem to have little to do with the concept of beauty. Among these, for example, are the words "astringent," "rough," "quiet," "sober," and "refined."
Originally, during the Muromachi historical period, the term shibui referred to a particularly sharp and astringent taste, like that of a green, unripe persimmon. Even today, this initial definition exists and is used in common parlance in contrast to the word “amai,” which means "sweet."
Subsequently, however, between 1615 and 1868, during what is known as the Edo period, the term shibui began to refer to a precise aesthetic canon based on simplicity rather than showiness. This concept was used in every field: from art to fashion to music.
From that moment on, shibui became a true ideal of beauty that, around 1960, began to be known in the West thanks to an interview with Yanagi Sōetsu, director of the Japan Folk Crafts Museum in Tokyo, for House Beautiful magazine.
In short, it is possible to define shibui as a concept that reflects an unadulterated, pure, authentic, and natural beauty.
The 7 canons of Shibui
In that very same famous 1960 interview, Yanagi Sōetsu described the seven attributes of shibui.
Let's look at them together.
Simplicity
Simplicity is the foundation of shibui. What is too complex and intricate can never be shibui.
Often, to explain this attribute, the example of Japanese homes is used, which to a Westerner may often appear bare, undecorated, and even uncomfortable.
Implicit
In this case, it refers to the need to look beyond appearances so as not to risk appearing banal or superficial.
Indeed, beyond the simplicity of the exterior, there is always something more.
That which is shibui has the ability to always evoke emotion in a new and different way.
Modesty
By modesty, we mean not exalting one's own beauty and the ability to highlight the context in which one finds oneself.
Speaking of interior design, for example, one could use the example of a particularly flashy design object that draws attention but can become tiresome over time. Shibui, conversely, favors quiet and linear environments where even a simple bouquet of flowers in a vase has the chance to stand out.
Tranquility
Serenity, composure, sobriety, and calm are fundamental aspects in shibui, just as they are in Japanese culture.
You need only think of the tea ceremony to get an idea of how this state has the ability to ensure that the problems of the world can be left behind.
Tranquility, in fact, allows one to rediscover one's inner peace and the right connection with the Universe.
Naturalness
Being natural, the tendency not to draw attention to oneself, and non-artificiality are shibui elements.
If referring to craftsmanship, for example, one can notice that in Japanese culture, symmetry is never highly favored. This, in fact, is rarely found in nature.
It is preferred, therefore, to let the objects themselves be as natural as possible, even in their imperfections.
Authenticity
The concept of authenticity also refers to the importance of naturalness and the opposition toward what is blatantly too artificial.
What is naturally imperfect is shibui.
Normality
Luxury and ornamental exaggeration are not part of this Japanese aesthetic concept.
Shibui is the absence of contamination; it is normality and daily life.
So, what is shibui?
If the attributes we have told you about do not seem clear to you at first, you need only reflect on them for a few minutes to realize how extremely connected they are to one another.
These seven qualities bind together into a concept of true and authentic beauty, imperfect in a certain way, but refined as a whole, always reserved and never brash.
According to J. Harada in his book A Glimpse of Japanese Ideals, shibui is
“[…] that quality which is quiet and subdued. It is natural and has depth, but it avoids being too showy or ostentatious. It is simple but never crude, it is austere but never severe. It is that refinement which gives spiritual joy.”
Shibui and natural cosmetics
The concept and philosophy of shibui is also applicable in the field of natural cosmetics.
The Ikigai Beauty products, in fact, have nothing to do with the pursuit of ostentatious aesthetic beauty, but on the contrary, they cast aside what is superfluous to help you rediscover the pleasure of natural and traditional cosmetics.
Uji green tea, Japanese Matatabi kiwi, multiflora Eijitsu rose, and Japanese Ume apricot are the main ingredients of our skin care products.
These have been conceived and studied to help you enhance and preserve your beauty over time.
No rush, then, but a simple and authentic daily caress to take care of yourself.
Cleanse your skin, apply the serum, and then massage with the cream up to the eyes and lips: our Routine Box sets offer a natural synergy capable of slowing down the skin's aging process while giving it a sincere radiance.
Day after day, that simple caress will transform into a true wellness ritual capable of regenerating mind and body, transporting you into an essential dimension that is extraordinarily connected to the Universe.
J-Beauty products are not conceived within a concept of static and artificial beauty, but will lead you to discover a dynamic beauty that engages with the world, appreciates the passage of time, and embraces the authenticity of Nature.