In recent years, our society and culture has been embracing a more natural, more realistic form of beauty. This concept is novel in that it is based on a female’s inherent beauty versus overly polished, photo-shopped models. The media is beginning to show real, regular women with all of their wonderful imperfections.

While the idea of beautiful imperfection is new in the western world of advertising, this philosophy is deeply rooted in Japanese culture. So much so, that the Japanese have a name for it. It’s called wabi-sabi.