I met Jeff Yamazaki in Tokyo last month, where we happened to sit next to each other at a happy hour during the U.S.-Japan Council’s annual conference. I promptly turned it into office hours, with way too many questions about being a full-time creator, how brands can build relationships that feel less transactional, and what it would take for J-beauty to resonate in the U.S.
He could have excused himself to get another drink and never returned (fair), but he answered every question with the same thoughtful, candid perspective he brings to his men’s fashion and lifestyle content. And, because apparently I hadn’t asked enough, I invited him to answer a few more for this month's Behind the Curtain.
What does your go-to shower ritual look like?
I’m a guy who tends to stick with the same products for a long time. I’ve been using NatureLab Tokyo’s Repairing Shampoo and Conditioner every day. Every once in a while, when my scalp feels a little oily or after a particularly long day, I’ll use their 2-in-1 Scalp Scrub and Clarifying Shampoo. I’ve only recently started taking my hair care more seriously, but ever since making the switch, my hair feels much more hydrated and stronger, and it’s become a lot easier to style with product.
What’s the one product you swear by, and why?
The one product I swear by, which I've been using for probably 5+ years is the Beauty of Joseon Relief Sun Sunscreen. Whenever I go to South Korea, I stock up on a ton of these tubes. I’ve heard that sunscreens sold in the US and South Korea can have different ingredients, even when marketed as the same product, so I either buy it while I’m in South Korea or order it online. It’s honestly one of the most hydrating sunscreens I’ve ever used. No white cast, no greasy feeling, and it leaves my skin feeling great.
Pull back the curtain for us... what moment or spark set you on the path to creating what you’re building now?
COVID changed my life entirely. A few years ago, I quit my first full time job and found myself in a transitional phase. I was attending community college to earn the credits needed to sit for the CPA exam, working part-time as an accounting assistant, and, for once in my life, stepping outside the typical career path to pursue modeling and acting.
Becoming a CPA was always my backup plan, while modeling and acting were things I had genuinely fallen in love with and secretly hoped could become my full-time career.
After two years, right around the height of COVID, I finally passed my CPA exam and completed two years of working as a financial auditor. During that time, acting and modeling opportunities had slowed down. One day, I was scrolling through Instagram and TikTok, I realized there weren’t many Asian guys creating men’s fashion content. I had always wished there was someone I could relate to and look to for fashion inspiration, so I thought, why not give it a shot myself?
I started creating content alongside my CPA job, filming during my lunch breaks and editing at night. That became my routine for the next few years. Eventually, I put in my two weeks’ notice and decided to take a leap of faith. The rest is history.
What’s something most people don’t see about the work that goes into what you do?
Content creation can get pretty lonely, so you really have to make an effort to get out of the house and explore. I think being a creator can look glamorous and exciting from the outside, but constantly thinking about what to create next and trying to pump out content day after day, week after week, can get pretty tiring. It’s been a bit of a balancing act for me between actually living my life and living a life that I’m constantly sharing on social media. My wife, Naomi, really keeps me grounded throughout this journey, and I’m grateful to have someone who reminds me to step away from the screen, get out, and enjoy life outside of social media.
Tell us one Gntl thing you do for yourself.
When I have a ton of deadlines or just need some clarity with everything going on in my life, I tend to take exceptionally long showers. It’s a way for me to tune out all the noise, zone out, and give my brain a chance to relax. Being in the shower gives me a moment to take a deep breath and just be present with myself. I like to think of it as washing away all the stress. By the time I step out, I usually feel a lot more clear-headed and have a better sense of what I need to focus on.
