Tokyo-Based Content Creator and Beauty Entrepreneur

Welcome to The Wagamama Diaries! Curated by Tokyo-based content creator and entrepreneur Teni Wada.

Hi, I’m Teni Wada, a Tokyo-based entrepreneur and content creator who has worked with many of Japan’s top cosmetics brands. I also work with Korean beauty brands seeking to enter the Japanese market. 

My lifestyle blog, The Wagamama Diaries, consistently ranks high in Google searches for topics related to Japanese beauty products and motherhood in Japan. With a combined monthly social media reach of 100,000 users, I am keen to develop new ways to distribute my content through new media channels. I have been featured in The Guardian, BBC 100 Women, and The Japan Times.

In summer 2021, I founded [EDO BEAUTY LAB], a lifestyle and green beauty brand with our own line of natural skincare products and artisanal goods, all handmade in Edogawa City. Our signature Green Radiance Clay Mask uses locally grown Komatsuna (Japanese mustard greens)

My Story

Would you believe that my first time in Japan was the first time I’d ever been outside of the United States? It’s true, and in fact, it was also my very first time on an airplane!

Nearly 20 years after my stint as an exchange student at International Christian University, Tokyo remains my home.

Originally from the southern United States. I arrived in Tokyo in the fall of 2004. After graduation, I worked in fashion retail for several years.

Afterwards, I received a Master’s degree in Global Studies from Sophia University in 2012 and began my career in early childhood education.

The birth of my daughter in 2017 prompted me to re-evaluate work-life balance and in 2020, I made the decision to become a full-time content creator. A year later, I founded my company, Edo Beauty Lab.

My motto is “self-care through skincare” and when I’m not out mailing packages for Edo Beauty Lab, creating content for clients, or updating my own blog and social media, you’re sure to find me in a convenience store browsing the latest offerings of limited edition seasonal snacks. 

Contact Me

To get in touch with me regarding collaborations or inquiries, please use the contact form