Beauty Doesn’t Have One Look.

Since the beginning, we’ve built eit swim around one simple message:
Every body is beautiful. Every kind of appearance is beautiful.

When we launched eit swim in Japan in 2018, we made fitted bikinis in slightly smaller cuts, along with more daring styles and designs that showed more of the hips and bottom.

Today, with more swimwear brands in Japan offering these kinds of styles, we feel they’ve become much more accepted. But back then, we heard things like:

“Those bottoms are way too small for me.”
“I could never show that much of my bottom.”

We heard these comments often.

But once people actually tried the swimsuits on, we would see something else entirely: every single person looked genuinely beautiful.

And we often found ourselves wondering:
Why is it so hard to feel confident in a body that is already so beautiful?

It felt as though people were putting other people’s eyes and opinions before their own—and holding themselves back from feeling their best.

We couldn’t help but feel that something was being missed—a feeling that stayed with us throughout the years of building the brand.

We had moments like these again and again as we continued building the brand.

So, what does “beautiful” mean to us?

Whether your butt is lifted, soft, big or small, every body is beautiful.

What matters most is whether you, yourself, feel happy in your own body. There is no single definition of what a body should look like.

If anything, we believe how you feel inside matters far more than how you look from the outside.

That said, if there’s a part of your body where you think, “Maybe I’d feel a little more confident if this looked different,” then perhaps it’s worth making a little effort to get there—for yourself.

What matters is that you do it for yourself, not to fit someone else’s idea of beauty.

We once shared an article about glute training, too. That came from the same place: not because there is one “right” body, but because sometimes taking care of the parts of ourselves we want to change can be a way of doing something kind for ourselves.

Ultimately, though, we also believe this:
Even if you don’t feel confident in your body.
Even if you find yourself worrying about it sometimes.

You are still beautiful.

Maybe the most important thing is simply being able to love yourself as you are.

This idea applies to pads, too.

Starting in 2026, we began including pads with our swimwear. Before that, we deliberately sold our swimsuits with pad pockets—but without the pads themselves.

It was a small way of expressing what we believed. You don’t have to dress for other people. Wear your swimwear however you want, and wear it with confidence.

Want to wear pads? Go for it.
Don’t want to? That’s completely fine, too.

We wanted people to be free to choose, rather than feeling like they had to prioritize someone else’s opinion or expectations.

For years, we expressed that idea by simply leaving the pads out.

But we also realized that for those who did want to wear them, having to search for a pair that actually worked with our swimsuits was an unnecessary hassle.

So we spent time looking for pads we could genuinely stand behind, and decided to start including them in 2026.

There is no single right answer to any of this.

And there is no single shape that beauty has to take.

If no one else were watching, what would you choose?