Rare B decays in B-factory experiments

Recent results of the charmless B decays from the two B-factories, BABAR and Belle, are presented. These include studies of B→Kπ, B+→K+π+π−, B0→ρ0ρ0, B0→ωK∗0, B→K∗l+l−, B→πl+l−, , and . Findings for the direct CP violation will be addressed.