A Hidden Top-Tier Brand Continues the Pursuit of Rice Fermentation Ingredients

Winning the "Altruism" category award in the award's inaugural year, Yushin Shuzo is a top-tier brand that rarely steps into the spotlight itself. With the philosophy that "we are all kept alive," this sake brewery succeeded after many years in developing Rice Power® No. 11, the only ingredient in Japan recognized for its "effect of improving skin moisture retention ability." Because it also addressed atopic dermatitis, which was becoming a social issue at the time, this ingredient itself became a form of social contribution. Debuting this May, "Atopi Smile Forte®" is a high-function skincare product that looks into the essence of severe sensitive skin troubles and brings out beauty. Such a spirit of altruism remains consistent from beginning to end. Severely sensitive skin is in a state of "un-nurtured cells." It cares for such skin with moisture from Rice Power No. 11, leading to skin with high barrier capabilities.