[Experience article] Comfortable and soothing. "NAIA" health care series that embodies the blessings of Noto

Have you heard of NAIA, a health care brand inspired by Noto?

Astena Minerva Co., Ltd., headquartered in Suzu City, Ishikawa Prefecture, has launched a natural health care brand called "NAIA," which proposes a sustainable lifestyle that harmonizes one's health, beauty, lifestyle, and the environment. The company is a subsidiary of Astena Holdings, a pharmaceutical company with headquarters in Nihonbashi, Chuo Ward, Tokyo, which has been in business for over 110 years. The company saw the potential of natural and traditional materials from Oku-Noto as health care products and began developing them. The first three items will be released. The company's unique feature is that it processes raw materials that contain beauty ingredients, such as sake lees from sake and rice bran from its own affiliated producers. These items will satisfy the desire to "select really good cosmetics and continue to use them without any difficulty" when choosing cosmetics. We will deliver our impressions after actually using them!

The idea behind NAIA - Enriching people's lives with traditional Noto ingredients

NAIA was created to convey the appeal of the materials produced by the nature of Noto, inspired by the quality of the materials. Product development was carried out throughout 2022, and the product was scheduled to go on sale in January 2024. However, due to the impact of the Noto Peninsula earthquake, the sale was postponed and the product began sales in May 2024.

The three items we tried this time were "Facial Cleanser with Chrysanthemum Charcoal and Sake Lees", "Sake Lees Face Mask (7-pack)", and "Noto Hiba Room & Fabric Mist". The company that produces the sake lees and chrysanthemum charcoal used in these products was completely destroyed in the earthquake. There was a possibility that sales would be halted, but they decided to postpone sales and restart, believing that their company's contribution to society lies in efforts such as revitalizing the local area and creating jobs.

"In these uncertain times, people are increasingly facing themselves, and interest in organic and sustainability continues to grow. We paid particular attention to the ingredients, quality, and design so that our products can be used every day by many good people, and that they can serve as a catalyst for spreading understanding and empathy," says representative Shimizu.

The products are made with sake lees, charcoal, and Noto hiba, which are the products of the nature and traditional techniques of Noto. The sake lees are mainly made from Junmai Daiginjo sake and Junmai sake made by Sakurada Shuzo and Sogen Shuzo, two sake breweries that Suzu City, Ishikawa Prefecture is proud of. The sake lees powder (moisturizing ingredient) contains a lot of NMF (natural moisturizing factors), so it quickly absorbs into the skin, moisturizing it and leading to clear skin. The charcoal is called chrysanthemum charcoal, which is beautiful and looks like a chrysanthemum flower in bloom. The charcoal used is made by charcoal makers in Suzu City, Ishikawa Prefecture using traditional handwork. The carefully baked charcoal has excellent porosity and firmly absorbs fine dirt from the skin. In addition, the area of ​​Noto hiba that can be properly managed is decreasing year by year due to population decline and a shortage of people who can manage it, so in order to pass on this valuable resource to the future, the company is working to revitalize the forestry industry while developing waste-free products that can demonstrate the effects and efficacy of Noto hiba.

Using sustainable and organic products on a daily basis leads to a comfortable lifestyle and protects the future of Noto. Holding the simple packaging that expresses the quality of the product in itself, I get excited at this prospect.

■Facial cleansing foam containing chrysanthemum charcoal and sake lees

In order to help people incorporate sustainability and organic practices into their daily lives, the items use traditional Noto materials such as sake lees, chrysanthemum charcoal, and Noto hiba. The first product, "Chrysanthemum Charcoal & Sake Lees Facial Cleanser," is characterized by the lavender scent that wafts out the moment you open the lid. I like this scent because I feel it is proof that it is a concentrated form of "naturalness," and being surrounded by this scent makes me feel energized and think, "Okay, let's do our best."

If you use a net, it will foam up quickly, but I don't use a net. Even without a net, it will foam up quickly after a few drops of water. If you put it on your skin and wash your face, the dense, thick foam will adhere to your skin and you won't feel any friction. There is no irritation or stress, and your skin will feel moisturized after washing. The charcoal powder firmly absorbs dirt from pores, and the high concentration of sake lees powder moisturizes the skin. It says that "the more you use it, the brighter and smoother your skin will become," and I'm sure this will work. I get bored of things easily and think, "I wonder if there's something better," but this facial cleanser is so soothing to use that I'm sure I won't be able to let it go.

■ [NAIA] Sake lees face mask (7 pieces)

Recommended for nighttime skincare is the "Sake Lees Face Mask," a sheet mask that specializes in moisturizing, from the beauty ingredients to the sheet material. The sake lees extract is a high-quality extract made from sake lees made from Junmai Daiginjo sake and Junmai sake produced by Sakurada Shuzo and Sogen Shuzo, two sake breweries that Suzu City, Ishikawa Prefecture is proud of. It blends very well with the skin, and this is because it contains a lot of amino acids, which are natural moisturizing factors (NMF), and natural sugars that keep the skin moisturized.

The thin, soft sheet is so generous with the serum that it drips out. It's big enough for my large face and adheres perfectly to every corner of the skin. It doesn't dry out during use, and even after it's been used for more than enough, it's so moist that you can squeeze it out, making it extremely comfortable to use. The next day, your skin will be moist and supple. It seems that continued use will lead to clearer skin.

It's easy to use. It gives you plump, radiant skin in just 3 steps.
1. After washing your face, prepare your skin with lotion or other products.
2. Place the mask over your eyes and mouth, then attach it so that it fits your entire face.
3. Leave it on for 10 to 15 minutes and then slowly peel it off.

It leaves your skin feeling moisturized, as if every cell is saturated with moisture, giving you a sense of satisfaction that you have had your skin well-cared for.

■【NAIA】Noto Hiba Room & Fabric Mist

Another must-try product is the 100% natural Noto Hiba Room & Fabric Mist, which brings the healing power of the forest into your daily life! This spray combines the relaxing aroma of Noto Hiba with the functionality of Noto Hiba's cleaning, deodorizing, and odor-eliminating properties. With just one spray, it not only creates a relaxing space, but also creates a deodorizing space.

I keep one at work, and when I'm tired, I just give it a spritz. I'm enveloped in the refreshing scent of the forest, and my tense feelings subside. I feel like it improves my work efficiency, so I can't let it go. It uses a pressure-storage spray, so it can create a fine mist that is difficult to create with a normal spray. Hiba contains a lot of the natural ingredient "hinokitiol," which is said to have a purifying effect that cleans the indoor environment. If you spray it in your bath, you can enjoy a Noto Hiba bath instead of a cypress bath, and it also has antibacterial properties, so it kills two birds with one stone.

There are four important keywords at NAIA:

①Nature of Noto ②Craftsmanship ③Inclusiveness and circulation ④Authentic value

These words express respect for the great power of Noto's nature, and a determination to pass on the unbroken craftsmanship of artisans to the next generation. A will to create value through the power of nature and the craftsmanship of artisans, while striving to ensure that nature functions sustainably. NAIA has the purity and comfort of the real thing. For your everyday life, for healthy skin, for the earth, and for the revival of Noto. If you feel like it's time to make a choice for yourself, try NAIA. The gentleness you'll want to keep by your side forever will soothe and comfort your mind.

Official website:

[NAIA] Noto Hiba Room & Fabric Mist 1,980 yen [NAIA] Chrysanthemum charcoal & sake lees facial cleanser 3,300 yen [NAIA] Sake lees face mask (7 pieces) 1,500 yen All prices include tax

■The stores that carry this item are: Satoyama Airport Shop/Serendipity (2F)
Floor: 2nd floor Phone number: 0768-26-2520
Business hours: 9:00-14:00
Holidays: Open all year round

Yuzen Crafts Suzuran Kanazawa Hyakuban-gai Store Phone number: 076-231-1758
Business hours: 8:00-20:00