NAIA Hand Serum Forest after Rain 50g

"A thousand years of ingredients, a century of craftsmanship, for your skin."

NAIA stands for Noto, Artisanship, Inclusive, Authentic. Founded in December 2021 in Suzu City at the tip of the Noto Peninsula — a UNESCO World Agricultural Heritage region — NAIA Inc. builds on the Astena Group's pharmaceutical manufacturing know-how to give shape to the blessings of Noto: unused sake lees from Noto breweries, rice bran, and Noto Hiba from local forestry.

Its mission: "Harness nature's blessings and the wisdom of tradition to weave people's health and beauty into the future." Noto's artisans have refined their craft for generations within a harsh natural environment — and after the January 2024 Noto Peninsula earthquake, the brand became part of the region's recovery itself. Every product is developed in Suzu with ingredients from Noto, and every purchase supports the rebuilding of Noto's industries.

The logo's five bold lines represent a brand that fulfills all five senses — soft curves evoking Noto's satoyama & satoumi landscapes, straight lines expressing craftsmanship fused with modern technology.

Read the full NAIA story →

Water, Pentylene Glycol, Glycerin, Aspergillus/Rice Ferment Filtrate, Dicaprylyl Carbonate, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, C12-18 Alkanoyl Glycerin/Sebacic Acid Copolymer, Macadamia Acid, Helianthus Annuus (Sunflower) Seed Oil, Oryza Sativa (Rice) Bran Oil, Oryza Sativa (Rice) Lees Extract, Oryza Sativa (Rice) Bran Extract, Tremella Fuciformis (Mushroom) Extract, Dipotassium Glycyrrhizate, Butylene Glycol, Citrus Junos Fruit Extract, Eisenia Arborea Extract, Molasses, Acer Palmatum Leaf Extract, Xanthan Gum, Acacia Senegal Gum, Paeonia Albiflora Root Extract, Saxifraga Sarmentosa Extract, Hydrolyzed Coix Lacryma-Jobi Ma-yuen Seed, Hiba Oil, Turpentine, Juniperus Communis Fruit Oil, Origanum Majorana Leaf Oil, Cymbopogon Martini Oil, Illicium Verum (Anise) Oil, Chamaecyparis Obtusa Oil, Boswellia Carterii Oil, Phenoxyethanol, Sorbitan Isostearate, Polysorbate 60, Tocopherol, Raspberry Ketone

Aged Sake-Lees Extract — Oryza Sativa (Rice) Lees Extract — freeze-dried unused lees from Noto breweries, concentrated and aged. Used in: Aqua Cleansing Gel, Kikusumi Charcoal & Sake Lees Facial Cleansing Foam, Clear Essence Lotion Toner, Precious Serum Emulsion, Rice Bandage Cream, Hand Serum - Forest after Rain, Sake Lees Beauty Face Mask, Essence Glow Face Mask

Rice-Bran Extract — Oryza Sativa (Rice) Bran Extract — a traditional Japanese beauty staple, rich in moisturizing lipids. Used in: Aqua Cleansing Gel, Clear Essence Lotion Toner, Precious Serum Emulsion, Rice Bandage Cream, Hand Serum, Essence Glow Face Mask

Noto Hiba Oil — essential oil from Noto forestry, a source of natural hinokitiol. Used in: Aqua Cleansing Gel, Rice Bandage Cream, Hand Serum, Essence Glow Face Mask

Kikusumi Charcoal — Charcoal Powder — artisan-made Noto charcoal, hand-fired by a single maker. Used in: Kikusumi Charcoal & Sake Lees Facial Cleansing Foam

*Kikusumi: Charcoal (oil & impurity-absorbing cleansing agent) *Noto aged sake-lees powder: Rice Ferment (Sake) Lees (moisturizing agent)

*Kikusumi: Charcoal (oil & impurity-absorbing cleansing agent) *Noto aged sake-lees powder: Rice Ferment (Sake) Lees (moisturizing agent)

1. Apply a small amount to the back of hands
2. Massage in, working between fingers
3. Allow to absorb fully — no rinsing required
4. Reapply through the day as needed — the quick-absorbing formula lets you use your hands right after

Use with other NAIA products — the full ritual:

1. NAIA Aqua Cleansing Gel 180g
2. NAIA Kikusumi Charcoal & Sake Lees Facial Cleansing Foam 100g
3. NAIA Sake Lees Clear Essence Lotion Toner 120ml
4. NAIA Rice Bran Precious Serum Emulsion 50ml
5. NAIA Rice Bandage Cream 40g
6. NAIA Japanese Sake Lees Beauty Face Mask 7 pcs (7 Sheets)
7. NAIA Japanese Sake Lees Beauty Face Mask 1 pc
8. NAIA Hand Serum Forest after Rain 50g

NAIA is more than a skincare brand — it is part of Noto's recovery. After the January 2024 Noto Peninsula earthquake, NAIA's mission expanded to rebuilding the region's industries: every product is developed in Suzu with ingredients sourced from Noto's breweries, rice fields and forests, keeping local supply chains alive.

When you choose NAIA, part of what you pay flows back into Oku-Noto — supporting the artisans, farmers and brewers who make these formulas possible.

Browse all 8 NAIA products at SmikieJapan — a full skincare ritual born from Noto's sake breweries, and the story of a region rebuilding through beauty.

View all NAIA products →