A thousand years of ingredients. A century of craftsmanship.
FOUNDED
2021
SUZU, ISHIKAWA, JAPAN
NAIAJapanese fermented skincare, powered by Noto tradition.FEATURED PARTNER
NAIA Kikusumi Charcoal & Sake Lees Facial Cleansing Foam 100g
Japanese charcoal and sake lees face wash with a fresh camphor wood scent. Deep pore-cleansing and brightening.
₱1,199.00
NAIA · 3 BRAND MILESTONES
2021
NAIA Inc. founded in Suzu, Oku-Noto — built on Astena Group's pharmaceutical manufacturing know-how
2024
NAIA brand debuts; renewed in 2025 as a nature-science skincare line
2026
Smikie Japan is the authorized distributor of NAIA.
🚚 Free shipping over ₱3,000 · Standard shipping ₱499
- FeaturedNAIA Hub
- Suzu, NotoJP-Direct
- Nature-ScienceNoto-grown actives
- RecoverySupports Noto rebuild
- Charcoal Pore Purifying — kikusumi (菊炭), a fine Japanese charcoal, helps absorb excess sebum and draw out pore-clogging impurities
- Sake Lees Brightening — fermentation actives and amino acids from sake lees cleanse while helping brighten the look of the complexion
- Dense Moisture-Rich Foam — creates a plush, cushioned lather that deeply cleanses without stripping skin barrier moisture
Made in Ishikawa, Japan — Ingredients from NOTO
BRAND STORY · NAIA
"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.
2021.12
NAIA Inc. founded in Suzu — healthcare, agriculture & regional-trading business rooted in Oku-Noto.
2024.1
Noto Peninsula earthquake. The brand's mission expands to regional recovery.
2024.5
NAIA brand debuts — natural healthcare from sake lees, rice bran & Noto Hiba.
2025.4
Brand renewal as nature-science cosmetics: Clear Essence Lotion, Precious Serum Emulsion & more.
FULL INCI · Complete Disclosure
Water, Glycerin, Myristic Acid, Potassium Hydroxide, Rice Ferment (Sake) Lees, Palmitic Acid, Polyglyceryl-4 Lauryl Ether, Lauric Acid, Stearic Acid, Glycol Distearate, Butylene Glycol, Charcoal Powder, Saxifraga Sarmentosa Extract, Paeonia Albiflora Root Extract, Coix Lacryma-Jobi Ma-yuen Seed Extract, Glycosphingolipids, Enterococcus Faecalis, Rice Bran Sphingoglycolipid, Nelumbo Nucifera Germ Extract, Dipotassium Glycyrrhizate, Glyceryl Stearate SE, Sodium Lauroyl Methylaminopropionate, Cocamidopropyl Betaine, Tocopherol, Pentylene Glycol, Dipropylene Glycol, Citric Acid, Sodium Citrate, Cinnamomum Camphora (Camphor) Leaf Oil, Phenoxyethanol, Disodium EDTA, Sodium Benzoate
HERO INGREDIENTS
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)
HOW TO USE · The NAIA Routine
- Wet face thoroughly with lukewarm water
- Squeeze a small amount onto hands and work into a rich lather
- Apply the foam to the face and massage gently in circular motions, focusing on the T-zone
- Rinse thoroughly with lukewarm water
- Pat dry with a soft towel
Use with other NAIA products — the full ritual:
- NAIA Aqua Cleansing Gel 180g
- NAIA Kikusumi Charcoal & Sake Lees Facial Cleansing Foam 100g
- NAIA Sake Lees Clear Essence Lotion Toner 120ml
- NAIA Rice Bran Precious Serum Emulsion 50ml
- NAIA Rice Bandage Cream 40g
- NAIA Japanese Sake Lees Beauty Face Mask 7 pcs (7 Sheets)
- NAIA Japanese Sake Lees Beauty Face Mask 1 pc
- NAIA Hand Serum Forest after Rain 50g
SOCIAL IMPACT · For Customers Who Care
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.
FAQ
What is 菊炭 (kikusumi)?
A traditional Japanese charcoal, cut so its cross-section resembles a chrysanthemum, prized for its fine pore structure and strong absorbency.
Is this good for oily or pore-prone skin?
Yes — the charcoal formula is especially suited to controlling excess oil and caring for visible pores.
What does Kusunoki mean?
クスノキ (kusunoki) is the Japanese camphor tree — a large, fragrant tree whose extract gives this variant its fresh, clean scent.
🇵🇭 For Philippines customers
Humidity, pollution, and long days out speed up how dull and congested skin can look, even on faces that already feel oily on the surface — and most face washes only fix one side of that. Sake lees (酒粕) is one of Japan's most celebrated fermented beauty secrets, used in Japanese bath houses for centuries to keep skin soft even after a deep cleanse. NAIA brings that tradition into a modern charcoal formula that draws out pore-clogging oil and buildup while still working to enhance radiance and nourish, so skin feels clean without feeling stripped. Genuine Japanese sake lees skincare like this is still a rare find in most Philippine beauty aisles — NAIA is authentic, shipped direct from Japan.
THE NAIA BRAND HUB
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.
Complete the NAIA routine
NAIA
NAIA Aqua Cleansing Gel 180g
₱1,499.00
NAIA
NAIA Sake Lees Clear Essence Lotion Toner 120ml
₱1,699.00
NAIA
NAIA Rice Bran Precious Serum Emulsion 50ml
₱1,899.00
NAIA
NAIA Rice Bandage Cream 40g
₱2,399.00
NAIA
NAIA Japanese Sake Lees Beauty Face Mask 7 pcs (7 Sheets)
₱690.00
NAIA
NAIA Japanese Sake Lees Beauty Face Mask 1 pc
₱139.00
NAIA
NAIA Hand Serum Forest after Rain 50g
₱869.00
Explore the NAIA Hub
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.
VISIT NAIA BRAND HUB →
About NAIA Kikusumi Charcoal & Sake Lees Facial Cleansing Foam 100g at SmikieJapan
NAIA Inc. (founded December 2021) is a natural healthcare brand from Suzu City, Oku-Noto (a UNESCO World Agricultural Heritage region), built on the Astena Group's pharmaceutical manufacturing know-how. Under the motto "a thousand years of ingredients, a century of craftsmanship," products feature aged sake-lees extract from Noto breweries, rice-bran extract, and Noto Hiba essential oil — developed in Suzu with ingredients from Noto, made in Ishikawa, with every purchase supporting the region's recovery from the 2024 earthquake.
NAIA Kikusumi Charcoal & Sake Lees Facial Cleansing Foam 100g
₱1,199.00