NAIA Skincare Review: 5 Sake Lees & Rice Bran Picks from Noto, Japan

Fermented skincare has been a K-beauty staple for years, but Japan's version of the trend runs on a different ingredient: sake lees. NAIA, a skincare line built in Suzu City on the Noto Peninsula, turns unused sake lees and rice bran from local breweries into a full routine — and it just landed at Smikie Japan. Here are the five products worth starting with.

What Makes Sake Lees Skincare Different

Sake lees (sake kasu) is the fermented rice paste left over after sake brewing, rich in amino acids and natural fermentation byproducts that Japanese skincare has used for brightening and texture for generations. NAIA pairs it with rice bran, another byproduct of the same rice-growing region, to build a routine centered on two ingredients that would otherwise go to waste.

NAIA is made in Suzu, Ishikawa — a UNESCO World Agricultural Heritage region — and every purchase supports the area's ongoing recovery after the 2024 Noto Peninsula earthquake.

Editor's Note

What stands out about this line is that it reads like a real routine, not a random ingredient list — cleanser, toner, serum, mask, and a barrier cream that's clearly meant to be the last step. If you only try one product, we'd start with the Precious Serum Emulsion; it covers ceramide, niacinamide, and squalane in one lightweight step.

Kikusumi Charcoal & Sake Lees Facial Cleansing Foam

This foaming cleanser pairs kikusumi, a fine Japanese charcoal, with sake lees to lift excess sebum and pore-clogging buildup while a fermentation-derived amino acid blend helps with brightening. It has a light camphor wood scent and works up into a dense, cushioned lather that cleans without leaving skin feeling stripped.

Best for: a daily first-cleanse step, especially for anyone who wants a charcoal cleanser without the tight, dry-after feeling.

[[product:naia-natural-moist-face-wash-foam-kiku-sumi-sake-kasu-kusunoki-cleansing-100g]]

Sake Lees Clear Essence Lotion Toner

The toner step layers sake lees with rice bran and mushroom extract, aimed at refining the look of pores and evening out tone. It's a liquid-first formula meant to be patted or swept on right after cleansing, prepping skin for the serum step.

Best for: anyone building out a full routine who wants a hydrating, brightening-leaning toner as the second step.

[[product:naia-clear-essence-lotion-sake-kasu-kome-nuka-120ml]]

Rice Bran Precious Serum Emulsion

This is the routine's workhorse: a serum-emulsion hybrid that combines the sake lees and rice bran complex with ceramide for barrier support, plus niacinamide and squalane for elasticity and smoothing. It's designed to nourish and brighten in a single lightweight step, which makes it easy to slot into an existing routine.

Best for: anyone who wants one product to cover hydration, barrier support, and brightening without stacking multiple serums.

[[product:naia-precious-serum-emulsion-kome-nuka-sake-kasu-50ml]]

Essence Glow Face Mask

A stretch-fit sheet mask soaked in fermented, rice-bran-rich essence, built for a deep-hydration boost and a brighter, more even-looking finish. The stretch sheet is designed to hug the contours of the face for more even essence contact.

Best for: a once- or twice-weekly treatment on top of the daily routine, or before a day you want extra glow.

[[product:naia-rice-essence-glow-mask-6pcs-6-pcs]]

Rice Bandage Cream

The last step in the routine is a phyto-glycerin balm that melts at body temperature and settles into a weightless "bandage" layer over the skin, sealing in whatever was applied underneath. Shea butter and rice bran oil add deep moisture, while sake lees amino acids keep working overnight.

Best for: closing out a nighttime routine, or for anyone with dry skin who wants an occlusive final step that isn't heavy or sticky.

[[product:naia-rice-bandage-cream-40g]]

NAIA Lineup at a Glance

How to Build the Full NAIA Routine

• Cleanse first with the Kikusumi Charcoal & Sake Lees Facial Cleansing Foam.
• Follow with the Sake Lees Clear Essence Lotion Toner to prep skin for the next step.
• Apply the Rice Bran Precious Serum Emulsion as your main treatment step.
• Add the Essence Glow Face Mask once or twice a week for an extra hydration boost.
• Seal everything in with the Rice Bandage Cream, especially at night.

FAQ

What is sake lees, and why is it used in skincare? Sake lees (sake kasu) is the fermented rice paste left over from brewing sake. It contains amino acids and natural fermentation compounds that Japanese skincare has long used for brightening and texture.

Where is NAIA made? NAIA is made in Ishikawa, Japan, with ingredients sourced from the Noto Peninsula, a UNESCO World Agricultural Heritage region.

Do I need all five products to see a difference? No. The Rice Bran Precious Serum Emulsion is built to work as a standalone step, and the cleanser, toner, and cream can each be added individually to an existing routine.

Is the Essence Glow Face Mask meant for daily use? It's designed as a weekly or twice-weekly treatment rather than a daily step.

What does the Rice Bandage Cream do differently from a regular moisturizer? Its phyto-glycerin balm melts at body temperature and forms a light seal over the skin, locking in the products applied underneath rather than adding a separate layer of active ingredients.

Read more about the brand's Noto Peninsula roots on the NAIA story page, or browse the rest of our skincare picks. Every NAIA purchase also supports the region's recovery from the 2024 earthquake.