NAIA Rice Bran Precious Serum Emulsion 50ml

"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, Butylene Glycol, Aspergillus/Rice Ferment Filtrate, Glycerin, Pentylene Glycol, Oryza Sativa (Rice) Bran Extract, Ananas Sativus (Pineapple) Fruit Extract, Oryza Sativa (Rice) Lees Extract, Niacinamide, Glucosyl Ceramide, Tremella Fuciformis (Mushroom) Extract, Citrus Nobilis (Mandarin Orange) Peel Extract, Ferulic Acid, Oryza Sativa (Rice) Bran Oil, Squalane, Dipotassium Glycyrrhizate, Hydrolyzed Coix Lacryma-Jobi Ma-yuen Seed, Xanthan Gum, Acacia Senegal Gum, Polyacrylate-13, Polyisobutene, Polysorbate 20, Helianthus Annuus (Sunflower) Seed Oil, Macadamia Acid, Hydrogenated Lecithin, Hydrogenated Lysolecithin, Lavandula Angustifolia (Lavender) Oil, Citrus Aurantium Bergamia (Bergamot) Fruit Oil, Arginine, Acer Palmatum Leaf Extract, Paeonia Albiflora Root Extract, Saxifraga Sarmentosa Extract, Mannitol, Sodium Gluconate, Waltheria Indica Leaf Extract, Dextrin, Alpha-Glucan, Xylitol, Rice Bran Sphingoglycolipid, Panthenol, Polyacrylate Crosspolymer-6, Phenoxyethanol, Citric Acid, Sodium Citrate

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. After toning with NAIA Clear Essence Lotion, apply a 1-2 yen coin-sized amount
2. Warm between palms and press gently onto face and neck
3. Allow full absorption
4. Use morning and night as the final moisturising step
5. Follow with SPF in the morning

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 →