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Tired of Choosing Skincare? Science Proves a New Truth: 'Picking Products You Love to Use Can Make Your Skin Younger.'

2026.02.26

In today's cosmetics market, heavily influenced by social media, the trend of "buying by ingredients"—selecting products based on their components—has gone mainstream. While manufacturers increasingly focus their marketing on ingredients, many users feel overwhelmed and fatigued by the information overload, making skincare selection a chore.

Challenging this situation is a new study published by Momotani Juntenkan, a heritage cosmetics company with a history spanning over 140 years. Through joint research with Yokohama National University, they've uncovered groundbreaking evidence: "choosing products based on a texture you love can make your skin younger." We sat down with Noriko Nokami, Deputy Director of Momotani Juntenkan's Central Research Laboratory and the study's lead researcher, to learn more about the project's background and the advantages of focusing on the "sensory experience" of skincare.

PROFILE

Noriko Nokami

Deputy Director, Central Research Laboratory, Momotani Juntenkan Co., Ltd.

Focusing on the Motivation to Continue Using Skincare

This study, based on Kansei (affective) engineering, explored the relationship between skincare selection methods, texture preferences, and skin condition. Nokami says that from her years of research experience, she was already convinced of the importance of "Kansei."

"Through my work in cosmetics development, I realized that the reasons users choose a product are different from the reasons they continue to use it. The main drivers for long-term use are feeling that it suits their skin and that the texture feels just right. Based on this, I began to think that there might be real value in the user's own sensory experience, so we decided to investigate it scientifically."

For the study, they approached Professor Katsunori Okajima of Yokohama National University's Graduate School, a leading expert in sensory information engineering. They conducted an advanced skin analysis on 60 women in their 20s to 50s using an algorithm derived from vast amounts of data.

"In the skin age analysis using image processing, we comprehensively evaluate the impression of the skin based on multiple factors like texture, brightness, wrinkles, sagging, and pores. Even if someone has dark spots, their skin age is assessed as younger if their skin has firmness, a smooth texture, and looks bright. The analysis uses an enormous amount of data from Japan and abroad, with an algorithm that can capture even the most subtle differences in the impression given by the skin."

People Who Choose by "Favorite Texture" Have Younger-Looking Skin

The results of the experiment revealed that the group that prioritized texture (sensory feel) when choosing products had a significantly younger skin age relative to their actual age and maintained better skin condition compared to the group that prioritized effectiveness or ingredients.

Furthermore, by providing five lotions (A-E) with different textures and analyzing the relationship between participants' preferences and their skin condition (transepidermal water loss, moisture content, sebum levels, elasticity, etc.), they confirmed a correlation that could be called a "reverse skin diagnosis," overturning conventional wisdom in the beauty industry.

"We were able to scientifically prove that choosing a product that feels good to you ultimately leads to better results for your skin age and health. Typically, manufacturers make recommendations like, 'This product is for skin with low moisture levels.' However, our study found that not only do preferences differ by skin type, but the pleasantness of how a product absorbs into the skin also varies."

For example, a thick, oil-free lotion tends to be preferred by people with high skin moisture and low sebum. This is because the water-based formula absorbs well into well-hydrated skin. On the other hand, a lotion with oil droplets is preferred by those with sufficient sebum. This is because it blends well with the oil on the skin's surface, which is perceived as a pleasant sensation.

In other words, you find a product pleasant precisely because it absorbs well into your skin. Following your senses is synonymous with choosing the "right level of absorption" for your specific skin type. To back this up, when participants used a lotion and cream they selected based on their own preferences for one month, their skin's moisture levels significantly increased, and their overall skin condition was confirmed to have improved.

"While it's fun to pick products recommended on social media, let's be real: one-size-fits-all skincare doesn't exist. Everyone's skin is unique, and it changes with the seasons and even how you're feeling.

Our research has led us to a key conclusion: to get the most out of your ingredients, you need to focus on texture—how comfortable a product feels as it blends into your skin. This doesn't mean you should ignore ingredients and their effects. Instead, trusting your own senses is the quickest way to truly feel the benefits of those ingredients."

Skincare Chosen with Your Senses: CHEF de BEAUTÉ

This insight has been brought to life with the new brand CHEF de BEAUTÉ, which launched in July 2025.

While the current buzz is all about high-potency formulas and hero ingredients, this brand is the result of a decade-long journey to champion the less flashy, but equally important, concepts of "texture" and "sensory experience."

Built on the philosophy, "Your skin knows best what it needs," CHEF de BEAUTÉ offers trial kits with the same five lotions and four creams from the study, individual products, and a line of four skin fragrances.

What makes it unique? The lotions and creams are completely fragrance-free. The brand suggests a new ritual: first, select a skin fragrance you love to unwind, then layer on the texture your skin is calling for. Early adopters are already raving about how choosing by feel has transformed their skin's foundation, with feedback like, "My skin isn't dry anymore," "It feels so much plumper," and "My makeup lasts longer without smudging."

The brand plans to spread its message about the power of trusting your senses through upcoming pop-up stores and a flagship store set to open this spring.

A New Benchmark: Trusting Your Skin's Intelligence

Somewhere along the way, we may have started trusting the ingredient lists and percentages on our screens more than our own reflection. However, the data from Momotani Juntenkan suggests that our own five senses are the most accurate skin diagnostic tool we possess.

So, next time you're overwhelmed by information, why not tune in to the texture you feel in your hands? Choosing what your skin instinctively finds "comfortable"—this simple, luxurious return to basics might just be the quickest route to your most radiant, youthful-looking skin yet.

<Pop-Up Info>
Come visit the pop-up store from Wednesday, February 25 to Tuesday, March 10, 2026, at the special event space on the 2nd-floor cosmetics level of the Abeno Harukas Kintetsu Main Store Tower Building in Osaka. Get ready for a totally new skincare experience where you can discover the perfect items your skin will love, including the 'hadakiki' skincare line chosen for its delightful texture and 'Skin Fragrance' that you can match to your daily mood. There will also be special experiences exclusive to the pop-up and gifts for early visitors.

Dates: Wednesday, February 25, 2026 – Tuesday, March 10, 2026
Hours: 10:00 AM – 8:00 PM
Location: Abeno Harukas Kintetsu Main Store, Tower Building 2F, Cosmetics Floor Special Event Space
Details at: https://chef-de-beaute.com/blogs/news/pop-up-%E3%82%A4%E3%83%99%E3%83%B3%E3%83%88%E9%96%8B%E5%82%AC%E3%81%AE%E3%81%94%E6%A1%88%E5%86%85-%E3%81%82%E3%81%B9%E3%81%AE%E3%83%8F%E3%83%AB%E2%82%AB%E3%82%B9%E8%BF%91%E9%89%84%E6%9C%AC%E5%BA%97

Text by Rie Tsugita (Beauty Expert / Writer)