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The "F ORGANICS" Renewal: Getting to the Bottom of the "Moisture Layered Formula"
Launched in 2013, MASH Beauty Lab's original organic brand "F ORGANICS."
This brand introduced a stylish worldview into a previously pastoral design sphere of organic cosmetics.
Among its popular offerings, the "Moisture Series" has been renewed for the first time since its release in 2024, rebranding as the "Deep Moisture Series." We spoke with Ikumi Sato and Anri Ogawa from MASH Beauty Lab about the background of the renewal and the new features it brings.
PROFILE
Ikumi Sato
MASH Beauty Lab, Planning Department, Brand Planning Division 1
PROFILE
Anri Ogawa
MASH Beauty Lab, F ORGANICS, Chief Press
A Refined Worldview that Overturned Organic Norms
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F ORGANICS has a long-standing beloved brand image.
OgawaActually, it's our first private brand. When we launched in 2013, there weren't many brands catering to customers with refined tastes, so we wanted to create a brand that conveyed a whole worldview.
With the concept of "Organic Sexy," we chose gray as the key color for our packaging instead of the usual organic staples like green or beige. At that time, while some people loved organic cosmetics, others were put off by the natural philosophy vibe. By introducing a worldview not found in existing organic brands, we became a choice for men and those who previously distanced themselves from organic cosmetics.
The Moisture Series has been renewed for the first time; what was the background for this?
SatoThe Moisture Series was the original series sold when the brand launched, and the lotion within became the best-selling product in the lotion category at Cosme Kitchen for nine consecutive years. So there were discussions about whether there was even a need to renew it.
However, with over ten years since its release, there has been an increase in products claiming to be organic, while Japan's definition of organic remains unclear, resulting in a mixed bag. Thus, we thought F ORGANICS should present itself as a reliable organic cosmetics brand and should seek third-party certification.
Additionally, technological advancements over the past ten years meant we wanted customers to confidently use an even better texture and higher functionality, which motivated the renewal.
Why did you choose to pursue COSMOS certification［1］?
SatoWe chose this certification because it is a global third-party organization, widely used in progressive organic markets like Europe, and because of its high recognition. However, the standards for ingredients and the restrictions on materials were quite strict, making it challenging to balance these with the desired texture.
Especially since we have many repeat customers for our lotions, we needed to retain what they love while adding new functionalities, all while meeting the certification standards. Renewing the existing products has proven to be far more challenging than creating new ones.
3 Approaches of the "Moisture Layered Formula"
Can you share the key points of the renewal?
SatoThe Moisture Series was originally focused solely on providing hydration. However, with irregular lifestyles and poor skin conditions, merely providing hydration wasn't enough. Therefore, we developed the "Moisture Layered Formula" not only to deliver hydration but also to encourage the skin to nurture its own moisture.
What exactly is the Moisture Layered Formula?
SatoWe call our skin, which is nourished down to the smallest detail, "水脈肌" (literally, "water-vein skin"), and the three approaches to achieve this are "Moisture Layered Formula."
The first is to "provide" moisture. We have newly formulated human-type ceramides derived from soy sauce lees and plant-based collagen, increasing the moisture content by 20% compared to before the renewal.
The second is to "circulate" moisture, for which we include Rose Placenta®︎ and moss extract. Rose Placenta is said to have three times the antioxidant power of pig placenta, leading to plump, resilient, firm and radiant skin.
Moss is excellent at regulating moisture; it captures external moisture in humid environments and releases it when it becomes excessive. By leveraging the moisture regulation ability of moss, we balance the water content between cells and promote even hydration throughout the skin. It gives the image of evenly distributing water to the plumped skin.
Finally, we "nurture" moisture. Irregular lifestyles, stress, and difficulty sweating can disrupt the balance of skin flora. When this balance is disturbed, the barrier function decreases, leading to dryness, roughness, and fluctuations. To address this, we have included BIOTILYS®︎, derived from plant-based lactic acid bacteria, which serves as food for the beneficial bacteria, helping restore the balance and draw out the skin's natural strength.
This Moisture Layered Formula is used in all products of the Deep Moisture series.
Are there any particular focuses on texture?
OgawaFirstly, the toner has received very favorable reviews for its "Tropasha" texture, which, while viscous, transforms into a refreshing sensation on the skin. Therefore, we are maintaining the same texture and feeling as before the renewal.
On the other hand, the milk and cream have evolved. Ten years ago, there were limitations to emulsion-type textures made from natural ingredients, but this time, we have achieved satisfactory smoothness and adherence to the skin.
SatoThe cleansing and facial wash are also noticeably moisturizing after use. Furthermore, we continue to employ the deep fragrance based on rose and ylang-ylang, which has been well-received since before the renewal.
What are your future brand prospects?
SatoWith this renewal, we have also refreshed the brand logo, so we plan to gradually renew other series as well. Although our brand is well-known among customers at Cosme Kitchen, we feel that our recognition is still low in other areas, so we would like to engage in activities that will allow a wider audience to know about us.
As we approach the season where dryness becomes a concern, we hope you will try the new functions of F ORGANICS that lead to moisturized skin.
《Note》
[1] An international system that certifies the quality of organic and natural cosmetics. It stands for "Cosmetic Organic and Natural Standard" and was established in 2011 by five European organizations.
Text by Junko Hayashida
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