Professional Skincare for Under 3,000 Yen! A Thorough Analysis of MUJI's "Rich Serum Series"

Last year, MUJI launched its high-concentration Rich Serum[1] series in their skincare lineup. Focusing on four of today’s most trending ingredients—"Vitamin C," "Retinol," "Ceramide," and "Niacinamide"—the lineup offers targeted solutions for various skin concerns.

Common wisdom in the beauty market says the more demanding the formula, the higher the price. However, this series overturns that logic, offering a user-friendly price point in the 2,000 yen range (tax-included), balancing skin-friendly formulas, ingredient concentrations, and feel, all at once.

This time, we spoke in depth with Tomomi Nakano from Ryohin Keikaku Co., Ltd., who is in charge of product planning, about the background and design philosophy behind developing the Rich Serum series.

High-Concentration Serums for Daily Use, Designed with Skin in Mind

The "Rich Serum" series is a new release from last year. The driving force behind its development was a shift in skincare needs.

"In recent years, more and more people are becoming ingredient-conscious when it comes to skincare. Retinol and niacinamide, for example, have really grown in popularity. However, products with a high concentration of these ingredients tend to be pricey. That’s why we wanted to create serums at MUJI that offer both high functionality and an accessible price for daily use."

MUJI’s unique dedication comes through in the formula’s simplicity, too. All products share a common base of 100% natural-origin ingredients[2] and are free of alcohol, parabens, phenoxyethanol, mineral oil, synthetic colorants, and fragrances.

"Not adding unnecessary extras" is a consistent philosophy behind all MUJI product-making. Even with our serums, we strive to eliminate anything that could potentially burden the skin, creating formulas that anyone can use comfortably.

Plus, since this series is designed to be used alongside other skincare items, being fragrance-free is also a key point."

4 Star Ingredients for Every Skin Concern

Here, let’s take a closer look at these four serums.

"First, our 'Vitamin C Derivative Formula' uses a high concentration of the water-soluble vitamin C derivative 'bis-glyceryl ascorbate'[3]. Vitamin C itself is notoriously unstable, breaking down in response to light, heat, and air. That’s why we opted for a derivative that offers a strong balance of stability and moisturizing power.

"This one’s an especially good pick for those worried about pores or uneven texture. Many use it for after-sun skin maintenance, and while it’s a year-round favorite, it’s especially popular during spring and summer."

"Next, our 'Retinol Derivative Formula' primarily features 'retinyl palmitate,' a form where retinol is bonded to palmitic acid. Retinol offers powerful results, but it’s also unstable and can be irritating, so we selected a derivative for greater stability and a gentler experience.

"This serum is ideal for those troubled by visible signs of aging, like loss of firmness or elasticity. Retinol doesn’t play well with UV exposure, so we recommend using this one at night."

"Our 'Ceramide Formula' combines two types: 'ceramide NP,' which naturally occurs in human skin and helps hold moisture in the outer layer, making it easily absorbed, and 'sphingolipid,' which has an emulsifying function, locking in both water and oil while keeping the skin barrier soft.

"Using these two together supports a more multi-dimensional approach to fortifying the skin’s barrier. It’s especially recommended for those with dryness, roughness, or sensitive, unstable skin."

"Finally, our 'Niacinamide Formula' targets dullness and uneven texture caused by dryness. Its low-irritation formula works well with a wide variety of skin types, making it a versatile choice."

All products undergo monitor trials, and only those that meet the criteria are commercialized. Additionally, ingredient selection is carefully carried out in close collaboration with the development department and business partners.

"Given the limitations on raw materials, it was quite a challenge to achieve both noticeable effects and a pleasant texture. Depending on the ingredient, higher concentrations can cause stickiness or affect stability, so we had to repeatedly create prototypes and make adjustments."

Aiming to Become a Long-Lasting "Part of Our Daily Routine"

This series, although launched less than a year ago, has already received high praise from many users.

"We received far more feedback than expected from customers saying, 'I want to use every variety.' Many people have multiple skin concerns, and we also received plenty of inquiries on how to use the products. If you're combining multiple serums, we recommend applying them in the order of lightest texture, followed by retinol, then vitamin C, niacinamide, and finally ceramide.

"However, since the formulas have high concentrations, those with sensitive skin should monitor their skin's condition as they use them. Also, many customers use vitamin C derivatives in the morning and retinol derivatives at night, depending on the time of day."

The desire to "use every variety" comes from the excellent cost performance unique to MUJI's serums. This is possible because the company values "care that can be continued every day rather than special beauty treatments."

"For us, skincare is regarded more as a 'daily essential' than simply 'beauty,' so we focus on maintaining a balance of price and quality that can be sustained every day.

"To achieve this, we've made the packaging as simple as possible and standardized container materials to help reduce costs. Even though the price is low, we make no compromises on the ingredients. We adjust ingredient ratios to the maximum level that ensures product stability so that customers can experience both feel and effectiveness."

Each serum lasts one to two months even with daily use of 1-2 pumps. This means you don’t have to hesitate to use a generous amount, making it easy to continue and try different formulas to see what suits your skin. Thanks to the easy-to-purchase price, you might want to start with the one that most interests you.

Finally, we asked about the future of their serum series.

"We are currently considering future improvements based on the feedback we’ve received. We constantly review the ingredients and their concentrations.

"As our basic policy is to offer products customers can easily choose from, rather than endlessly expanding variations, we want to focus on improving 'quality.'"

For MUJI, skincare is not just about beauty—it’s a part of everyday life. Moving forward, MUJI will continue to offer products that address diverse skin concerns, true to its unique approach.