Lift and Hold! The Secret Behind the Buzzworthy "Reju-up" Serum That Transforms Your Look

Launched in 2021, 'Reju-up' instantly became a sensation. In an unprecedented move, it was featured as a free gift in a beauty magazine just a month and a half after hitting the market. The buzz around its ability to lift the skin and hold that impression has spread like wildfire through word-of-mouth, catapulting it to fame. We spoke with Kaoru Yoshida, CEO of Reju-up Co., Ltd., to uncover the secret to its success.

The Serum Born from an Impulse to 'Transform My Own Face'

'I originally had no interest in beauty,' admits Yoshida, whose primary career is as an investor. Her daily routine involved sitting in front of a computer all day, prioritizing good food over beauty regimens. The turning point came at age 51. One morning, she was shocked by the reflection staring back at her in the mirror, where sagging skin and wrinkles were prominently visible.

While she had tried cosmetic procedures, the high cost, pain, and hassle of clinic visits were a significant burden. Yet, she wasn't quite ready to take the plunge into cosmetic surgery. She tirelessly searched for a cosmetic solution to her concerns about wrinkles and sagging. Despite trying countless products, she never found one that delivered the results she was looking for.

Thinking, 'Well then, I'll just create it myself,' Yoshida launched a development project, enlisting the help of doctors. She aimed to bring a product to market that was backed by a professional perspective.

Yoshida reflects, 'Precisely because I wasn't a beauty expert, I could approach product development with an open mind, unbound by the conventional wisdom that says, "You can't achieve something like that with cosmetics."'

After a long process of trial and error, the final version of Reju-up exceeded even Yoshida's own high expectations.

'My philosophy is to only bring products to life that are truly exceptional. When the first sample was ready, the change in my face was so dramatic. I knew we had a winner,' she says.

A Unique Application Process Transforms Your Skin's Appearance

The magic of Reju-up isn't just in its ingredients—it's also in the application. After applying the serum, you follow a unique process: gently lift the areas you're concerned about, like wrinkles and sagging, and press with your palm for 30 seconds. This simple step has earned rave reviews from beauty magazines and users alike, who report feeling an immediate sense of firmness and a more toned look.

'When we had the magazine's editorial team try it, they were amazed, saying they "felt their look change" on the spot. It was chosen for a magazine feature right then and there,' Yoshida explains. This easy-to-experience effect is likely why it gained a massive following so quickly.

Formulated with Three Buzzworthy Key Ingredients

'Reju-up features a unique formula with many naturally derived beauty ingredients, but there are three main key components,' she notes.

The first is domestically produced Human Umbilical Cord Blood Cell Conditioned Media, an ingredient processed and refined from the culture medium obtained when culturing cells derived from umbilical cord blood. It contains proteins and peptides secreted during the cultivation process and is gaining attention as a skin-conditioning ingredient that keeps skin healthy.

The second is NMN. A component that also exists within the body, it is gaining global attention in the field of aging research for its ability to activate the longevity gene 'Sirtuin.' It's anticipated as an ingredient holding new possibilities for anti-aging.

The third is the main ingredient, Aureobasidium Pullulans Ferment. This black yeast-derived ingredient is rich in Beta-Glucan, which is attracting attention for its immune-boosting and anti-aging properties.

'Many of the so-called 'lifting' cosmetics I tried left a stiff, tight feeling that was uncomfortable. Reju-up not only tightens pores for a refreshed look but is also designed for a pleasant and comfortable feel,' Yoshida adds.

Instant Results Fuel its Popularity

Because so many people experience a noticeable change during in-person testing, the sales strategy of focusing on department store pop-ups rather than trendy social media ads has been highly effective.

'In fact, many of our older customers who don't shop online try it in stores, love it, and buy it on the spot. We even have customers in their 90s. For our company, the most important thing is creating opportunities for as many different people as possible to try the product.'

As Yoshida says they don't have a main target audience, the product has garnered support from all ages and genders, with men making up about 30% of users and those over 65 accounting for 7%.

In 2024, the brand launched the 『Perfect Cream』, a product developed in response to user feedback. It sold out multiple times right after its release, and a new CC cream with UV-blocking ingredients is also on the horizon.

Born from the desire to "change one's own face," Rejuup has now gained widespread acclaim from people of all ages and genders as "the one drop that transforms your look." The powerful, tangible results combined with its pleasant feel are undoubtedly why this serum remains a fan favorite.