Introducing the Sunburn Prevention Face Mask "YAKeNU" Recommended by Minami Tanaka & Rino Sashihara

As sunburn is increasingly recognized as a major cause of aging, many people are looking beyond just applying sunscreen to wearing hats and arm covers. So, how about adding a face cover to your routine?

There’s a face cover that has captivated many celebrities and influencers. It is "YAKeNU" from MARUFUKU CO., LTD. This UV-cut mask covers more than half of the face, yet it is designed to be completely breathable, making it perfect for sports use.

This time, I heard from Tomoyuki Murase, the president of the company, about the remarkable structure of "YAKeNU" and its impressive UV cut rate, as well as the background behind its development. It seems to have originated from the need to improve the working conditions for women engaged in agriculture.

For Women Working in Agriculture

Founded in 1952, Marufuku Textile initially specialized in manufacturing work clothing for farming and was highly regarded by farmers. When considering new business developments, they took feedback from associated farmers, which led to the creation of "YAKeNU."

They received inquiries about solutions for dealing with the heat while working in the blazing summer sun. With the increase in women participating in agriculture, there was a desire to improve their working conditions.

When we delved deeper, it turned out that these women were struggling with sunburn due to the intense sunlight. When asked about their protective measures, many reported that they would only cover their faces with towels or handkerchiefs to avoid skin exposure.

Determined to propose a solution, we began development.

"YAKeNU" is characterized not only by covering more than half of the face but also by its design that securely hides the back of the neck. Unlike typical masks, it consists of two sections, allowing for a spacious opening around the mouth. This design prevents discomfort as it isn’t fully sealed. How was this patented original structure conceived?

"There wasn’t any specific inspiration; rather, we focused on how we could effectively prevent sunburn while ensuring comfort.

"By not needing to consider virus protection as with standard masks, and aiming for easy hydration during work, we arrived at this design."

The differences from towels and handkerchiefs extend beyond just structure. The secret to the "YAKeNU"’s thorough sunburn prevention lies in the fibers used.

"The fibers used in 'YAKeNU' are made from a polymer containing titanium that blocks sunlight. When viewed in cross-section, it resembles a cut orange.

"By dispersing the polymers rather than placing them centrally in the fibers, we enhance moisture absorption and quick-drying properties, which improves skin comfort and yields a cooling effect of minus three degrees.

"Most importantly, it is crucial that the UV cut rate doesn’t decrease even after washing."

According to Murase, the selection of fabric materials was extensive. It seems that there was once a version of "YAKeNU" made from cotton in the early development stages, but after considering stretchability and heat shielding effects, they switched to polyester, resulting in the current design.

Meeting Customer Needs

Some readers may wonder if the UV cut effect is really effective. Murase also mentions that customers sometimes inquire about the UV cut rates. That’s why they include information on all product packaging.

"We want customers to clearly understand that even within the same product, the UV cut rate can vary by color. Based on that, we hope they select products that meet their individual needs."

There are various ways to meet diverse needs, not just in terms of UV cut rates and color variations. Although the original purpose was for farming, there is now a rich lineup available for daily use as well as types such as "sports type" and "functional type."

"The sport type features a resin part of about 7 cm as a nose core, providing shape stability. This allows for comfortable breathing during sports, even with vigorous breathing or facing headwind, without the fabric sticking to the mouth."

Continuously improved based on customer feedback, I wanted to ask what voices have been received from purchasers regarding "YAKeNU."

"Before purchasing the product, many people wonder if it's truly not suffocating. However, after wearing it, they often say it’s more comfortable than they expected.

"Some have mentioned they can't live without it and keep one in various places like the car or their bag to use as needed."

The Rising Demand for "YAKeNU"

By listening to customer feedback and improving the product, the popularity of "YAKeNU" has spread, and it has become a favorite among many celebrities and influencers. The turning point was said to be due to changes in lifestyle brought about by the COVID-19 pandemic.

"'YAKeNU' was originally a very niche product, but it began to gain attention on social media and YouTube when life during the pandemic commenced. Especially with endorsements from celebrities and beauty experts, more people have been seen wearing it in public."

Previously, wearing a large face cover might have made people keep their distance due to its appearance. However, with the widespread adoption of masks, it seems that the barrier to wearing "YAKeNU" has lowered. Murase also mentioned that he has started to see people wearing "YAKeNU" in parks on weekends.

As recognition grows, what further developments are planned for the future?

"Sun protection relates to beauty and health, so there is a very high demand. We won’t be satisfied with the current 'YAKeNU' and will continue to improve products and expand new lineups to make sunburn prevention cooler and more comfortable.

"Last year, we released a fleece version of 'YAKeNU' for winter, but we aim to provide added value not just through structural improvements but also through material innovations."

The unique design of "YAKeNU" continues to evolve based on demands. There are already voices from users expecting products beyond just face covers. If new products that cater to those who work under the sun emerge based on the company's expertise, summer sun protection this year will be even more solid.

Your comfortable summer might just start from this innovative face cover.