2024.10.16
Beauty Innovations Produced by Nagano's Grapes: The Challenge of Earth∞You Which Started from the Entrepreneurship of a Side Business
Earth∞You is a cosmetics brand that upcycles by-products from wine grapes grown in Ueda City, Nagano Prefecture. Recently, it has gained attention in the beauty industry for its high-concentration extraction ［1］ of a polyphenol called resveratrol.
At the FTN sessions03 "The World of Pores" held in July by Fashion Tech News, Earth∞You took the main stage. Throughout the sampling booth, there was a constant flow of visitors, with the company's beauty lotion attracting particular interest.
This time, we focused on the representative who has a passionate commitment to sustainable projects. We discussed their background as an entrepreneur while working for a major beverage manufacturer and the context behind the development of sustainable cosmetics.
PROFILE
Ken Kitabayashi
Earth∞You CEO
PROFILE
Sarasa Kitabayashi
Earth∞You Director
Building Cosmetics from Winery By-products: A Passionate Side Business Startup
Both the CEO and Director started Earth∞You while working in the alcoholic beverage industry. What was the impetus for this venture?
Ken KitabayashiAt the company I work for, research on resveratrol for consumption is actively being conducted, and I heard from a colleague that there is abundant research on its beauty benefits and that it is a popular ingredient overseas.
The expected beauty benefits of resveratrol include:
・High antioxidant power
・Suppression of melanin production to prevent spots
・Prevention of wrinkles and sagging by inhibiting the breakdown of collagen and hyaluronic acid
・Normalization of turnover
・Antimicrobial and anti-inflammatory effects against acne bacteria to prevent outbreaks and worsening
・High antioxidant power
・Suppression of melanin production to prevent spots
・Prevention of wrinkles and sagging by inhibiting the breakdown of collagen and hyaluronic acid
・Normalization of turnover
・Antimicrobial and anti-inflammatory effects against acne bacteria to prevent outbreaks and worsening
Since then, I began to focus on resveratrol and reviewed papers both domestically and internationally to move forward with development.
Known affectionately as “Okami” (女将, meaning "landlady"), the representative's wife and director, Sarasa Kitabayashi, has shaped product development and branding with her as the persona.
Sarasa KitabayashiThat's right. I am aware that this is a niche need viewed from the beauty world, but I believe there are customers, like myself, who need Earth∞You if we can meet needs that mass brands developed by large companies can't cater to, which often require scale of several hundreds of millions in revenue.
＜Set Persona＞
・Age: Around 40s
・Skin Type: Thin, sensitive skin. During pollen season, all kinds of lotions sting painfully.
・For over 10 years in my 20s, often went to bed without removing makeup.
・Concerned about wrinkles and lack of firmness, wanting to address skin damage.
・Cannot manage multiple steps.
・Looking for beauty that offers good time performance.
・Wants to use sustainable, environmentally friendly, and naturally derived products as much as possible.
・However, cannot compromise on effectiveness.
・Prefers genderless, unisex designs.
・Lightweight packaging is essential (frequent business trips, not good with details like refills).
Have there been users from different demographics than the persona or unexpected reactions?
Sarasa KitabayashiIt was unexpected that professional makeup artists used our products for skincare before makeup and expressed joy, saying, “The foundation applies well” and “Even during long shoots, my skin doesn't dull.”
Additionally, I was pleased to hear from beauty-conscious individuals who said, “When on business trips, travel, gym, or hospitalization, I exclusively choose Earth∞You!”
Originally developed as “cosmetics for couples to use together,” we have seen many men start skincare routines thanks to Earth∞You, which was beyond our expectations.
Cherishing the Value of “Truth, Goodness, & Beauty” for Evidence-Based Cosmetics
Earth∞You’s sustainable skincare has been developed without compromise on its efficacy. While there is a meticulous focus on the concentration of resveratrol, what challenges and conflicts did you face in selecting materials and extracting ingredients?
Ken KitabayashiIt was quite difficult to extract resveratrol in high concentrations, and it took over two years of repeating experiments while changing the region, grape variety, part of the plant, and extraction methods to develop unique raw materials. It all began when I encountered Sail the Ship Vineyard, a winery in Ueda City, Nagano Prefecture.
They cultivate with great care without using herbicides, fertilizers, or synthetic chemical pesticides. I successfully extracted raw materials containing resveratrol at 100 times the usual concentration from the byproducts of natural wine, which is made with minimal interference and without using preservatives. Furthermore, I concentrated that by 10 times to create “grape vine extract.”
Procurement of the grape vines as raw materials is a process that requires close attention to weather conditions, so there are times when we pray to the heavens and endure the heat and cold while working.
Share Article
TOP ARTICLES
RELATED ARTICLES
CONTACT
If you have any questions or enquiries, please enter your details in the form below.