2024.07.26
10 Times the Hydration Power of Hyaluronic Acid! The Innovativeness of DIC's Cosmetic Brand "fillwith"
The summer that makes us active is also a season full of troubles for the skin. Makeup melting, sunburn, and prominent pores are common issues.
An innovative cosmetic brand that responds to such troubles is "fillwith." It is gaining attention as a "membrane structure cosmetic" that conditions the skin by creating a comprehensive barrier.
The brand is launched by DIC CORPORATION. DIC is a comprehensive chemical manufacturer with the world's top share in fields like printing inks, organic pigments for ink ingredients, and PPS compounds, a type of synthetic resin. Despite being a chemical company, which seems unrelated to cosmetics, why did they create a cosmetic brand?
An innovative cosmetic brand that responds to such troubles is "fillwith." It is gaining attention as a "membrane structure cosmetic" that conditions the skin by creating a comprehensive barrier.
The brand is launched by DIC CORPORATION. DIC is a comprehensive chemical manufacturer with the world's top share in fields like printing inks, organic pigments for ink ingredients, and PPS compounds, a type of synthetic resin. Despite being a chemical company, which seems unrelated to cosmetics, why did they create a cosmetic brand?
We interviewed DIC to learn about its effects, formulations, development episodes, and user reactions. There, we found fillwith's challenge of ingredient development, utilizing natural-derived components to maximize the potential of makeup.
PROFILE
Mika Iiyama
DIC CORPORATION
New Business Division Healthcare Business Unit
After working in the research and development department for pharmaceuticals and agrochemicals, she has been in charge of chemical substance information management within the DIC Group for over 10 years. In 2020, she moved to the New Business Division Healthcare Business Unit and started the new skincare brand "fillwith" using algae-derived ingredients.
PROFILE
Takako Wakabayashi
DIC CORPORATION
New Business Division Healthcare Business Unit
In charge of sales and marketing for the new skincare brand "fillwith," which was started as a new business. After being responsible for public relations and PR at the company for over 10 years, she moved on to management accounting and new business planning before taking her current position.
Cosmetics that Envelop Sensitivity with "Membranes"
Tell us about fillwith.
Iiyamafillwith is a skincare brand based on the concept of "embracing fluctuating skin and emotions." Skincare is an essential time to face oneself throughout the day. Developed with the desire to make that experience the most fulfilling for each individual, it was released in 2023.
We have a lineup of four items: "D Barrier Moisturizer," "Smooth Fix Serum," "RF Color Control Cream," and "N Wrap Mask."
We have a lineup of four items: "D Barrier Moisturizer," "Smooth Fix Serum," "RF Color Control Cream," and "N Wrap Mask."
![[Top Left] "D Barrier Moisturizer" 30ml 5,500 yen (tax included) [Top Right] "Smooth Fix Serum" 30g 7,920 yen (tax included) [Bottom Left] "N Wrap Mask" 18g 8,800 yen (tax included) [Bottom Right] "RF Color Control Cream" 30g 9,350 yen (tax included)](https://images.microcms-assets.io/assets/1775a3633c8b428d9f011c6a758a8a5c/67b261cdf72a4e99ba794ceb37851d34/%E3%83%95%E3%82%99%E3%83%A9%E3%83%B3%E3%83%88%E3%82%99%E3%82%A4%E3%83%A1%E3%83%BC%E3%82%B7%E3%82%99%EF%BC%91.jpg?w=420&fm=webp&dpr=2)
The packaging of each item is beautiful. What are the features of these products?
Wakabayashi"D Barrier Moisturizer" is a mist lotion that protects the skin from makeup melting and dryness. The fine mist creates a veil on the skin, which protects it from external stimuli, helps makeup adhere, and prevents it from smudging.
"Smooth Fix Serum" is a gel-based serum that can also be used as a makeup base. It features a shape memory gel with excellent elasticity.
"Smooth Fix Serum" is a gel-based serum that can also be used as a makeup base. It features a shape memory gel with excellent elasticity.
"RF Color Control Cream" is a CC cream with both skincare and skin-correcting effects. With SPF40/PA+++, it protects the skin from UV rays and atmospheric dryness.
"N Wrap Mask" is an emulsion-type balm serum. It provides moisture to skin that is prone to dryness and discomfort, particularly during seasonal changes, and prevents moisture from escaping. It is an intensive care serum mask for use during sleep. The balm contains 42.7% water, and melts when applied to the skin. It is available in two scents: bergamot and rose.
"N Wrap Mask" is an emulsion-type balm serum. It provides moisture to skin that is prone to dryness and discomfort, particularly during seasonal changes, and prevents moisture from escaping. It is an intensive care serum mask for use during sleep. The balm contains 42.7% water, and melts when applied to the skin. It is available in two scents: bergamot and rose.
IiyamaThe common feature of all fillwith items is the membrane-like texture that adheres to the skin. This not only highly moisturizes and protects the skin, but also, for example, the "Smooth Fix Serum" smoothens the skin's uneven surface, enhancing the appearance and enjoyment of layered makeup.
Feel, touch, and smell. We encapsulate this experience in the term "sensory skincare."
Feel, touch, and smell. We encapsulate this experience in the term "sensory skincare."
What are "Aphanothece Sacrum Exopolysaccharides" with 10 Times the Hydration Power of Hyaluronic Acid?
As the term "creates a membrane" suggests, the products not only wrap the skin in a smooth texture and prevent makeup from melting but also enhance the fit of foundation and powder. Could you tell us about the main ingredients?
IiyamaAll items feature a free formulation that avoids parabens (preservatives), ethanol, synthetic dyes, and synthetic fragrances. However, the symbol of fillwith is an ingredient called "Aphanothece Sacrum Exopolysaccharide."
Known colloquially as Suizenji Nori, Aphanothece Sacrum is a species of freshwater cyanobacteria, which is a type of algae. It produces a gelatinous, pudding-like substance around itself to protect its cells.
Known colloquially as Suizenji Nori, Aphanothece Sacrum is a species of freshwater cyanobacteria, which is a type of algae. It produces a gelatinous, pudding-like substance around itself to protect its cells.
Does that mean the substance produced by the algae is used as a "membrane" in cosmetics?
WakabayashiExactly. It has been found that "Aphanothece Sacrum Exopolysaccharide" has an extraordinarily high water retention capacity. According to our company's research conducted with the Japan Advanced Institute of Science and Technology, the pure water retention capacity of "Aphanothece Sacrum Exopolysaccharide" is about five times that of hyaluronic acid and about ten times in saline solution. When applied to the skin, it forms an ultra-thin, dense membrane that not only provides moisture but also reduces skin roughness more effectively than hyaluronic acid.
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