Launched in 2013, MASH Beauty Lab's original organic brand "F ORGANICS."
This brand introduced a stylish worldview into a previously pastoral design sphere of organic cosmetics.
Among its popular offerings, the "Moisture Series" has been renewed for the first time since its release in 2024, rebranding as the "Deep Moisture Series." We spoke with Ikumi Sato and Anri Ogawa from MASH Beauty Lab about the background of the renewal and the new features it brings.
PROFILE
Ikumi Sato
MASH Beauty Lab, Planning Department, Brand Planning Division 1
PROFILE
Anri Ogawa
MASH Beauty Lab, F ORGANICS, Chief Press
A Refined Worldview that Overturned Organic Norms
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F ORGANICS has a long-standing beloved brand image.
OgawaActually, it's our first private brand. When we launched in 2013, there weren't many brands catering to customers with refined tastes, so we wanted to create a brand that conveyed a whole worldview.
With the concept of "Organic Sexy," we chose gray as the key color for our packaging instead of the usual organic staples like green or beige. At that time, while some people loved organic cosmetics, others were put off by the natural philosophy vibe. By introducing a worldview not found in existing organic brands, we became a choice for men and those who previously distanced themselves from organic cosmetics.
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