NAIA is a natural healthcare brand launched in 2024 by the Astena Group, which was founded in Nihonbashi-Honcho, Tokyo in 1914, with the aim of preserving local resources and culture in Suzu City, Ishikawa Prefecture.
The Astena Group has three basic principles: sincerity, conviction, and contribution, and has been involved in the manufacture and sale of pharmaceuticals, chemicals, cosmetics, and food products. In order to create new value in harmony with the times and nature, while adhering to the same principles that have remained unchanged since the company's founding, the group established its base in the Oku-Noto region.
Oku-Noto, from the Sea of Japan to the mountains, has a landscape that changes like a picture scroll, and is full of the charm of each season. The region is rich in the bounty of the mountains and the sea, and was the first in Japan to be recognized as a Globally Important Agricultural Heritage Site by the Food and Agriculture Organization of the United Nations (FAO). In addition, the techniques of artisans that have been handed down for centuries make use of the bounty of nature to produce wonderful materials.
The sake produced here is characterized by its delicate sweetness and mellow aroma. The NAIA development team saw potential in this characteristic. They came up with the idea that they could extract highly moisturizing ingredients from sake lees, which have a high sugar content. However, to realize this idea, they had to overcome the difficulties of sterilization, and after much trial and error, they developed a sake lees extract that turned into a beauty serum with excellent moisturizing powers. The inspiration gained from sake created great possibilities, and NAIA was born.
The traditions that have been passed down for centuries in this region are connected to various manufacturing processes, from agriculture and fishing to salt, charcoal, and sake brewing. Our craftsmen, who are experts in materials, are our important partners, as we strive to create products that are in harmony with nature. We respect all techniques and are passionate about reviving them in a modern form.