2025/12/09
The richness created by the flow of time, an insight gained in Noto
Hello. This is Shimizu from NAIA.
Today, I’d like to write a bit more extensively about the core value of the NAIA brand—
namely, “living thoughtfully.”
Cosmetics manufacturing is a field where the question of “what kind of daily life do we want to deliver?” is constantly posed, not just in relation to the products themselves.
Since becoming involved with Noto, I’ve felt a strong desire to properly shape and deliver the culture, scenery, and human activities of this land. That’s why I decided to express it through healthcare.
That was the initial impetus for NAIA’s birth.
What started as a small project between myself and Manager Imai has now grown into a team of 13 people.
With members specializing in agriculture, marketing, product planning, sales, and corporate support, we have come together and grown as one brand.
■ Noticing the difference in the quality of time after establishing a base in Noto
The first thing I noticed after starting to work in Noto was how completely different the flow of time felt.
As symbolized by the Globally Important Agricultural Heritage Systems "Noto's Satoyama and Satoumi," nature and people coexist effortlessly. Farming, the bounty of the sea and mountains, all operate within the cycle of daily life, where "not rushing" is the fundamental principle.
This value naturally influenced my approach to work.
■ Discovering the existence of still time from "Japan Sea Proper Water"
The existence of "Japan Sea Proper Water," which I heard about from an ocean researcher, also left a strong impression on me. There is seawater in the deep sea that remains almost still for decades.
Learning this made me realize that time has both "things that flow" and "things that are there."
Life in Noto has certainly given me more opportunities to focus on the latter.
■ The Globally Important Agricultural Heritage Systems "Noto's Ate Forestry" teaches us the value of continuity
Another fundamental aspect of Noto is the Globally Important Agricultural Heritage Systems "Noto's Ate (Hiba) Forestry." When I talk to locals, I often hear the phrase, "If you rush, it won't last."
Growing trees, maintaining forests, and passing them on to the next generation. Choosing methods that can be sustained, rather than prioritizing efficiency. I felt that such accumulation has supported long periods of time.
This philosophy is fundamentally connected to our goal of "manufacturing products that are used for a long time."
■ NAIA's manufacturing begins with "borrowing nature's blessings"
While working in Noto, my approach to natural materials changed significantly.
Sake lees, kiku-sumi charcoal, rice bran, Noto hiba wood.
All of these are created by nature slowly over time.
That's why we value the mindset of "being allowed to use" these materials.
With 110 years of research expertise, we carefully bring out the best qualities of the materials and craft them into products that fit into daily life. Rather than being flashy, we want to be a presence that gently accompanies the rhythm of everyday life.
This is the underlying philosophy of NAIA's manufacturing.
■ "Living thoughtfully" means being aware of small changes
Life in Noto has increased my awareness of small details, such as the sound of the wind, the scent of the air, and changes in light. From this, I began to think that living thoughtfully is not about striving for perfection, but about having the space to notice small changes.
I want NAIA's products to be a "trigger for noticing the comfort of the day."
■ Finally —— I want to quietly convey Noto's values through NAIA
What I learned from Noto's culture, scenery, and connections with people has greatly influenced the direction of the NAIA brand.
I would be delighted if our products could gently accompany you in your daily life and convey even a small part of the richness I experienced in this land.
We will continue to manufacture thoughtfully and sincerely.
Masano Shimizu, Representative Director (NAIA Co., Ltd.)