NAIA is a "regionally circular" healthcare brand that cultivates the soil and restores the cycle of life.

NAIA is a healthcare brand from Oku-Noto, Ishikawa Prefecture, that aims to provide healthy living and protect the rich natural environment for 10, 20 years and beyond.

Noto's artisans have continued to hone their traditional methods and skilled techniques while preserving diversity in the harsh natural environment. The very existence of these artisans is a symbol of Noto's rich natural environment and culture.

Even in today's world where advanced technology is evolving, the wisdom to create a future in which we can live in harmony with nature is our starting point.

In order to deliver the abundant blessings of Noto to people today, we offer products that you will want to use every day with confidence.

Materials

Sake lees and rice bran, rich in amino acids, high-quality charcoal powder made from hand-fired charcoal, thinned Noto hiba wood. We are focusing on previously unutilized resources in Noto and using the extraction of their potential as the starting point for our development.

Soil preparation

Local resources are also used in the soil that nurtures our ingredients. We use rice bran from our own rice and unique compost to improve the soil microbiome, thereby giving our rice and rafuma powerful vitality. This soil design is the foundation of NAIA's quality, determining the quality of the ingredients delivered to your skin.

Cultivation of raw materials

At our own farm in Noto, we cultivate rice and Rafuma organically, without relying on chemical fertilizers or pesticides, while engaging with the local climate and environment. We are constantly searching for new ingredients that the Noto climate will embrace, such as essential oil raw materials, herbs, and lemons.

Fermentation and extraction

The harvested ingredients are processed while still fresh. We conduct research and trials to maximize the power of the ingredients, utilizing methods such as "aging and fermentation" with the help of microorganisms and "freeze-drying."

Prescription design

NAIA is a brand born from the Astena Group, which has 110 years of history in the pharmaceutical and healthcare fields. Based on dermatological knowledge, we employ formulations that adhere to strict standards of 90% or more natural origin (including water). Rather than simply supplementing, we aim to unleash the body's natural power. We are committed to designing products that are honest to both your skin and the environment.

NAIA Development Policy
  1. We will begin development by utilizing Noto's resources.
  2. We will not aim to exclude ingredients, but rather to make comprehensive judgments based on safety, rationality, and comfort.
  3. We will prioritize the role of each ingredient and the necessity of its formulation, rather than simply the quantity.
  4. As a general rule, we will not use ingredients that are controversial in terms of environmental impact or safety (e.g., volatile silicones).
  5. We will not conduct animal testing during the product manufacturing process.
  6. Fragrances will be designed at concentrations based on international standards (IFRA).

My dedication to skincare
  1. Formulated with the aim of achieving a natural origin index of 90% or higher (including water).
  2. Free from silicones, alcohol, synthetic fragrances, and animal-derived ingredients.
  3. Synthetic colorants are not used, except for rinse-off products.
  4. Ingredients whose necessity cannot be explained are not used.

Fund to support the cycle of Ishikawa wood

A portion of the sales of Noto Hiba products is donated to support activities that connect Noto's rich forests to the next generation.

To the Ishikawa Prefectural Forest Association website

Participation in "Suzu Organic Village"

In collaboration with Suzu City and local farmers, we are striving to create a sustainable agricultural system unique to Suzu that does not rely on chemical fertilizers.

to the Suzu Organic Village Council official website

Support through Furusato Nozei

We deliver our products with the desire to preserve Noto's healthy cycle for future generations, together with all of you.

To the NAIA Furusato Choice page