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.

  • Four things we value

The NAIA brand name is a combination of the initials of Noto, Artisanship, Inclusive, and Authentic. These four elements represent the philosophy we hold dear.

  • Nature of Noto

    Located almost in the center of the Japanese archipelago, the Noto Peninsula is surrounded by the Sea of Japan. The soil of the Satoyama area, where many different living things live, is rich in nutrients. These nutrients flow through groundwater into rivers and the sea, supporting a rich marine ecosystem. The lifeblood of our product development is the natural materials grown on this land.

  • Craftsmanship

    There are artisans who have nurtured Noto while protecting its natural diversity, and have continued to preserve traditional manufacturing methods and skilled techniques. We have decided to use Noto's natural materials, which have been refined and transformed by their skills, as our raw materials. We will continue to deepen this initiative, hoping to realize a sustainable Noto and restore it.

  • Inclusivity and circulation

    Nature provides a rich environment for a diverse range of living things. We aim to utilize this bounty to create products that function sustainably. We take steps such as developing formulations that put less strain on the environment and using packaging that reduces waste for all of our products.

  • Real Value

    We are based in Noto, develop our products with the help of the people who live here, and deliver them to all of Japan. From the selection of ingredients to the message we send out, the driving force behind all of our actions is our desire to realize a sustainable Noto. With this strong desire in mind, we aim to be a genuine, valuable brand that is supported by many people.