KIZEN was developed at Suntory World Research Center in Kyoto to address the increasing number of men who are prioritising skin care.
The launch of its flagship multifunctional moisturiser in the US this year marked Suntory’s strategic expansion into the US men’s skin care market.
According to KIZEN, even newcomers to skin care are embracing the popular “skinimalism” concept — the simplification of routine with fewer but highly effective products, a time- and often cost-saving approach that resonates with American men.
Citing survey data from Kantar, the brand stated that 80% of men consider skin care an important part of their health and wellness routine, and nearly 90% use skin care regularly, with moisturiser being the most used product, followed by facial cleanser.
Nearly eight in 10 men reported that it is important for skin care products to be “simple and easy to use”, while 74% of men expect skin care products that deliver “quick, visible results”.
On average, male skin care users regularly apply more than three products (at least once a month), and about half of them find using multiple items to be bothersome.
These findings underscore a significant opportunity in the men’s skin care market for products that reduce hassle and are effective with clear benefits.
“With today’s busy consumers in mind, we are launching KIZEN to directly answer their demand for simplified skin care products that are easy-to-use yet effective. With our patented Water Bond Technology, we deliver results you can feel in just one short minute.
“Most men are looking for healthier and hydrated skin. When your skin is in good condition, you naturally feel more confident and positive. That’s one of the reasons we’re thrilled by the feedback from users noticing real change from using KIZEN in just 10 days,” said Makoto Sakamaki, CEO of Suntory Wellness America.
Unlocking skin benefits of Spanish oak
Drawing on Suntory’s rich history, including its expertise in crafting fine whiskies, the company discovered the unique skin benefits of Spanish oak.
Over a decade of extensive research by KIZEN’s R&D team led to the extraction of polyphenols from Spanish oak, which are said to improve skin texture and appearance, and are now applied in KIZEN products.
Combining toner, serum, and hydrating cream in one “high-performance product”, its flagship Complete Facial Moisturizer is specially catered for modern men who want results fast and fuss-free.
Leveraging the Water Bond Technology, the formula is claimed to hydrate with toner ingredients, send serum ingredients deep into the skin, and seal in moisture with cream ingredients.
The key active ingredients include Suntory’s Spanish oak extract, oolong tea extract, acetyl hexapeptide-8, and squalene for a healthier, more vibrant complexion.
The product comes in two variations — the Kyoto Blend featuring woody, amber, and musk notes, and the Neutral Blend, which is minimally scented — and are available in the US via KIZEN’s website and Amazon.
