Ancient Rice, Yeast, and Fermentation Creating new value through the power of science with traditional Japanese techniques and ingredients.
Shiroku Co., Ltd. operates web services and product businesses under the mission "Create More. Last Forever." In 2017, the company launched "N organic", a skincare brand that has become highly popular among women in their 20s to 40s. Shiroku's next goal is global expansion. With a desire to share Japan's long-standing techniques and culture with the world and to create a brand that will be cherished for generations to come, the company turned its focus to fermentation. Starting with the search for raw materials, the first phase of the project took four years, culminating in the release of "FAS" in October 2023. FAS stands for Fermentation and Science, embodying the concept of a fermentation-based anti-aging skincare brand. FAS was born through Shiroku’s vision and passion, as well as collaborations with professionals from various fields. Now, one year after its launch, 20% of the visitors to its flagship store in Kyoto, Higashiyama are inbound tourists. The passion of its creators are undoubtedly beginning to spread worldwide.
Because We Live in an Era of Rapid Change, We Want to Create Products That Will Last Forever with Our Own Hands.
Shiroku Co., Ltd. was established in 2011, initially focusing on digital marketing and app development as its main business. In 2017, the company expanded into the skincare industry by launching “N organic”. Minami Inoue, the person who worked on the launch of N organic as the project leader now serves as the FAS Brand Manager.
Why did a web services company decide to enter the product business?
“The trends in web services change rapidly, and even a service we put our heart and soul into creating can disappear within a year. We wanted to leverage our expertise in marketing and development to create services and products that truly resonate with customers and can continue to meet their long-term needs. That’s why we took on the challenge of the product business.”
Cosmetics are both a necessity and a luxury that enriches everyday life. They allow for long-term relationships with customers. By effectively utilizing e-commerce, N organic gained strong support, particularly from women in their 20s to 40s, and it became a great success.
Shiroku aims to make the product business a major pillar of its company. The next step, with an eye on global expansion, was the launch of “FAS”. The development took four years. During this time, Inoue says that as she delved deeper into Japan’s technology, culture, materials, and the sincerity of its artisans. Her desire to share Japan’s beauty with the world only grew stronger from there.
The target audience is people of various ages who have a keen interest in beauty and culture. Instead of following the conventional approach of highlighting the benefits of newly discovered ingredients, Shiroku wanted to create a completely new kind of skincare that even beauty experts had never seen before. In an era of rapid change, they wanted to focus on things that remain unchanged—things that have been passed down in Japan for centuries. After extensive research and consumer interviews, they found the answer: fermentation.
“Fermentation has always been associated with health benefits, but in recent years, its mechanisms have been scientifically unraveled, leading to applications in skincare and medicine. I was amazed to see how fermentation continues to evolve even in modern times. The more I learned, the more convinced I became that fermentation was the key to our development.
The Power of Passion and Action Led to Fated Encounters with Professionals in Various Fields
Ingredients are a crucial factor in determining quality. As the team began searching for fermentation ingredients from scratch, they encountered Akita Konno Shoten, a long-established koji manufacturer that holds 10,000 strains of yeast. This led to the start of a collaborative project.
Through numerous trials with different ingredients, Inoue decided to use black rice, which is rich in anthocyanins, a highly nutritious compound. While researching various production regions across Japan, she was introduced—through a trading company—to black rice from Kyotango, an ancient variety that had been revived.
Kyotango black rice is of exceptionally high quality, once considered so precious that it was offered to the imperial court during the Nara period. However, during the Meiji era, Japan’s national policy focused on exporting white rice, leading to the prohibition and extinction of black rice cultivation. Determined to pass on this 1,300-year-old ancient rice to future generations, the Imono-go Aka Rice Preservation Society worked to revive and preserve the cultivation techniques.
Upon visiting the region, Inoue was deeply impressed by their dedication to cultivation and the high quality of their rice. However, the preservation society was not a commercial organization, so they had several concerns:
・Using rice meant for consumption in cosmetics
・Limited manpower and production capacity
・Uncertainty about sustainability
“I traveled six hours each way multiple times, engaged in open and honest discussions, and spent two years working closely with them to address each concern. I participated in rice planting, harvesting, and local community events. Over time, I became familiar with more than half of the people in the community. Our vision resonated with them, and a collective spirit of ‘let’s do this together’ emerged.”
As a result, the Imono Aka Rice Preservation Society signed a contract with FAS, expanding its farmland 20-fold. Now, more people in the region are involved in rice production.
Most manufacturers source multiple suppliers to ensure stable supply and risk management. However, FAS chooses to work exclusively with the preservation society, not only for quality reasons but also to support the local economy and culture. This commitment has fostered a strong and trusting relationship.
By combining Kyotango’s ancient black rice with a carefully selected yeast strain—chosen from 10,000 types in collaboration with Akita Konno Shoten—and applying a unique two-stage fermentation process, FAS successfully developed its key ingredient: “Black Rice Fermentation Extract,” containing 738 active components per drop.
Many professionals played a role in bringing this project to completion. But what led to these encounters? Passion and action.
“We research and directly reach out to professionals in their respective fields. We actively share our vision with as many people as possible. Taking action is the first step. And once we form a connection, we never take it lightly. We make an effort to meet regularly and build a sustainable relationship.
Expanding Thoughtfully and Deeply Through Dialogue,To Build a Brand Cherished in Japan and Abroad for Generations.
“FAS” primarily focuses on in-store sales to directly convey its fermentation technology and brand story to consumers. In October 2023, coinciding with the brand’s launch, the Kyoto flagship store, FAS Kyoto Higashiyama, was opened.
The Higashiyama store is a renovated 100-year-old traditional townhouse, designed with the theme of “soil.” It incorporates various traditional Japanese techniques, such as:
・Fukakusa soil from Kyoto’s Fushimi region
・A rammed earth wall technique (Hanchiku), also used in Hōryū-ji Temple
・Kurotani washi paper, an 800-year-old Kyoto Prefecture-designated intangible cultural property, used in lighting and shoji screens
The first-floor café serves as an educational space, serving fermentation-based dishes and hosting workshops to bring the science of fermentation closer to people. Beyond retail, the flagship store is a hub for sharing FAS’ philosophy, its product origins, and Japanese cultural traditions.
Store manager Yamaoka shares:
“About 20% of our customers are inbound tourists. Many stop by out of curiosity, wondering what kind of store it is. Once inside, they become intrigued by the concept of fermentation, the story of black rice, and the functional beauty of our bottles. Customers who purchase our products often share their experiences on social media, and others who received FAS products as gifts visit our store later. It’s rewarding to see that through storytelling, we can deepen people’s interest in fermentation, Kyoto, and Japanese culture.”
Expanding the Product Line & Craft Collaborations
In addition to the proprietary ingredient “Black Rice Fermented Extract,” FAS have developed other unique ingredients, such as “Black Soybean Peptide,” derived from premium black soybeans of Kyotamba and “Fermented Honey Extract,” derived from Hyakkamitsu honey in Kyotango.. These powerful ingredient are infused into iconic products such as “FAS The Black Cream,” “FAS The Black Day Cream” and “FAS The Clear Cleansing Gel.”
Beyond cosmetics, FAS has expanded into craftsmanship through “FAS THE CRAFTS”, a collaborative project with artisans across various fields. For example, FAS partnered with glass artists from Noto, actively fostering ties with local industries.
FAS started with just two products but has now expanded to twelve. Each new product launch is accompanied by targeted communication efforts, enhancing brand awareness.
Looking ahead, full-scale global expansion is on the horizon. The company is conducting market research and consumer studies abroad, formulating tailored strategies for each region and country. FAS will leverage both web marketing expertise and valuable in-store customer insights gathered through direct interactions.
“We want more people to understand the story behind FAS—the dedication, sincerity, and passion of the creators. Our goal is to establish FAS as a Japanese brand that is well-recognized and appreciated worldwide.”
Inoue’s journey to uncover new value in long-standing traditions is far from over.
