[Arsoa Brand Renewal Ahead of 55th Anniversary] Evolving into Next-Generation 'Lifelong Skincare' through Half a Century of Water and Mineral Research / Launching New Skincare Series with 'Zero Surfactants'

Arsoa Keio Group (Headquarters: Hokuto City, Yamanashi Prefecture; Chairman: Tomokiya Takiguchi; President: Reiko Takiguchi; hereinafter 'Arsoa'), which researches, develops, manufactures, and sells cosmetics, health foods, and food products, will renew its brand logo and message ahead of its 55th anniversary next year. Along with the message 'Walking with your life,' the company will fully renew its skincare series under the three themes of 'Materials,' 'Technology,' and 'Safety,' with a new launch scheduled for June 1, 2026 (Monday). Under the new brand message 'Syn-Life,' which aims for the health and happiness of people and the planet in the era of the 100-year life, we will deliver next-generation 'lifelong skincare' that harmonizes with and supports each individual's way of life. ■ About the New Brand Message 'Syn-Life' and Logo Refresh 'Syn-Life,' as proposed by the future Arsoa, is a way of life where everything resonates, co-creating health and happiness for people and the planet. It encompasses the symphony of harmony, the synchronicity of mysterious encounters, and the synergy and symbiosis of resonance. It also incorporates 'Shin' (True) for unwavering essence and 'Shin' (New) for evolution and creation. We have adopted this new message to represent a worldview where all these 'Syns' overlap. The new logo design continues to embody 'beautiful harmony with nature' while incorporating a desire to be a brand loved across generations and borders, reflecting genderless values suited to the modern era. The brand color has been updated to a deeper, high-quality 'red,' symbolizing the depth Arsoa has cultivated over half a century. ■ Key Points of the Renewal In the current '100-year life' era, interest in maintaining healthy skin throughout one's life is increasing. Meanwhile, the environment surrounding skin is becoming harsher due to rising temperatures, UV rays, and an increase in people identifying as having sensitive or dry skin. Focusing on the skin's natural ability to stay healthy (sebum film, metabolism, moisture retention), Arsoa has evolved its products with three approaches tailored to the modern era, while consistently upholding its three principles for beautiful skin: 'keeping skin clean,' 'not overprotecting skin,' and 'maintaining normal skin function.' 1. [Materials] Proprietary Ingredients Maximizing Earth's Blessings Arsoa skincare is based on two highly functional waters: 'Arsoa Water,' which pursues ideal mineral balance, and 'Botanical Hot Spring Water (Moor Water),' which contains natural moisturizing humic substances. This time, we have added two new proprietary ingredients: 'Blue Rose,' successfully cultivated without pesticides at our own organic farm after a challenging process, and 'Nectar Symbiotic Yeast,' selected from over 100 plant samples. We use unique natural blessings and plant ingredients with reliable traceability. 2. [Technology] Realizing 'Zero Surfactants (Emulsifiers)' After years of research aimed at minimizing skin burden, we have introduced 'three-phase emulsification technology' that does not use surfactants (emulsifiers). We have developed a formula that maintains a stable emulsified state without the surfactants traditionally required in cosmetic manufacturing. This achieves both 'gentleness to the skin,' safe for everyone from infants to seniors, and 'high moisturizing power.' 3. [Safety] Half a Century of Biodegradability and Safety In addition to allergy testing, Arsoa has cleared various safety tests, including usage tests on infants, sensitive skin tests, and non-comedogenic tests, to ensure peace of mind for the target users of each series. Furthermore, the 'Arsoa Queen Silver' facial soap, loved for over half a century since its birth, is designed to be highly biodegradable and gentle on both skin and the planet. We pursue kindness to the Earth by reducing environmental impact after use as much as possible, allowing products to return to nature. ■ New Skincare Product Lineup As 'lifelong skincare' that supports the life stages and diverse skin concerns of all customers living in the 100-year life era, we have strengthened the features of each series and evolved into a more accessible lineup. Arsoa Queen Silver Price: 4,400 yen (tax included) / 135g, 1,980 yen (tax included) / 60g We have added 'Moshiri Clay*' from Hokkaido and improved the balance of mineral powders. While maintaining 'selective cleansing' that removes unnecessary dirt and excess sebum while leaving essential moisture (lipids), we have further improved foaming speed and smoothness after washing. The foam is highly biodegradable and easily broken down by microorganisms in nature. Arsoa Clay Pack Price: 3,850 yen (tax included) / 100g Newly formulated with 'Tamachou Extract*' to address age signs such as dullness and loss of elasticity. We have increased the amount of 'Moshiri Clay (bentonite),' a natural mud containing abundant minerals in fine particles. It gently absorbs and removes old keratin and pore dirt while protecting moisture, bringing out skin transparency. Arsoa Series I & II Arsoa Lotion I (3,850 yen), Essence I (5,500 yen), Lotion II (3,850 yen), Essence II (8,800 yen) Based on Arsoa Water (regular water) with balanced minerals. Series I gently moisturizes and conditions sensitive skin prone to seasonal or physical changes. Series II provides a fresh, refreshing feel, cares for pores*, and maintains clear skin. Recommended for those concerned about acne or active sebum secretion. Arsoa Cell Series Arsoa Cell Lotion (5,280 yen), Cell Essence (14,300 yen) For skin starting to show aging concerns like dryness, fine lines, and dullness. Newly formulated with 'Snow Lotus Extract*1' and 'Blue Rose Extract*2' in addition to the traditional 'White Crane Lingzhi Extract.' Arsoa Sonadis Series Arsoa Sonadis Emollient Clay (4,730 yen), Lotion (7,370 yen), Essence (16,500 yen) An aging care series for deep concerns like lack of firmness and dryness-induced dullness. Newly formulated with 'Nectar Symbiotic Yeast*' from our own farm's rapeseed flowers. Arsoa MD Series Arsoa MD Skin Soap (3,850 yen), MD Skin Lotion (3,850 yen), MD Skin Coat (4,180 yen) A sensitive skincare series for those with chronically sensitive or excessively dry skin. The soap has cleared safety tests for infants. The lotion uses a 'micro-emulsion method' to deliver moisture to every corner of the stratum corneum. Arsoa Essential Serum Price: 7,700 yen (tax included) / 20g A spot care serum for intensive approach to age signs around eyes, mouth, and forehead. Uses 'three-phase emulsification technology' to achieve zero surfactants. ■ New Skincare Campaign Starting June 1, the 'New Skin Care Campaign 2026' will begin, offering a limited original towel with the 'SET3' purchase. ■ About Arsoa Since its founding in 1972, Arsoa has operated under the corporate philosophy of 'Creating true health and happiness in harmony between people and nature.' In 1998, we moved our headquarters to the nature-rich Kobuchisawa, Hokuto City, Yamanashi Prefecture. We propose products and lifestyles based on the 'Sanken (Three Health) Spirit'—that true beauty is born when the mind, body, and skin are all healthy. We aim to evolve into a brand that harmonizes with each individual's way of life.