The Era of 'Fermented Skin Care' Is Here: A New Beauty Habit Proposed by a Fermented Serum Developed with 900 Million Natto Bacteria

The practice of actively consuming fermented foods, known as 'gut care' (cho-katsu), has become deeply rooted in many people's daily lives. Fermented foods such as yogurt, miso, and natto are widely accepted as habitual choices for maintaining health.

Meanwhile, in the beauty industry, 'fermented beauty' has recently gained significant attention. Special features on fermented cosmetics and high rankings for skincare products containing fermented ingredients indicate that interest in this trend is growing year by year.

Mirai Inc. (headquartered in Nagoya, Aichi Prefecture; President and CEO: Toshiharu Yamaguchi), a company that develops innovative skincare items, supplements, and pet products, has been manufacturing and selling the fermented beauty serum 'I'm PINCH' since 2009. The product, formulated with a proprietary fermented extract, has been loved and used by many who seek solutions for aging-related skin concerns.

However, can we say that the idea of incorporating the power of fermentation into daily skincare routines has truly taken hold? To address this, Mirai Inc., the company behind 'I'm PINCH,' proposes 'Fermented Skin Care'—a new beauty habit that brings the benefits of fermentation closer to everyday life.

While interest in fermented beauty continues to rise, concerns about dry skin remain widespread.

Dryness is one of the most common skin issues that increase with age.

- Moisture doesn't last with toner alone

- Dryness is felt regardless of the season

- Skincare routines still feel insufficient

Many women face these very concerns.

At the same time, in an information-saturated beauty market, there are voices saying it's hard to know what to choose. Therefore, what is needed now may be a simple beauty routine that can be effortlessly maintained every day.

A New Concept: 'Delivering Fermentation to the Skin'

Dryness remains a top skin concern as we age.

- Moisture doesn't last with toner alone

- Dryness is felt regardless of the season

- Skincare routines still feel insufficient

Many women face these very concerns.

At the same time, in an information-saturated beauty market, there are voices saying it's hard to know what to choose. Therefore, what is needed now may be a simple beauty routine that can be effortlessly maintained every day.

This is where 'Fermented Skin Care' comes in. Just as we consume fermented foods to balance our bodies from within, the idea is to incorporate fermentation-derived ingredients into skincare to deeply hydrate and nourish the skin.

The key ingredient in the 'I'm PINCH' fermented serum is a fermented extract produced through the fermentation of 900 million※1 natto bacteria. This unique component is created by fermenting domestically sourced rice bran and soybeans over a period of 192 hours.

The I'm PINCH serum is made through a 192-hour※2 long fermentation and maturation process using domestic soybeans, rice bran, and natto bacteria.

A Fermented Skin Care Habit You Can Simply Add to Your Daily Routine

Fermented Skin Care is not a special beauty method.

- Apply the 'I'm PINCH' serum after cleansing

- Simply add it to your existing skincare routine

- No special techniques required

Its greatest feature is how naturally it can be incorporated into daily habits. Because it's easy to maintain, your relationship with your skin gradually transforms. One pump after your evening cleanse. The sensation of soft, moisturized skin when you wake up in the morning—that's the beginning of Fermented Skin Care.

A Rich, Concentrated Serum Fermented and Matured for 192 Hours Using Soybeans, Rice Bran, and Natto Bacteria

Benefits You Can Expect from Consistent Use

Using 'I'm PINCH' for Fermented Skin Care offers the following benefits:

- Helps prevent tightness caused by dryness

- Supports a well-hydrated, radiant skin appearance

- Encourages a reevaluation of your daily skincare routine

- Helps build a habit of addressing skin changes that come with age

For today's busy women, the ability to 'continue effortlessly' is a crucial factor in maintaining a beauty routine.

'I'm PINCH Serum'—a fermented skincare solution designed for busy women, turning challenges into opportunities.

From 'Eating Fermentation' to 'Applying Fermentation to the Skin'

Fermentation is no longer just about health. Now, it's time to deliver the power of fermentation directly to the skin. 'Fermented Skin Care'—incorporating the power of fermentation into daily skincare—may become the small, consistent habit that supports your skin's future.

※ The 'I'm PINCH' serum promotes Japanese fermented beauty as part of J-Beauty on the global stage.

When it comes to 'fermented beauty,' South Korea is well-known for its historical integration of fermented foods like kimchi and for globally promoting various fermented skincare products. However, as mentioned earlier, Japan also boasts a long history of fermentation technology, with miso, soy sauce, sake, natto, and lactic acid drinks. Japan is certainly not behind. While Korean fermented cosmetics focus on functionality—combining fermented ingredients with functional components and even aesthetic medicine—Japanese fermented beauty originates from food fermentation expertise, such as sake, miso, and soy sauce producers. It tends to use ingredients like 'koji,' 'natto bacteria,' 'sake-derived extracts,' and 'lactic acid fermented liquids' to support hydration, whitening, and skin barrier functions. Most notably, its appeal lies in its suitability for all ethnicities, genders, ages, and skin types. With the global popularity of Japanese cuisine, traditional Japanese fermentation-based beauty is undoubtedly gaining attention across cultural and racial boundaries.

Mirai Inc. actively promotes 'I'm PINCH' at international beauty exhibitions, participated in the 'DPA Diamond Lounge 26' at the Academy Awards in Los Angeles, USA, this year, and held a pop-up event in the 3rd arrondissement of Paris—spreading J-Beauty worldwide through the concept of fermented beauty.

The 'I'm PINCH' pop-up event in the 3rd arrondissement of Paris offered a space where locals could experience Japan's unique 'fermented beauty' firsthand.