Q'sai Fully Enters Femcare. Introducing 'f44', a New Brand for the 'Responsibility Generation' Focusing on Fluctuations from Age 44, the Turning Point of Aging

Q'sai Co., Ltd. (Headquarters: Chuo-ku, Fukuoka City; President: Junro Ishikawa) will fully enter the femcare business and launch a new brand, "f44 (F Forty-Four)," on Thursday, April 23, 2026. The brand aims to care for the physical and mental fluctuations that begin around age 44, considered a turning point in aging. As the first step, we will release four types of supplements that can be chosen according to each individual's condition.

Through this brand, we will support women of the "responsibility generation," who are busy with work and family, so that they can always enjoy the "present" and continue to thrive authentically for a long time.

Click here for the product introduction page.

■ Brand Statement

For body and mind.

Every day, the little things that bother you increase bit by bit.

Responsibilities keep piling up in various ways,

Yet, you still can't seem to find the time to face yourself.

Age 44 is said to be a milestone where aging accelerates rapidly. (*)

That is exactly why. It might be time to change how you push yourself.

Looking closely at your current condition,

With proposals from various angles that are easy to incorporate into daily life,

We will be by your side.

A femcare brand by Q'sai

For women from the age of 44,

That is "f44".

Towards a tomorrow where fluctuations clear up.

*Based on a 2024 research presentation by Stanford University

■ Background of Launching the Femcare Business

1. The Void of "Time to Care for Oneself" Faced by Women in the "Responsibility Generation"

Women in their 40s and 50s are often in responsible positions at work and home, and tend to put off caring for themselves due to daily busyness. Even when they notice sudden "fluctuations" or "differences from before," they often dismiss them as "just fatigue" or "due to being busy," and tend to lack time to face themselves. We believed that support is necessary for these women to quickly notice their own changes and positively enjoy every day.

2. Q'sai's New Challenge Born from the Voices of Seniors

Since the launch of Kale Aojiru in 1982, Q'sai has closely watched many women positively age through our health foods and skincare products. Currently, about 70% of our customers are women, and the core group consists of those in their 70s and older who are aging energetically. While interacting with customers for many years, the earnest voice we heard from the senior generation was, "I wish I had faced my own body earlier." Instead of rushing to deal with changes after they surface, we want to approach the generation starting to feel fluctuations as early as possible and propose optimal care. We believe that the launch of "f44," born from this desire, is the mission of Q'sai, which has faced customers' health for 60 years.

■ Overview of the New Brand "f44 (F Forty-Four)"

The Scientifically Backed Turning Point "Age 44", To Continue Thriving Authentically

Women in their 40s to 50s belong to the "responsibility generation," where they gain experience and take on important roles at work, while at home, various roles of "supporting someone" overlap, such as children growing up and nursing care for parents.

The daily bewilderment they feel is never due to a lack of effort, nor is it just their imagination. In recent years, research by institutions including Stanford University has shown that the human body changes around age 44, marking a period where aging is easily felt. In other words, around age 44 is a milestone where the balance of mind and body is highly susceptible to fluctuations, and it is also a sign to proceed to the next stage of life.

The brand name "44" symbolizes this "age 44" when people begin to feel these physical and mental changes. Additionally, "f" embodies positive promises to support women from multiple perspectives, such as "for (for you)," "female (femininity)," "free (liberation from worries)," and "future (towards a bright future)."

By providing the right knowledge tailored to each individual and multifaceted care options, we will deliver a sense of security that makes them feel "I'll be okay" for their upcoming life stages.

■ Product Introduction

Focusing on the various changes that occur at each of a woman's life stages, the products contain ingredients backed by scientific evidence. To make it easy to continue daily, we have achieved a simple and practical product design with a guideline of "1 to 2 capsules per day."

● f44 Hop ~For a bright and cheerful every day~

A supplement that stays close to the fluctuations of women that change with age.
It supports the daily life of those who want to spend even their "gloomy" and "hazy" days positively and authentically.

[Selling Price] 2,138 yen (tax included) / [Contents] 28 capsules (approx. 28 days supply)

[Sales Locations]
Q'sai Official Shopping Site: Click here for the product detail page
Rakuten Ichiba: https://item.rakuten.co.jp/qsai/000916
(Sales starting sequentially)
Amazon: https://www.amazon.co.jp/