KIZEN Launches in the U.S., Redefining Men's Skincare with Japanese-Inspired 'Skinimalism'

KIZEN's flagship 3-in-1 Complete Facial Moisturizer is designed for modern men who want results fast and without hassle. KIZEN's innovative formula offers a streamlined way to a healthier, more vibrant complexion, combining toner, serum, and hydrating cream into one high-performance product that delivers visible improvements in as few as 10 days.

"With today's busy consumers in mind, we are launching KIZEN to directly answer their demand for simplified skincare 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 to apply the product," says Makoto Sakamaki, Chief Executive Officer at Suntory Wellness America. "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."

Key Features of KIZEN's 3-in-1 Complete Facial Moisturizer

• Patented Water Bond Technology™: Unique formula that hydrates with toner ingredients, delivers serum ingredients deep into the skin and seals in moisture with cream ingredients.
• Key Active Ingredients: Features Suntory's Spanish oak extract, oolong tea extract, acetyl hexapeptide-8 and squalene for healthier, more vibrant skin.
• Rapid Visible Results: Noticeable improvements in skin texture and hydration in as few as 10 days.
• Skin-Friendly Formula: Paraben-free, dermatologist-approved and hypoallergenic.

The KIZEN Complete Facial Moisturizer is available in two blends: the Kyoto Blend, featuring woody, amber, and musk notes, and the Neutral Blend, which is minimally scented. Priced at $25 for a 20 mL bottle and $90 for a 100 mL bottle, the product is available now at kizenskincare.com and Amazon US.

Developed, Designed, and Produced in Japan – Made for the American Man

With more men prioritizing skincare, including those embarking on skincare journeys for the first time, many are embracing the popular "skinimalism" concept. The term, originated from the Pinterest 2021 Trend Predictions Report, is a portmanteau of "skin" and "minimalism" and speaks to simplifying one's skincare routine with fewer but equally effective products.

According to a recent survey from Kantar¹, this time- and often cost-saving approach resonates with U.S. men. KIZEN answers the call by delivering maximum impact with minimal effort.

1. The majority of men are using some form of skincare
   More than 83% of men use a skincare product at least monthly. Moisturizer is the most used product, followed by facial cleanser.
2. Need for simplicity and ease of use
   Nearly 8 in 10 men reported that it is important for skincare products to be "simple and easy to use."
3. Expectation for visible results 
   74% of men want skincare products that deliver "quick, visible results."
4. Burden of multiple steps 
   On average, male skincare users regularly apply more than three products (at least once a month), and about half of them find using multiple items to be bothersome.
5. Skincare as part of wellness 
   80% of men consider skincare an important part of their health and wellness routine, and nearly 90% use skincare regularly.

These findings underscore a significant opportunity in the men's skincare market for products that reduce hassle while remaining effective and delivering clear results. KIZEN is poised to meet this demand head-on.

This launch marks Japan-based Suntory's strategic expansion into the U.S. men's skincare market. 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 Research and Development team led to the extraction of polyphenols from Spanish oak, which improve skin texture and appearance – now bottled for wellness-minded consumers in KIZEN products.

About KIZEN

Launched in 2025, KIZEN is a men's skincare brand developed by Suntory Wellness Ltd., the company behind Japan's #1 men's moisturizing skincare product². Developed at Suntory World Research Center in Kyoto, KIZEN combines cutting-edge technology with natural ingredients to deliver solutions that hydrate, restore, and enhance the skin's natural essence. KIZEN's mission is to simplify self-care with high-performance solutions designed for modern men. For more information, visit kizenskincare.com and follow KIZEN on social media at @kizenskincare.

About Suntory Group

As a global leader in the beverage industry, Suntory Group aims to inspire the brilliance of life, by creating rich experiences for people, in harmony with nature. Sustained by the gifts of nature and water, the Group offers a uniquely diverse portfolio of products, from award-winning Japanese whiskies Yamazaki and Hibiki, iconic American whiskies Jim Beam and Maker's Mark, canned ready-to-drink -196 (minus one-nine-six), The Premium Malt's beer, Japanese wine Tomi, and the world-famous Château Lagrange. Its brand collection also includes non-alcoholic favorites Orangina, Lucozade, Oasis, BOSS coffee, Suntory Tennensui water, TEA+ Oolong Tea, and V energy drink, as well as popular health and wellness product Sesamin EX.

Founded as a family-owned business in 1899 in Osaka, Japan, Suntory Group has grown into a global company operating throughout the Americas, Europe, Africa, Asia, and Oceania, with an annual revenue (excluding excise taxes) of $20.3 billion in 2024. Its 41,357 employees worldwide draw upon the unique blend of Japanese artisanship and global tastes to explore new product categories and markets.

For more information, visit suntory.com and Drink Smart.

Media Contact: [email protected]

SOURCE Suntory Wellness Ltd