Hi, this is Keiko, CEO of Toyo Life Service.

Did you know that Tokyo, Japan, has a population of 14 million?

Cure Aqua Gel, our exfoliator, has been ranked No. 1 three times in the past decade on a review site with 19 million reviews—more than Tokyo’s population—earning it a spot in the Hall of Fame.

Our concept is simple: we only create products we’d want our mothers and children to use every day. This is a core value from our founder that we’ve carried on.

When Cure Aqua Gel became No. 1 in the Japanese market, we were featured in over 200 major magazines.

At the time, an executive from a billion-dollar company selling our products said:

“Don’t get complacent.”

“This isn’t the time to celebrate.”

“Now’s the time to expand your lineup and boost sales.”

“If you launch five new products, you’ll at least double your revenue.”

But our founder turned that idea down.

Yes, we declined advice from an executive at the company that was the top seller of our products.

Why? Because we only want to create products that we truly believe are exceptional.

Here’s a question: Does skin replenish itself at the surface?

No—it’s made from inside with the proteins you get through your diet.

And you know what else is critical? Sleep.

So adding nutrients to toners or serums won’t make a difference, because skin doesn’t build itself from the outside.

I can’t stand this misrepresentation that is now so commonly accepted in the cosmetics industry.

Think about it—aren’t the people with gorgeous skin in their 50s often the ones who don’t obsess over their skincare routine?

We don’t want to sell toners or serums loaded with preservatives.

No matter how much criticism or backlash we’ve faced, our founder’s strong resolve has never wavered.

It’s okay for a company that produces basic skincare to exist without an extensive lineup of products.

Let me say it once again:

We only sell products we’d want our mothers and children to use every day.

And now, we’ve had the chance to meet you.