Upcycling rice bran skincare project to revitalises Toyama’s economy

Mizuhashi Hojudo has launched a new initiative to develop sustainable skincare by upcycling a by-product of local rice production, aiming to tackle modern skin issues while revitalising the regional economy. They call it the “Japan’s Best Skin Project,” and will use the company’s 77 years of pharmaceutical expertise to transform local resources into solution for a growing issue: the rise in skin problems among young people, attributed to factors like climate change and increased UV radiation.

The project’s first product will be a skin toner made from upcycled rice bran. The bran is a by-product from the milling of “Fufufu,” a premium rice variety developed in Toyama Prefecture. The rice bran is rich in vitamins, minerals and moisturising agents, but previously underutilised. Now, it is being used as a valuable ingredient for skincare.

This nutrient-rich bran will be combined with mineral-balanced deep-sea water from Toyama Bay. The company stated that profits from the sale of the new product line, expected to be finalised in December, will be reinvested into the local community to create a new economic cycle.

Toyama prefecture is known for its abundant and high-quality water resources, earning it the historical name “Kusuri no Toyama,” or “Toyama, the home of medicine.” Research from the University of Toyama has even described its water as the “most delicious in Japan.” This heritage provides a foundation for the company’s focus on developing gentle, effective skincare.

To foster local collaboration and incorporate fresh perspectives, Mizuhashi Hojudo is now recruiting corporate sponsors and university student interns to participate in the project. Partners will be involved in product development, planning and promotional activities, with an opportunity to present at a new product launch event scheduled for December 2025 in Tokyo.