An Era to Update Both How We Work and How We See Beauty: TOJI, a Wellness Brand Launched as a Side Project by Three Women Based in Three Cities Worldwide, Launches Its First Product, a Sake-Kasu Bath Powder
TOJI, Inc. (headquarters: Setagaya, Tokyo; CEO: Natsuki Matsuda; "TOJI") announces TOJI, a new wellness brand launched by three women based in San Francisco, Perth and Tokyo. Its first product, a Sake-Kasu Bath Powder that draws out the full beauty and healing power of sake kasu, goes on sale now.
The Wisdom of Fermentation, for Modern Beauty
TOJI is a wellness brand that brings sake kasu, Japan's wisdom of beauty and health, into your life in a natural way, for true beauty and richness. It was launched as a side project by three women based in San Francisco, Perth and Tokyo, each with her own career. Today, with information and choices everywhere, anyone can choose how they live and work. At the same time, the quality and meaning of our choices, what we choose from so many options and how we bring it into our lives, are being questioned more deeply than ever. Precisely because of this, we wanted to look again at things of true and essential value, such as Japan's traditional culture and the gifts of nature passed down through time, re-edit that wisdom to fit modern lifestyles, and share it with the world. TOJI was born from this wish.
Sake kasu, at the heart of the brand, is a byproduct of sake brewing. Though rich in nutrients and beauty benefits, it is hard to store and distribute, and has long been an underused resource. Focusing on its rich potential, TOJI has carried out repeated research and development to create products that draw out its full appeal.
A Bathing Experience Beyond Hot Springs
Our first product, Sake-Kasu Bath Powder, uses sake kasu as its main ingredient, with a formula that makes no compromise on ingredient content or purity. 100% naturally derived, with no added fragrance or coloring, it delivers the natural scent and benefits of its ingredients straight to your skin for a simple yet rich bathing experience. Milky, silky water envelops your whole body, your skin feels soft and moisturized after the bath, and the more you use it, the more your skin's natural beauty grows. The name TOJI combines toji (湯治), Japan's age-old hot spring therapy, and toji (杜氏), the master brewers of sake. By carefully drawing out the benefits of sake kasu, we aim to offer benefits comparable to natural hot springs and to bring the habit of toji into everyday life.
The bath powder is currently offered as an amenity mainly at ryokan and hotels that provide special stays for affluent and international guests. With this launch, we begin selling on the TOJI official website, and plan to sell at shops that share our values.
*For inquiries about carrying TOJI, please use the formhere
Together with Regions and Producers
TOJI will keep exploring the potential of sake kasu, expanding into food and lifestyle areas such as skincare and health foods, and growing its lineup to reach the world of luxury wellness. Along the way, we value every encounter and conversation with the people involved, and by carefully sharing the stories and thinking behind our products, we hope to nurture a sustainable cycle for Japan's culture and the future of its regions.
About TOJI
TOJI is a wellness brand that brings the timeless Japanese wisdom of beauty and health to you in new forms, for true beauty and a richer life. Since starting the business in 2024, TOJI has focused on sake kasu, researching its many beauty and health benefits and developing products. In carefully harmonizing sake kasu with selected ingredients, TOJI values its connections with every person and region involved. Through collaborations with local ryokan and sake breweries, TOJI also supports global marketing and works to raise the appeal of regions across Japan.
Contact for This Release
info@toji-japan.com
*We also sincerely look forward to new encounters with media interested in TOJI, and with sake breweries and producers who share our vision.