KOSHINO KIRAMEKI Co., Ltd. is launching aelu WA, a luxury skincare brand from Niigata that transforms sake lees from the sake Koshi no Kanbai and traditional fermentation techniques into modern beauty care. Three items — a lotion, a serum, and a cream — will roll out in turn, offering high-quality care that nurtures the skin's natural beauty.
1. Brand History
Toward a beauty that deepens with time, alongside fermentation
Japan has long been rooted in a culture of fermentation, including sake brewing. Fermentation itself is a distinctly Japanese aesthetic — a process in which nature's power and human hands work together, slowly drawing out and harmonizing the potential of ingredients over time.
As interest grows in sustainable beauty and essential, inner-driven care — what is known as "Inner & Wellness Beauty" — KOSHINO KIRAMEKI turned its attention to the quiet power of fermentation, a traditional Japanese technique. By fusing the brewing knowledge and expertise cultivated at sake breweries with beauty science, the company developed aelu WA, a new brand dedicated to achieving not simply care that resists the passage of time, but "a beauty that deepens the more time passes."
The name aelu blends eight meanings of "wa" — fermentation (和), circulation (環), prosperity (八), resonance (輪), dialogue (話), freedom (羽), nature (葉), and pride (我) — with the aim of delivering essential beauty attuned to each person's skin and heart.
2. Concept
Feature 1: A proprietary fermentation complex ingredient, 「アエルン」(Trinity Fermented Extract※1)
Premium sake lees produced during the brewing of the acclaimed sake "Koshi no Kanbai Junmai Daiginjo" are combined with skin-conditioning lactic acid bacteria and saccharomyces, along with ume flowers from Gunma Prefecture, to develop and blend in 「アエルン」, a proprietary fermented ingredient. In third-party cell tests, it has been shown to promote collagen production (about 25% higher than the control) and to provide a high level of cell-protective effect in dry conditions (about 4.1 times the survival rate of the control at a 10% concentration).
※1 Moisturizing ingredients: lactic acid bacteria / saccharomyces / (ume flower / sake lees) ferment filtrate
Feature 2: "Petal Hyaluronic Acid※2" that melts into the skin, paired with carefully selected beauty ingredients
The lotion (a-Lotion) contains "Petal Hyaluronic Acid," a proprietary capsule modeled on ume flower petals. Blending it in the palms of the hands lets fresh, highly moisturizing ingredients penetrate deep into the stratum corneum. The serum (a-Serum) is further enriched with Damask rose flower extract※3, while the cream (a-Cream) skillfully combines rice bran oil, Damask rose-derived PDRN※4, ectoin※5, and other ingredients to seal in moisture and an elegant radiance.
※2 Moisturizing ingredient: hyaluronic acid
※3 Skin-conditioning ingredient: Damask rose flower extract
※4 Skin-conditioning ingredients: Damask rose flower extract, DNA-Na
※5 Skin-conditioning ingredient: ectoin
Feature 3: An original sandalwood and white lily fragrance that satisfies the senses
Sandalwood essential oil※6 is uniquely blended with white lily fragrance notes. A refined scent balancing a fresh coolness with a warm, woody sweetness turns each skincare routine into a special moment that enriches the heart.
※6 Fragrance ingredient: sandalwood oil
3. Recommended Ways to Use
aelu WA is designed for anyone, regardless of age or gender, who wants to face their skin's natural health with care. It is aimed at those who value the depth and individuality that come with age over short-term change, and who seek out genuinely high-quality skincare.
Morning and Evening Basic Care
For a daily, thorough skincare routine — gently cup the product in the palms and blend it into the skin without rubbing.
Daytime Spot Care
The travel-friendly serum (a-Serum) is also ideal as spot care for the eye and mouth areas when dryness is a concern during the day. Layering it gently over makeup helps recharge moisture.
Product Overview
a-Lotion — The First Drop —
A petal quietly opens with a single drop
The moment it touches the skin, the skin softens and settles, and moisture spreads gently outward.
Formulated with ume flower distillate※3 as its base, layered with hyaluronic acid※5 and niacinamide※6. Delicate capsules gently burst, letting fresh moisture reach deep into every corner of the stratum corneum.
The blessings of fermentation from 「アエルン」 further smooth the skin, preparing it to comfortably receive everything layered on afterward.
Light, yet somehow deeply satisfying — this single drop marks the beginning of a quiet radiance.
※3 Ume flower water (base)
※5 Hyaluronic acid, sodium retinoyl hyaluronate, hydrolyzed hyaluronic acid (moisturizing ingredients)
※6 Niacinamide (skin-conditioning ingredient)
□ Volume/Price: 110mL / ¥33,000 (tax included)
□ Features: Formulated with "Petal Hyaluronic Acid" on a base of ume flower distillate※7, leading to softer, more settled skin in a single drop. ※7 Base: ume flower water
□ Full Ingredients: 水、ウメ花水、プロパンジオール、グリセリン、ＰＥＧ／ＰＰＧ／ポリブチレングリコール－８／５／３グリセリン、ＢＧ、ナイアシンアミド、１，２－ヘキサンジオール、乳酸桿菌／サッカロミセス／（ウメ花／酒粕）発酵液、ヒアルロン酸、レチノイルヒアルロン酸Ｎａ、加水分解ヒアルロン酸、パルミトイルトリペプチド－１、パルミトイルテトラペプチド－７、ビャクダン油、シクロヘキサン－１，４ジカルボン酸ビスエトキシジグリコール、乳酸Ｎａ、アルギン酸Ｃａ、カンテン、ジェランガム、酸化チタン、マイカ、ポリソルベート２０、トコフェロール、（アクリレーツ／アクリル酸アルキル（Ｃ１０－３０））クロスポリマー、カルボマー、ヒドロキシアセトフェノン、水酸化Ｎａ、ＥＤＴＡ－２Ｎａ、ラウリン酸ポリグリセリル－１０、カプリリルグリコール、エチルヘキシルグリセリン、香料
a-Serum — The Core of Beauty —
A single drop that brews time
A melting texture settles into the skin as moisture spreads gradually, leaving a smooth, refined impression.
Generously formulated with the triple-fermented ingredient 「アエルン※1」. The blessings of fermentation soften the skin into a supple texture with refined pores.
Damask rose flower extract※7 quietly blends in, delivering moisture deep into the stratum corneum while adding a moist radiance.
Along with a plump, satisfied feeling, a subtle glow lends the skin a sense of elegance.
※1 Lactic acid bacteria / saccharomyces / (ume flower / sake lees) ferment filtrate (moisturizing ingredient)
※7 Damask rose flower extract (skin-conditioning ingredient)
□ Volume/Price: 40mL / ¥39,600 (tax included)
□ Features: Generously formulated with the triple-fermented ingredient 「アエルン」. Dense moisture refines the texture and brings out a radiance that shines from within.
□ Full Ingredients: 乳酸桿菌／サッカロミセス／（ウメ花／酒粕）発酵液、プロパンジオール、グリセリン、ジグリセリン、エタノール、水、ＰＥＧ／ＰＰＧ／ポリブチレングリコール－８／５／３グリセリン、１，２－ヘキサンジオール、ラウリン酸ポリグリセリル－１０、ダマスクバラ花エキス、ヒアルロン酸Ｎａ、アセチルヒアルロン酸Ｎａ、加水分解ヒアルロン酸Ｎａ、ヒアルロン酸クロスポリマー－２－Ｎａ、ビャクダン油、ラウロイルグルタミン酸ジ（フィトステリル／オクチルドデシル）、ビオサッカリドガム－１、キシリチルグルコシド、キシリトール、無水キシリトール、トレハロース、シクロヘキサン－１，４－ジカルボン酸ビスエトキシジグリコール、クエン酸、クエン酸Ｎａ、ＢＧ、ペンチレングリコール、キサンタンガム、ヒドロキシアセトフェノン、トコフェロール、水添レシチン、エチルヘキシルグリセリン、香料
a-Cream — Protecting Beauty —
Gently wrapped in a soft afterglow
A silk-like, smooth texture melts into the skin, filling the stratum corneum with moisture while gently enveloping it.
Rice bran oil※8 lends a supple touch, while Damask rose-derived PDRN※9 and ectoin※10 protect and condition the skin against drying and other external conditions.
Over time, the smoothness deepens, and each touch reveals a settled radiance and softness — a lingering afterglow that stays quietly on the skin.
※8 Rice bran oil (moisturizing ingredient)
※9 Damask rose flower extract, DNA-Na (skin-conditioning ingredients)
※10 Ectoin (skin-conditioning ingredient)
□ Volume/Price: 40g / ¥36,300 (tax included)
□ Features: A silk-like texture gently envelops the skin, protecting its veil of moisture and radiance.
□ Full Ingredients: 水、ベヘニルアルコール、ジメチコン、グリセリン、ペンチレングリコール、（Ｃ１５－１９）アルカン、乳酸桿菌／サッカロミセス／（ウメ花／酒粕）発酵液、コメヌカ油、水添レシチン、メチルグルセス－２０、セテアリルアルコール、ウメ花水、プロパンジオール、ポリソルベート6０ 、ダマスクバラ花エキス、ＤＮＡ－Ｎａ、セラミドＥＯＰ、セラミドＮＰ、セラミドＡＰ、フィトスフィンゴシン、コレステロール、（メタクリル酸グリセリルアミドエチル／メタクリル酸ステアリル）コポリマー、エクトイン、プルラン、ラミナリアヒペルボレアエキス、ポルフィリジウムクルエンタムエキス、クラドシホンノバエカレドニアエ多糖体、オキナワモズクエキス、ツボクサエキス、オウゴン根エキス、イタドリ根エキス、カンゾウ根エキス、チャ葉エキス、ローズマリー葉エキス、カミツレ花エキス、エーデルワイス花／葉エキス、パルミトイルジペプチド－５ジアミノブチロイルヒドロキシトレオニン、パルミトイルジペプチド－５ジアミノヒドロキシ酪酸、マカデミアナッツ脂肪酸フィトステリル、ヒアルロン酸Ｎａ、ビャクダン油、トリ（カプリル酸／カプリン酸）グリセリル、トコフェロール、セイヨウアブラナ種子油、キサンタンガム、ラウロイルラクチレートＮａ、カルボマー、ヒドロキシプロピルメチルセルロース、１，２－ヘキサンジオール、エチルヘキシルグリセリン、ＢＧ、フェノキシエタノール、クエン酸、安息香酸Ｎａ、ソルビン酸Ｋ、香料
How to Purchase
□ Official online store (opening September 24, 2026), followed by future salon events, limited pop-up events, and department stores (to be rolled out in stages).
□ Consultations on how to use and incorporate the products, as well as in-person and online counseling support, are also available through the official LINE account and email.
