A Japanese brewery, where the traditional alcoholic drink sake was being made, is an unlikely place for a skincare company’s story to begin. It was noticed how soft the hands of master brewers – or toji – were despite their age. The discovery that it was the daily handling of rice that caused this effect led to research and development in the use of rice in cosmetics and, ultimately, the creation of Rice Force.

Number of extracts
Based on the island of Shikoku, Rice Force launched in 2000 and CEO Noritaka Numata says the key to the skincare range with its Rice Power® Extract. “We add aspergillus, yeast and lactobacillus to rice extract, which is then fermented to create a natural ingredient high in amino acids, he explains. “Each extracted formula is numbered and categorised, and has different characteristics.”

Numata particularly notes extract No 11 – used in the company’s Deep Moisture series – which has been certified by the Japanese government for its ability to improve the skin’s moisture retention capacity. With a super-low molecular weight, it’s designed to absorb deeper into the skin than other moisturising ingredients to help it “retain moisture by itself and keep fresh and healthy”.

International expansion
While Rice Force already supplies some spas internationally – including Moana Lani Spa and The Kahala Spa, Hawaii; the Schnitzler Beauty Lounge at Breidenbacher Hof, Germany; and the Hotel Esplanade Spa & Golf Resort, in the Czech Republic – it’s now ready to increase its reach – albeit at a steady pace.

Rather than targeting multiple locations, the Rice Force philosophy is to maintain exclusivity of its brand and to offer clients a personal approach. Numata says the plan is to continue to look worldwide to find luxury spas which “can guarantee the top service which is requested during Rice Force skincare treatments”. In return, Rice Force will “guarantee to spas high quality skincare treatments/products for their customers”.

Numata says Rice Force will be ready to announce partnerships with several spa resorts in the near future. But for now he’s not giving much away. What he does say is that “We’re a ship setting out into the open sea. We are guided by customers that serve as lighthouses as we continue our journey to provide joy.”

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