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Using rice extracts as the basis of its skincare products and treatments, Japan’s Rice Force is looking to grow its reach globally. Jason Holland talks to CEO Noritaka Numata
By Jason Holland | Published in Spa Business 2015 issue 3
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.”
Spa-kit.net keywords: Rice Force
Read more from this issue of Spa Business magazine
View contents of Spa Business 2015 issue 3
Letters:
Investors better placed to make profits in spas than operators, says Roger Allen
News report: LivNordic
Raison d’Etre signs a deal with Viking Cruise Lines for its LivNordic spa brand
Trends: Spa Foresight™ 2015
The team behind Spa Business share their insights on what the world of wellness will look like in the future
Interview – Craig Cogut:
The founding partner of Six Senses’ investment firm Pegasus Capital Advisors reveals his vision for the spa operator. Rhianon Howells reports
Promotional feature: RKF Linen
Founder and CEO Riadh Bouaziz talks about the development of the linen company’s revolutionary
new Dreamsoft product and its uptake in leading hotels and spas worldwide
Thought Leaders: Expert predictions
Thought leaders from around the world, working in different industry sectors, talk about spa trends, challenges and growth opportunities
Promotional feature: Thalgo
After 50 successful years in the professional spa and beauty industry, the Thalgo brand is as strong and as innovative
as ever
Promotional feature: ManageMySpa
CEO Sudheer Koneru explains how a move from enterprise technology into spa
software resulted in the creation of a powerful system
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
In the fast-paced world of fitness and wellness, where high-intensity workouts push us to
our limits and the sweat pours, the importance of efficient recovery cannot be overstated. [more...]
+ More featured suppliers
COMPANY PROFILES
Sommerhuber GmbH
Sommerhuber specialises in the manufacturing of heat-storing ceramics for spas. [more...]
Lovinfit Group
Lovinfit Group was founded in Parma, Italy in 2016 by a team of doctors, wellness and sports profess [more...]
Using rice extracts as the basis of its skincare products and treatments, Japan’s Rice Force is looking to grow its reach globally. Jason Holland talks to CEO Noritaka Numata
By Jason Holland | Published in Spa Business 2015 issue 3
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.”
Spa-kit.net keywords: Rice Force
Read more from this issue of Spa Business magazine
View contents of Spa Business 2015 issue 3
Letters:
Investors better placed to make profits in spas than operators, says Roger Allen
News report: LivNordic
Raison d’Etre signs a deal with Viking Cruise Lines for its LivNordic spa brand
Trends: Spa Foresight™ 2015
The team behind Spa Business share their insights on what the world of wellness will look like in the future
Interview – Craig Cogut:
The founding partner of Six Senses’ investment firm Pegasus Capital Advisors reveals his vision for the spa operator. Rhianon Howells reports
Promotional feature: RKF Linen
Founder and CEO Riadh Bouaziz talks about the development of the linen company’s revolutionary
new Dreamsoft product and its uptake in leading hotels and spas worldwide
Thought Leaders: Expert predictions
Thought leaders from around the world, working in different industry sectors, talk about spa trends, challenges and growth opportunities
Promotional feature: Thalgo
After 50 successful years in the professional spa and beauty industry, the Thalgo brand is as strong and as innovative
as ever
Promotional feature: ManageMySpa
CEO Sudheer Koneru explains how a move from enterprise technology into spa
software resulted in the creation of a powerful system
People taking GLP-1 weight loss medications such as Ozempic, Wegovy, Mounjaro and Zepbound
may be losing weight, but they’re also becoming less physically active, according to new
research presented at the ENDO 2026 annual meeting of the Endocrine Society
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Global retreat trade show, Synergy The Retreat Show, has launched a resource called The
Source, which hosts an open-access online Transformation Series programme.
The Standards Authority for Touch in Cancer Care (SATCC) charity has announced its first five-
day Living with Cancer and Beyond retreat, which will be held at Carden Park Hotel and Spa in
Cheshire, UK, between 1 and 5 September.
Patmos Aktis, a Luxury Collection Resort and Spa, has opened in Greece, with a renovated and
rebranded wellness offering called Ansana Wellness and Spa.
The Mauna Kea Beach Hotel, an Autograph Collection property in Hawaii, US, has opened its
22,000 sq ft indoor-outdoor Spa at Mauna Kea as the final step in the property’s overall
renovation, which has cost more than US$180 million (€166 million, £140 mill
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced
it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House
Hotel in St Albans, UK.
Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this
percentage increasing year on year, according to a preview presentation of McKinsey’s Future of
Wellness 2026 research report.
Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
In the fast-paced world of fitness and wellness, where high-intensity workouts push us to
our limits and the sweat pours, the importance of efficient recovery cannot be overstated. [more...]
+ More featured suppliers
COMPANY PROFILES
Sommerhuber GmbH Sommerhuber specialises in the manufacturing of heat-storing ceramics for spas. [more...]
