Just as skincare nurtures beauty from the outside, people are once again recognizing the importance of “nurturing the body from the inside” through daily diet and lifestyle habits. Even in the realm of “J-Beauty,” which is currently attracting attention in the global beauty market, the shift is accelerating from care that simply makes the skin’s surface look beautiful to “inner beauty,” which aims for the overall health and harmony of the body.

However, aren’t there quite a few people who feel a sense of burden or see limitations in “additive beauty”—the practice of taking multiple supplements containing different ingredients in the pursuit of beauty?

For this feature, we spoke with Ms. Shoko Shinozaki, CEO of S-Vita Co., Ltd., who advocates a new form of inner care by fusing traditional Japanese wellness philosophy with cutting-edge scientific research. Drawing inspiration from the design philosophy behind “MASHIRO”—an inner care food product she developed by bringing together the wisdom of Japan—we explore the essence of inner care tailored to the Japanese body and the possibilities that next-generation J-Beauty is opening up.

【We spoke with】

Shoko Shinozaki

Representative Director, S-Vita Co., Ltd.

She gained extensive experience in public relations, marketing, and product planning at major foreign and domestic cosmetics manufacturers. In 2016, she founded a planning and PR firm specializing in the beauty and health sectors and has since expanded into multifaceted consulting services. She currently serves as an outside director for a publicly traded company and officially launched the skincare brand “TEUDU” in November 2024.

Truly Comfortable Inner Care, Inspired by Japan’s Ancient Traditions of “Yōjō” and “Shindo Fuji”

――  “J-Beauty” is currently gaining attention around the world. From the perspective of inner care, what do you think are Japan’s unique strengths and characteristics?

Ms. Shinozaki (hereinafter, Shinozaki):
In Japan, there has long been a philosophy known as “Shindo Fuji,” which holds that the human body and the land where one lives are one and the same, and that eating what is harvested in that land during that season is beneficial to health. Furthermore, we have inherited the wisdom of using fermented foods—such as miso, soy sauce, and pickles—as well as dried foods to make the most of ingredients without waste and to get through seasonal transitions. We view this Japanese food culture and philosophy of health preservation as our strength and have applied it to our brand, “TEUDU.” Our inner care product, “Mashiro,” was born precisely from this philosophy. Rather than focusing on the excessive intake of specific ingredients, we incorporate the traditional “harmony of Japanese culture” as the foundation of our product design.

――I see. Looking at the ingredient list for “Mashiro,” it contains many ingredients that are deeply familiar to us Japanese—such as plant-based lactic acid bacteria, yuzu, shiso, mandarin oranges, rice bran, and ginger.

Shinozaki:
Fundamentally, the human body is essentially made up of what we eat. Since our bodies have adapted to the foods we’ve consumed since ancient times, I believe that extracting and replenishing essential nutrients—which are often lacking—from those very ingredients is the gentlest approach for the body, and one that yields results when practiced consistently.
Throughout history, people’s beauty and health have been closely linked to the local climate, natural environment, and food culture. From a physiological standpoint, it is not advisable to ignore the body’s metabolic functions—which have adapted to these dietary traditions—and consume only specific new nutrients in isolation. “Masahiro” is a completely new inner care product that fuses time-honored food culture with the latest science.

A belief born from personal experience: “Beauty that doesn’t strain the body,” achieved through “subtraction” and “harmony.”

―― It’s true that taking multiple types of supplements—each with different ingredients—to address various adult health concerns can be a hassle, and I often hear people say it puts a strain on their digestive system. Was the new inner care concept you advocate, “Beauty Food,” born out of an awareness of these challenges?

Shinozaki:
To begin with, because I’ve undergone a liver transplant myself, I wasn’t able to freely take supplements containing additives. Furthermore, taking many different types of supplements to address the diverse concerns adults face can sometimes actually place a burden on the body. So, the main reason behind this was that I wanted to develop something “close to food” that could address adult health concerns with just one product, without putting undue strain on the body.

―― So your own personal experience was the starting point. How exactly does this differ from conventional supplements?

Shinozaki:
The key point is that we position it as “beauty food.” We simply pulverize ingredients that we’ve traditionally eaten and encapsulate them in gelatin capsules, so it feels exactly like food. That’s why you can take it before, after, or between meals. Just like in traditional cuisine, we were meticulous in our formulation—skillfully combining the nutrients from multiple food ingredients so that the components enhance each other’s functions.

A holistic approach that encompasses “everything from the surface to the deeper layers.” Cutting-edge science and ingredient formulation

――When reevaluating our approach to inner care, what specific aspects of the body should we focus on? Please explain this from the perspective of the latest beauty science.

Shinozaki:
In today’s increasingly diverse society and dietary habits, I believe the most important factor for maintaining beauty and health is “four elements that connect the surface to the deep layers in a multifaceted way.” At the forefront of anti-aging science, based on the concept that “aging is a disease,” it is believed that extending healthy life expectancy—as well as maintaining both physical health and outward beauty—is an extremely important factor in improving QOL (quality of life). That is precisely why “Masahiro” has focused on the key organs directly linked to these goals.

―― The formula contains a diverse range of ingredients, such as yeast extract (containing glutathione), plant-based lactic acid bacteria, and L-theanine. Could you explain the role of each one?

Shinozaki:
Based on cutting-edge scientific research, we thoroughly studied not only the individual functions of each ingredient but also the “synergistic effects” between them to identify the key components.

・Approach to Beauty:
Yeast extract containing glutathione and L-cystine, which support radiance and firmness from within, have been shown to enhance each other’s effects when combined with vitamin C, thereby boosting beauty more efficiently.

・Approach from Within:
Regulating the internal environment with ingredients such as plant-based lactic acid bacteria is deeply connected not only to beauty but also to maintaining a refreshed and healthy state every day. In addition, ingredients such as L-theanine and glycine support restful sleep and moments of refreshment. L-theanine, in particular, is believed to help maintain daily well-being when used in combination with cystine and other ingredients, and we consider it an essential part of modern wellness.

This product is designed to comprehensively support the bodily functions that are no longer fully met by our current diets through these “scientifically-backed combinations.”

A new option: “beauty food to drink,” prepared just like a daily meal

―― What do you think is the appeal of making inner care a daily habit, rather than just focusing on external skincare?

Shinozaki:
Cosmetic medicine and skincare are, fundamentally, immediate, symptomatic treatments applied from the outside. While those are certainly very important, I believe that inner care is the most crucial and effective approach for maintaining overall health and building a body that can withstand the effects of aging. By effectively combining skincare and inner care—using them as two sides of the same coin—you should be able to achieve the maximum possible results overall.

―― Finally, please share a message for the readers of this article.

Shinozaki:
I imagine there are people who take daily supplements based on specific ingredients, believing they’re good for their bodies, but conversely, this could actually be putting a strain on their bodies. Based on the philosophy that “inner beauty for the body should not become a burden on the body,” “Masahiro” was created with a focus not only on “what to include” but also on “how to combine them,” using a concept of “preparation” much like cooking a meal.

As a new alternative to your current beauty routine, I hope you’ll easily incorporate this single product into your daily life as an adult and strive for lasting beauty and health.

A daily routine that brings out your true radiance through a balance of inner and outer care

The wisdom of wellness nurtured by Japan’s unique culture and the body’s mechanisms that are gradually being unraveled. “TEUDU The MASHIRO ~Mashiro~,” a fusion of these two elements, embodies the “beauty from within” that the future of J-Beauty should strive for.

If you feel that external care has its limits, try incorporating “beauty supplements”—a choice packed with Japanese wisdom. This minimalist approach to inner care may become the new standard for cultivating mature beauty.

Reporting and Text by Mai Kaneko