Brand Concept
Activate your best skin condition
Aetās focuses on the beginning of the skin.
Skin cells are born and from the inside, they go through a process called turnover, reach the outer stratum corneum, and peel off.
We believe that by continuing to deliver effective nutrients to the environment in which the skin is born before turnover occurs, we can nurture healthy cells that are resistant to stress.
We aim to create a well-balanced skin environment by continuously supplying nutrients even during cell turnover. Using a formulation technology that mimics a lamellar structure (a state in which water and oil layers are alternately connected), water-soluble and oil-soluble nutrients can penetrate and spread evenly to every corner of the stratum corneum. Maintain the healthy condition of the cells until they peel off, and skin is radiant and smooth as porcelain.
Support throughout Skin Cell's Lifecycle
The cells are born and as they grow they are gradually pushed up toward the surface. But by the time they reach the stratum corneum, they can no longer receive nutrients from the body. Instead, they are accepted by the intercellular lipids in the stratum corneum, gradually assumes barrier function, and come to play a role in protecting the skin.
Intercellular lipids have a lamellar structure and have the capacity to hold nutrients. However when intercellular lipids are lacking, moisture escapes from the surface of the skin and the balance with oil is lost, which is said to cause dryness and inner dryness. By repeatedly nourishing the skin until the cells that have finished their role, turn into keratin and peel off, the skin can flourish on its own.
Japanese standard R&D
1. Less-is-more formula design aiming for maximum effect with minimal ingredients
We are particular about even the base ingredient itself. It has to be functional, hypoallergenic and can be used on sensitive skin
2. Achieving a Natural Origin Index (*1) of 90% or above for all products
3. Cruelty-free (no animal testing)
4. Considering the environment and safety, 22 kinds of ingredients (*2) in total, such as petroleum-based surfactants, ethanol, synthetic fragrances/essential oils, and mineral oils, are not used at all
(*1) PERCENTAGE OF NATURALLY DERIVED INGREDIENTS IN ALL INGREDIENTS IN THE PRODUCT, BASED ON THE PROVISIONS OF ISO16128 INTERNATIONAL STANDARD (*2) PRESERVATIVE PARABEN, SYNTHETIC FRAGRANCE/ESSENTIAL OIL, ETHANOL, MINERAL OIL, UV ABSORBER, COLORANT, PETROLEUM-BASED SURFACTANT, QUADRUPEDAL ANIMAL-DERIVED INGREDIENT (EXCLUDING WHEY AND MILK), GENETICALLY MODIFIED PLANT-DERIVED INGREDIENT, ORGANIC SOLVENT (ACETONE ETC.), RETINOL, SULFURIC ACID COMPOUND (SODIUM LAURETH SULFATE/SODIUM LAURYL SULFATE/AMMONIUM LAURETH SULFATE ETC.), PHTHALATE, BENZALKONIUM CHLORIDE, ETHYLENEDIAMINETETRAACETIC ACID (EDTA), BUTYLHYDROXYANISOLE (BHA)/DIBUTYLHYDROXYTOLUENE (BHT)/TOLUENE, ETHANOLAMINE (MEA/DEA/TEA), HYDROQUINONE, METHYLISOTHIAZOLINONE/METHYLCHLOROISOTHIAZOLINONE, TRICLOSAN/TRICLOCARBAN, ALUMINUM POWDER, RESORCINOL
About Aetās
~Eternal Beauty, Eternal Earth~
In pursuit of eternal beauty.
Circular beauty that does not burden the skin nor the environment.
In a world overflowing with things,
what is true richness, what is true beauty?
Aetās believes less-is-more.
For us and the Earth to shine brighter,
formula composed of environmentally friendly ingredients,
packaging with a high recycling rate,
starting with sustainability,
Aetās brought simple yet powerful Circular Beauty to life.
