Suntory’s KIZEN Targets Expanding Men’s Skincare Market in the US

KIZEN, developed at the Suntory World Research Center in Kyoto, is targeting the US men’s skincare market with its multifunctional moisturiser. The brand focuses on “skinimalism,” encouraging simplified routines with effective products—a trend appealing to many American men. Survey data shows that 80% consider skincare vital for health and wellness, with moisturiser being the most used product. Simplicity and quick results are essential, with many men finding multiple product routines bothersome.

Suntory’s KIZEN leverages Water Bond Technology to deliver effective results in just one minute, using ingredients like Spanish oak polyphenols, oolong tea extract, and squalene. Their Complete Facial Moisturizer combines toner, serum, and cream, available in two variations: Kyoto Blend and Neutral Blend. The product is available online in the US.