You can find countless skincare brands that claim to be additive-free, organic, and gentle on the skin. But is there a clear standard for this "gentleness"? Aetās, a skincare brand founded in Tokyo in 2020, began with this simple question.
The "difficulties" of the industry revealed after working at major cosmetics companies
Aetās was founded by an individual who had experience working at two major cosmetics companies. "Skincare should be kinder to people and the environment, so why is it so difficult to pursue that?" This question was the beginning of everything.
The larger the company, the more it is bound by factors such as market demand, cost balance, and development period. That is why Aetās was established to pursue "uncompromising craftsmanship for both skin and earth" without being constrained by such limitations. Based in Tokyo, and with the cooperation of an OEM factory, it is still operated by a single person. This small brand offers carefully crafted skincare products that can only be achieved by a small brand.
The true nature of "vague gentleness"
There are many additive-free, organic, and skin-friendly brands in the world. However, most of them do not have clear standards. Many are driven by image.
She couldn't find a brand that could clearly demonstrate a natural origin index and whose packaging was made of 100% recycled materials, so she decided to create one herself. That was the impetus for the birth of Aetās. However, she didn't intend to stop at just being gentle. She was committed to creating products that also offered tangible functionality.
The timing of the COVID-19 pandemic also played a role. As the damage humans have inflicted on the natural environment became evident, she began to question how much environmental impact the products consumers unknowingly choose every day actually have. From that question, she resolved to create guilt-free cosmetics and products that contribute to the Earth just by using them.
Biomass materials and PET containers with 20-30% recycled content have become increasingly common. But can they truly be called environmentally friendly? Corn, which is a raw material for biomass, needs to be newly cultivated. Adding only a portion of recycled materials still means that new plastic is being used. If that's the case, then it's meaningless unless it's 100% recycled PET. This idea forms the backbone of Aetās's manufacturing philosophy. Because it's 100% recycled material, it doesn't create new waste and can be recycled again after use. Finally, a truly circular economy can be realized.
Towards skin that "continues to activate its personal best"
The most important value that Aetās wants to convey is encapsulated in the phrase, "continually activating your personal best." It's not just about caring for the skin, but about making the skin itself healthy and strong with each use, leading to confidently radiant skin. That is the goal of Aetās.
What we want to deliver through our products is a simplified skincare routine with a simple lineup. And because the packaging is also simple, it naturally blends in with any interior, and just having it there soothes the mind. That's the kind of time in life we want to offer.
The philosophy of our manufacturing is "less is more." The less there is, the richer it is. We eliminate unnecessary elements as much as possible. The name Aetās itself is derived from the Latin word for "eternity." Our wish is for both human beauty and the beauty of the Earth to last forever. The same applies to product names, which are kept simple for clarity: "The Cleanser," "The Lotion," and "The Moisturizer" are stripped-down names.
Commitment to ingredients. A natural origin index standard of over 90%
What Aetās values most is maximizing the natural origin index. Simply put, the natural origin index refers to the proportion of ingredients that do not rely on petroleum. Unfortunately, many cosmetic ingredients are still petroleum-derived, and very few brands have completely moved away from them. In this context, Aetās sets a standard of over 90% natural origin index for all its skincare products.
Speed and gentleness supported by proprietary technology
Aetās's products are infused with independently developed technologies. One is a high-speed penetration technology called Beauty Core Rocket (BCR). To deliver essential nutrients such as minerals and vitamins to every corner of healthy skin, Aetās has developed capsules smaller than pores, which mimic the skin's structure with alternating layers of water and oil. From the moment they touch the skin, the outer layers peel off one by one, allowing the encapsulated water-soluble and oil-soluble nutrient-rich ingredients to quickly blend into the skin and penetrate thoroughly. Furthermore, the VCE derivative blended in these capsules undergoes special processing with a negative charge, causing the capsules to repel each other, ensuring that nutrient-rich ingredients are delivered in a stable state, particle by particle.
Another is the "less-is-more" inspired Bytamin Gel Emulsification method. To maximize nutrient delivery to the skin, Aetās designed this formulation from scratch, developing a technology that uses no surfactants. Emulsified solely with VCE derivatives and squalane, it continues to protect the skin like a veil without re-emulsifying after application. This method allows for manufacturing at room temperature and in a short time, requiring no heating or cooling. It is an environmentally friendly technology that also contributes to CO2 reduction.
A 3-year struggle in selecting containers
100% recycled PET square original bottle
They say the most difficult part of development was choosing the container. To achieve both 100% recycled PET and a square bottle shape that eliminates wasted space when placed in a box or on a bathroom shelf, they ultimately decided to create their own original mold. It took three years of repeated prototyping to complete.
There was also an unforgettable failure in formula development. On the eighth prototype of the sunscreen, there was a moment when she thought the smooth texture was "good enough." However, upon checking, mineral oil, a petroleum-derived mineral oil, had been mistakenly blended into it. It was an incident that made her realize just how dependent cosmetics and skin had become on petroleum. They immediately began re-prototyping and finally arrived at a satisfactory formula on the tenth attempt.
Faster and more comfortable with every use
If you were to list three charms of Aetās, they would be its fast penetration, comfortable feel, and interior-harmonizing design.
The trick to using it is quantity and speed. To avoid friction and maintain the balance of moisture and oil, be sure to use the prescribed amount. And because it's a fast-penetrating formula, it's recommended to apply it quickly and efficiently, rather than slowly and carefully.
"The Skincare Set" with a one-week trial
For first-time users, a skincare set with a one-week trial is available. It's the perfect amount for situations like "I want to try Aetās" or "I want to take it on a trip."
We've received feedback from customers who disliked oil cleansers but can no longer do without "The Cleanser" after trying it. The fact that many customers feel their skin condition improving with each use is another reason why Aetās is so popular.
What we aim for in the future
Going forward, we aim to expand into eye serums and body care products. As a brand, our goal is to be chosen by as many people as possible. This will also lead to giving back to everyone involved in product creation, including our factory.
To our readers
The Cleanser / The Lotion / The Moisturizer
Experience the change in your skin. Your skin's turnover will normalize, and it will become stronger. You'll likely enjoy the process. This product is especially recommended for those who are conscious of environmental issues and want to choose gentler options.
Uncompromising on both skin and Earth. Aetās will continue to create products with this philosophy.
