Rice Becomes Popular Ingredient For Beauty And Beverage Products In Japan

In Japan, makers of cosmetics and beverages are expanding their use of rice as an ingredient. As early as June 2012, Kose Provision Co. introduced lotions and creams that included ingredients derived from fermented and matured rice. Kose said its Maihada line of cosmetics, sold exclusively online, are “effective in moisturizing skin.” The trend came amid a decline in rice consumption in the country, due to the shrinking population and growing adoption of Western diets.