Uniquely developed by a former Shiseido brand manager High-performance all-in-one beauty essence for men in their 30s to be launched in March 2025

Ochre Corporation (Head Office: Meguro-ku, Tokyo; Representative: Hiroki Hattori) will launch Ochre The Serum, a highly functional all-in-one beauty essence, on March 21, 2025.

The company's representative, who was the youngest brand manager at Shiseido, will use the knowledge he gained as a salaried worker to manufacture and sell high-quality products, even though he started from scratch, by utilizing AI, business support SaaS, and human resources on the side. The challenge to reform skincare for men in their 30s has begun.

Background of the development: We found that if we make full use of technology, it is no longer a pipe dream to leave the manufacturing industry and start a business.

I want to create skincare products that men in their thirties can be enthusiastic about and that focus on functionality and a global view.

When I was at Shiseido, I learned from successful cases of women's brands that "enthusiasm" is generated only when there are both "functional value" and "a world view that gives dreams and aspirations. As I entered my 30s and began to feel changes in my skin, I could not find "products I really wanted" on both axes, and my desire to create products that would generate enthusiasm in the men's skincare market became stronger.

Hiroki Hattori, Brand Manager, Ochre Corporation

The trigger was AI, which allows us to focus on manufacturing by utilizing technology.

In the past, the process of establishing a business was offline-centered, and business design was highly dependent on experts and partner companies, which I thought was a hurdle to overcome. I could see a way out of the time I had been struggling. Recently, it has been said that the D2C winter age has arrived, and we are moving from an age where sales are based on the strangeness of digital marketing to an age where only truly good products are supported by consumers. Therefore, if we concentrate on manufacturing using technology, it will become our strength in the market, and we believe that the ground is now ripe for manufacturing start-ups for those who come from manufacturing backgrounds and have confidence in making good products.

The steps to a speedy, low-cost, and small 2021-style monodzukuri business startup.

The birth of OCHER, a high-function all-in-one serum that "scientifies the sex appeal of men.

Products tailored to the "skin type," "skincare habits," and "appearance/impression needs" of men in their thirties

OCHER provides high performance ingredients and a unique world view to solve the three issues of men in their 30s, based on the results of various research papers and surveys, as well as our own research.

Skin quality: Men's sebum secretion peaks in their 30s. Men's skin is actually more prone to skin problems than women's.

Skin care habits: Men in their 30s place low priority on skin care due to financial and time hurdles.

Skin appearance needs: Men in their 30s are greedy and want to look good, but can't spend a lot of money or time.

3,960 yen per month*, 30 seconds per day to obtain ideal male skin and confidence in your 30s] *For regular purchase

＜ Characteristics of Ochre The Serum ~The science of male sex appeal with 3 features

1. semi-matte skin that brings out your sex appeal in 30 seconds

Our proprietary nanoprotein capsules(TM) infiltrate the stratum corneum with amino acids that make up NMF (Natural Moisturizing Factor) to retain moisture and increase elasticity. In addition, the sebum balancing formulation delivers a "semi-matte" skin without shine, yet with just the right amount of moisture and firmness. 2.

(2) Carefully selected plant-derived anti-aging ingredients for men

Carefully selected ingredients such as bactiol, niacinamide, CICA, and vitamin C derivatives are included in the formulation. The power of natural science protects men's skin, which has low stress tolerance, for the next 5 to 10 years.

3. a pleasant fragrance that gives a feeling of confidence and calmness the moment you put it on

The goal was to create a middle layer between skincare and fragrance, with a scent that evokes pears and fruits, and a woody musk scent that creates a fresh and calming sensation.

Ochre The Serum

Nanoprotein capsule image

■Quality achieved by being able to focus on areas of strength, leaving everything else to others

0Overcoming the shortcomings of an all-in-one product. Also, we achieved both fragrance and beauty ingredients.

All-in-one products are sometimes said to be poor in dexterity because they do not contain as much water as lotion and are not as moisturizing as milky lotion. Through repeated trial and error with a research institute, we developed a capsule that can increase the amount of moisture, and have completed a product that has even higher moisturizing power while increasing the amount of moisture in the skin. It also took a lot of time to make the fragrance formulation satisfactory. It was really difficult to stabilize the fragrance and beauty ingredients at the same time, and we tested and modified the concentration of the ingredients many times. As a result of all the hard work, we have completed a beauty essence that has a pleasant fragrance every time it is scented.

All members of the team work on the side. High expertise is obtained through side job personnel, and the best products are made even with limited resources.

Since the start of this project, we have had friends from college working on the side. While we all have our day jobs, we have also used technology to maximize our individual skills and expertise, and we have created products and strategies that take advantage of our strengths. Although the hurdles to manufacturing have been lowered far more than in the past, it is still very difficult to create truly good products and services. That is why I believe we have been able to create truly satisfying products even with limited resources by separating what technology can replace and what only we can do.

Waseda University classmate developer

Hiroki Hattori

0Development / Brand Director Hiroki Hattori Hiroki HATTORI HIROKI

Born in Tokyo, resident in Tokyo, age 36, father of 8-year-old twin daughters. After graduating from Waseda University, he joined Shiseido as a new graduate. He became the youngest brand manager at Shiseido and directed marketing for a variety of products and brands from teenagers to men's and seniors' products. Later, after changing jobs, he became independent.

Hiroya Deguchi

0Development / PR Director DEGUCHI HIROYA DEGUCHI HIROYA

Born in Tokyo and currently living in Kanagawa Prefecture. 36 years old, father of a 6-year-old son. After graduating from Waseda University, he joined JR Tokai as a new graduate. After graduating from Waseda University, he joined JR Tokai and worked as an operator of the Tokaido Shinkansen bullet train, in public relations (media relations), and in corporate planning. After that, he worked as a manager at the Nagoya Takashimaya Department Store and changed jobs before assuming his current position.

■Supervising Physician

Dr. Tanimoto

0Supervising physician Dr. Tomoko Tanigawa TANIKAWATOMOKO

She is a skin professional who provides treatment for each patient as a specialist in dermatology, plastic surgery, and cosmetic surgery. After working as the director of MA Clinic Shinsaibashi, she opened Beru Kawafuka Plastic and Reconstructive Surgery.

About the product and brand

Product name ： Ochre The Serum

Capacity ： 50 mL

Release Date ： March 21, 2025 (Friday)

Price ： 4,270 yen (tax included, shipping not included) for single product ｜ 3,960 yen (tax included) for regular purchase

Ingredients: proprietary nanoprotein capsule(TM), Bactiol,

　　　　 　 Niacinamide, CICA, Himekouji leaf extract, Vitamin C derivative, Azelaic acid, etc,

　　　　 　 Azelaic acid, etc.

Official website: https://brand-ocher.com/ * Scheduled to open in mid-February

Instagram: https://www.instagram.com/ocher_cosmetics/

Ochre The Serum

Brand message

While working hard at work and raising children

while working hard at work and raising children.

Ochre is a brand for such men.

They want to be mature, attractive, and sexy.

They must have physical strength.

Intelligence.

Craftsmanship.

Surrounded by good people.

Confidence.

Love someone with all your heart.

I want to continue to be a good man with such a sense of color.

Ochre will continue to be the voice of such men.

Reference] Background data on skin quality and skincare habits of men in their 30s

0Market growth rate: The men's cosmetics market will grow approximately 1.5-fold in the five years to 2022. Driven by basic cosmetics

Market Growth Rate

The overall men's cosmetics market is a 37.6 billion yen market that will grow approximately 1.5-fold over the five years from 2017 to 2022. Among these, the basic cosmetics market is the largest, with basic cosmetics alone growing 1.5-fold, while the 30s segment is expected to grow 1.48-fold over the past five years.

0 Skin quality: Sebum production peaks in men in their 30s. Male skin is actually more prone to skin problems than female skin.

Men's skin contains less moisture than women's skin, but more sebum, and their skin has a lower tolerance for stress, so careful skin care is more important for men. Sebum and shine have a significant impact on impressions, and since men's sebum secretion peaks in their 30s, we aimed to create a good-looking skin with moderate moisture while suppressing shine.

Skin Quality Data

0Skin care habits: Men in their 30s place low priority on skin care due to financial and time hurdles.

Despite the need for careful skincare, men in their 30s place low priority on skincare, with less than 10% using even beauty serums. This is due to financial and time hurdles, such as the amount of money in their pocketbooks and the time they have to spend on skincare. With such restrictions, it is unrealistic to use multiple categories, and we felt it necessary to create an all-in-one serum for men in their 30s.

Skin Care Habit Data