Launched in the spring of 2009, industry sources are reporting fast growing sales of Japanese inspired male skin care brand Kyoku for Men. Kyoku founder Asim Akhtar was inspired to create the line after travelling to Japan. In particular, Akhtar visited a village two hours from Tokyo called Yuzuri Hara, which is known as the village of long life because over 10 percent of the village’s population is more than 80 years old.

Akhtar, a medical doctor, attributes the villagers’ longevity foremost to diet, which includes bamboo shoots and starchy potatoes. He also refers to high levels of anti-ageing hyaluronic acid in villagers’ skin due to treatment regimes that involve a range of plants, vegetables and herbs. His aim was to create a skin care line using the same active ingredients the villagers use.