Throughout his over 25 years building cross-border companies such as protective packaging company EXA-AIR and incubator E-studio, serial entrepreneur Takeshi Nobuhara says what’s propelled him is “bringing delightful moments into people’s everyday lives.”
Launched in 2022 and entering Neiman Marcus now, Shikohin, which sells skincare and bath products powered by mushrooms, cold-pressed herbs and additional natural ingredients, is Nobuhara’s latest project. He says the brand is grounded in “holistic wellness and the Japanese philosophy of balanced, slow beauty. Our intention is to offer everyone an opportunity to feel comfortable, healthy and happy at least once a day.”
Nobuhara, who’s based in Southern California, describes Shikohin’s core customers as seeking “products that not only enhance physical appearance, but also promote overall well-being. The inspiration to launch Shikohin stemmed from my childhood experiences with Kampo, a traditional Japanese herbal medicine system, and foraging for natural herbs with my father in Japan. Kampo utilizes a combination of herbs, minerals and other natural substances to restore balance and promote health within the body.”
Named after the Japanese word for “indulgence,” Among Shikohin’s products are 5 Mushroom Moisturizer ($68), Blooming Yomogi Bath Essence ($48), a reflexology massage set ($68), and tension-relieving bath tablets($24). Its bestsellers are the Bath Essentials Set ($133) and Longevity Skincare Travel Bundle ($230).
In an example of its slow beauty philosophy, Blooming Yomogi Bath Essence is meant to be used as part of a 15- to 20-minute ritual channeling forest bathing. It’s infused with essential oils that smell like Japanese citrus, hiba and hinoki trees. The brand recommends pairing it with a mineral-driven bath tablet to capture the feel of Japanese hot springs and throwing in fragrant hinoki balls ($24) for a woodsy aroma.
Shikohin’s formulas meet exacting standards. Most of its skincare products are formulated in France, while its bath and body care products are formulated and manufactured in the United States.
“To ensure authenticity, we also import unique active ingredients from Japan such as minerals from Kinugawa Onsen, hiba and hinoki essential oils, among others, and [ingredients] from the Pacific Island region, including tamanu oil,” says Nobuhara. He continues, “In developing our products, we begin by defining a product theme. We then invest in the search for centuries-old, clinically proven and sustainable ingredients.”
Shikohin creates its products to adhere to cosmetic standards in the U.S., Europe and Japan. Nobuhara says, “This includes rigorous bacteria testing, traceability of active ingredients, stability testing over three months in warm environments, compatibility testing with packaging and dermatologist surveys to confirm innocuity.”
“Our intention is to offer everyone an opportunity to feel comfortable, healthy and happy at least once a day.”
Befitting its upscale positioning, Neiman Marcus marks Shikohin’s department store debut. Outside of Neiman Marcus, the brand is available in direct-to-consumer distribution via its website, corporate gifting programs and high-end spas and boutiques like Clean(er) Beauty and H20 Closet.
Self-funded Shikohin was incorporated in December 2019, but it took two and a half years to launch. Nobuhara explains the launch was delayed because the brand had to redo its formulas with a new partner amid disruptions caused by the pandemic. Though the launch took longer than anticipated, Nobuhara underscores it was aligned with his business principles.
“The greatest business lessons revolve around staying true to your brand’s authentic story in all aspects, from content to packaging,” he says. “It’s crucial to take your time to find the right formulators, manufacturers and partners with the necessary experience and connections in the industry.”
Shikohin prioritizes forging strong customer relationships through multipronged marketing efforts. The brand regularly hosts live Q&A sessions and features giveaways and user-generated content on Instagram. It has customer incentive programs and collaborates with retailers and spas to heighten awareness and fuel sales. Shikohin will sponsor the grand opening of Atenaa Beauty Concept in Miami and has partnered with Nashville’s Doyle Skincare on events and in-studio experiences.
Nobuhara says, “This approach is rooted in creating an authentic brand storyline and being laser-focused on our target persona and selected partners.”
Shikohin’s current distribution strategy is to expand its market presence in the U.S. and hopes to expand into Japan and elsewhere in Asia as well as European markets next. Nobuhara says, “By establishing a solid core fanbase through our anchor clients and key opinion leaders, we’ll focus on sustainable growth and continue to innovate in the wellness space.”
In the future, Shikohin plans to extend its product assortment to supplements, lip creams, yomogi tea and face masks. The brand declines to share its target revenue for the year, but Nobuhara reveals he’s pursuing funding opportunities and has begun conversations with possible investors.
