Japan’s matsukiyo launches pollution-protective body milk amid increasing demand

As the flagship brand of MatsukiyoCocokara & Co, matsukiyo focuses on developing products that not just boast skin care benefits, but are also emotionally uplifting.

Matsumoto Kiyoshi, Japan’s fifth largest drugstore chain in terms of sales, and seventh-ranked Cocokara Fine, completed their merger in 2021. Today, the company operates over 3,400 drugstores and dispensing pharmacies across the country.

matsukiyo recently announced the upcoming launch of Pollu-Barrier Body Milk Brightening, a product that claims to moisturise the skin while providing brightening care, resulting in pearly, translucent skin that “looks like white rice cake”.

The new product is part of the Pollu-Barrier series, which is aimed at resolving skin problems caused by external stimuli, such as ultraviolet rays, air pollution, and cigarette smoke.

“It comes in a large-capacity bottle (400ml) to meet the high demand for body milk in the Japanese market, and the pump is designed to be usable with one hand for convenience,” ​the brand said.

Compared to body lotion, body milk typically has a lighter and more fluid texture, so it gets absorbed into the skin quicker without a greasy sensation.

“The highly moisturising yet refreshing texture of Pollu-Barrier Body Milk Brightening makes it easy to spread all over the body, leaving your skin feeling smooth and non-sticky.”​

According to matsukiyo, the product is designed to provide more than moisturising and brightening care, but also beauty benefits during sleep.   

Specifically, its “Sleep Repair” ingredient (Aspergillus/elatostema umbellatum bulbil ferment) is said to work while the user sleeps and is particularly helpful for addressing noticeable pores due to dry skin.

“Simply apply it before going to bed and wake up to smooth, moisturised skin, as the ingredients ​penetrate the skin [up to the stratum corneum] overnight. The product is a great choice for people who are busy every day and unable to take care of their skin properly.” ​

This follows the growing trend​ of products in Japan that claim to effectuate skin care benefits during sleep.

In addition, the formulation contains active ingredients, including glutathione, niacinamide, and ultra-high pressure vitamin C derivative (ascorbyl tetraisopalmitate), to hydrate and even out the skin tone.

It also comprises argan oil and five types of ceramides to support the skin barrier function, while the sweet, refreshing scent of white flowers serves to enhance the relaxing mood before bedtime.

Pollu-Barrier Body Milk Brightening will be available for purchase from September 11 at Matsumotokiyoshi and Cocokara Fine physical stores nationwide, as well as the firm’s domestic online store.