Editor’s Note
**Editor’s Note:** TOA’s “Shape Memory Jelly Cleanser” has been recognized as a finalist at the MakeUp in Paris Innovation Awards, highlighting the company’s cutting-edge approach to cosmetic formulation.
TOA, Japan’s largest cosmetics OEM/ODM manufacturer, has developed a new product, the “Shape Memory Jelly Cleanser,” which was selected as one of 13 finalists in the “Contract Manufacturing/Private Label/OEM/ODM” category at the Innovation Awards IT AWARDS of the international exhibition “MakeUp in Paris” held in France in June.
The selected product features a unique shape-memory formula that gives it the appearance and elasticity of real jelly, allowing it to return to its original shape even when deformed. Its formulation, which combines high cleansing power with moisturizing properties, was highly praised.
According to the company, the cosmetics market in recent years has seen a growing trend, especially among startups and indie brands, toward emphasizing concept. Within this context, demand is rising for novelty such as “world’s first” or “Japan’s first” and the application of proprietary technologies.
To meet these increasingly sophisticated development needs both domestically and internationally, the company is further strengthening its R&D structure. In October 2026, it plans to establish the Yuki Research Laboratory (Yuki City, Ibaraki Prefecture) within the Yuki Plant, marking its sixth domestic research facility and the first in the Kanto region to have a laboratory co-located within a factory.
Going forward, the company aims to attract outstanding research talent, primarily in the Kanto area, to enhance its development capabilities. Katsumasa Tanaka, Director in charge of R&D, stated:
Leveraging its unique formulation technologies and robust research infrastructure, the company seeks to accurately capture evolving market needs and further enhance its presence in the domestic and international cosmetics markets.