Editor’s Note
**Editor’s Note:** Anfa enters the anti-aging market with its debut brand “AND CREAGE,” targeting women navigating menopause. The lineup—a serum, supplement, and light-based device—is available via clinics and major e-commerce platforms.
Anfa has recently launched its first anti-aging brand, “AND CREAGE,” releasing three products: a treatment serum, a supplement, and a light-based beauty device (priced between 3,890 and 69,800 yen). The products are sold through the group’s women’s medical clinic “CREAGE,” its official e-commerce site, Amazon, and Rakuten Market. The brand aims to capture the anti-aging needs of women, particularly those in their 40s and older in the menopausal generation, and cultivate it into a new business pillar.
“AND CREAGE” proposes a new value of “creating” rather than “aging.” The brand focuses on changes in skin, hair, and body that accompany women’s life stages, blending dermatological science with sensibility. It advocates the “Double Key Theory,” which views estrogen and serotonin—key factors in beauty condition—as “keys” and their receptors as “keyholes.” By balancing the two, the brand aims to achieve both beauty and health.
The first lineup includes three products that support beauty and health from both internal and external approaches. The treatment serum “Stem Awaken Booster” (30mL, 13,200 yen) uses liposomal technology to encapsulate iPS cell culture supernatant and the proprietary ingredient “Esto-Soy Serum,” along with moisturizing ingredients inspired by aesthetic medicine such as PDRN, hyaluronic acid, and collagen. It targets fine lines caused by dryness, lack of firmness, and radiance.
The supplement “Soy Bloom Stick Powder” (10 sticks for 3,890 yen, 30 sticks for 11,190 yen) contains soy isoflavones, lactobionic acid, NMN, and GABA, supporting daily condition and relaxation.
The beauty device “Photo Skin Device” (69,800 yen) combines NIR (near-infrared), DPL (light), and EMS to target firmness, radiance, and facial muscles. Notably, this is Japan’s first home-use beauty device to combine DPL and NIR (according to the company’s research).
[Image: Anfa’s first anti-aging brand, designed to transcend the ‘menopause’ barrier, appoints GENIC’s Masuko Atsuki as ambassador]