KOSHINO KIRAMEKI launched its new skincare brand, aelu WA, and began sales through its official online store on 24 September. The brand offers 3 fermented products made with sake lees and plum blossoms.
KOSHINO KIRAMEKI launched its new brand, aelu WA, and released a 3-product skincare line centered on Aelun (Trinity Fermentation Liquid), a proprietary ingredient made by fermenting the sake lees of Koshino Kanbai Junmai Daiginjo with plum blossoms from Niigata. The lineup consists of a lotion, serum and cream, and development is said to have taken approximately 3 years.
The brand name comes from the Japanese word "aeru," meaning to combine or blend. The brand promotes a policy of bringing out value by combining fermentation and beauty, nature and science, and tradition and innovation. The products contain ingredients inspired by plum petals and a high concentration of Aelun, and are described as suitable for targeted daytime care as well as morning and evening skincare.
The lotion contains petal hyaluronic acid and offers a rich yet lightweight feel. The serum contains a high concentration of Aelun, while the cream combines rice bran oil, PDRN and ectoin. All 3 products share a sandalwood and white lily fragrance, with the design placing emphasis on the user experience.
The company plans to begin salon gatherings as a pre-launch initiative from April 2026, strengthening communication of the brand's background through department-store pop-ups and events for department-store sales customers. It also has overseas expansion in view and plans to promote travel and community-building centered on experiences of fermentation and Japanese culture.