When Dr Yutaka Shimokawa started his skincare line, everyone around him tried to convince him otherwise. He had a successful career in dentistry, was actively involved in the promising field of microbiome research with medical associations and the University of Tokyo, and even served as a consultant for advertising companies.
“It’s a terrifying thought for many,” he says. “I had no income for many months. At my lowest point, I only had two months’ worth of savings left in my bank account.”
Despite this, his fervent belief in the importance of promoting a healthy skin microbiome motivated him to launch KINS in 2018. When he used bacteria-based preventive supplements to treat his chronic ailments of sudden hearing loss and frequent diarrhoea, he saw the benefits firsthand. As the largest organ, the skin contains a diverse collection of microorganisms, so it makes sense that taking care of the microbiome there will lead to glowing skin free from conditions like dryness, acne, eczema, and so on.
“In traditional skincare, most products have one key ingredient with a sole purpose,” explains Dr Shimokawa. For example, salicylic acid is often used to deal with acne, while vitamin C brightens skin.
“Most of the time, it either works well or your skin reacts badly. Microbiome skincare is not about a single ingredient. Instead, it restores balance in the skin, strengthening its barrier against bad bacteria, and creating healthy radiance.”
Even with research-backed formulas and an impassioned desire to help people, he had to learn some things the hard way. “One of my biggest mistakes in the early days was to focus solely on advertising to sell a complicated product and service,” he says, referring to KINS’s personalised subscription-based supplements. “I tried to turn a product that required long explanations and education into short ads. The cost per acquisition (CPA) racked up to about $500 per customer.”
He was saved by an infusion of 100 million yen (S$1 million) from angel investors and his determination to keep spreading the gospel of good germs. He claimed the turning point came during the pandemic when lockdowns prevented him from holding a two-week event.
Instead, he used Instagram Live for 14 consecutive days to reach the masses. “We also worked with various KOLs and interacted with users, which helped to build trust and awareness.” The brand gained over 28,000 subscribers in Japan in just three years.
KINS recently expanded into Taiwan and Singapore. Dr Shimokawa plans to make the latter his global headquarters, with a dermatology and aesthetic clinic to follow later this year. “We built our first skin clinic here to learn more about global audiences, and their skin concerns and expectations. We currently only have data from Japan.”
Skincare is only one part of the grand plan Shimokawa has for KINS. His team in Japan is actively working on medication that will cure chronic illnesses instead of simply treating their symptoms. Because of the pervasiveness of microbiomes in living creatures, its medical applications can extend to animals, too. He has already developed pet supplements and oral hygiene products for the Japanese market, and will roll them out in Singapore soon.
“My goal is to increase awareness on how a balanced microbiome is a holistic treatment for chronic diseases in both humans and animals, and to innovate new products that will cover other microbiomes in the body,” says Dr Shimokawa. “Our aim is to become the No. 1 microbiome innovation company in Asia in the next five years and, ultimately, the global leader.”
Photography: Mun Kong
Art Direction & Styling: Chia Wei Choong
Hair: Aung Apichai, using Kevin.Murphy
Makeup: Keith Bryant Lee, using Shiseido
Photography Assistant: Alfred Phang
