Case.IMCD Japan: Awakening sleep beauty

Japan’s sleep beauty trend focuses on skincare rituals that help the skin recover during sleep. Yolu, a night care beauty brand, set out to launch a new line anchored to this movement but struggled to find a breakthrough hero ingredient. Multiple OEMs were approached yet none could offer the right fit in terms of performance, pricing or novelty.

That changed at the CITE tradeshow in Yokohama. The team visited IMCD Japan’s booth and discovered ZenitiumTM by Microphyt S.A. IMCD Japan’s partnership with the customer is long-standing, including previous success supplying ingredients for another of their brands.

Delivering more than an ingredient

ZenitiumTM is described as an ingredient expected to treat damage caused by lack of sleep, relax skin muscles and promote restful sleep.

Once ZenitiumTM was selected, IMCD took the lead in business development. The team guided the customer through Japan’s strict cosmetic advertising regulations, which prohibit functional or medical claims unless the product is classified as a quasi-drug. Together they aligned the concept with the sleep beauty trend, and crafted compliant language and storytelling.

IMCD also worked with Microphyt S.A. and the customer to secure exclusive use of the ZenitiumTM trademark for Yolu’s marketing and supported its cosmetic facemask partner, a reputed Japanese producer, to ensure accurate and transparent packaging within a compressed timeline.

“Our support went far beyond introducing an ingredient. We helped shape the full concept with the customer, from finding the right hero material to navigating Japan’s strict regulations and building a story that would resonate in the market. It was a true team effort with our customer and suppliers, and a great example of how we help brands move faster with confidence.”

Saeko Yagi

Technical Manager, Beauty & Personal Care, IMCD Japan

From concept to market success

ZenitiumTM appears as a hero ingredient in a Japanese skincare product for the first time. The new Overnight Hydra Sheet Mask series was launched in 2025, and includes ZenitiumTM and botanical ingredients inspired by melatonin to address stress and skin fatigue from lack of sleep.

Two variants, Moist and Clear, offer different sensory profiles and benefits. Both are aligned with Yolu’s positioning around nighttime rituals and emotional wellbeing. The sheet material is 100 percent derived from plant and designed for comfort and adherence during use.

Formulatory excellence

Our partners trust IMCD to simplify complexity. For suppliers, the company is a single point of contact into diverse markets. For customers IMCD is a guide through science, sourcing, regulation and performance. But the real value comes from how IMCD’s experts bring people together and create momentum. That is how everyone wins together.

IMCD Japan: Awakening sleep beauty

Delivering more than an ingredient

From concept to market success

Read our stories…