In a world of increasingly aggressive skincare, SHINSO Skin Care offers a refined alternative rooted in balance, purity, and precision. In this exclusive interview with Chic Icon, the Founder Nao Tsuruta shares how his background in aerospace engineering and advanced water technology shaped a uniquely intelligent approach to beauty.
At the heart of SHINSO lies mineral-rich deep sea water from Hokkaido, transforming hydration into an active, performance-driven element. The result is skin that appears brighter, smoother, and naturally lifted — without harsh intervention. Blending Japanese philosophy with scientific innovation, SHINSO focuses on long-term skin health, supporting the skin’s natural ability to restore, balance, and glow.
Chic Icon: Your background is in aerospace engineering. What inspired you to enter the world of skincare?
Nao Tsuruta: My aerospace engineering background taught me precision and how complex systems work in harmony. Over time, I became fascinated by the skin, not just from a cosmetic perspective, but from a healing perspective. This led me to create SHINSO Skin Care — a refined, scientific approach supporting the skin’s natural ability to heal and maintain long-term beauty.
Chic Icon: Before founding SHINSO, you were involved in advanced water technology projects, including desalination systems. How did this experience shape your understanding of water and its role in skincare?
Nao Tsuruta: Working in advanced water technology, including the desalination project for Palm Jumeirah Island and large-scale systems in Singapore, taught me that water is not just a neutral ingredient — it has structure, purity, and the ability to influence how other elements behave. This insight completely changed the way I think about skincare. At SHINSO, we focus on the quality and function of water itself, so it can truly support hydration and enhance the performance of our formulations.
Chic Icon: Shinso is known for blending nature with science. What makes your formulas truly unique?
Nao Tsuruta: Our philosophy combines the wisdom of natural ingredients with scientific understanding. Rather than creating heavy or aggressive formulas, SHINSO focuses on balance — helping the skin maintain natural hydration, clarity, and resilience.
Chic Icon: Water plays a key role in your philosophy. How did your work in water technology influence SHINSO’s product development?
Nao Tsuruta: Water has always been central to my philosophy. Through my work in water technology, I learned how water quality and structure influence biological systems. At SHINSO, we use deep sea water from Hokkaido, Japan — untouched by pollution and rich in over 80 minerals — making it an active ingredient that supports hydration and enhances formulation performance.
Chic Icon: What results do clients most often notice after using SHINSO products?
Nao Tsuruta: Clients often notice brighter, smoother, and more balanced skin. Friends frequently comment that they look as if they’ve lost weight, as the face appears more lifted and refreshed. Our goal is not temporary cosmetic effects but to support the skin so it maintains a naturally clear and radiant appearance over time.
Chic Icon: How does SHINSO reflect the Japanese philosophy of long-term skin health?
Nao Tsuruta: Japanese skincare emphasizes prevention, balance, and consistency over quick fixes. SHINSO follows this philosophy while still delivering visible results quickly, always supporting the skin gently so it remains healthy and resilient over the long term.
Chic Icon: SHINSO is used in high-end spas worldwide. What feedback from skincare professionals stands out most to you?
Nao Tsuruta: Many professionals say they have never used skincare products like SHINSO before. They appreciate that it delivers visible results while remaining extremely gentle and that it works beautifully within professional treatments to enhance hydration, clarity, and overall radiance.
Chic Icon: SHINSO products are also used in professional treatments in Japan, including the ROCESA facial program. Could you tell us about this approach and the results clients experience?
Nao Tsuruta: In Japan, SHINSO products are used at spas and clinics, including the ROCESA facial program. The formulations focus on reducing inflammation and supporting the skin naturally, without relying on medication, medical creams, or laser treatments. Treatments help the skin renew through hydration, gentle stimulation, and precise application, often resulting in immediate improvements in brightness, smoothness, and vitality.
Chic Icon: For someone discovering SHINSO for the first time, which product best represents the philosophy of SHINSO Skin Care?
Nao Tsuruta: The Shinso Essence is our hero product. It embodies the brand’s focus on healing, anti-inflammation, and anti-aging, and can be used on all skin types, including sensitive and rosacea-prone skin, supporting hydration, balance, and clarity.
Chic Icon: What are some common skincare myths that SHINSO challenges?
Nao Tsuruta: A common myth is that stronger or harsher ingredients produce better results. In reality, aggressive treatments can disrupt the skin’s natural balance, while healthy skin responds best to formulations that support its natural processes.
Chic Icon: How important is the sensory experience — texture, fragrance, and ritual — in the SHINSO skincare philosophy?
Nao Tsuruta: The sensory experience is essential. Skincare should be a moment of care and relaxation, not just a routine. Our products feel light, refreshing, and elegant, enhanced with natural wild rose and grapefruit, creating a calming ritual without added chemicals or artificial fragrances.
Chic Icon: The name “SHINSO” is distinctive. What does it mean, and how does it reflect the philosophy behind the brand?
Nao Tsuruta: “SHINSO” means “deep layer” in Japanese, reflecting our philosophy of working from the inside out. Our products reach the deeper layers of the skin, supporting natural balance and structure, and with nano-technology, they penetrate instantly to deliver effective results from within.
Chic Icon: What is your vision for the future of skincare and SHINSO’s role in it?
Nao Tsuruta: I believe skincare’s future lies in supporting natural healing, reducing inflammation, and respecting the skin’s biology. SHINSO uniquely addresses elite anti-aging but also helps people with sensitive skin or conditions like rosacea, giving them hope, smiles, and visible results — all without medical treatments. After 16 years in the market, I’ve never seen products like SHINSO, which blend scientific precision with the elegance of Japanese skincare philosophy.
Chic Icon: What is the core philosophy behind SHINSO Skin Care, and how does it guide every product you create?
Nao Tsuruta: At SHINSO, our core philosophy is supporting the skin’s natural healing, reducing inflammation, and maintaining long-term health. Every product is crafted to honor this principle, blending scientific precision with the elegance of Japanese skincare, and is suitable for all skin types — including sensitive, rosacea-prone, acne-prone, and eczema — delivering real results while respecting the skin’s biology.
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