AYURA, a cosmetics brand run by Ain Pharmaciez Inc., will update the brand from Thursday, October 1, 2026.
The company announced that, marking its 30th anniversary, it will adopt a new tagline, "Thinking of People as Nature," and begin a challenge to look again at the origin of beauty.
AYURA's new challenge as it turns 30
Since its birth in 1995, AYURA has stayed close to healthy beauty based on the idea of holistic care: "skin, body and mind are connected as one."
The company says that in today's world, where changes in society and lifestyle mean stress affects skin, body and mind, people look for beauty experiences that restore their sense of self and fill the heart, not just temporary fixes.
This update is positioned as a new challenge to bring the beauty philosophy handed down over 30 years more deeply to people living today.
The new tagline "Thinking of People as Nature" and the brand concept
The new tagline, "Thinking of People as Nature," carries the wish to regard each person as a piece of "nature" and, while nurturing a "cycle of well-being" in which skin, body and mind resonate with one another, to support the strength to live healthily as oneself.
AYURA says it will communicate more clearly from now on the value of healing time and moments wrapped in fragrance awakening our inherent vitality and leading to dewy, supple beauty.
Brand concept
"Thinking of People as Nature. Dewy, supple, true beauty.
It is born when everything about a person resonates together.
What AYURA values is the 'cycle of well-being' of skin, body and mind.
The reliable power that stays close to skin, and a healing fragrance that gently unwinds the heart.
Peaceful time that fills the five senses sets the daily ups and downs in order and draws out our inherent vitality.
Even change becomes nourishment for being yourself. Thinking of people as nature.
AYURA: the glow of life overflowing from within, starting with you."
Brand philosophy
What AYURA values is the "cycle of well-being" of skin, body and mind.
Skin is reborn every day through various "circulation activities," nurturing life. The company has focused on the "cycle of life" that continues quietly inside a person.
Skin, body and mind are not separate things; they are connected as a single flow. When that flow is in order, skin is thought to regain its inherent dewy radiance. Beauty that grows with every cycle is the cycle-of-well-being beauty that AYURA has in mind.
Renewed brand logo and symbol, and updated package design
The brand logo and symbol are also being renewed.
The name AYURA comes from "AYU (ayus)," which means life in Sanskrit.
The "A" in the brand logo symbolizes the kanji character for "person" (人), and the "Y" symbolizes a sprout trying to grow, evoking people who meet, support one another and grow together. In this update, while carefully inheriting the meaning and shape of the previous logo, the details have been refined with care, evolving it into a design that expresses life sprouting and growing more flexibly.
The brand symbol, the "Tree of Life," carries the story of a tree of life: a single seed sprouts, extends its branches, spreads its roots and eventually embraces and creates the world. It expresses a rich story in which humans, flowers and birds are all one beneath this tree, giving life to one another and growing together, in harmony among humans, nature and the universe.
Package design changes
To convey the brand's world more richly, AYURA will update its package design in stages.
The long-loved bottle design stays as it is with the new logo added, and the gift boxes adopt a design reflecting the brand's world. Starting with body care items such as bath products, items will switch over in stages and be offered in the new design.
*The new packaging is scheduled to change in stages from October 1, 2026 (except at some stores).
*Some products will have new prices along with the package change (except some items).
For details on the price revisions of some products, please check the AYURA official site.
AYURA official site: notice of price revisions
Renewed handy bags and gift wrapping
They are renewed with a design featuring AYURA's symbol, the "Tree of Life," in a large size. Some are also changing to a more convenient size.
Shogo Kijino (graphic design studio "6D"), who served as art director, commented: "AYURA has many assets cultivated over its 30-year history that are still appealing today. For this renewal, rather than making everything new, I thought the most important thing was to treasure those assets, update them for the present day and regain AYURA's lovely presence."
Akiko Kikuchi becomes brand personality
Model and actress Akiko Kikuchi has become AYURA's first brand personality in its 30-year history.
Akiko Kikuchi is someone who conveys "living as yourself, comfortably" in unpretentious words. She was welcomed as brand personality because her way of life matches the brand philosophy AYURA values: harmony of skin, body and mind.
A column by Akiko Kikuchi is scheduled to be published on the AYURA official site from December 2026.
Official website renewal and campaign information
The AYURA official website will also be renewed with a design expressing a gentle world. Content, including the brand introduction page, is scheduled to be expanded.
Brand update commemorative campaigns
To commemorate the brand update, the following campaigns will be held.
Department stores, and Ains & Tulpe stores with an AYURA corner
Period: Thursday, October 1 to Saturday, October 31, 2026
Details:
Customers who purchase renewed body care products will receive a handy bag (M or L size) (excluding single-use packets and mini bottles).
The first 1,000 customers who purchase ¥2,750 or more (tax included) of AYURA products will receive Ginger Herbal Bath α (1 packet).
AYURA official online store
Period: Thursday, October 1, 10:00 to Saturday, October 31, 2026, 23:59
Details:
- An assortment of the renewed body care products will be given to 100 customers chosen by lottery from among those who purchase products (excluding e-commerce malls Rakuten Ichiba, Yahoo! Shopping and Amazon).
*Campaign details may change or end without notice.
Contact
For details on this matter or inquiries about products, please use the contact information below.
Customer inquiries: AYURA 0120-090-030 (weekdays 9:30 to 17:30; closed on weekends and holidays)
AYURA official site: https://www.ayura.co.jp/
