Ruhaku

Ruhaku: The Beauty Secret of Okinawa, the Island Where People Live the Longest

Okinawa is an island in southern Japan known for an extraordinary record: its inhabitants live longer than any other population in the world. The reason? Diet, lifestyle, and a unique botanical flora that grows on volcanic soils rich in minerals, bathed by subtropical waters.

Ruhaku was founded in 2009 by Masahiro Sugita, who sought to distill an idea of beauty from this land: slow, rooted, natural. The name is a compound of Ryukyu (the historical name of Okinawa) and Bihaku (skin luminosity). And the brand's identity is precisely this: bringing Okinawa's botanical wisdom into daily skincare.

Ruhaku is the first Ecocert certified organic brand from Okinawa, with JAS (Japanese Agricultural Standard) organic certification. The "Lab in Nature" philosophy means that nature is not just a source of inspiration — it is the true laboratory

Learn more about Ruhaku

Founded in 2009 in Okinawa by Masahiro Sugita, Ruhaku is the island's first Ecocert-certified organic cosmetic brand. The name combines Ryukyu (historical name for Okinawa) and Bihaku (skin luminosity).

Certifications:

  • Ecocert (organic)
  • JAS (Japanese Agricultural Standard)
  • Cruelty-free

The "Lab in Nature" philosophy translates into ingredients grown or harvested on the island, processed with minimal chemical intervention to preserve their biological integrity.

Ruhaku works with ingredients that only grow in Okinawa or its waters: these are not marketing choices, but rather a matter of unique biodiversity. Gettou (Alpinia Speciosa) cannot be cultivated elsewhere with the same quality. Sea grapes grow in Okinawa's subtropical waters. Kucha clay is only deposited on the seabed in the area.

Each formula is built around these ingredients, supported by extraction technologies that respect the molecular structure of the plants. The result is skincare that respects both the user and the environment it comes from.


For detailed information on ingredients, we recommend always consulting the INCI listed on the product page.

Gettou (Alpinia Speciosa): Ruhaku's signature flower, cultivated on Hamahiga Island in Okinawa. It contains a polyphenol concentration 30 times higher than red grapes. Antioxidant, soothing, anti-aging action.

Okinawa Sea Grape (Caulerpa Lentillifera): subtropical seaweed rich in minerals, omega-3 fatty acids, and antioxidants. Hydrating and protective action.

Okinawa Deep Sea Water: extracted from great depths, it is pure, mineralized, and free of surface contaminants.

Kucha: Okinawa marine clay, formed from mineral-rich marine sediments. Purifying, absorbent, and remineralizing action.

Tamanu Oil (Calophyllum Inophyllum): vegetable oil with regenerating, healing, and anti-inflammatory properties, used for centuries in traditional Pacific medicine.

  • Aging and loss of radiance: Gettou, with its antioxidant power, is among the best natural ingredients to combat skin oxidative stress
  • Dry skin in need of deep nourishment: sea grapes and mineralized seawater restore hydration and micronutrients
  • Sensitive skin looking for certified organic ingredients: no compromise on formula purity
  • Normal skin that wants an authentic Slow Beauty approach, rooted in a precise tradition

Ruhaku is the only Ecocert certified organic brand from Okinawa in our selection. We chose it because it represents something rare: a small, authentic brand with a real connection to the local area, which does not seek to scale at any cost.

The longevity of the inhabitants of Okinawa is scientifically documented. And the idea that this longevity could also have a dimension in skincare, through unique, organic, respectfully harvested ingredients, is exactly the kind of narrative that belongs to Slow Beauty

  • What is Gettou and why is it special? Gettou (Alpinia Speciosa) is a tropical flower cultivated in Okinawa, particularly on Hamahiga Island. It contains a concentration of polyphenols approximately 30 times higher than that of red grapes, with powerful antioxidant and soothing action. It is Ruhaku's signature ingredient, impossible to replicate with the same quality elsewhere.
  • What does Ecocert mean for Ruhaku?Ecocert is one of the world's leading organic certification bodies. To obtain certification, at least 95% of ingredients must be of natural origin and at least 10% organic. Ruhaku is the first cosmetic brand to obtain this certification in Okinawa.
  • Do Ruhaku products have fragrances?Ruhaku uses natural fragrances derived from Okinawan botanical ingredients. No synthetic perfumes are added. For those very sensitive to fragrances, it is advisable to check the INCI of each product.
  • Is Ruhaku suitable for mature skin? Yes. The antioxidant action of Gettou, combined with Tamanu oil and mineralized seawater, makes Ruhaku particularly suitable for those seeking natural skincare with a documented anti-aging effect.