Why FUJIFILM produce cosmetics?

We aim to improve the quality of the film and make beautiful pictures.
Utilising 80 years of research and development, we have developed technologies and expertise to give you “beautiful skin”.
Here we introduce our own 4 technologies to connect between photographic film and skincare.


Fujifilm’s challenge
History of the ASTALIFT series

About Astalift History

Fujifilm was established for domestic production of positive film for motion pictures which had been fully imported from overseas until then. In those days, Japan had over 1,300 cinemas attracting 600,000 people per day or a total of 200 million people each year.

About Astalift History

With the lifting of importation ban on colour films, numerous overseas manufacturers entered into the Japanese market which had set off performance competition surrounding ISO sensitivity, the level of films photosensitivity.
Fujifilm won the competition with its ’emulsification technology’ for controlling images and established no. 1 market share in Japan.

The spread of digital cameras began reducing demand for photographic films which peaked in 2000. Despite maintaining no.1 market share in digital cameras, Fujifilm started to make a full-fledged effort to pioneer new business fields.

Fujifilm put an end to its photo-film-centric business approach and declared the start of the Second Foundation.
Various technological assets such as those on collagen and nanoparticle formulation fostered through the photographic business were applied to cosmetics and other new business fields.

Fujifilm successfully formulated nanoparticles of Astaxanthin, a red ingredient filled with beauty power. The proprietary nanotechnology was used to blend the delicate ingredient stably and at high concentration to boost permeability, resulting in the debut of the red skincare series, ‘ASTALIFT’ containing Nano Astaxanthin.

Development of Nano Astaxanthin and birth of ASTALIFT

About Astalift

Ceramide holds the key to skin moisturization.
Fujifilm used its proprietary nanotechnology to create nanoparticles of ‘human-type ceramide’ which is ceramide in the same type as ceramide found in human skin to successfully deliver the ingredient throughout the skin. It led to the launch of all-new Jelly Aquarysta, an advanced jelly-type beauty essence containing the Human-Type Nano Ceramide.

Fujifilm successfully formulated nanoparticles of lycopene, an antioxidant found in tomatoes. The proprietary technology was used to stably blend the ingredient which its cosmetic use had been considered difficult. Lycopene was also found to triple the performance of Astaxanthin. The new ASTALIFT skincare series was launched with all items containing ‘Double the Power of Red’.

Astalift Lycopene

Discovery of ‘the longest wavelength range of UVA’

Fujifilm studied ‘the longest wavelength range of UVA’, a type of UV ray that penetrates deep into the skin and induces dark spot and wrinkles. It has a longer wavelength than UVB and UVA waves, and intensity strong enough to pass through window panes to reach people indoors.

Development of ‘Nano AMA’


Fujifilm examined ‘AMA’, an excellent beauty ingredient found in the Centella Asiatica, which is a herb of the parsley family. The proprietary Nano Unit technology was applied to formulate its three active components into particles down to one-500th of their original size to achieve an efficient formation.
A (Asiatic Acid)’
M (Madecassic Acid)’
A (Asiaticoside)’

Fujifilm debuted ASTALIFT white, containing Nano AMA and active whitening ingredients.
Its whitening care formula reduces the activity of melanocytes which cause dark spots and inhibit melanin generation.

Melanin, which causes persistent dark spots, is stored in a cellular site called Melanosome, which has a specific structure.
After excessive production, melanin settles in this dark-spot framework in large quantities which cannot be broken down with the skin’s normal functions. Fujifilm found that AMA has the effect of promoting the breakdown of the dark-spot framework.

About Astalift

Discovering optical characteristic similarities between ‘Sakura’ and ‘beautiful skin’, and the birth of ASTALIFT base makeup line

Fujifilm found that the petals of Sakura (cherry blossom flowers) and beautiful human skin share similar optical characteristics. Based on this fact, Fujifilm developed the Sakura Aura Powder replicating the beauty of Sakura on the human skin, and introduced a base makeup series to ASTALIFT.

Astalift Body Hair Care

Development of Nano Glycyrrhetic Acid and Human-Type Nano hair Ceramide, and the birth of ASTALIFT Hair Care series

Fujifilm’s proprietary Nano Shell technology was used to formulate nanoparticles of glycyrrhetic acid, which conditions the scalp environment to product Nano Glycyrrhetic Acid capable of reaching deep inside the base of pores. Fujifilm also managed to reduce the size of ceramide found in human hair to develop the Human-Type Nano Hair Ceramide, which contributes to firming and strengthening hair. This led to the launch of ASTALIFT’s Hair Care series to keep your hair healthy with beautiful lustre for years to come.

Development of pure collagen and the birth of ASTALIFT Inner Care

‘Pure Collagen’, i.e. premium collagen with low opacity and low-quality content, was developed by Fujifilm with commitment in achieving a high level of quality and purity. ASTALIFT’s Inner Care series was introduced by blending the Pure Collagen.

About Astalift White Perfect UV Clear Solution

Fujifilm included UVA guard to protect the skin from the strongest UV rays, which are the UVA rays of 370-400 nm (longest wavelength region).

Development of Human-type nano acyl ceramide

In addition to “Human-type nano ceramide” which keeps moisture inside the skin. Fujifilm newly developed “Human-type nano acyl ceramide” to lock moisture within it.

About Astalift Human-type nano acyl ceramide

The birth of ASTALIFT Jelly Aquarysta Renewal

Fujifilm included W Human-Type Nano Ceramide to provide moisture and resilience on your skin. Fujifilm formulated smaller Nanoparticles of Astaxanthin, resulting in hydrated and moist skin complexion!

Development of nano oryzanol

Fujifilm successfully formulated nanoparticles of oryzanol which increase cathepsin V which enhances the “bone of melanin” breakdown.

About Astalift White Essence Infilt Renewal

New ingredient Nano oryzanol successfully approached the bone of melanin!

The ASTALIFT series applies its cutting-edge light-analysis
and control technology found in photographic films to create supple and youthful skin.

In-Focus Cellactive Serum

Technology-oriented, Luxury-Inspired Rejuvenating Stem-Cell Skincare that focuses on restoring skin’s youth. Contains proprietary:

  • Nano astaxanthin CP+ for stem cell antioxidation protection
  • Nano Cellactive for stem cells activation.

Fujifilm developed & Italian-made Luxury Colour cosmetics line incorporating 3 distinct Photogenic Beauty Technology effects:

  • Spot Lighting Effect
  • Clear Coloring Effect
  • 3D Effect

Dewy texture, Long-Lasting Hydration BB Cream with Innovative technology that allows continuous moisturizing even up 10hr!

Astalift Loose Powder

Long Lasting Hydration & Beauty Effects Translucent Powder with UV Protection containing:

  • Nano Astaxanthin
  • Water Soluble Collagen
  • SPF 17 PA++

Astalift clear white solution

Innovative D-UV Guard+ Stretchable UV Shield technology provides optimal UV protection against even the longest UVA wavelength especially effective over facial lines and wrinkles throughout the day while proprietary Nano AMA+ brightens complexion & lightens dark spots.

Fujifilm’s nano technology

Photographic film technology

Utilising our proprietary nanotechnology to create ASTALIFT’s super antioxidant, Nano-Astaxanthin and Nano-Lycopene that enhances the power by 300%

The photographic film is approximately 20 micrometres (0.02mm) thick, which is about the same as the skin’s cornified layer.
The ultra-thin contains particles controlling light, colours and images to capture a photographic subject.
To deliver beautiful pictures, the film is created with technology focusing on the optical analysis of the skin condition and control of light absorption. Through R&D in the photographic business, Fujifilm has developed advanced nanotechnology for controlling fine particles.

About Astalift

Application to the human skin

By being blended them stably and at high concentrations, ingredients maximise the effects and penetrate through the skin barriers.

The skincare world is full of active ingredients that help you achieve plump, firm, clear and flawless skin. However, many of them have a ‘blending’ issue.
Nanoparticles of these ingredients Penetrate through the gaps of the skin’s cornified layer to reach areas where they are needed.

About Astalift Application to human skin

Fujifilm’s collagen technology

Photographic film technology

Technology, developed in the photographic business, deliver nanoparticles stably to areas where they are needed.

Half of the photographic film is made of collagen, which happens to be the main component of the skin. Fujifilm has investigated the mechanism of collagen to improve the quality of the picture.
We aimed to create the collagen which is not degraded by the damage such as UV rays, High purity and highly functional collagen.
After identifying the optimum types of collagen for achieving moisturised and firm skin, Fujifilm has discovered dermal collagen’s new function on skin cells and applying the knowledge to cosmetics/supplements development and ‘regenerative medicine field’ as well.

Astalift About Collagen Technology

Application to the human skin

Control the skin elasticity by highly functional collagen.

To apply the collagen research to the skin, Fujifilm made “skin model, which has the same structure as human skin” and investigated the collagen function of the skin.
Fujifilm discovered the collagen function which controls the skin’s elasticity.
By utilising the latest technology, Fujifilm maximises the collagen function and improve the elasticity, to create youthful skin.

Astalift About Collagen Technology

Fujifilm’s anti-oxidation technology

Photographic film technology

Research for anti-oxidation technology to protect photographs from colour fade

Photos fade due to the oxidation effect of being exposed to oxygen.
Fujifilm has accumulated anti-oxidation technologies for protecting photographs from fading. And we have found about 4,000 kinds of anti-oxidative ingredients. Our anti-oxidation technology and ingredient database, there are full of possibilities to apply to the development of skincare cosmetics.

Astalift About Fujifilm’s anti-oxidation technology

Application to the human skin

Ingredients which have high anti-oxidative power approaches spots and lines of the skin.

Same as the “colour fade” of the photographic film, the cause of spots and lines on the skin is due to “oxidation”.
To achieve supple skin complexion, we must suppress the damage of active oxygen generated by UV rays.
Fujifilm found the effective anti-oxidative ingredient from our massive database of ingredients. By enhancing the anti-oxidative power which skin initially has, we stop the ageing and improving the skin’s elasticity.

Astalift About Fujifilm’s anti-oxidation technology

Optical analysis and control technology

Photographic film technology

Improves optical analysis technology to make photographs look beautiful.

Photography is the art of capturing light and action of radiant energy on a sensitive surface. To create beautiful images, we need to analyse light and control it.
Fujifilm has conducted 80 years of research from the establishment to challenge on ‘skin tone reproduction technology’. And we are applying the independent study into making cosmetics and regenerative medicine field as well.

About Astalift Optical analysis and control technology

Application to the human skin

Create flawless skin by controlling light.

Similarly to photography, it is light that makes the skin beautiful. To achieve beautiful skin complexion, it is essential to control the colour and angle of light that bounces off the skin surface.
Fujifilm is applying the optical analysis and control technology fostered in the photographic business to the field of base makeup. The light constantly changes following environmental factors such as weather, time of day and scene. By utilising this technology, we can create the youthful skin in different situations.