Our aim was to improve the quality of the film and make the beautiful picture.
This 80 years research and development was connected to make "beautiful skin".
Here we introduce our own 4 technologies to connect between photographic film and skin care in future.


Fujifilm’s challenge
History of the ASTALIFT series


Establishment as the manufacturer of motion picture films

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.


Start of high-sensitivity competition for color films

With the lifting of importation ban on color 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.


Tide of digital photography

The spread of digital cameras began reducing demand for photographic films which peaked in 2000. Despite maintaining No.1 share in digital cameras, Fujifilm began making full-fledged efforts to pioneer new business fields.


Declaration of the Second Foundation

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.


Development of Nano Astaxanthin and the birth of ASTALIFT!

Fujifilm successfully formulated nanoparticles of Astaxanthin, a red ingredient filled with beauty power.

The proprietary nano technology 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 the ‘Human-Type Nano Ceramide’ and the birth of Jelly Aquarysta

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. This led to the launch of all new Jelly Aquarysta, an advanced jelly-type beauty essence containing the Human-Type Nano Ceramide.


Development of Nano Lycopene and the birth of the new ASTALIFT series

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’.

Discovery of ‘the longest wavelength range of UVA’

Fujifilm studied ‘the longest wavelength range of UVA’, a type of UV ray that penetrate deep into the skin and induce dark spots and wrinkles. It has 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 Centella Asiatica which is a herb of the parsley family. The proprietary Nano Unit technology was applied to formulate its three effective components into particles down to one-500th of their original size to achieve an efficient formation.

A (Asiatic Acid)’
M (Madecassic Acid)’
A (Asiaticoside)’


Birth of ASTALIFT White

Fujifilm debuted ASTALIFT White, containing Nano AMA and effective whitening ingredients. It is a new whitening care brand that reduces the activity of melanocytes which causes dark spots, so as to inhibit melanin generation.


Discovery of the dark-spot framework

Melanin, which causes persistent dark spots, is stored in a cellular site called Melanosome which has a specific framework.

After excessive production, melanin settles in this dark-spot framework in large quantites 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.

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.

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 produce 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 luster 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 impurity 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.


The birth of ASTALIFT White Perfect UV Clear Solution

Fujifilm included UVA guard to protect the skin from the strongest UV rays which is the UVA rays of 370-400nm (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.

The birth of ASTALIFT Jelly Aquarysta Renewal

Fujifilm included W Human-Type Nano Ceramide to provide moisture and resilience on your skin. Fujifilm formulated more smaller Nanoparticles of Astaxanthin and the effect became more powerful!

Development of nano oryzanol

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


The birth of ASTALIFT White Essence Infilt Renewal

New ingredient Nano oryzanol successfully approached the bone of melanin!

The ASTALIFT series with cutting-edge
research fostered in the photographic film field
creates bright future for your skin.

© FUJIFILM Corporation