Keana Nadeshiko (Japanese: 毛穴撫子, commonly romanized as Keana Nadeshiko) is a Japanese skincare and personal-care brand operated by Ishizawa Laboratories Inc. of Tokyo. While the name is sometimes shortened to simply “Keana,” Keana Nadeshiko is the precise brand designation. The company focuses particularly on pore care, addressing concerns such as visible pores, excess sebum, blackheads, rough texture, and dryness. Its product range combines pore-focused cleansing with moisturizing and skin-conditioning items 1.

The brand is widely recognized for its Nadeshiko character, a stylized Japanese girl featured prominently across packaging and marketing materials. The lineup includes baking-soda cleansers, rice-based skincare, masks, pore treatments, men’s skincare, oral care, bath products, and makeup 1.

The trademark record for 毛穴撫子 identifies Ishizawa Laboratories Inc. as the applicant, covering cosmetics, soaps, toiletries, fragrances, toothpaste, and bath preparations.

The Japanese name 毛穴撫子 consists of two parts:

• 毛穴 (keana) — meaning “pores” of the skin.
• 撫子 (nadeshiko) — referring to the Japanese pink or carnation flower, which is also associated with a traditional image of Japanese femininity.

Consequently, the name translates roughly to “Nadeshiko for pores” or “Pore Nadeshiko.” Trademark filings specifically record Keana as meaning “pore (of the skin)” and Nadeshiko as “pink (flower).” This wordplay directly communicates the brand’s central concept: beauty care aimed at the appearance and condition of pores.

Keana Nadeshiko is part of Ishizawa Laboratories, a Japanese cosmetics company founded in 1989 in Omotesando, Tokyo. Rather than positioning Keana as a luxury house, Ishizawa Laboratories developed it around accessible, practical personal-care products distinguished by unique packaging and strong Japanese character.

While the company’s portfolio extends beyond this line, Keana/Nadeshiko remains one of its most recognizable skincare brands 1.

The core concept emphasizes taking care of problems that make pores look noticeable while keeping the skin moisturized and comfortable. The official brand presentation divides products into functional groups. The red/Nadeshiko line emphasizes pore and cleansing concerns, while the rice series focuses on moisturizing and conditioning 1.

The brand does not treat “pore care” as purely aggressive cleansing. Instead, it follows a routine structure:

Cleansing → Exfoliation → Pore Care → Hydration → Skin Conditioning

This approach is evident in the combination of baking-soda products and the rice-based line.

1. Baking Soda Series

This series is a defining concept for the brand. The use of baking soda (sodium bicarbonate) helps distinguish Keana from many conventional Japanese skincare brands. The official catalog positions these products around concerns such as pores, excess sebum, dead skin cells, and roughness 1.

Key products include:

• Baking Soda Cleansing Gel
• Baking Soda Scrub Wash
• Baking Soda Foam Wash
• Baking Soda Shikuwasa Face Foam Wash
• Baking Soda Ume Plum Face Foam Wash
• Baking Soda Mikan Face Foam Wash
• Baking Soda Moist Peeling
• Baking Soda Nose Cream Pack
• Baking Soda Soap
• Baking Soda & Corn Body Wash Scrub

2. Rice Series

The NADESHIKO Rice Series is another major pillar of the brand, intended to complement the pore-care philosophy with hydration and skin conditioning.

Products include:

• Rice Cleansing Oil
• Rice Powder Wash
• Rice Toner N
• Rice Cream
• Rice Mask
• Rice Pack

The NADESHIKO Rice Mask has become particularly important to the brand’s international identity. Ishizawa Laboratories states that the Rice Mask celebrated its 10th anniversary in 2025 and reached 500 million sheets in cumulative worldwide shipments, measured from November 1, 2015, through October 31, 2025.

3. Men’s Line

Keana Nadeshiko offers a dedicated Blue Series aimed at men. This range addresses concerns around sebum and clogged pores, which align naturally with the brand’s pore-care positioning.

Items include:

• Baking Soda Face Foam for Men
• Baking Soda Scrub Wash for Men
• Pore Tightening Lotion for Men
• Men’s Mask
• Baking Soda Soap for Men

4. Oral Care

The brand extends beyond facial skincare into oral hygiene, featuring products such as:

• Salt & Baking Soda Toothpaste
• Baking Soda Fresh Mouthwash
• Baking Soda Glossy Toothpaste
• Baking Soda Teeth Wipes
• Baking Soda Flavor Mouthwash

5. Bath and Body Care

Reflecting a broader personal-care ecosystem, the brand sells body and bath products including:

• Baking Soda Bath
• Baking Soda White Bath Kyoto
• Baking Soda Bath Smooth
• Rice Bath Moist
• Salt Bath Warm
• Baking Soda & Corn Body Wash Scrub
• After Bath Oil In Spray

6. Makeup

The pore-care concept extends into makeup with products designed to visually minimize the appearance of pores rather than just treating them:

• Goodbye Pore Makeup Base
• Goodbye Pore BB Cream

One of the brand’s strongest visual identifiers is Nadeshiko, the illustrated girl appearing on packaging. This gives Keana a distinct identity compared to clinical-looking Japanese skincare brands. Instead of minimalist or luxury aesthetics, Keana uses cute, humorous, and highly recognizable Japanese character design.

The official website organizes products around “NADESHIKO-chan’s Room” and a separate “Danshi-kun’s Room” for men’s products 1. The character serves as more than decoration; it is integral to the brand’s identity.

The visual identity generally combines three ideas: Japanese × Cute × Functional. Packaging often features illustrated characters, bright colors, playful typography, simple explanations of skin concerns, and ingredient themes. This approach makes products easy to identify on crowded shelves and reinforces the idea that skincare should feel approachable and fun rather than intimidating.

Rice is central to the brand’s identity. The Rice Series incorporates ingredients derived from rice, including rice bran oil, rice fermented liquid, and rice bran extract in the Rice Pack 2. This connects Keana with a broader Japanese beauty tradition where rice-derived ingredients are associated with cleansing, moisturizing, and maintaining smooth-looking skin.

Although Japanese in origin, Keana Nadeshiko has been marketed outside Japan. The brand maintains dedicated international-facing sites, including a Vietnam site describing Keana as an Ishizawa Laboratories brand focused on blackheads, enlarged-looking pores, cleansing, and moisturizing 3.

In 2019, Keana Nadeshiko appeared in international Japanese-beauty retail environments, such as the @cosme J BEAUTY PARK at the Shilla Duty Free Jeju Downtown Store in South Korea.

In market terms, Keana sits between mass-market Japanese beauty and specialty skincare. It does not primarily sell luxury or status. Its appeal derives from:

• Recognizable Japanese formulations and ingredients
• Targeted everyday skincare
• Affordable and accessible positioning
• Strong packaging identity
• Specific solutions for pore concerns
• Ease of incorporation into ordinary routines

Its character-driven packaging makes it particularly visible in the Asian beauty market.

It is important to distinguish between the parent company and the brand. Ishizawa Laboratories is the operating company, while Keana Nadeshiko is one of its skincare/personal-care brands. The corporate hierarchy flows as follows:

Ishizawa Laboratories → Keana Nadeshiko / NADESHIKO → Individual Product Lines

Keana Nadeshiko can be summarized as a Japanese pore-care brand built around functional skincare, Japanese ingredient concepts, and playful character branding. Its identity centers on 毛穴 (keana, pores), with product families extending into rice-based moisturizing care, baking-soda cleansing, masks, men’s skincare, body care, oral care, and makeup. The Rice Mask has become one of its most internationally recognizable products, with reported cumulative worldwide shipments of 500 million by 2025.

1. NADESHIKO PRODUCT LIST ｜ ISHIZAWA LABORATORIES
2. Ishizawa-Lab – Nadeshiko Keana Rice Pack
3. KEANA VIETNAM