Environment
10/31/2025
Shoko Shinozaki, CEO of S-Vita Inc., joined Lively as a Branding & Public Relations Advisor in 2025. While managing a wide range of business activities—including planning, consulting, PR, and branding for cosmetics and health foods—she launched her own cosmetics brand, “TEUDU,” in 2024. Through this brand, she focuses on creating “beauty and health” with a strong commitment to sustainability. As a member of the planning studio “i CREATE,” which strives for a regenerative future, Shoko is also actively involved in community contribution and environmental initiatives.
In the first part of this interview, she shared her journey toward entrepreneurship and the story behind the birth of “TEUDU,” a brand deeply rooted in the materials and culture of her hometown in Iwate Prefecture. In this second part, she shares more about the continuation of the ”TEUDU” development story and her specific actions toward building a sustainable society through her business.
Shoko Shinozaki
CEO, S-Vita Inc.
After being engaged in public relations, PR, and marketing for a major global cosmetics manufacturing company, she handled PR and product planning for a domestic cosmetics manufacturer. Her extensive experience ranges from media relations to event planning and large-scale promotions.
In 2016, she established her own PR and planning firm specializing in beauty and health, providing diverse consulting services in branding, marketing, and PR. Currently, she also serves as an outside director for a listed company. In 2025, she joined Lively as an advisor for branding and PR.
Normally, preservatives are essential for shelf life, but they can be a burden on the skin. To address this, we developed a recipe that maintains natural preservation and antibacterial properties by applying techniques inspired by traditional food preservation. In addition to using shiso from Iwate, we also work on upcycling waste materials in collaboration with local dairy farms.
Our use of ingredients from my hometown is rooted in my love for where I came from and my passion to give something back. We develop businesses that involve the local community as a way to make effective use of nutrient-rich, pesticide-free materials.
Also, while the word “sustainability” didn’t exist during my childhood, looking back, I feel our lives were full of such passion. Composting for field fertilizer was a given, and valuing or reusing items was part of our daily values. Because of this, I didn’t feel any sense of culture shock when I studied in the Netherlands. Their philosophy toward life of “not using what cannot be composted”, feels very similar to the culture of my hometown.
We put a lot of heart into both the fragrance and the packaging. For the scent, we conducted numerous trials until we were truly satisfied. By blending natural citrus essential oils with litsea cubeba fruit oil, we created a borderless and genderless fragrance. We also chose a shade of blue inspired by water for the packaging.
We named the brand after “Temizu,” which means purification water in Japanese, hoping these cosmetics would help people purify themselves at the start and end of each day. To capture the shimmer of water, we finished the bottle with a special half mirror coat. Finding a manufacturer for this was a challenge, but we eventually partnered with an auto parts factory to manage the coating process. It was a very challenging process to finally bring this vision to reality.
My focus on materials comes from a fundamental passion “to give back to my hometown.” Also, my personal experience with surgery made me much more sensitive about what goes into and onto my body, which likely fuels this passion.
Inspired by the Dutch mindset of “learning by doing,” we moved forward through constant trial and error to create products that have no precedent. Above all, I have a strong sense of determination. Once I’ve decided to do something, I want to see it through to the end, staying true to my own feelings and intentions.
I remember thinking, “Lively has such a refreshingly flat and open perspective,” when we first met. I truly resonated with your stance. Instead of lecturing from above that “we should protect the Earth,” you approach it as fellow inhabitants of Earth, simply doing what we can.
It really is. I often discuss with my team “how far we should go” and “which choices to make.” Even if we aim for what’s best for the body and the environment, it doesn’t mean every consumer will choose those products willingly.
However, I believe people’s actions change when an issue becomes personal. In the past, we developed some cosmetics that didn’t sell well, and we had to dispose of the remaining stock as waste. It was a heartbreaking failure, but that was the turning point for my own awareness. It led me to commit to eco-friendly manufacturing and a model that avoids unnecessary inventory. I’ve learned that the most important thing is to experience it for yourself. Rather than being told by someone else, it is about what you notice through your own experience. For us, it was truly a case of “learning by doing.”
In Japan today, I often feel that the term “sustainability” is being interpreted however is convenient, and is losing its true meaning. Some use it based on the real impact of their actions, while others use it mainly as a branding tool. To avoid “SDGs washing,” each of us needs to focus on the true essence of a sustainable society and start with the practical things right in front of us.
Within the next three years, we hope to open our own store and offer refills for our cosmetics. While refill stations for beauty products are common abroad, they are not yet standard in Japan. In the future, we want to advocate for the necessary regulations to make it easier to sell various cosmetics in this way.
We would be happy to see more people choosing cosmetics not just for their texture or immediate feel, but for whether they are truly sustainable. Through the “TEUDU” brand, we hope to provide a starting point for people to think more about our environment.
Through our conversation with Shinozaki-san, we felt the quiet yet profound passion, dedication, and deep love she holds for her hometown. Her brand “TEUDU” is the realization of a ten-year journey. It is a constant pursuit of the question “what are cosmetics that are gentle on both the skin and the environment?” which she has finally given shape. Every product breathes with her philosophy of cherishing ancestral wisdom and the blessings of nature. Her commitment to passing down traditional Japanese wisdom to the next generation in a way that fits modern lifestyles resonates deeply with the society Lively seeks to realize.
Currently, Shinozaki-san serves as an advisor to Lively, sharing her expertise in PR and branding. Since April 2025, our regular exchange of ideas has provided us with invaluable insights for our new business ventures and branding strategies. She always stands right beside us, facing challenges from the same perspective, which has allowed our projects to progress steadily into the execution phase. Furthermore, she is providing essential support in the planning and implementation of Lively’s upcoming event in December 2025.
Moving forward, we look forward to further strengthening our media presence and branding efforts with Shinozaki-san’s continued support. We hope to nurture our initiatives together to bring about a positive impact on society.
Interview date: July 10, 2025
