In 2000, we developed a toothpaste containing drink-grade collagen and natural apatite from fish scales, an underused resource. Since then, we have used a wide variety of untapped resources such as shark cartilage, squid cartilage, grape skins, rice bran, and tofu residue. Our commitment is to use untapped resources and natural ingredients as our main raw materials. With these commitments in mind, we continue to conduct new research today at our factory in Tottori, Japan.

Effective use of untapped resources

We collect untapped resources from all over Japan that would normally be discarded and use them in product development. From kelp in Hokkaido in the north to sea bream scales in Ehime in the south, our research and development continues to shed light on various untapped resources to create future possibilities.

Developed Japan's first fish collagen

RU Institute's founder, Yozo Ishizuka, engaged in various research projects, including fish collagen, under the theme of "shedding light on untapped resources," and succeeded in developing Japan's first technology to extract collagen from fish scales in 1997.

Fish scales bring about natural apatite

Coexisting with the natural world, which brings us great blessings, we make the most of those blessings. Because this is our focus, we discovered natural apatite from the fish scales in scales collagen. We put natural apatite and its superior restorative ability compared with artificial versions to practical use as toothpaste.

Trusted and proven track record of 500,000 units sold in Japan

Since its launch in 2011, Kilalun toothpaste containing natural apatite has sold more than 500,000 units and received more than 9,000 customer testimonials through online sales in Japan. Our key philosophy for our products is that our naturally derived ingredients are safe and reliable for use at all times.