RICE FORCE is a high-end, luxury natural skin care from Japan made from RICE. It is THE secret to beautiful complexion. The first U.S. launch on October 2, 2010, was at the beautiful Kahala Resort and Spa in Honolulu, where they offer world-class facial treatments using RICE FORCE products. RICE FORCE won Yahoo! Japan’s "Best of Beauty Awards" in 5 different categories. In 2010, RICE FORCE won Shecky's "Beauty At Its Best Awards" Using 100% chemical-free, natural fermentation technology and cutting edge biotechnology, “Rice Power Extract No. 11” was derived purely from rice. The effectiveness of the extract against dry skin, including atopic dermatitis, has been scientifically proven in clinical tests and backed by various universities and hospitals. In September 2001, The Japanese Ministry of Health, Labor, and Welfare has approved “Rice Power Extract No. 11” as a new active ingredient in a quasi-drug. In conjunction, the Ministry certified the skincare benefits of the extract by adding a new classification “Improves Moisture Retention in the Skin” to skin care jargon. Im Co. Ltd , a subsidiary of Image Holdings Co. Ltd., debuted the Rice Force line in 2005 in Japan