NEHAN TOKYO: Japan’s Purest Epsom Salts, from a Venerable Manufacturer

Sense of Touch

NEHAN TOKYO

In the guest bathrooms at mesm Tokyo, you will find two adorable, triangular packages placed side by side on the edge of the bathtub. These are Epsom salts, another name for magnesium sulfate. The name derives from the English town of Epsom, where the substance was discovered sometime between the 15th and 16th centuries. And though they are referred to as “salts,” the product in fact contains no salt, so you needn’t worry about damaging your bathtub. It is a bath item that is gradually gaining popularity among those seeking authenticity. Umai Chemical Co., Ltd., a magnesium sulfate manufacturer, has produced these original Epsom salts exclusively for mesm Tokyo. This venerable company, located in Tokushima Prefecture, was founded 420 years ago, and expanded from Tokushima to launch NEHAN TOKYO, a new brand of bath salts. Their shop is hidden away on a quiet back street in Tokyo’s Omotesando, just off the main avenue.

Company president Masaharu Umai launched the brand out of a desire to replicate in the bath the peaceful feeling one experiences just before ascending to heaven. “Nehan” is a Buddhist term meaning “nirvana,” the ultimate state of tranquility, which Mr. Umai says was the attainment of the Buddha. They have rendered the name in Romanized form to better communicate the brand message from Tokyo to the rest of Japan and to the world. The company prides itself on its meticulous production process and the high quality that results. Once finished, the magnesium sulfate is dissolved again, cooled for a day, and then recrystallized. This process is patiently repeated to ensure the maximum impurities possible are removed, resulting in a purity of 99.99%. That is the highest purity in Japan, and the only product of such purity in the country.

Yusaku Takamatsu, deputy general manager of the Tokyo branch, explained the product’s efficacy. He says its most distinctive feature is its strong ability to retain moisture. Magnesium, the main ingredient, is highly moisturizing and can retain moisture for long periods of time. In fact, some test results show that the moisture value of the skin two weeks after using Epsom salts was about 1.2 times higher than prior to its use, which is surprisingly powerful. This is because magnesium enhances the promotion of ceramide synthesis, which determines our skin’s beauty. Mr. Takamatsu explains that “Magnesium is difficult to absorb from food or supplements, and the best way is said to be to absorb it through the skin by putting it in the bath.” In other words, just by taking a bath with magnesium added will cause the magnesium to adhere to the skin surface and permeate the skin, keeping it moist and smooth even in winter, when it tends to dry out. This is indeed a dreamy bath item.

mesm Tokyo’s own original Epsom salts enhance what is normally a colorless, fragrance-free substance with a refreshing aroma and the hotel’s brand color. Mr. Takamatsu says that “It was a new attempt by our company to add color to Epsom salts in particle form. We tried it over and over again until we finally came up with this carefully crafted product.” So let’s give it a try. First I sprinkled Epsom salts over a bathtub filled with hot water. Then I watched as the water in the bath rapidly turned a vivid blue, and a soft, fresh green scent floated up. As this comforting sensation seeped in through my eyes and nose, I slowly let my body relax into the hot water. Before ten minutes had passed, I gradually started to perspire. It felt as though all of the bad substances in my body were flowing out of me. So this is the peaceful feeling one has before ascending to heaven—a comforting, strangely satisfying sensation. Since more magnesium is absorbed the longer you soak, it is best to enjoy a leisurely bath at a temperature of about 38°C. You will find your body retains its warm state for some time after you get out of the bath, and your skin will be soft and smooth. This could be addictive!

I asked Mr. Umai why a long-time manufacturer in Tokushima decided to expand to Omotesando, in the big city, and he told me the story behind the brand’s creation.

Umai Chemical started as a manufacturer of salt, then sold nigari (bittern), a by-product of salt, after which it began selling magnesium sulfate—a component of bittern—to companies. That was when a member of the public called and said she wanted some magnesium sulfate to use as Epsom salts. Epsom salts were widely known overseas at the time, but were still a little-known product in Japan. That one phone call prompted the company to say, “Let’s use our own magnesium sulfate to make bath salts we can proudly offer our customers,” and this is what inspired them to launch the product. That was also the start of their search for a property in Tokyo with the goal of gaining nationwide recognition. They looked in Ginza, Harajuku, Shibuya…but couldn’t find just the right place. As they were preparing to give up for the day, a miraculous encounter awaited them at a real estate agency they just happened to stop by. That was this back street in Omotesando. Mr. Umai thought that since they were still not widely known, one street off of the main avenue would in fact be the perfect place to start. The other deciding factor was the sky. “The weather was good that day, and we could see blue sky,” says Mr. Umai. “For someone from the countryside like me, the buildings in Shinjuku, Shibuya and other areas were too tall to see the sky. Here we could.” Buildings in the area are subject to height restrictions in order to preserve the views. Looking around, all of the buildings were indeed no taller than three stories. An energetic strength to try new things, the humility to love the back streets, and the simplicity to value a small patch of blue sky had brought him to this place.

Bath time is an important time for unwinding, physically and mentally, from a tiring day, and for nourishing the vitality of the mind and body to prepare for tomorrow. We hope that when you stay with us, you will enjoy a wonderful bath time in this extraordinary space, and with it some sense of peace and tranquility. That hope of mesm Tokyo, matched with the Epsom salts carefully produced under NEHAN TOKYO’s desire to “make everyday life a bit softer,” will surely produce an exquisite bathing experience. Why not make Japan’s purest Epsom salts your bath time companion tonight?

- Information -

NEHAN TOKYO

Address: 3-10-21 Kita-Aoyama, Minato-ku, Tokyo

Tel. +81 3-6433-5589

Hours: 12 p.m.–6 p.m.

Closed: Tuesdays

- Interviewer -

Kanako Sato, Marketing Communications, Specialist