This is Hamamoto from TIMEWELL.
Let me start with something personal. I have been living with atopic dermatitis since childhood. Around my eyes, the inside of my arms, behind my knees — these areas were constantly itchy, and I spent years in the vicious cycle of scratching and making things worse.
This photo is from when I was in kindergarten. It might look normal at first glance, but if you look carefully, you can see atopic symptoms on the back of my knees and arms. Even then, I had a strong sense that "wearing clothes for a long time makes the symptoms worse." On days when I had to wear a school uniform for extended periods it was especially bad — I remember rushing home to change and fighting the itch.
That lived experience is precisely why, when I learned about the work being done by Kobe University startup SkinNotes, I decided immediately to support them.
What Is SkinNotes? A Startup Founded by Three Atopic Dermatitis Patients
SkinNotes was founded by three students in the Kobe University Entrepreneurship Club. What makes them remarkable: every founding member lives with atopic dermatitis themselves.
| Member | Role | Atopic History | Background |
|---|---|---|---|
| Yuto Takeuchi | CEO | ~20 years | Struggled with symptoms from childhood; became focused on tea research |
| Takumi Nakano | CSO | ~20 years | Experienced bullying due to symptoms; focuses on psychological dimensions as well |
| Madoka Kitano | CMO | ~20 years | Has long struggled with facial dryness; handles marketing |
Their mission: "Toward a society where people with atopic dermatitis can live with brightness and positivity."
This mission is not just a slogan. Having lived with the condition themselves for nearly twenty years, they understand the real pain points of patients. The psychological burden of continuing treatment, the way others look at you, the loneliness of feeling like "I'm the only one suffering" — knowing all of this firsthand is why they put effort not just into product development, but into community-building as well.
Why "Green Tea Dyeing"? A Scientifically Grounded Approach
At the core of SkinNotes' products is a technology called green tea dyeing. While it may sound novel, there is solid scientific grounding behind it.
The Connection Between Atopic Dermatitis and Staphylococcus aureus
It is well established that the skin of atopic dermatitis patients contains significantly more Staphylococcus aureus bacteria than healthy individuals. When this bacterium proliferates, inflammation worsens and itching intensifies — a vicious cycle.
I myself have experienced many times that "once I scratch somewhere, it gets weepy and keeps spreading." This is exactly the symptom of secondary infection by Staphylococcus aureus.
The Antibacterial Power of Green Tea Catechins
Catechins found in green tea — in particular epigallocatechin gallate (EGCG) — have powerful antibacterial properties.
According to the Japan Catechin Society, catechins have demonstrated effectiveness even against MRSA (methicillin-resistant Staphylococcus aureus), which is resistant to antibiotics. Seirei Hamamatsu Hospital, for example, has a track record of using green tea as an MRSA countermeasure in practice.
SkinNotes' green tea-dyed products have been confirmed to maintain a 99.9% antibacterial effect against Staphylococcus aureus even after 10 washes.
Research Results on Benifu-ki Tea
Also noteworthy is the research on benifu-ki tea. According to research from NARO (the National Agriculture and Food Research Organization), areas treated with a cream containing benifu-ki tea extract showed reductions in steroid use and symptoms.
Research by Bathclin Co., Ltd. also confirmed suppression of scratching frequency and reduction in mast cells and eosinophils following transdermal administration of benifu-ki tea extract.
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Product Attention to Detail — Thoughtful Design That Only a Patient Would Know
SkinNotes' inner shirts are packed with the fine-grained attention to detail that only an atopic dermatitis patient would know to include.
Product Specifications
| Feature | Details |
|---|---|
| Material | 100% organic cotton |
| Dye | Waste tea leaves from Shizuoka Prefecture |
| Construction | Seamless design eliminating side seams |
| Label | Print-on tag (removable name tag) |
| Sizes | Kids (110–150), Men's |
| Price | Kids ¥4,980, Men's ¥9,800 |
The seamless design eliminating side seams was the point where I thought, "They really get it." For atopic dermatitis patients, physical irritation from seams and synthetic fibers is an enemy. This seemingly small detail makes a huge difference to daily comfort.
Sustainable Manufacturing With Environmental Consideration
The tea leaves used in the green tea dyeing are off-spec leaves that would normally be discarded for being the wrong shape. Despite having the same catechin content as regular tea leaves, they do not circulate as commercial products.
By upcycling these waste tea leaves, SkinNotes reduces environmental load while also creating income for tea farmers in Shizuoka Prefecture — realizing a circular economy.
This approach was recognized with the Grand Prix at the SDGs Future Business Student Plan Contest 2024.
The Current State of Atopic Dermatitis in Japan — Over One Million Patients
Here is a snapshot of the current situation with atopic dermatitis in Japan.
Prevalence by Age
According to Ministry of Health, Labour and Welfare surveys, the prevalence of atopic dermatitis is as follows:
| Age | Prevalence |
|---|---|
| 4-month infants | 12.8% |
| 18-month children | 9.8% |
| 3-year-olds | 13.2% |
| 1st grade elementary | 11.8% |
| 6th grade elementary | 10.6% |
| 1st year university | 8.2% |
| Adults in their 20s | 10.2% |
In other words, approximately one in every ten children has atopic dermatitis.
A Growing Patient Population
Even more serious is the upward trend in patient numbers. According to the Ministry of Health, Labour and Welfare Patient Survey, the number of domestic patients more than tripled, from 350,000 in 2008 to 1.25 million in 2020.
Treatment methods continue to advance, but even the newest drugs touted as "breakthroughs" are not reaching all patients. The demand for products that reduce symptoms in daily life — products like those from SkinNotes — is expected to grow further from here.
Why TIMEWELL Decided to Support
TIMEWELL supported SkinNotes' crowdfunding campaign on CAMPFIRE.
There were three main reasons we decided to support.
1. The Depth of Lived Experience
Every founding member is an atopic dermatitis patient, developing products from their own experience. This means it is crystal clear who the product is for — and that they deeply understand users' real pain points.
As someone who has suffered from atopic dermatitis myself, I strongly resonated with their passion.
2. A Scientifically Grounded Approach
Rather than vague impressions that "green tea seems good for you," their product development is grounded in scientific evidence — specifically the antibacterial properties of catechins.
They make full use of knowledge unique to a university-born venture: collaboration with Associate Professor Yamashita of Kobe University's Graduate School of Agricultural Science, patch tests conducted by dermatologists, and more.
3. Balancing SDGs with Business
Upcycling waste tea leaves, passing on regional artisan techniques, building patient communities — their posture of reconciling the resolution of social challenges with business showed the possibility of a next-generation entrepreneur.
SkinNotes' Track Record and Future Plans
SkinNotes has achieved numerous results in a short time since founding.
Awards and Achievements
- SDGs Future Business Student Plan Contest 2024 — Grand Prix, TOPPAN Award, Yamato Jyuken Award
- Japan Business Design & Action Award 2023–2024 — HISCO Award
- 2nd Kobe University Business Plan Contest — SMBC Award, Kobe City Award
- 3rd Student Business Plan Contest O-BUCs — Chairman's Award (Best Presentation)
- Hyogo Prefecture Manufacturing Support Program — Selected
Crowdfunding Results
In their CAMPFIRE crowdfunding campaign (December 26, 2024 – January 30, 2025), they achieved ¥630,025 from 91 supporters — 126% of their ¥500,000 target.
Timeline and Future Plans
- September–October 2025: Exhibition at Expo 2025 Osaka, Kansai
- Expanding product lineup (gloves, towels, etc.) in progress
- Working toward building an atopic dermatitis patient community platform
Conclusion: The Power of People With Lived Experience to Change Society
SkinNotes' challenge demonstrates that "there are problems that only those who have experienced them can see."
Atopic dermatitis is a form of suffering that is hard to see from the outside. Being told "it's just itching" is common, and the difficulty of having that pain understood is real. That is precisely why it carries such great meaning for people with lived experience to rise up, build products, and grow a community.
As TIMEWELL, we intend to continue actively supporting startups that take social challenges seriously like this one going forward.
SkinNotes Official Website
References
- Kobe University Entrepreneurship Club — SkinNotes Crowdfunding
- CAMPFIRE Project Page
- Japan Catechin Society — Effects and Properties of Catechins
- Ministry of Health, Labour and Welfare — Epidemiological Survey of Atopic Dermatitis
- Otsuka Pharmaceutical — Atopic Dermatitis by the Numbers
- Bathclin Co., Ltd. — Benifu-ki Tea Extract Research