About
Known to those who know. We never make what does not work.
Small is fine. Unknown is fine. We simply keep making things that work — overwhelmingly.
Takeshi Matsushita
Founder & Developer
Matsushita Natural Foods Co., Ltd. / REGINA LOCUS LVXL Division
From the Founder
Hello. I am Takeshi Matsushita, the founder of REGINA LOCUS LVXL.
I have thought about only one thing. Making aging care that actually works.
I have never aimed to be famous or to sell well. I simply wanted to make something where people would feel: this is different.
Since founding in 2012, the advertising spend has been zero. Every yen has gone into ingredients. That is our only rule.
I want this in the hands of people with discerning eyes. People who have tried everything and seen no change. I believe we can overturn your assumptions.
The Brand Name
What is REGINA LOCUS LVXL.
REGINA LOCUS®
Latin for "the place of the queen." Named from the pledge to keep creating the finest aging care for a life lived with confidence and radiance.
LVXL
Latin for "freedom through the light of life." A brand that creates the ultimate aging care for living with confidence, youthfulness, and freedom — at any age.
Lux (Light)
A radiance backed by intelligence and confidence. Light that illuminates your very presence.
Vitae (Of Life)
The skin's original vitality. Firmness, elasticity, the sense of being alive.
Cross (Bridge)
Our unique formulation that crosses science and nature. The bridge to beauty.
Libertas (Freedom)
True confidence. Liberation from being bound by the number of your age.
History
Toward the final destination of aging care.
Founded: REGINA LOCUS
Founded as a women's aging care brand. Launched the Erzsébet series — the world's first fullerene-formulated skincare. Started with one conviction: never make something that does not work.
REGINA LOCUS MEN Launched
Launched men's aging care. For all who confront aging regardless of gender. Only products with absolute commitment to world-class concentration.
Becomes REGINA LOCUS LVXL
Beyond a certain level of excellence, dividing by gender becomes unnecessary. When we reached the domain of: we cannot make anything better than this — the gender-unified brand LVXL was born.
Development of CHROSNOF
Developed CHROSNOF, an original skin aging analysis method. Analyzes which pattern of aging is most likely to progress based on lifestyle data. Patent pending.
Mission
What must always be upheld.
Never make what does not work
This is the first and last rule. No matter how pleasant the texture or beautiful the packaging — if it has no effect, it has no meaning.
Zero advertising spend
Advertising: zero. Every resource goes into ingredient sourcing. If we want to communicate something, we do it through the product.
Only world-class ingredients
No compromised ingredients. The finest materials in the world, at effective concentrations. That is all.
Vision
What we aspire to become.
To become the most honest aging care brand in the world, from Japan. We need not be famous. We simply keep making things where people who use them feel: this is real. That is the place we are heading.