On a trip around the world, Kyoku for Men founder Asim Akhtar found himself in the hillside Japanese village of Yuzuri Hara. He was amazed at the inhabitants, who were not only remarkably youthful looking but also lived longer than their Western counterparts. Their secret, he learned, was a combination of diet and a skincare regimen rich in natural ingredients such as sake, adzuki beans, and volcanic ash. Akhtar began incorporating these ingredients into his own life, and went on to use them in his East-Meets-West skincare line.