MURASAKIno ORGANIC is an organic cosmetic brand that uses nihonmurasaki shikon (purple groomwell root), an endangered native plant from Higashiomi in Shiga prefecture. The plant has a long history and appears in Manyoshu, the oldest Japanese poetry anthology. By simultaneously protecting and promoting use of this indigenous species and avoiding the use of any coloring agents or petroleum-derived additives, this brand is working to protect one of Japan’s rarest plant species with its SDGs (Sustainable Development Goals). In November 2018, MURASAKIno ORGANIC became Japan’s first company to receive the newly established Sustainable Business award at the Good Life Award 2018 sponsored by the Ministry of Environment.