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Lotte’s Groundbreaking Study on Chewing Gum and Skin Elasticity

Lotte Co., Ltd., led by CEO Hideki Nakajima from Shinjuku, Tokyo, has recently embarked on an exciting journey exploring the health benefits of chewing. Their latest research indicates that engaging in continuous gum chewing can significantly improve skin elasticity, particularly in the cheeks. This groundbreaking finding was recently published in the Anti-Aging Medicine journal, October 2025 issue (Vol. 21 No. 5).

Research Overview

In recent years, there's been a growing focus on facial muscle training through various methods like massages and facial exercises, aimed at combating sagging skin. However, Lotte's research reveals that chewing gum serves as a distinct form of training, effectively engaging multiple muscles such as the tongue and facial expressions without direct skin contact.

In July 2023, an initial report suggested that sustained chewing could influence facial contour angles, advocating that muscle activity from chewing might induce morphological changes in targeted areas. Thus, the current study aimed to validate the impact of consistent gum chewing on skin health.

Study Details

• - Participants: 65 healthy adults aged 30-50, involved in an open-label randomized parallel-group study.
• - Methods: Participants were prompted to chew 2 pieces of gum, three times a day, for 10 minutes each before meals over a 12-week period. Skin elasticity was measured pre- and post-intervention using the Cutometer Dual MPA580, a device designed to assess skin viscoelasticity.

Research Results

The study revealed a significant improvement in skin elasticity following 12 weeks of regular gum chewing. This was confirmed by comparing the elasticity readings of the gum group with the control group, showing notable enhancements in the right cheek’s elasticity metrics.

Summary of Findings:

• - The research paper titled Impact of Chewing Gum Training on Facial Skin is published in Anti-Aging Medicine, October 2025 issue (Vol. 21 No. 5), pages 368–373.
• - Authors: Misaki Matsui, Norifumi Kanno, Kazuto Okabayashi.

Research Background and Objectives

A survey conducted over the past year has revealed heightened awareness regarding beauty standards and purchasing habits, indicating that 74.7% of women and 54.1% of men are highly concerned about enhancing their appearance and maintaining youthfulness. Previous studies have also shown that chewing gum can positively impact facial contour, thus laying the groundwork to further investigate its effects on skin elasticity through rigorous trials.

Methodology Recap

• - Participants were split into two groups: one with gum ingestion and another without.
• - The study spanned from July to October 2024, focusing on metrics of skin elasticity measured before and after the 12-week period.

Discussion of Results

The data indicated a statistically significant increase in skin elasticity (R2: overall elasticity) in the gum group compared to the control group, accompanied by a marked decrease in R1 (minimum amplitude), suggesting that the chewing training led to improved skin resilience in the cheeks.

References:
1) Recruit Co., Ltd. Beauty Census 2024.
2) Matsui, Misaki et al. Impact of Chewing Gum on Facial Contour. Anti-Aging Medicine 2023; 19: 247-51.

Lotte's Ongoing Commitment

Lotte aims to collaborate with various municipalities, research institutions, and businesses to promote the best chewing experiences. To this end, they have established the “Chewing Research Department” to explore the wide-ranging effects of chewing on cognition, emotion, and physical well-being. As Japan's cherished