Soil

Soil is a Japanese lifestyle brand created through a collaboration between Isurugi Co., Ltd.—a traditional plasterwork company dating back to the Edo period and the Tokyo-based design firm h concept. The brand is known for transforming natural materials into functional, modern home goods rooted in sustainability.

At the heart of Soil’s innovation is diatomaceous earth, a naturally porous, quick-drying material made from fossilized diatoms. Its ability to absorb moisture, oils, and odors makes it exceptionally practical for everyday use while remaining gentle on the skin and environmentally friendly.

Soil’s best-known creation is its diatomaceous earth bath mat, which absorbs water instantly and dries quickly without retaining moisture. The brand has since expanded into cutting boards, coasters, odor absorbers, and other minimalist home essentials, all designed with eco-friendly materials and traditional Japanese craftsmanship.