ShiroQTM has obtained GRAS (Generally Recognized as Safe) certification in the United States.

This certification means that ShiroQTM is considered safe for use as a food.

GRAS is a U.S. food safety certification system that is recognized around the world.

This certification was obtained through self-affirmed GRAS, which means that the safety of "ShiroQTM" has been evaluated under the U.S. system.

1. Forms of Coenzyme Q10

Coenzyme Q10 exists in two forms, ubiquinone and ubiquinol. Both are directly absorbed in the body and play a key role in mitochondrial energy metabolism.
Ubiquinol has advantages in maintaining redox balance and may become the leading form in future market expansion.

Reduced form (Ubiquinol)

• Its launch was delayed by more than 10 years compared to ubiquinone because it is easily oxidized and difficult to manufacture and handle.
• Plays a critical role in the mitochondrial electron transport chain, particularly in the Q-cycle essential for ATP production.
  

Oxidized form (Ubiquinone)

• First introduced as a pharmaceutical, later forming a large supplement market.
• Previously misunderstood to be converted into ubiquinol before absorption in the small intestine; it is now confirmed that it is absorbed in its ingested form.

2. Challenges in Absorption and Formulation

Both ubiquinone and ubiquinol are fat-soluble and insoluble in water. They are generally marketed in soft capsules, but their absorption rate is low.

With the advancement of water-solubilization technologies, absorption has been improved, enabling applications in beverages and new product formats.

3. U.S. Market Trends

• 2024: USD 350 million
• 2025: USD 785.9 million
• 2035: USD 2.13 billion (CAGR 10.5%)

Steady growth is expected, with expanding demand in the healthcare sector.

4. Potential of ShiroQ

CoQ10 exists in two forms, ubiquinone and ubiquinol, both directly absorbed and involved in mitochondrial energy metabolism. Ubiquinol holds advantages in maintaining redox balance and could lead future market growth. With water-solubilization technologies improving bioavailability and expanding applications, ShiroQ represents a promising brand/technology with strong growth potential.

Across the globe, temperatures are soaring, with many regions hitting over 40℃.

Intense heat disrupts your body’s balance, making it harder to regulate temperature and leading to dehydration and mineral loss.

The result? Summer fatigue, exhaustion, loss of appetite—and in the worst cases, life-threatening heatstroke.

That’s why it’s essential to:

• Stay hydrated
• Eat a balanced diet
• Get quality sleep and manage stress

And one more key step: Take in Ubiquinol. Ubiquinol supports your body’s energy production and acts as a powerful antioxidant to ease summer fatigue.

But here’s the challenge: because it’s fat-soluble, traditional supplements have low absorption rates. That’s why we created ShiroQ (Ubiquinol Water-dispersive Powder). Specially formulated to dissolve in water, it’s designed for smooth, efficient absorption.

Take ShiroQ with your daily hydration—and keep your energy strong all summer long.

It is our mission to answer this question, and important findings are being obtained in our cooperative research with Tohoku University (Ito et. al, Biosci. Biotechnol. Biochem., 89, 633-637, 2025, doi:10.1093/bbb/zbaf002).

URL    https://doi.org/10.1093/bbb/zbaf002

Specifically, we are finding that both oil-soluble and water-soluble Γ-oryzanol are indeed absorbed into the rat body, but that there is no big difference in the amount absorbed. both oil-soluble and Γ-oryzanol are absorbed into the rat body, but there is no significant difference in the amount absorbed. This result suggests that the absorption of oil-soluble substances is not uniformly improved by their water-solubilization, and that a water-solubilization technique appropriate to the characteristics of each substance is necessary.

Effects of a semen extender treated with coenzyme Q10-ubiquinol on the quality of thawed ram sperm.

https://doi.org/10.1038/s41598-022-16220-4

https://doi.org/10.1038/s41598-023-31510-1