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Advanced Materials Startup PEEL Lab Inc. Revolutionizes Sustainability Through Agricultural Waste

Global Hypergrowth Tokyo cohort company PEEL Lab Inc. aims to upcycle food loss, prevent animal cruelty, and reduce carbon emissions through its plant-based leather.
Kelly Wolfgang
on January 15, 2025

Startup Genome launched the first cohort of the Global Hypergrowth Tokyo late-stage scaling program in March 2024 in partnership with the Tokyo Metropolitan Government. The initiative aims to propel the best Tokyo tech companies into successful global commercialization and expansion into international target markets.


The program addresses a significant support gap for fast-growing startups, recognizing them as drivers of economic growth and competitiveness, and creators of sustainable jobs and societal wellbeing. In its inaugural cohort, Hypergrowth provides 21 companies from Tokyo with access to global mentors, expert scaling advice from leading executives, go-to market support, and connections to potential new customers and investors.


The companies selected represent a variety of sub-sectors, including Deep Tech, Life Sciences, and AI, and have raised close to $100 million in total funding as they look to expand overseas.


In this article series, Startup Genome introduces the cohort companies, exploring the groundbreaking technologies each startup is developing to make a positive impact on the world.


Introducing Advanced Materials Startup PEEL Lab Inc.


PEEL Lab Inc. offers an ethical alternative to leather using fruit peels from juice factories. Its plant-based, sustainable, and ethically-produced leather comes from the same material found in nature and contributes to the environment by reducing waste, emissions, and other pollutants that impact the planet.


The Tokyo-based B2B startup aims to upcycle food loss, prevent animal cruelty, and stop global warming by providing a full-range design and production service that enables corporations to create personalized products using pineapple and other plant-based leather. The company boasts 180 kg of upcycled pineapple leaves and 1,500 kg of reduced CO2 emissions during its leather creation.


Q&A with PEEL Lab Inc. CEO Jim Huang


Startup Genome spoke to PEEL Lab Inc. for a look into its groundbreaking technology, biggest challenges, and future innovations.


Startup Genome (SG): Can you explain the core mission of your organization and how your technologies are advancing the field?


Jim Huang (JH): The core mission of PEEL Lab is to revolutionize sustainable materials by leveraging agricultural waste, such as pineapple leaves, to create eco-friendly, high-performance alternatives to traditional leather. By focusing on innovation in sustainable design, our goal is to reduce the environmental footprint of the fashion, automotive, and interior design industries while promoting circular economy principles.


We use agricultural byproducts like pineapple leaves, which would otherwise be discarded, to create a sustainable leather alternative. This reduces waste and provides an eco-friendly option without the need for additional land, water, or harmful chemicals. PEEL Lab employs innovative bio-based processes for fiber extraction and tanning, minimizing the use of toxic chemicals. Our use of biodegradable resins and natural fibers ensures that the material remains environmentally friendly throughout its life cycle.


By designing our materials to be biodegradable and recyclable, we are embedding circular economy principles into our production processes. This allows for better end-of-life options, such as composting or upcycling, reducing landfill waste.

Our materials are versatile and scalable for a wide range of industries. By refining production techniques and entering new markets, including our upcoming European expansion, we aim to make pineapple leather a mainstream, sustainable alternative to traditional leather.


Through these advancements, PEEL Lab is not only reducing the environmental impact of leather production, but also setting new standards for sustainable material innovation.


SG: What are the biggest challenges your organization faces and how are you addressing them?


JH: PEEL Lab faces several key challenges as it scales and expands its sustainable pineapple leather product. We are addressing them in several ways.


Scaling the production of pineapple leather from a small-scale, niche material to an industrially-viable product is difficult, especially while maintaining sustainability at all levels of production. To solve this challenge, we are investing in R&D to improve the efficiency of our fiber extraction and processing techniques, reducing both costs and environmental impacts. Additionally, we are introducing more mechanized and automated systems to scale production without compromising on quality or sustainability. Finally, we are collaborating with agricultural sectors and local farmers to create a steady, scalable supply chain for pineapple leaves while supporting the communities involved in sourcing.


Competing with both synthetic leathers (like PU and PVC) and traditional animal leathers, which are well-established in the global market, is an additional challenge. By focusing on enhancing the durability, texture, and flexibility of pineapple leather, we aim to match and even surpass traditional leather in terms of quality. We are working to optimize costs to make our product competitive without sacrificing sustainability, especially as we increase production and achieve economies of scale. Additionally, forming alliances with brands and designers that value sustainability helps showcase the environmental and ethical advantages of pineapple leather over conventional materials.


Pineapple leather is still a relatively new material, and many consumers and businesses are unaware of its benefits or may be skeptical of plant-based alternatives. To combat this challenge, we are creating marketing strategies and awareness campaigns to educate consumers and industries on the benefits of sustainable leather alternatives, highlighting both the environmental impact and the material’s performance. Additionally, we are securing eco-certifications and third-party validations to build trust and credibility in the marketplace.


In addition, ensuring that pineapple leather products have a truly sustainable end-of-life option can be complicated, as not all regions have composting or recycling infrastructure. To combat this, we are designing products with the full lifecycle in mind, ensuring that they can be easily recycled, composted, or upcycled at the end of their use. In collaboration with industry partners and governments, we are pushing for better composting and recycling systems that accommodate biodegradable materials like pineapple leather.


Finally, expanding into new regions like Europe, Latin America, and Asia requires navigating varying regulations, sustainability standards, and market expectations. By tailoring our strategies to specific regional market demands and regulatory requirements, we ensure compliance and maximize market adoption. Being part of the incubator in Paris allows us to navigate the European market more efficiently, gaining insights and connections that help with market entry and scaling efforts.


By addressing these challenges through innovation, strategic partnerships, and sustainability-focused solutions, PEEL Lab is poised to expand its footprint while staying true to its mission of creating eco-friendly, high-performance materials.


SG: How does your organization differentiate itself from other companies in the sector, particularly in terms of technology and business model?


JH: PEEL Lab differentiates itself from other companies in the sustainable materials sector through its unique approach to both technology and business model, which are deeply integrated into our core mission of sustainability and innovation. There are the key ways we stand out.


Unlike many companies that use virgin plant-based materials or synthetic alternatives, PEEL Lab focuses on agricultural waste – specifically pineapple leaves – as the raw material for its leather alternative. This approach not only reduces waste, but also avoids the need for additional land, water, or resources, making our material more sustainable from the outset. By transforming agricultural byproducts into high-performance leather, we reduce the environmental footprint of our material from cradle to grave. This creates a circular, low-impact model that avoids contributing to deforestation or resource depletion.


Our fiber extraction and tanning processes are designed with environmental sustainability in mind, utilizing bio-based chemicals and natural enzymes instead of toxic materials typically found in traditional leather or synthetic alternatives. The lack of harmful chemicals in our processes ensures that our products are safer for workers, consumers, and the environment. Additionally, our use of biodegradable resins in the finishing process minimizes emissions and waste, making our technology more environmentally friendly than those of competitors using synthetic polymers or petroleum-based materials.


Unlike some companies that focus solely on material production, PEEL Lab embeds circular economy principles into every aspect of the business model. Our products are designed to be fully biodegradable or recyclable, ensuring that they can be reintegrated into the ecosystem or supply chain at the end of their lifecycle. This circular approach not only reduces waste but also provides companies and consumers with a guilt-free, sustainable alternative to traditional leather that doesn’t end up in landfills. It allows for end-of-life solutions, such as composting or upcycling, which are not common in other materials.


PEEL Lab is positioned as a bridge for international collaboration, particularly between regions like Japan, Uzbekistan, and Latin America. Our focus on fostering partnerships and innovation across borders allows us to stay at the forefront of technological advancements and market opportunities. Our collaborative model opens doors for the co-development of new technologies and access to emerging markets. This approach helps us differentiate by tapping into localized expertise and demand, ensuring that we stay adaptable and ahead of competitors who may be more regionally siloed.


While many competitors focus solely on fashion or specific industries, PEEL Lab’s materials are highly versatile, with applications in fashion, automotive, and interior design sectors. This broad approach allows us to serve a wide array of industries that seek eco-friendly material alternatives. By catering to multiple sectors, we expand our market potential and drive innovation in industries where sustainability is increasingly important. Our material’s durability, aesthetic appeal, and environmental benefits make it attractive for diverse applications, setting us apart from companies that may focus on a narrower niche.


We prioritize educating consumers, brands, and industries about the environmental benefits of sustainable leather alternatives, particularly our pineapple-based products. Many companies focus on the product itself without adequately addressing the need to shift perceptions and behaviors. Through comprehensive marketing and awareness campaigns, we are leading the charge in reshaping how industries and consumers view sustainable materials. Our educational approach builds trust and accelerates adoption, making us a thought leader in the sector.


PEEL Lab ensures that its supply chain is ethically sound and supportive of local farming communities. We work closely with farmers to source pineapple leaves, providing them with additional revenue streams from agricultural waste, unlike some companies that may engage in less transparent or less ethical practices. This community-first approach not only strengthens our supply chain but also builds goodwill and fosters long-term relationships. It provides a social sustainability aspect that differentiates us from competitors focusing solely on environmental or economic factors.


We offer customization in the texture, color, and finish of pineapple leather, tailored to the needs of individual brands and designers. This flexibility is a step ahead of many competitors who provide more standardized, off-the-shelf solutions. Our ability to co-create unique products with clients not only enhances customer satisfaction but also stimulates innovation. This customization makes PEEL Lab a preferred partner for companies seeking bespoke, sustainable solutions that fit their brand ethos.


Through these differentiators, PEEL Lab not only stands out in terms of technology and sustainability but also in how we approach the business model, fostering collaboration, ethical practices, and circularity at every level.


SG: How does your organization plan to contribute to sector growth, and what are your long-term goals for the company?


JH: PEEL Lab is committed to driving sector growth by advancing sustainable materials and fostering collaboration across industries. We aim to become a leader in eco-friendly alternatives to traditional leather, with a strong focus on circular economy principles. Our strategy revolves around scaling production efficiently, expanding market reach, and promoting sustainable innovation.



For a deeper look at the Tokyo ecosystem and to learn more about the Global Hypergrowth Tokyo cohort companies,
Explore Tokyo.


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