And few brands have built as much of their identity around this category as Paul & Joe Beauté. Its current Protecting Primer was the brand's No.1 product by sales value from March 2025 to April 2026. It also ranked No.2 in the primer category of the @cosme Best Cosmetics Awards 2025 first-half new-product awards and No.1 in the corresponding LIPS category.
The newly updated FLARUNÉ range makes the idea particularly easy to see. Alongside its signature Full Refine Milk f, the brand has expanded the beginning of the routine with three new cleansing formulas: Quick Off Oil Cleansing, Cocoon Cream Cleansing and Moist Stringy Wash.
Anti-aging skincare is often organised around ingredients. Retinol for wrinkles. Vitamin C for brightness. Peptides for firmness. But SHISEIDO Vital Perfection has increasingly moved in another direction. Rather than isolating one visible sign of aging, the Japanese skincare line approaches the face as a combination of firmness, brightness, moisture, wrinkles and overall facial impression.
