There has always been a compromise hidden inside the phrase “makeup for sensitive skin.” Products may feel gentle, but the colours are often predictable. Formulas may be easy to remove, but the finish can lack the polish, depth or emotional appeal of conventional colour cosmetics. Japan’s ETVOS has spent years trying to close that gap.

THREE has used essential oils as part of its beauty identity for years. The new SENSE OF THE SKY collection consists of just three product families: a plumping lip colour, a new blush and a limited luminizer. More importantly, WWD Japan reports that this is a new development for THREE's makeup: all three incorporate the brand's original Japanese geranium essential oil.

While brands like SUQQU, RMK and SHISEIDO are well known internationally, &be has quietly become one of Japan's favourite everyday beauty brands thanks to its effortless makeup style, skincare-first philosophy and products created by renowned makeup artist Yusuke Kawakita (河北裕介).