In September 2026, that philosophy enters its fifth generation with SUQQU The Foundation e, the latest version of the brand's highest-tier cream foundation. The new formula still transforms from freshly applied radiance through the hours that follow. But the objective has shifted. This time, SUQQU isn't simply trying to create more glow. It's trying to make that glow clearer.
DECORTÉ's new Tone & Flat Perfecting Palette, launching in Japan on August 21, 2026, takes a more systematic approach. There are now five palettes — 00, 01, 02, 03 and 101 for 5g. The four beige palettes handle conventional concealing and highlighting, while the completely new 101 approaches complexion correction through colour and light.
Can a matte lipstick stay comfortable without losing what people love about matte finishes? The answer became the hero product of the 2026 Autumn Collection, representing not only a new lipstick, but a completely updated interpretation of modern matte makeup.
INOUI Eyes is built around light before it is built around colour. The new limited Eyes 12, launching in Japan on 21 August 2026, pushes that idea further than any previous INOUI palette.
Clé de Peau Beauté has one of the most confusing primer lineups in Japanese luxury makeup.
Instead of asking:
“Which Clé de Peau primer is best?”
The more useful question is:
“What do you want your primer to change?”
JILL STUART is unusually good at making an entire face belong to the same colour family without making every feature look identical. The new 2026 Fall Collection, Dress Up with Bloom, is a particularly good example because its hero product removes one step from the equation entirely. Lip & Cheek Blooming Chiffon uses the same colour on both lips and cheeks.
For Celvoke, that product is Layered Silhouette Eyes. Instead of simply releasing new colours for Autumn 2026, Celvoke chose to redesign its signature four-colour eyeshadow palette from the ground up. The new palette introduces a different way of thinking about eye makeup—one that focuses less on following preset steps and more on creating depth through layering, transparency and individual expression.
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).
Launching first in Japan, the new SHISEIDO Basic Skincare collection rethinks the products people use every morning and evening—before serums, moisturisers or anti-aging treatments even begin.
The 2026 Autumn VINTAGE GLOW Collection makes this system even clearer. Its four new Eye Coloration N palettes introduce a transparent metallic colour inspired by vintage jewellery—not merely as a glitter accent, but as a shade that can change the intensity and atmosphere of the entire palette.
