A new idea that makes light your ally. Ex-beaute, which celebrated its 20th anniversary, has been renewed.

Changes in beauty values ​​and increased problems with base makeup due to wearing masks. In recent years, the awareness of beauty is no longer uniform, and has changed to values ​​such as "beauty as you think it is" and "value individuality". Also, due to the new lifestyle, the frequency of using base makeup has decreased. Wearing a mask causes skin irritation, crumbling due to stuffiness, stickiness, and other discomforts associated with base makeup. From now on, base makeup is not for society or anyone else, but for your own comfort. The new brand concept is “Light on my side. #MAKEmeFREE”. Newly formulated with a "light repair enzyme" that cares for the skin, it keeps the high coverage and transparency of bare skin as it is, while freeing skin troubles, the time it takes to make up, and external stimulation. We will evolve into a brand that enriches not only the appearance but also the heart and life.

Light on my side. Formulated with "light repair enzyme" that considers the beauty of bare skin.

Light such as ultraviolet rays and blue light is said to lead to stains, dullness, dryness, and lack of firmness, and is one of the causes of skin damage. With the increase in video distribution services and the promotion of remote work, it is expected that the amount of time exposed to blue light will continue to increase. Therefore, "light repair enzyme" is a new concept ingredient that considers the beauty of the bare skin and makes the skin beautiful by using the light of ultraviolet rays and blue light as an ally. "Photorepair Enzyme"

Spirulina maxima, a type of blue-green algae collected from a volcanic lake in Lanzarote, which belongs to the Canary Islands, is an organism that survived the intense light that fell on the ancient earth and used it to live. It is an extract extracted from it. *Light repair enzyme: Spirulina maxima extract (skin conditioning ingredient) "Real Skin Fit Prescription" that provides smooth coverage and a transparent skin feel. Each fine particle powder is impregnated with beauty oil and coated with beauty essence. Real skin fit prescription with glossy fit oil. It achieves a finish full of transparency and a lightness like no foundation. The skincare effect of the coating technology, which can only be achieved by a base makeup brand, gently cares for your skin even when you are applying makeup.

The new logo and packaging express comfort and style. The logo has been changed from "Ex:beaute" to "Ex:BEAUTE" in capital letters. The font is also based on a slender Gothic typeface to express stylishness.

The package uses gray rather than cyan. I chose a color that combines a sense of orthodoxy and stylishness while maintaining a neutral feel. From the image of black so far, by making it gray, it brings out softness and creates a "stress-free" and "comfortable" atmosphere.

The new “Ex Beaute” will be on sale from Wednesday, September 1st. A total of 7 types and 16 products, including popular foundations and loose powders, will be available from September 1, 2021 (Wednesday), mainly at official online shops and variety shops nationwide. [Overview of main items]

Concentrated serum-inspired texture that doesn't use a single drop of water. Brings out the natural beauty of bare skin by giving the skin a radiance and complexion. Instead of water, "apple fruit water * 1" is adopted, and a rich formula that contains "vegetable stem cell capsule * 2" and "retinol * 3" is used to care for adult skin and is gentle while wearing foundation. care. Impress with a healthy smile full of vitality. Exbeaute Premium Vision Foundation SPF27/PA++ Waterproof All 3 colors 26g each 5,500 yen (tax included) *1 Skin conditioning ingredient *2 Eryngium maritimum callus culture solution (skin conditioning ingredient) *3 Retinol palmitate (skin conditioning ingredient)

Smooth fit for clear, glossy skin The 7 functions of base makeup (cover, transparency, firmness, skin color correction, long lasting makeup, and UV protection) are combined into one. A collection of cushion foundations. Covers spots and pores with a fresh texture and good spreadability. Formulated with the legendary white mud "Palau White Clay*", which is rich in amino acids and minerals. You can achieve the skin care effect while applying makeup. Exbeaute Vision Foundation Cushion SPF50/PA++++ Waterproof All 3 colors 17g each 4,290 yen (tax included) *Case sold separately Exbeaute Cushion Compact Case 990 yen (tax included) *Moisturizing ingredients

Keeps your skin feeling translucent Ultra-thin moisture veil powder A moisture veil of ultra-thin powder gently envelops your skin, making it moist and glossy. Contains 71 kinds of beauty ingredients, so it keeps the finish of the foundation and keeps it moisturized. For skin that is as comfortable as if you were not wearing anything, and has translucency that makes your bare skin itself look beautiful. Ex-Beaute High-End Loose N All 1 Color 8g 3,850 yen (tax included)

“Exbeaute” brand site: https://www.madrex.co.jp/exbeaute “Exbeaute” official EC site: https://madrex.com/ “Exbeaute” official Instagram: https://www.instagram .com/exbeaute_official/ [Credit Placement/Customer Inquiries] Madrex Co., Ltd. Toll-free: 0120-36-1428 (Weekdays 9:30-18:00)