How Does Wearing Foundation Change You? Scientific Verification of Brain Blood Flow and Psychological Changes Through Covering Skin Concerns with Foundation!

Covermark Co., Ltd. conducted an empirical study on "changes in brain blood volume when viewing skin with blemishes covered by foundation," supervised by Dr. Yoshihiko Koga, Professor Emeritus at Kyorin University. The goal was to scientifically verify the impact of using foundation to cover skin concerns on psychological states and cognitive function. Results confirmed that for women troubled by dark spots, viewing skin where these spots are covered by foundation activates frontal lobe function, reduces stress, promotes a positive mindset, and improves productivity in task execution.

■ Background
Since its founding in 1960, Covermark has dedicated approximately 65 years to the research and development of foundations. As an expert brand in base makeup, the company conducted this experiment to establish the significance of makeup in modern society and to scientifically elucidate its effects.

■ Summary of Results
1. Viewing skin where dark spots are covered by foundation activates activity in the frontal lobe of the brain for women concerned about such spots.
2. Viewing such covered skin increases the number of responses in calculation tasks (Kraepelin test), indicating enhanced productivity.
3. It was confirmed that seeing skin covered by foundation leads to a more proactive attitude, reduced stress, and increased desire for communication with peers.

■ Outline of the Experiment
- Dates: January 17, 18, and 19, 2026
- Subjects: 18 women aged 30-75 with dark spot concerns
- Supervisor: Dr. Yoshihiko Koga, Professor Emeritus at Kyorin University
- Methods: Measured frontal lobe blood volume using NIRS, conducted VAS tests, and Kraepelin tests.