Beauty Media Mimi Beauty Announces 'H1 2026 Buzz Cosmetics'

Mimi Beauty Co., Ltd. (Location: Shibuya-ku, Tokyo, Representative Director and President: Ryoko Kurokawa) is pleased to announce the 'H1 2026 Buzz Cosmetics' award, determined by votes from Mimi Beauty users, operated by its beauty media 'Mimi Beauty'. Additionally, starting this term, the logo has been renewed, and awards will be presented in a comprehensive Grand Prize and departmental categories.

'Buzz Cosmetics' that generated buzz on SNS from October 2025 to March 2026

Mimi Beauty is an SNS beauty media platform operating under the concept of 'Together, creating a world that sparkles with beauty,' aiming to create 'a world that sparkles with encounters with new cosmetics and a new self' together with its users. With over 5.9 million total followers across its official accounts on X, Instagram, YouTube, TikTok, and LINE, its strength lies in its online information dissemination centered on social media.

This time, Mimi Beauty's editorial team nominated 31 items, referencing posts introducing cosmetics that became hot topics on SNS between October 2025 and March 2026. 127 members of PRIMAmimist, Mimi Beauty's official support team, cast their votes based on factors such as 'buzz potential,' 'purchase history,' and 'feeling of use.'

From these, the top 15 items will be announced as the 'H1 2026 Buzz Cosmetics.' Furthermore, for some of the award-winning products, analysis results on the factors and processes behind their buzz will also be presented.

Mimi Beauty will continue to strengthen its marketing support for beauty manufacturers by regularly announcing and analyzing 'Buzz Cosmetics' that create significant buzz on SNS.

▼ Buzz Cosmetics Special Site
https://mimitv.jp/26546

【Survey Overview】
Survey Period: March 24, 2026 – March 30, 2026
Valid Responses: 127
Survey Target: PRIMAmimist
Survey Method: Internet survey

H1 2026 Buzz Cosmetics Award Winners

【Grand Prize】
melt / Moist Conditioning Water・Smooth Conditioning Water・Deep Conditioning Water

【Departmental Awards】
・Repeat Purchase Eyeliner Category
CANMAKE / Creamy Touch Liner

・Adult Beautiful Skin Category
CEZANNE / Tone Filter Highlight

・No Foundation Primer Category
SK-II / GenOptics CC Primer

・Elegant Glossy Eyeshadow Category
DECORTE / Skin Shadow Designing Palette

・Plump & Glossy Plumper Category
YSL BEAUTY / YSL Loveshine Gloss Plumper

・High-Performance Skincare Category
SK-II / Facial Treatment Essence

・Happiness-Inducing Face Category
KATE / Bouncy Cheek Shadow

・Beautiful Eyelashes Category
Hiroine Make / Lash Hype

・Dullness Care Category
ASTALIFT / White Jelly Aquarista

・Dewy Glow Skin Category
VT COSMETICS / PDRN+ Capsule Cream 100

・Pore Care Category
Biore / Biore Ouchi de Esthe Deep Clay Facial Wash

・Protective Serum Category
Curel / Curél Intensive Moisture Deep Barrier Serum for Stratum Corneum

・Translucent Foundation Serum Category
MAQuillAGE / Essence Liquid EX Bright Glow

・Glossy Cheek Category
Visee / Layered Fluri Cheek

Analysis of the Grand Prize winner 'melt / Moist Conditioning Water・Smooth Conditioning Water・Deep Conditioning Water' buzz

▼ Product Overview
Product Name: melt / Moist Conditioning Water・Smooth Conditioning Water・Deep Conditioning Water
Category: Hair Care
Price: 1,430 yen (tax included) *According to editorial research
Overview: melt's conditioning water proposes a new category, 'hair lotion,' combining time-saving value through quick-drying properties with emotional value derived from scent and feel. Even after winning the Buzz Cosmetics Grand Prize in H2 2025, continued buzz and support were gained through the creation of user experience opportunities and product line expansion, leading to a chain reaction of word-of-mouth from loyal users, rather than being a fleeting trend. This resulted in the series winning this award and achieving the first-ever consecutive Buzz Cosmetics Grand Prize.

▼ Buzz Trajectory
【Spring-Winter 2024: Brand Launch Period】
melt itself debuted with the 'Resting Beauty' concept, recording initial sales nine times higher than planned. Word-of-mouth spread, mainly due to its 'melting sensation' and scent, centered around its shampoo and treatment. At this point, the conditioning