Avance Unveils Two New Eyelash Makeup Solutions Developed with Insights from Lash Professionals – For Effortless Application and Gentle Removal

Avance, a cosmetics brand specializing in eye makeup, conducted testing and evaluation of prototypes with 15 professionals who perform eyelash treatments daily during the development phase. Feedback on ease of use, finish, and removal experience was incorporated into the formulation and design.

Based on this input, Avance developed the 'Avance Bundle Lash Base,' a mascara base that effortlessly creates the trendy 'clumped lash' look, and the 'Avance Lash Melt Remover,' a dedicated remover compatible with waterproof mascara. Both products will be available nationwide from September 4, 2026, at variety stores, drugstores, and the official Avance EC site.

In recent years, interest in eyelash appearance and daily eyelash makeup has grown alongside the popularity of eyelash perms and extensions. The 'clumped lash' look—where lashes are delicately grouped to naturally enhance the eyes—has become a trend favored by Gen Z, particularly those in their 20s. However, concerns such as 'it's hard to create neat clumps,' 'it takes time,' and 'friction during removal of long-wear mascara is bothersome' have also been voiced.

To address these, Avance focused on brush comfort, finish quality, and ease of integration into daily makeup routines, drawing on insights from professionals in the field.

Leveraging its long-standing expertise in eye makeup, Avance pursued both 'effortless application' and 'comfortable removal,' resulting in two innovative eyelash makeup products.

From application to removal—making eyelash makeup smoother every step of the way.

[Avance Bundle Lash Base]

Features a 'Bundle Double Comb' combining a flat comb and a triangular comb. Long fibers that blend naturally with natural lashes help create a longer, more defined look without requiring advanced techniques.

[Avance Lash Melt Remover]

A dedicated mascara remover with a fast-penetrating, viscous gel and a high-absorbency applicator comb that quickly dissolves stubborn mascara. Compatible with waterproof mascara, it supports a comfortable daily makeup removal routine.

Both products are safe for use with eyelash perms and eyelash extensions.* They also contain five beauty and moisturizing ingredients: panthenol, hydrolyzed keratin (wool), gentian extract, scutellaria root extract, and sodium hyaluronate.

From application to removal.

Avance delivers beauty while caring for your eyes with two new products designed to complement today’s eyelash makeup routines.

*For eyelash extensions using standard cyanoacrylate-based adhesives.

Avance 'Bundle Lash Base'

The Avance 'Bundle Lash Base' is a mascara base that easily achieves the trendy 'clumped lash' look.

The 'clumped lash' style delicately groups lashes to naturally enhance the eye area. However, creating clean, defined clumps often requires unexpected skill—such as precise product control and comb technique.

This product features a 'Bundle Double Comb' combining a flat comb and a triangular comb. It effortlessly shapes lashes into neat clumps without requiring technique. Long fibers that blend with natural lashes add subtle length for a natural look. Ideal as a base under mascara, or even on its own for a natural finish.

Product Features

1. 'Bundle Double Comb' with flat and triangular combs

A two-step process: apply product with the flat comb, then shape clumps with the triangular comb. Achieve clean, separated clumped lashes without complex techniques.

2. Natural-looking length with lash-blending long fibers

Long fibers designed to blend seamlessly with natural lashes. The sheer black tint enhances lash color, adding subtle length for a refined, natural eye look—never overdone.

3. Versatile use: as a base or standalone

Perfect as a mascara base, and also suitable for use alone on days when you want a natural finish.

4. Curl-holding & waterproof

Formulated to maintain beautiful curl and finish throughout the day.

5. Safe for eyelash perms and extensions

Compatible with eyelash perms and standard cyanoacrylate-based eyelash extensions.

6. Enriched with five beauty and moisturizing ingredients

Contains panthenol, hydrolyzed keratin (wool), gentian extract, scutellaria root extract, and sodium hyaluronate—nourishing lashes while you wear makeup.

How to Use

1. Apply product using the flat comb.

2. Shape clumps using the triangular comb.

*Use as a base before mascara. Can also be used without mascara.

Product Overview

Product Name: Avance Bundle Lash Base

Category: Eyelash cosmetic / Mascara base

Color: Sheer Black

Net Weight: 6.4g

Price: ¥1,650 (tax included)

Release Date: Friday, September 4, 2026

Sales Channels: Nationwide variety stores, drugstores, and official Avance EC site

Avance 'Lash Melt Remover'

The Avance 'Lash Melt Remover' is a dedicated mascara remover compatible with waterproof mascara.

While mascara performance—such as curl retention and waterproofing—has improved, concerns about friction and discomfort during removal have increased.

This product uses a fast-dissolving, viscous gel that quickly penetrates stubborn mascara. The high-absorbency applicator comb ensures even coverage on each lash, preparing waterproof mascara for easy, smooth removal.

Designed to be non-irritating* and suitable for use with eyelash perms and extensions.

It also contains five beauty and moisturizing ingredients, incorporating care into the removal process.

*Not guaranteed to be non-irritating for all individuals.

Product Features

1. Quickly penetrates mascara with one application

Simply apply to waterproof mascara, and the formula quickly dissolves even long-wear formulas. An easy pre-step before cleansing for smoother makeup removal.

2. Compatible with waterproof mascara

Works effectively on waterproof mascaras designed to last all day.

3. Fast-dissolving viscous gel × high-absorbency applicator comb

The thick gel adheres to lashes, while the high-absorbency comb ensures even distribution for effective removal.

4. Non-irritating* user experience

Designed with comfort in mind for eye-area use. Ophthalmologically tested. (*Not guaranteed for all individuals.)

5. Safe for eyelash perms and extensions

Suitable for those with eyelash perms or standard cyanoacrylate-based eyelash extensions.

6. Enriched with five beauty and moisturizing ingredients

Contains panthenol, hydrolyzed keratin (wool), gentian extract, scutellaria root extract, and sodium hyaluronate.

How to Use

1. Apply generously with the comb onto dry lashes.

2. Allow it to blend with the mascara.

3. Then, emulsify with your regular cleanser and gently rinse off with lukewarm water.

*Can also be wiped off with cotton, but comb application is recommended.