Avancé Introduces 'Soins Yeux Cream V' – A New Habit to Care for the Eye Area Before Makeup

Avancé Co., Ltd. announces the launch of 'Avancé Soins Yeux Cream V,' a dedicated eye cream designed for daily care of the delicate, dryness-prone eye area, available from Friday, September 4, 2026. This medicated cosmetic (quasi-drug) contains niacinamide, an active ingredient proven to improve the appearance of wrinkles and provide whitening benefits*1. It delivers deep hydration to dry eye areas, leaving the skin feeling soft, smooth, and supple. With a lightweight, easily absorbed texture suitable for both morning and evening use, it supports a consistent daily eye care routine.

*1 Helps inhibit melanin production to prevent the appearance of dark spots and freckles.

Development Background

Historically, Avancé has focused on products that enhance the appearance of the eyes, such as mascara and eye makeup. However, the brand recognizes that to truly enjoy beautiful eye makeup, it's essential to maintain the eye area's condition daily, especially as it is prone to dryness. Therefore, Avancé has developed the 'Soins Yeux Cream V'—an innovative product that addresses the eye area not just with makeup, but also from a skincare perspective. Designed for easy integration into both morning and nighttime routines, it promotes a new daily habit for healthier-looking eyes.

Product Features

① Contains Niacinamide, an Active Ingredient for Wrinkle Improvement and Whitening*1

A Medicated Cosmetic for Daily Eye Care

'Avancé Soins Yeux Cream V' is a medicated eye cream formulated with niacinamide, an active ingredient recognized for its ability to improve the appearance of wrinkles and provide whitening benefits*1. It deeply hydrates the delicate eye area, helping to create a plump, smooth, and refined skin texture.

*1 Helps inhibit melanin production to prevent the appearance of dark spots and freckles.

② Long-Lasting, High-Moisture Finish

Enveloping the Dryness-Prone Eye Area in Hydration

To address dryness around the eyes, the formula includes key moisturizing ingredients: L-Ascorbic Acid 2-Glucoside, Sodium Hyaluronate (2), Glycyrrhiza Glabra (Licorice) Root Extract, Thyme Extract (1), and Birch Extract. These ingredients help lock in moisture to maintain a hydrated complexion. Additionally, plant-derived emollient oils such as phytosterol macadamia nut fatty acid ester, squalane, jojoba seed oil, and olive oil are included to provide a rich, non-greasy moisture that leaves the skin feeling soft and smooth.

③ Focus on the Skin's Natural Moisture Structure

Supporting the Eye Area's Barrier Function with Lamellar Liquid Crystal Technology

The product features a lamellar liquid crystal structure that mimics the natural intercellular lipids found in the skin's stratum corneum. This layered structure of water and oil helps to trap and retain moisture, effectively hydrating the delicate eye area. Beyond high moisturization, the formula is carefully designed to support the overall health and resilience of the skin around the eyes.

④ Five Key Moisturizing Ingredients

Eye Care Suitable for Younger Generations

In addition to the active ingredient niacinamide, the cream contains five moisturizing components: L-Ascorbic Acid 2-Glucoside, Sodium Hyaluronate (2), Glycyrrhiza Glabra (Licorice) Root Extract, Thyme Extract (1), and Birch Extract. This combination helps keep the eye area hydrated and comfortable, making daily eye care easy and enjoyable for users of all ages.

⑤ Perfect for Quick Morning and Nighttime Routines

Simple, Intuitive Routine Design

For busy mornings, use it as a prep step before makeup. At night, apply it as the final step in your skincare routine.

'Avancé Soins Yeux Cream V' is formulated for easy daily use, both in the morning and at night. It's an accessible eye cream for anyone who wants to start an eye care routine but isn't sure where to begin. The tube features a soft, rounded silicone nozzle that is gentle on the skin. The product can be dispensed onto fingertips for blending or applied directly to the eye area. Its compact tube design fits easily on bathroom vanities or in makeup bags, making it simple to use consistently, even on the busiest days.

Furthermore, to protect the delicate eye area, the formula is free from ethanol, tar-based colorants, and parabens. It is thoughtfully designed to minimize skin irritation for daily use.

How to Use

Apply an appropriate amount to the eye area in the morning before makeup or as the final step of your nighttime skincare routine.

Product Overview

Product Name: Avancé Soins Yeux Cream V Category: Medicated Cosmetic (Quasi-Drug) Release Date: Friday, September 4, 2026 Volume: 15g Price: ¥1,800 (excl. tax) / ¥1,980 (incl. tax) Active Ingredient: Niacinamide Moisturizing Ingredients: L-Ascorbic Acid 2-Glucoside, Sodium Hyaluronate (2), Glycyrrhiza Glabra (Licorice) Root Extract, Thyme Extract (1), Birch Extract Free-From Formulation: No ethanol, no tar-based colorants, no parabens How to Use: Apply an appropriate amount to the eye area in the morning before makeup or as the final step of your nighttime skincare routine. Where to Buy: Nationwide at variety stores, drugstores, and the official Avancé EC site

About AVANCÉ

Avancé Co., Ltd. was established in 1996 as a youth-oriented brand under the Hollywood Cosmetics Group. The group is known for introducing Hollywood film makeup techniques to Japan and popularizing mascara. Avancé inherits this legacy of innovation and craftsmanship. Building on the 100-year heritage of Hollywood Cosmetics (celebrating its centennial in 2025), Avancé continues to pursue excellence in quality and innovation.

The brand name 'AVANCÉ' comes from the French word meaning 'to advance,' 'to lead,' or 'to be ahead.' True to its name, Avancé is committed to anticipating future trends and setting new standards. In the 1990s, influenced by charismatic artists, a trend for thin eyebrows emerged, rapidly increasing women's awareness of eye beauty. In April 1997, Avancé launched the lash care serum 'Lash Serum,' which became a major hit. The Lash Serum series remains a beloved bestseller to this day. Since then, guided by the philosophy of 'caring deeply while applying makeup,' Avancé has expanded its product line beyond eye-focused items to include a wide range of skincare and base makeup products.

Company Overview

Company Name: Avancé Co., Ltd. Representative: Ryo Nanba (President & CEO) Address: Hollywood Beauty Plaza 4F, 6-4-1 Roppongi, Minato-ku, Tokyo 106-0032 TEL: 03-3403-3817 Brands: AVANCÉ and DÉSIR Products: Eyelash serums, eye zone care items, makeup removers, skincare, base makeup, and more URL: https://www.avance-cosme.co.jp/