Maquillage's 'Foundation Serum' Surpasses 12 Million Units Shipped

The new 'Essence Liquid EX Bright Glow,' also known as the 'Shiratama (White Jade) Foundation Serum,' won first place in the foundation category at the 2026 First Half @cosme Best Cosmetics Awards, bringing the series' total to 55 best cosmetics awards. The 'Essence Liquid Series' from the total makeup brand 'Maquillage' surpassed 12 million units in cumulative shipments as of April 2026. Maquillage, launched in 2005, is celebrating its 21st year. Based on the concept of 'Skinification Makeup' utilizing Shiseido's proprietary research and technology, the brand offers base makeup that improves the skin with every use. The 'Essence Liquid Series,' commonly known as 'Foundation Serum,' is the brand's iconic item. Since its launch in 2022, the series has led the new 'Foundation Serum' category in the base makeup market. Its design, based on Shiseido's unique 'Serum First Technology' which encapsulates foundation ingredients within a serum, has deeply resonated with modern consumers seeking both uncompromising coverage and skincare benefits, making it a bestseller. As a result, Maquillage has been supported by many customers as the No. 1 brand in the liquid foundation market by sales for four consecutive years. It is also highly rated by beauty professionals, with the series having received a total of 55 awards from beauty magazines and platforms. Following the COVID-19 pandemic in the 2020s, while skincare consciousness increased, the need for 'instant high-quality skin effects' resurged as opportunities to go out returned. Capturing these consumer needs, 'Essence Liquid' began promoting itself as a new concept of 'Foundation Serum' in 2024 to meet the conflicting desires of 'protecting the skin' and 'achieving smooth, poreless-looking skin.' The core of this promotion was the 'Serum First Technology,' which completely reversed the conventional idea of 'adding serum ingredients to foundation' to 'encapsulating foundation ingredients in serum.' While conventional foundations typically have powder ingredients directly touching the skin, this unique formulation succeeds in enclosing foundation ingredients in micro-level capsules within the serum. Upon application, the serum first delivers moisture deep into the stratum corneum, and then the capsules burst to form a uniform makeup film. This maintains a state where the skin is constantly in contact with the serum throughout the day. In February 2026, the 'Essence Liquid EX Bright Glow' was launched, completing a lineup that allows a wide range of users to choose the texture that suits them best. Additionally, the limited-time pop-up event 'Shiratama-dokoro MOCHillAGE' held in Omotesando in February 2026 recorded 2,241 visitors in just 7 days, creating a significant buzz.