Highly Acclaimed! Addictive "Squishy" Texture. Serum-based Gummy Face Wash "Hada Gumi" Returns with Expanded Retail Availability - Limited Release on June 21, 2026

Shiseido Japan Co., Ltd. will release its serum-based gummy face wash, "S Hada Gumi N" [3 types, reference retail price 2,200 yen (2,420 yen including tax)], on June 21, 2026 (Sun), at MatsukiyoCocokara & Co. group stores nationwide (excluding some stores) and the MatsukiyoCocokara online store in limited quantities. This product was released in September 2025 at select stores and received better-than-expected feedback, leading to the decision to significantly expand retail availability and re-release it. In recent years, while beauty awareness has increased, many people feel that face washing is "troublesome" due to daily busyness and fatigue, leading them to skip it. A survey conducted by Shiseido Japan among women aged 15-29 found that one in two does not use face wash in the morning. On social media, this behavior has emerged as the "face wash cancellation" trend, marking a major turning point in values regarding face washing. Therefore, we developed a serum-based gummy face wash that combines high functionality—making skin cleaner with every wash—with the innovative convenience of "no lathering, just stroking," while also making the act of washing fun. "Hada Gumi" was developed to capture the rapidly changing needs of the younger generation and provide unprecedented excitement beyond brand boundaries. To verify if this product truly holds value for customers amidst changing trends, we launched it in September 2025 at limited stores. As a result, it received higher-than-expected acclaim, including winning the "East Maegashira" award in the "2025 Hit Product Ranking" by Nikkei MJ (Dec 10, 2025) and the "Beauty Category First Half Hit" in the "2026 First Half Hit Awards & Second Half Break Prediction" by Nikkei Trendy (June 2026 issue). We confirmed demand across generations and genders, including "parent-child sharing" and "male usage," especially among the younger generation who have high beauty awareness but feel burdened by face washing. Consequently, we decided to expand retail availability significantly for a full-scale rollout. While highly rated, some feedback mentioned hesitation due to "price." Based on user comments like "the texture makes me want to touch it" and "face washing has become fun," we will strengthen communication to convey an experience value that exceeds the price, positioning it as an "addictive" face wash.