D-UP Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director: Hiroaki Shiono) will launch "Navy Black," a new color for the D-UP Mascara & Eyeliner series "Hyper Lift Mascara," starting Friday, May 15, 2026. This new shade will be exclusively available at Matsumotokiyoshi Group and Cocokarafine Group stores nationwide (excluding some stores), Matsukiyo Cocokara Online Store, and D-UP Official Online Store (https://store.d-up.co.jp/).

The "Hyper Lift Mascara" is committed to achieving both extreme length for natural lashes and long-lasting curl, based on the concept of "a curl mascara with serious length." Its unique "smooth-extending liquid" delivers the strongest curl-holding power*¹ and astonishing lengthening effect. It has garnered attention on social media as a mascara that fulfills the ambitious desire for "both curl and length!" and has won 21 best cosmetic awards*² since its launch in October 2024.

Mascara with high curl-holding power typically uses waxes and film-forming agents to maintain curl, but it has been considered difficult to achieve "lengthening" and a "clump-free finish" simultaneously with such formulations. Hyper Lift Mascara has undergone repeated improvements to achieve maximum levels of both "curl-holding power" and "length" in its formulation*¹. The secret lies in its "smooth-extending" mascara liquid, which creates perfectly curled, sharply tapered, slim "bundled lashes."

From this "Hyper Lift Mascara" series comes "Navy Black," a "black-tinted navy" that allows for a pure yet impactful look. It's a new "Navy Black" shade that can be used like black, mixing black to tighten the eyes with navy to give the eyes a clear impression*³. This is the first time pearls have been incorporated into the Hyper Lift Mascara series. The pearls shimmer with the light, enhancing the transparency of the eyes*³. It's a special black that shines beautifully in the early summer sun.

*¹: Among D-UP mascara series *²: Awards received by existing colors in the same series, including those ranked 2nd or lower and individual awards. (As of October 2025) *³: Due to makeup effect

Product Features ■ "Black-tinted navy" that makes eyes appear clearer A blend of black to accentuate lashes and navy to make the whites of the eyes appear beautiful*. By suppressing the navy tone and bringing it as close to black as possible, it creates an exquisite "Navy Black" that doesn't appear overly blue and blends seamlessly into any scene.

Formulated with two types of fine pearls Two types of fine pearls, black and blue, are blended in as a hint of nuance. The pearls control light reflection, giving natural depth to the eyes while enhancing their transparency*. The subtle shimmer, which is not overly assertive, beautifully enhances the base color.

*: Due to makeup effect

Product Overview <Hyper Lift Mascara Common Product Features> ■ Lifted "to the extreme" from the roots*¹ Even straight lashes that tend to droop are powerfully fixed with "Lift Wax*²" + "Curl Lock Veil*³." *¹: Due to makeup effect *²: Microcrystalline wax *³: Trimethylsiloxysilicate

"Amazing length" from a single coat A unique long-lasting formula with a smooth, "extending" liquid that instantly lengthens lashes with a single coat. Since length is achieved with fewer applications, it prevents clumps and creates smooth, beautiful lashes.

"Slim bundled lashes" for a natural yet enhanced look Not separated or voluminous, but sharply tapered, slim bundled lashes. A beautiful silhouette where lashes appear long without scattering.

"Compact brush" for application from the roots A compact lift-up curl brush designed to powerfully lift lashes from the roots. Its maneuverable, tapered shape curls every lash, even in the inner and outer corners and lower lashes.

<Color Lineup>

D-UP Official Website https://d-up.co.jp/

D-UP Official Instagram https://www.instagram.com/dupbeauty/

D-UP Official Instagram (Mascara & Eyeliner) https://www.instagram.com/dupeyebeauty/

D-UP Official X (formerly Twitter) https://twitter.com/dupbeauty/

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  • Source: PR TIMES
  • Category: News