Bobbi Brown's Iconic Product Evolves into a 'Booster Primer': 'Vitamin Enriched Cream & Face Base Plus' Launches July 3rd (Fri).

Change your makeup longevity in just 30 seconds every morning. Bobbi Brown's iconic product has evolved into a 'booster primer.' The new 'Vitamin Enriched Cream & Face Base Plus,' featuring a formula with 5 times the vitamin content, uses a skincare-inspired approach to prep the skin, enhancing foundation adhesion and providing a beautiful finish. Skin that holds foundation well lasts for 24 hours. Enjoy a dignified, radiant finish that keeps your confidence high. This marks the first product renewal for the best-selling 'Vitamin Enriched Cream & Face Base' (known as 'Vita-En') since its launch in 2001. For those busy mornings when you do your skincare and base makeup, but find yourself disappointed by the mirror in the evening due to pores, dullness, or dryness, this evolution is for you. 'True beauty is not perfection, but confidence.' This philosophy has been at the core of Bobbi Brown since its inception. Rather than chasing trends, the brand focuses on bringing out each individual's natural beauty. The belief that 'beautiful makeup starts with beautiful skin' led to the creation of the original 'Vita-En,' which became a global favorite as a hybrid product that preps the skin before makeup. The new version launches nationwide on July 3, 2026, priced at 3,740 yen for 15ml and 10,450 yen for 50ml. Key upgrades include a 5x Super Vitamin Blend, the new 'Hydro-Plump Moisture Complex' with squalane and shea butter, and a redefinition as a 'booster primer.'