Halmek Magazine Readers' Top Concern for Extreme Summer Heat Among Over 50s is 'Makeup Pore Clogging' – 'Makeup Keep & UV Spray' Born from Reader Feedback to Protect Aging Skin and Makeup from 'Disaster-Level Heat'

Halmek Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Representative Director and President: Takao Miyazawa; a wholly-owned subsidiary of Halmek Holdings Co., Ltd.), which publishes "Halmek" magazine, ranked No. 1 in circulation (※1), announces the development and sales launch of "Halmek Makeup Keep & UV Spray." This product, designed for senior women aged 50 and over who are concerned about summer makeup smudging and pore clogging, prevents makeup from falling off while also providing UV care. It is now available through mail order and at 22 "Halmek Omise" stores nationwide. (※1) Japan ABC Association Publisher Report (January-June 2025) Halmek Mail Order Site: https://ec.halmek.co.jp/shop/e/ecos-plu/?utm_source=2000&utm_medium=pr&utm_campaign=pr202605#uvcare Development Background In recent years, summer heat has intensified. According to the Japan Meteorological Agency, the average temperature from June to August 2025 was +2.36℃ above normal (※2), with continuous days of what could be called "disaster-level heat." Amidst this, a Halmek survey revealed that the top concern or discomfort regarding skin and hair due to extreme heat was "makeup smudging/pore clogging due to sweat" (17.5%), followed by "difficulty with skincare due to sweat" (14.1%), with sweat-related issues occupying the top two spots (※3). In response to these voices, "Halmek Makeup Keep & UV Spray" was developed to solve the summer makeup and skincare concerns of the Halmek generation. Just a quick spray over makeup keeps the morning's fresh look. By combining a UV absorber (※4) and a smooth powder (※5) that catches excess sebum, it creates a film that prevents makeup breakdown due to UV rays and sweat, protecting against sunburn, makeup creasing, and shine. To cater to the delicate skin of women aged 50 and over, which undergoes "thinning," it contains three types of natural moisturizing age-fermented enzymes (※6), providing moisture to adult skin that tends to become stiff, making it plump and bright. Halmek views the change in skin structure where the stratum corneum thins with age, weakening its ability to retain moisture and protect against external stimuli, as "thinning." These age-related skin changes are one reason why skin aging concerns such as dryness, lack of firmness, and dullness due to keratin thickening tend to appear. ・About skin thinning: https://ec.halmek.co.jp/shop/e/ecos-thi/ (※2) Source: Japan Meteorological Agency website "Weather in Summer 2025 (June-August)" (https://www.data.jma.go.jp/cpd/longfcst/seasonal/202508/202508s.html) (※3) Halmek Ikikata Jozu Research Institute "Impact of Extreme Heat in 2025 on Life and Consumption" Survey (※4) Ethylhexyl Methoxycinnamate (※5) Aluminum Starch Octenylsuccinate (texture improving ingredient) (※6) Rice Ferment Filtrate, Lactobacillus/Pear Juice Ferment Filtrate, Yogurt Filtrate (milk) Four Features of "Halmek Makeup Keep & UV Spray" 1. Prevents "fall-off" of makeup and sunscreen Contains UV absorber (※4), a sunscreen ingredient, and smooth powder that catches excess sebum, preventing both sunburn and sebum shine, keeping the morning's fresh makeup look. It maintains a smooth feeling even when sweating. 2. Gentle formulation for Halmek generation's thinning skin with 3 types of age-fermented enzymes Formulated with three types of age-fermented enzymes (※6) (moisturizing ingredients): Rice Ferment Filtrate, Lactobacillus/Pear Juice Ferment Filtrate, and Yogurt Filtrate, it moisturizes adult skin undergoing thinning, making it plump and bright. 3. SPF50+, PA++++ UV cut, yet removable with face wash or soap While providing strong protection against UVB (UVB rays), which cause skin inflammation and sunburn, and UVA (UVA rays), which cause wrinkles and sagging, it can be easily removed with face wash or soap. 4. No missed spots with fine mist! Transparent spray doesn't turn white, convenient for reapplication Sprayed as a fine mist, a single sweep around the face ensures easy and complete coverage without missed spots. Being a transparent spray, it can be used not only on the face but also on the body and hair, making it convenient for reapplication on the go. Comment from the Development Manager: Chinatsu Kokeguchi, Leader, Halmek Cosmetics Product Development Department We developed this product to address concerns about makeup smudging due to sweat during recent extreme heat and increasing UV damage. A single spray provides both makeup setting and UV care, and it can be easily removed with soap or face wash, making it convenient for daily use. The desired user experience was "a comfort that makes you want to use it even in the scorching summer when you want to wear nothing." In development, we struggled to achieve both a smooth powder and a mist.