Transparency without a thick, matte finish. Blocking stickiness until night: New "Primavista Sebum Off Clear Keep Powder" launched.

Kao Corporation (hereinafter "Kao")'s base makeup brand, "Primavista," will launch "Sebum Off Clear Keep Powder , with case and puff, 1 variant total," on Saturday, April 11, at drugstores, large supermarkets, and e-commerce sites nationwide. This product addresses the concern that "applying finishing powder to curb stickiness often leads to a thick, cakey look," by maintaining smooth, transparent skin that stays free of stickiness until nighttime.

■ Background of Launch

This product focuses on the relationship between "stickiness" and individuals with deep concerns regarding sebum (regardless of whether it affects the whole face or specific areas).

According to our company's research, approximately 30% of those with deep sebum concerns touch up their makeup two or more times a day. It was revealed that the trigger for these touch-ups is not necessarily visible shine, but the discomfort caused by stickiness. Therefore, it became clear that users prioritize the "anti-stickiness" function of face powder. *1 Meanwhile, we confirmed the reality that many users struggle with a lack of transparency because their finish becomes overly matte due to layering or thick application intended to suppress shine and stickiness. *2

To address such sebum concerns, we are launching "Sebum Off Clear Keep Powder." By leveraging years of expertise in sebum research, this face powder delivers a smooth, transparent finish that lasts without becoming thick or matte.

It liberates users from deep stickiness concerns and achieves skin that remains smooth and soft for a long time.

*1 Kao research, Dec 2024, Women, Super-oily skin type, ages 20-39, web survey n=100

*2 Kao research, Dec 2024, Women, all skin types vs oily skin, ages 20-49, web survey n=3,000

■ Product Information

Primavista Sebum Off Clear Keep Powder , with case and puff

1 variant total, 5.0g, Price 2,200 yen (tax included) *NPP adopted; displayed price is a reference retail price.

【Product Features】

Eliminates stickiness and shine, keeping makeup in place.

Maintains smooth, transparent skin without a thick, matte finish.

● Strong resistance to sebum and sweat

● Fragrance-free

● Clear color with transparency

・ Allergy tested

・ Non-comedogenic tested*

* Test to confirm that it is difficult for comedones (acne precursors) to form.

This does not mean that allergies or comedones (the source of acne) will not occur for everyone.

■ How to Use

① Place the puff on the inner lid (Figure A) and invert the container several times to pick up the powder. (Figure B)

② Rub the powder well into the puff and blend it on the back of your hand before use.

③ Start from the cheeks and glide lightly outwards without applying pressure. Gently and carefully apply to the eye and mouth areas.

④ Finish the T-zone, sides of the nose, and chin in the same manner.

⑤ Blend any remaining powder on the puff along the jawline.

<Request>

・ Please close the lid securely after use.

■ Primavista BLACK Series

The "Series for Super Oily Skin (commonly known as Black Primavista)," aimed at those deeply troubled by shine and stickiness due to sebum, saw its first product, a makeup base, released nationwide in 2022. From 2025, this "Series for Super Oily Skin" is being strengthened under the name "Primavista BLACK Sebum Stress Super Liberation Series." It aims to super-liberate skin from daytime shine and stickiness concerns, providing a comfortable daily life.

■ Primavista Brand Site

https://www.kao-kirei.com/ja/official/sofina-primavista/

■ Primavista Official Instagram

https://www.instagram.com/primavista_official_jp/

■ Primavista Official X (formerly Twitter)

https://twitter.com/Primavista_jp

■ Primavista Official LINE

https://lin.ee/2PwWor8