The Next Makeup Trend is "Moll Moll Makeup"?! Approximately 42,000 Units Sold in 1 Week of Release (※1). rom&nd "Soy Milk Edition" Finally Arrives in Japan

Korean cosmetics brand "rom&nd," celebrating its 10th anniversary this year, is launching the "Soy Milk Edition," which garnered significant attention in Korea and on social media, in Japan as a limited quantity release. This edition will begin its pre-sale on August 29, 2026 (Sat) (※2) at Loft, Plaza, and @cosme (※3) nationwide. Subsequently, it will be sequentially released at variety stores and GMS nationwide starting September 11, 2026 (Fri) (※2).

(※1) Sales performance of the "Soy Milk Edition" (total of all products) at the Qoo10 rom&nd official shop from May 25 to May 31, 2026. (※2) These are the in-store launch dates, and availability may vary by store. (※3) Some stores may not carry this product.

What is the new makeup trend gaining attention in Korea, "멀멀 (Moll Moll) Makeup"?

In recent years in Korea, "Moll Moll Makeup," which incorporates "mute colors" with subdued saturation and a mellow white-beige color reminiscent of mixed soy milk, has been gaining attention as a new trend.

"Moll Moll" is a Korean expression that conveys nuances like "pale" and "muted tone." In makeup, it refers to a style that unifies the skin, eyebrows, and lips in soft tones to create a natural, effortless impression.

rom&nd has planned the "Soy Milk Edition" not just to incorporate this trend, but as a lineup of colors with a "calm mood" that anyone can easily use in their daily lives.

Among these, eyebrows with a natural, effortless feel are a key point that influences the overall impression in Moll Moll makeup. The "Soy Milk Edition" features limited edition colors for the popular item "Han All Brow Cara," allowing you to enjoy trendy eyebrow makeup with a mellow beige color that looks like it has soy milk mixed in.

When sales began online at the end of May 2026, its exquisite color palette was highly praised, resulting in a massive hit with approximately 42,000 units (※1) sold in just one week.

Now, the much-talked-about Soy Milk Edition from Korea is finally arriving in Japanese offline stores.

Available in Japan for a Limited Time Only! Soy Milk Edition Lineup

The "Soy Milk Edition," which has gained overwhelming support in Korea, is making its long-awaited debut in Japan. In Japanese offline stores, limited edition mellow colors reminiscent of mixed soy milk will be available for the brand's popular items: "Han All Brow Cara," "The Juicy Lasting Tint," and "Juicy Flash Lip Oil." Furthermore, "Color Gloss Set" and "Juicy Flash Lip Oil Set," with packaging that resembles soy milk cartons, will also be released as limited edition Japanese versions.

As these will be sold in limited quantities at offline stores, it's a precious opportunity to try and purchase the "soy milk colors" that have been creating a buzz in Korea.

◎ Mute Eyebrows Achieved with Milky Beige Tones 〈HAN ALL BROW CARA〉

2 shades in total. Contents: 9ml. Price: 1,210 yen (tax included).

Essential for the trendy "Moll Moll Makeup" is effortless, muted eyebrow makeup. This Soy Milk Edition, with its mellow beige color like mixed soy milk, naturally softens the presence of eyebrows, leading to a more sophisticated impression. It is also recommended for those whose dark eyebrows tend to stand out or who want to enjoy a gentle makeup look.

◎ Effortless Look and Gloss. A Spoonful of Gray Beige in Soy Milk 〈THE JUICY LASTING TINT〉

2 shades in total. Contents: 3.5g. Price: 1,320 yen (tax included).

Created to address the concern of "liking brown lips but finding the color too strong," this is a limited edition gray-beige color for the Soy Milk Edition. By adding gray-beige to a muted red-toned beige, it creates a neutral tone that does not darken the overall impression of the face when applied to the lips. While maintaining its high-quality glossy finish, it delivers a mellow color payoff like mixed soy milk, creating sophisticated lips with an effortless feel.

◎ Soft Colors Like Soy Milk, Sparkling Oil Shine 〈JUICY FLASH LIP OIL〉

3 shades in total. Contents: 4.5g. Price: 1,485 yen (tax included).

These limited edition colors combine mellow white-beige tones, like mixed soy milk, with the "overwhelming gloss" characteristic of Juicy Lip Oil, as if illuminated by a flash. A single application provides plump, glossy lips while adding the soft nuance of soy milk colors, creating fresh and elegant lips perfect for the "Moll Moll Makeup" trend currently popular in Korea.

Special Sets in Soy Milk-like Packaging, Perfect for Gifts

◎ Soy Milk Edition Color Gloss Set

Contents: 47g. Price: 1,595 yen (tax included).

The popular "24 Cream Bebe" from Glasting Color Gloss appears in a limited edition design for the Soy Milk Edition. Additionally, it comes as a limited set with the "Lip Mate Pencil Mini" in a limited color exclusive to the Soy Milk Edition. This set allows you to enjoy the trendy soft over-lip makeup.

◎ Soy Milk Edition Juicy Flash Lip Oil Set

Contents: 75g. Price: 1,760 yen (tax included).

The popular "06 Grape Fig" from "Juicy Flash Lip Oil," which landed in Japan in April 2026 and gained attention on social media for its "overwhelming gloss," appears in a limited edition design for the Soy Milk Edition. Furthermore, it is a special set that includes a mini size of the limited color "F03 Soy Peony," exclusive to the Soy Milk Edition, making it a perfect portable cosmetic.

(※4) The packaging for the Color Gloss Set and Lip Oil Set are images.

About rom&nd

rom&nd is a cosmetics brand launched in 2016, centered around beauty creator Min Sae-rom, who is active in Korea. The brand offers cosmetics with a focus on exquisite color selection that emphasizes personal color.

In Japan, the brand began selling the tint lip "rom&nd Juicy Lasting Tint" in 2019, pioneering the tint lip boom. Since then, it has consistently produced hit products ranging from color makeup to base makeup.

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About iFamily SC Co. Ltd.

Established in 2000, iFamily SC Co. Ltd. has led the industrialization of the wedding industry by providing standardized product quality and stable services based on a wedding service platform that combines products, services, and content.

Subsequently, in 2016, leveraging the content and customer experience accumulated from its wedding business, the company launched its cosmetics business, which has garnered significant positive responses from consumers, primarily through social media.

Following its IPO in 2021, the company has launched brands including the global brand "rom&nd," which exports to over 40 countries worldwide.