Maybelline New York Introduces New Mascara: 'Maybelline Body Mascara' for 16-Hour Curl and Dense Lashes, Launching June 8

L'Oréal Japan's makeup brand 'MAYBELLINE NEW YORK' will pre-launch its new 'Maybelline Body Mascara' on June 8, 2026, at Matsumotokiyoshi Group, Cocokara Fine Group, Don Quijote, and Uny, with a nationwide rollout starting June 20.

Product Background In the conventional mascara market, products pursuing single functions like 'long' or 'volume' were mainstream. However, modern eye makeup trends have shifted toward the 'finish' or the overall look one wants to achieve. Current trends favor well-separated lashes, but users often feel a lack of presence or find that seeking volume leads to clumps. 'Body Mascara' was born to address these needs. Maybelline New York thoroughly researched Asian lash growth and eye shapes. The newly developed brush, precisely calculated for Japanese eye shapes, catches lashes from the root to create a dense presence that naturally tapers toward the tips, providing a striking look in a single stroke. Furthermore, it employs a 'Curl Lock Formula' that fixes curls for 16 hours, maintaining a natural, bouncy curl all day long.

Fit & Catch Brush Equipped with an ideal brush reached after thorough research on Japanese eyelashes. It catches 100% of even the finest lashes that are often missed, creating a sophisticated silhouette that is thick at the base and fine toward the tips, making each lash stand out further.

16H Eyelash-Perm Level Curl Lock Formula The thin coating tapers toward the tips, making it resistant to falling under the weight of the mascara liquid.

Waterproof The bouncy curl stays all day, even through crying or rubbing, until the moment you remove your makeup.

Product Summary Product Name: Maybelline Body Mascara Price: 1,859 yen (tax included) Suggested retail price Release Date: Pre-launch June 8, 2026; Nationwide launch June 20, 2026 Color: 01 Black

About MAYBELLINE NEW YORK Part of the L'Oréal Group, Maybelline is the world's No. 1 cosmetic brand available in over 120 countries. Born in NY in 1914, it offers makeup that allows individuals to express themselves freely with New York style and playfulness. The brand also runs 'Brave Together,' a global program supporting those with anxiety and depression.