Maybelline New York Appoints Sakura Miyawaki of 'LE SSERAFIM' as Ambassador for 'Body Mascara,' Its First New Mascara in 4 Years. Delivers a 'Plump & Dense' Finish from the Roots. New CM to be Released on June 2nd.
Key facts
- Maybelline New York Appoints Sakura Miyawaki of 'LE SSERAFIM' as Ambassador for 'Body Mascara,' Its First New Mascara in 4 Years. Delivers a 'Plump & Dense' Finish from the Roots. New CM to be Released on June 2nd.
- MAYBELLINE NEW YORK, a makeup brand by L'Oréal Japan K.K., will launch its new product 'Body Mascara' in June 2026, the first in about four years. To mark the launch, Sakura Miyawaki, a member of the global girl group 'LE SSERAFIM,' has been appointed as the new ambassador. A new commercial featuring her will be released nationwide from June 2nd. The new product is characterized by a 'plump and dense' finish from the roots with a lasting, bouncy curl.
- Source: PR Times
- Date: June 2, 2026
Direct answer
MAYBELLINE NEW YORK, a makeup brand by L'Oréal Japan K.K., will launch its new product 'Body Mascara' in June 2026, the first in about four years. To mark the launch, Sakura Miyawaki, a member of the global girl group 'LE SSERAFIM,' has been appointed as the new ambassador. A new commercial featuring her will be released nationwide from June 2nd. The new product is characterized by a 'plump and dense' finish from the roots with a lasting, bouncy curl.
- Citation
- Maybelline New York Appoints Sakura Miyawaki of 'LE SSERAFIM' as Ambassador for 'Body Mascara,' Its First New Mascara in 4 Years. Delivers a 'Plump & Dense' Finish from the Roots. New CM to be Released on June 2nd. (June 2, 2026), PR Times
- Source
- PR Times
- Date
- June 2, 2026
MAYBELLINE NEW YORK, a makeup brand by L'Oréal Japan K.K., will launch its new product 'Body Mascara' in June 2026, the first in about four years. To mark the launch, Sakura Miyawaki, a member of the global girl group 'LE SSERAFIM,' has been appointed as the new ambassador. A new commercial featuring her will be released nationwide from June 2nd. The new product is characterized by a 'plump and dense' finish from the roots with a lasting, bouncy curl.
📋 Article Processing Timeline
- 📰 Published: June 2, 2026 at 17:00
- 🔍 Collected: June 2, 2026 at 08:20
- 🤖 AI Analyzed: June 2, 2026 at 08:27 (7 min after Collected)
L'Oréal Japan K.K. (Headquarters: Shinjuku-ku, Tokyo; President and Representative Director: Jean-Pierre Charriton), under its makeup brand MAYBELLINE NEW YORK, will release its highly anticipated new product, 'Body Mascara,' for the first time in approximately four years. It will be pre-released at select stores* from Monday, June 8, 2026, and will be available nationwide sequentially from Saturday, June 20.
In conjunction with the product launch, Sakura Miyawaki, a member of the globally active girl group 'LE SSERAFIM,' will be welcomed as the new ambassador. A new commercial featuring Ms. Miyawaki will be released and distributed nationwide from Tuesday, June 2, 2026.
*Pre-released at Matsumotokiyoshi Group, Cocokara Fine Group, Don Quijote, and Uny (available at select stores).
■ Ambassador's Comment
I am very honored to be appointed as the ambassador for 'Body Mascara,' the new mascara from the globally beloved Maybelline New York. I am always particular about the silhouette of my eyelashes, especially ensuring they have a natural curve when viewed from the side. What I truly love about this 'Body Mascara' is the unprecedented sensation of my lashes becoming 'plump and dense' yet having a bouncy, jelly-like texture.
As this is Maybelline New York's confident new release after four years, I am excited to discover a new side of myself with this mascara. Please be sure to check out the new commercial, which will be released on June 2nd!
■ Highlights of the New CM
The story of the new commercial begins with a provocative and confident question from Sakura Miyawaki: 'Still using your usual lashes?'
The CM portrays a world that fuses Ms. Miyawaki, an icon leading the era, with the dynamism of NY. 'Body Mascara' proposes an ideal finish that meets modern trends and needs: a 'plump' and dense presence from the roots that becomes sleek and sophisticated towards the tips.
In the commercial, Sakura Miyawaki's graceful movements express the product's characteristic 'bouncy' curl. She embodies the overwhelming curvilinear beauty of each lash with her entire body. In contrast to the soft impression created by the curves, her expression is dignified and intelligent. Her 'eyes with intention' tell a story of strength in embracing one's own beauty.
With the declaration, 'I have bouncy curls all day long,' this work demonstrates a performance that doesn't smudge for 24 hours. Please enjoy the world created by the fusion of Sakura Miyawaki's unique charisma and Maybelline New York's urban visual aesthetic.
■ Episode from the Photoshoot
The shoot proceeded smoothly from start to finish thanks to Sakura Miyawaki's high level of professionalism. While she exuded a soft and gentle atmosphere that put everyone at ease, her expression changed completely once the camera started rolling.
She switched to a 'strong gaze with intention,' conveying her high professionalism and sincere attitude towards her work.
She was particularly meticulous about the dance scene that expresses the curvilinear beauty of the lashes. Her stoic attitude of pursuing perfection without compromise to embody the features of 'Body Mascara' was the epitome of a professional.
■ CM Overview
・Name: 'Maybelline New York Body Mascara with Sakura Miyawaki'
・Period: Sequentially broadcast starting from Tuesday, June 2, 2026
・Broadcast Channels: YouTube, Online Advertising
・CM Main Video: https://youtu.be/yZ7XtI00tcY
■ Sakura Miyawaki Profile
Began her career in Japan in 2011. From 2018 to 2021, she was based in South Korea, returning to Japan after 2.5 years of activities. In May 2022, she debuted again in South Korea as a member of the 5-member girl group 'LE SSERAFIM,' and in January 2023, the group made its debut in Japan, expanding its activities globally. She is also active in various fields, including modeling for multiple advertisements, serving as an ambassador, and appearing at events.
Fit & Catch Brush
Equipped with the ideal brush that Maybelline developed through extensive research on Japanese eyelashes.
It catches 100% of even the finest, often-missed lashes from the root, creating a 'plump'*1 root and a sophisticated silhouette that tapers towards the tips. It further enhances each lash.
*Finished look image. Individual results may vary.
16H*2 Lash-Perm-Level Curl Lock Formula
It applies a thin coating that tapers towards the tips, so it's less likely to droop from the weight of the mascara liquid.
Waterproof
The bouncy curl*1 lasts all day*2, even through tears and rubbing, until the moment you remove your makeup.
*1 Due to makeup effect.
*2 According to Maybelline New York research. Individual results may vary.
■ Product Overview
Product Name: Maybelline Body Mascara
Price: 1,859 yen (tax included) Manufacturer's Suggested Retail Price
Release Date: Monday, June 8, 2026, pre-release at Matsumotokiyoshi Group, Cocokara Fine Group, Don Quijote, Uny*; Saturday, June 20, nationwide release
Shade: 01 Black
*Available at select stores.
About MAYBELLINE NEW YORK
One of the brands of L'Oréal Japan K.K. (Headquarters: Shinjuku-ku, Tokyo / President and Representative Director: Jean-Pierre Charriton), the Japanese subsidiary of the world's largest French cosmetics company, L'Oréal Group (Headquarters: Paris). It is the world's number one cosmetic brand, available in over 120 countries.
Born in NY in 1914. New York style and playfulness. It offers makeup that allows you to express your desired self, whether cute or cool, just as you imagine. It maximizes women's strength and is innovative rather than conservative. Bringing endless possibilities to your makeup.
In 2020, it launched 'Brave Together,' a program to support people around the world dealing with anxiety and depression. 'Brave Together' provides various programs to eliminate the stigma around mental health, such as one-on-one support for those in need and the training program 'Brave Talk,' and has pledged to donate $10 million to global and regional organizations over the next five years. For more information, please visit www.maybelline.com or www.maybelline.com/bravetogether.com.
In conjunction with the product launch, Sakura Miyawaki, a member of the globally active girl group 'LE SSERAFIM,' will be welcomed as the new ambassador. A new commercial featuring Ms. Miyawaki will be released and distributed nationwide from Tuesday, June 2, 2026.
*Pre-released at Matsumotokiyoshi Group, Cocokara Fine Group, Don Quijote, and Uny (available at select stores).
■ Ambassador's Comment
I am very honored to be appointed as the ambassador for 'Body Mascara,' the new mascara from the globally beloved Maybelline New York. I am always particular about the silhouette of my eyelashes, especially ensuring they have a natural curve when viewed from the side. What I truly love about this 'Body Mascara' is the unprecedented sensation of my lashes becoming 'plump and dense' yet having a bouncy, jelly-like texture.
As this is Maybelline New York's confident new release after four years, I am excited to discover a new side of myself with this mascara. Please be sure to check out the new commercial, which will be released on June 2nd!
■ Highlights of the New CM
The story of the new commercial begins with a provocative and confident question from Sakura Miyawaki: 'Still using your usual lashes?'
The CM portrays a world that fuses Ms. Miyawaki, an icon leading the era, with the dynamism of NY. 'Body Mascara' proposes an ideal finish that meets modern trends and needs: a 'plump' and dense presence from the roots that becomes sleek and sophisticated towards the tips.
In the commercial, Sakura Miyawaki's graceful movements express the product's characteristic 'bouncy' curl. She embodies the overwhelming curvilinear beauty of each lash with her entire body. In contrast to the soft impression created by the curves, her expression is dignified and intelligent. Her 'eyes with intention' tell a story of strength in embracing one's own beauty.
With the declaration, 'I have bouncy curls all day long,' this work demonstrates a performance that doesn't smudge for 24 hours. Please enjoy the world created by the fusion of Sakura Miyawaki's unique charisma and Maybelline New York's urban visual aesthetic.
■ Episode from the Photoshoot
The shoot proceeded smoothly from start to finish thanks to Sakura Miyawaki's high level of professionalism. While she exuded a soft and gentle atmosphere that put everyone at ease, her expression changed completely once the camera started rolling.
She switched to a 'strong gaze with intention,' conveying her high professionalism and sincere attitude towards her work.
She was particularly meticulous about the dance scene that expresses the curvilinear beauty of the lashes. Her stoic attitude of pursuing perfection without compromise to embody the features of 'Body Mascara' was the epitome of a professional.
■ CM Overview
・Name: 'Maybelline New York Body Mascara with Sakura Miyawaki'
・Period: Sequentially broadcast starting from Tuesday, June 2, 2026
・Broadcast Channels: YouTube, Online Advertising
・CM Main Video: https://youtu.be/yZ7XtI00tcY
■ Sakura Miyawaki Profile
Began her career in Japan in 2011. From 2018 to 2021, she was based in South Korea, returning to Japan after 2.5 years of activities. In May 2022, she debuted again in South Korea as a member of the 5-member girl group 'LE SSERAFIM,' and in January 2023, the group made its debut in Japan, expanding its activities globally. She is also active in various fields, including modeling for multiple advertisements, serving as an ambassador, and appearing at events.
Fit & Catch Brush
Equipped with the ideal brush that Maybelline developed through extensive research on Japanese eyelashes.
It catches 100% of even the finest, often-missed lashes from the root, creating a 'plump'*1 root and a sophisticated silhouette that tapers towards the tips. It further enhances each lash.
*Finished look image. Individual results may vary.
16H*2 Lash-Perm-Level Curl Lock Formula
It applies a thin coating that tapers towards the tips, so it's less likely to droop from the weight of the mascara liquid.
Waterproof
The bouncy curl*1 lasts all day*2, even through tears and rubbing, until the moment you remove your makeup.
*1 Due to makeup effect.
*2 According to Maybelline New York research. Individual results may vary.
■ Product Overview
Product Name: Maybelline Body Mascara
Price: 1,859 yen (tax included) Manufacturer's Suggested Retail Price
Release Date: Monday, June 8, 2026, pre-release at Matsumotokiyoshi Group, Cocokara Fine Group, Don Quijote, Uny*; Saturday, June 20, nationwide release
Shade: 01 Black
*Available at select stores.
About MAYBELLINE NEW YORK
One of the brands of L'Oréal Japan K.K. (Headquarters: Shinjuku-ku, Tokyo / President and Representative Director: Jean-Pierre Charriton), the Japanese subsidiary of the world's largest French cosmetics company, L'Oréal Group (Headquarters: Paris). It is the world's number one cosmetic brand, available in over 120 countries.
Born in NY in 1914. New York style and playfulness. It offers makeup that allows you to express your desired self, whether cute or cool, just as you imagine. It maximizes women's strength and is innovative rather than conservative. Bringing endless possibilities to your makeup.
In 2020, it launched 'Brave Together,' a program to support people around the world dealing with anxiety and depression. 'Brave Together' provides various programs to eliminate the stigma around mental health, such as one-on-one support for those in need and the training program 'Brave Talk,' and has pledged to donate $10 million to global and regional organizations over the next five years. For more information, please visit www.maybelline.com or www.maybelline.com/bravetogether.com.
FAQ
What is Maybelline New York's new product?
It is the new 'Body Mascara,' their first in about four years. It will be priced at 1,859 yen (tax included), with a pre-release at select stores from June 8, 2026, and a nationwide launch from June 20.
Who is the ambassador for the new product?
It is Sakura Miyawaki, a member of the globally active girl group 'LE SSERAFIM'.
What are the main features of the 'Body Mascara'?
Its main features are providing a 'plump and dense' finish from the roots of the eyelashes and maintaining a bouncy, 'jelly-like' curl that lasts for 16 hours.
When can we see the new commercial starring Sakura Miyawaki?
It will be released and distributed nationwide starting Tuesday, June 2, 2026, on platforms like YouTube and through online advertising.
Where will this product be pre-released?
It will be pre-released at select stores of Matsumotokiyoshi Group, Cocokara Fine Group, Don Quijote, and Uny starting from June 8, 2026.