Excel: 'Skinny Rich Shadow N' Sales Soar 220% vs Predecessor in First Month of Relaunch; New 'Transparent Mauve Color' Added

On July 14, 2026, Tokiwa Pharmaceutical Industrial Co., Ltd. (Headquarters: Minato-ku, Tokyo), a member of the Noevir Group, will launch a new shade, 'SK08 (Cashmere Brown),' for its makeup brand Excel's premium four-color eyeshadow palette, 'Skinny Rich Shadow N.' *The release date is the manufacturer's shipping date. The date it becomes available for purchase varies by store. *Advance sales will begin on June 23 at the Excel official online shop and Loft, on June 26 at Plaza, and on June 30 on Amazon. Sana Excel Skinny Rich Shadow N SK08 The 'Skinny Rich Shadow N,' which was relaunched in February 2026, is a new eyeshadow that updates the color range, luster, and adhesion of the brand's flagship item, 'Skinny Rich Shadow.' In the relaunch, the beauty, color development, and shading of each of the four colors in the palette were thoroughly reviewed, evolving it into an eyeshadow that allows for more creative makeup application, not just gradients. It blends more smoothly, maintains its beautiful, non-dull color as it appears, and is effortless to use. Its versatile colors and ease of use have generated buzz, achieving sales in the first month of 220% of the average monthly sales of the previous model from the previous year. It has garnered significant attention, primarily on social media, since its release and is beloved by many customers, from beginners to advanced users. The first new shade, 'Cashmere Brown,' is a chic, cool mauve color. It has a bluish undertone without looking dull, elegantly coloring the eyes with exceptional transparency. *Based on the company's sell-in data (value): Comparing sales of 'Sana Excel Skinny Rich Shadow N' in its launch month (February 2026) with the average monthly sales of the previous model 'Sana Excel Skinny Rich Shadow' (February 2025 to January 2026). [Limited Edition Color That Was a Hit on Social Media Evolves into a Permanent Staple!] 'SK08 (Cashmere Brown)' was developed based on the limited edition color 'SR14 (Classy Brown)' released in 2024 before the relaunch. This color was a hit from the start, quickly selling out at many stores and being widely featured on social media. In response to strong customer demand for it to become a permanent shade, it has been adopted as a new color in this relaunch. Based on the well-balanced bluish-brown tone of 'SR14 (Classy Brown),' the soft pink-brown in the bottom left has been adjusted to a deeper taupe brown, resulting in a sophisticated, transparent color. Excel Skinny Rich Shadow SR14 (Classy Brown) [Why 'Skinny Rich Shadow N' Achieves Natural Shading and Elegant Luster] A premium four-color palette eyeshadow where colors and luster blend beautifully just by layering. 1. Smoother powder texture for effortless color and shading. A four-color palette carefully selected from skin-friendly beige to brown tones. The formula blends easily, allowing colors to merge naturally and create a sense of depth. 2. Elegant luster and three-dimensionality on the eyelids. All four colors contain tone-up pearls that cover dullness. The perfect balance of fine and high-brightness pearls with different shine characteristics creates a delicate, high-quality shimmer. 3. Long-lasting adhesion and color retention for lasting color as applied. Contains Fit Oil*1. It doesn't powder off, achieving a moist, melting adhesion. Maintains a beautiful, non-dull look for a long time. Contains moisturizing ingredients to prevent dryness. *1 Diisostearyl Malate [LINE UP] An easy-to-choose lineup for various skin tones. SK01 True Brown A clear neutral brown for a sophisticated impression. SK02 Foggy Brown A refined greige brown for a neat impression. SK03 Royal Brown (Inherited from previous model SR03) A slightly pink-tinged brown for a gentle impression. SK04 Beige Brown (Inherited from previous model SR01) A skin-friendly beige brown for a natural impression. SK05 Apricot Brown A warm orange-brown for a vibrant impression. SK06 Sensual Brown (Inherited from previous model SR06) A sensual burgundy brown for an elegant impression. SK07 Peony Brown (Inherited from previous model SR10) A delicate pink-brown with a hint of purple. SK08 Cashmere Brown NEW A chic, cool mauve brown for a stylish impression. [HOW TO] Infinite ways to enjoy one palette, not just gradients! Of course, you can create a gradient by layering in order, but this palette is designed to let you enjoy each of the four colors individually, with a focus on the quality of each single color. The color scheme has no wasted colors, ensuring a beautiful finish whether you use one color or all four. Try different application methods! (Top left) Tone-up base color to brighten and prepare the eye area. Apply to the center of the upper and lower eyelids to enhance three-dimensionality. (Bottom left) A one-tone deeper nuance color that creates depth on the eyelid. Use alone for an instantly deep, mode-like impression. (Top right) A nuance color with high-brightness pearls that instantly changes your look. Apply to the lower eyelid for a natural-looking tear trough! (Bottom right) A shade color with slightly softer color development than the previous model. Can also be used as a liner! Add a soft, thin shadow to the outer corner of the eye to extend the eye width! [DESIGN] A premium eyeshadow designed for long-term use, now and in the future. The packaging has been changed to a deep, high-quality brown. Plastic usage has been reduced by 17%*, and it has evolved into a smart, compact size that fits comfortably in the hand. The brown packaging is beautiful and elegant even in a pouch, conveying a sense of substance. The durability and scratch resistance of the case have also been improved. *Compared by weight to the previous model 'Sana Excel Skinny Rich Shadow.' [Comment from the Product Planner] Momoko Kawamoto, Excel Product Planner When the previous 'Skinny Rich Shadow SR14' was released as a limited edition, we were impressed by the many passionate requests from customers for a re-release or permanent addition. This time, we planned an even more evolved product. The ease of use, with a bluish tint that blends seamlessly into the eye area, is unique to 'Skinny Rich Shadow.' 'Skinny Rich Shadow' is an eyeshadow that can be enjoyed in various ways, but the new shade SK08 is a palette that can easily change your impression with just one product: using the top two colors creates a highly transparent finish, while layering the bottom two colors creates a deep, chic look. Enjoy using it differently depending on your mood! [Brand Update] Since autumn 2025, the brand has adopted the new concept 'Your will is beautiful.' It has been updated to a brand that 'gives people who wish to be beautiful in their own way the power to believe in themselves.' We deliver products that bring out and enhance one's natural beauty.