For Days You Want to Skip Makeup! Natural Makeup Brand 'Suhadakinenbi' Launches 'Skincare Tone-Up Cream' That Can Be Used Anytime, 24 Hours a Day

On August 4, 2026, Tokihira Pharmaceutical Industries, Inc. (headquartered in Minato-ku, Tokyo), a member of the Noevir Group, will launch the 'Skincare Tone-Up Cream' from the natural makeup brand 'Suhadakinenbi'. This cream allows you to skip makeup while providing skincare benefits and brightening your skin.

The release date is the manufacturer's shipping date. The purchase date will vary depending on the store.

'Suhadakinenbi' was born in 2016 and proposes a natural makeup brand that is comfortable to use and enhances beauty. Its gentle texture has been well-received, with sales up 129% year-on-year*1.

The 'Skincare Tone-Up Cream' is a cream that provides skincare benefits while brightening the skin, catering to the approximately 80%*2 of people who feel 'I want to skip makeup today' in their daily lives.

It can be used anytime, 24 hours a day, and is wash-free. With 85% skincare ingredients*2, it offers a comfortable texture similar to a moisturizing cream. It prevents dryness while keeping the skin moist, naturally covering dullness, uneven skin tone, and pores, resulting in a smooth and bright complexion as if a filter has been applied.

It maintains a healthy glow while naturally brightening the skin with a milky pink color. It has a soothing Earl Grey tea scent.

For days when you 'want to skip makeup', 'find it troublesome to do a full base makeup', or 'want to boost motivation even on days when you don't wear makeup'. It's also perfect for sleepovers or quick outings when you want to look a little more polished without makeup. It lightly prepares both your skin and mood, achieving 'prettier than bare-faced, lighter than makeup'.

*1 Combined POS results from 10 retail companies Target: All Suhadakinenbi products October 2022 - September 2024 *2 'Survey on Beauty' 2025 Company survey N=500 Women aged 15-59 ※1 Due to makeup effects ※2 Moisturizing ingredients (oily and watery), water

[Honestly, I want to skip makeup!]

Recently, it has been found that approximately 60%*3 of people spend 2-3 days a week without foundation or with light makeup. 'I'm not leaving the house today', 'It's troublesome to put on makeup', 'My skin is irritated, so I want to give it a break', etc., and more than 80%*2 of people have at least one day a week when they want to skip makeup.

On the other hand, even among the younger generation in their 10s and 20s, more than 70% answered that they feel dullness when they are bare-faced*4. The need to 'not want to wear makeup but want to show off beautiful bare skin' is increasing.

In response to such voices, we have developed a cream that provides skincare-like gentleness, can be left on overnight, and naturally brightens bare skin*1.

We want the time spent without makeup to be more comfortable and more enjoyable. This item was born from such thoughts.

[Product Features]

A moisturizing tone-up*1 cream that can be left on overnight for days when you want to skip makeup!

① Luxuriously formulated with moisturizing ingredients! A formula that makes your skin more moisturized while wearing it

85% skincare ingredients*2.

A moisturizing veil packed with skincare ingredients firmly locks in the skin's moisture, designed to keep it moisturized.

A tone-up cream with a skincare feel that makes your skin feel supple while wearing it.

② Achieves a smooth and bright complexion as if a filter has been applied

Dullness correction, uneven skin tone coverage, and smooth pore coverage are achieved.

Natural tone-up with milky pink

③ Skin-friendly design

○ Can be used anytime, 24 hours a day, and is wash-free

○ Free formula (no mineral oil, tar-based dyes, petroleum-based surfactants, or parabens)

○ Non-comedogenic tested (not guaranteed to prevent acne for everyone)

○ Contains blue light-cutting ingredients*7

○ Protects skin from fine particles*8

[Recommended Usage Scenes]

When you don't want to wear makeup but want to look a little more beautiful!

[Recommended Usage Steps]

After toning, this is all you need. If you want a little more coverage, use skincare powder, or layer it under your usual foundation for a smoother finish.

[Design]

Expressing a softness that seems to draw you in and a gentle roundness that makes you want to touch, gently embracing the bare skin.

A cute, squishy jar container that feels as comfortable to use as skincare.

*2 'Survey on Beauty' 2025 Company survey N=500 Women aged 15-59 *3 'Survey on Beauty' 2025 Company survey N=600 Women aged 15-59 *4 'Survey on Beauty' 2025 Company survey N=375 Women aged 15-49 ※1 Due to makeup effects ※2 Moisturizing ingredients (oily and watery), water ※3 Ascorbyl glucoside, palmitic acid retinol, pyridoxine HCl, tocopherol ※4 Ceramide NP, Ceramide NG, Ceramide AP ※5 Dipetide-15 ※6 Hyaluronic acid crosspolymer Na ※7 Titanium dioxide ※8 Prevents the attachment of pollen, dust, and dirt, etc., in the atmosphere

[Planning Staff Comments]

Planning Staff for 'Suhadakinenbi' Moomo Kawahon

Even if you think 'I don't want to wear makeup today', going out bare-faced can be difficult, and doing nothing can make you feel down...

I think many people have had such experiences.

I wanted to create this item with the hope that you can relax by lightening both your makeup and your mind, not pushing yourself too hard every day.

Of course, the beautiful finish is important, but we have also paid attention to every detail, from the moisturizing feel and scent to the shape of the container, to make you feel a little better.

Please try it on days when you want to skip makeup!

■ Suhadakinenbi Brand Site: https://www.sana.jp/suhadakinenbi/

■ Sana Online Shop: https://noevirgroup.jp/sana/

[Reader Inquiries and Retailers]

■ Tokihira Pharmaceutical Industries, Inc. Customer Consultation Room (Sana) 0120-081-937

■ Variety stores, drugstores, and mass merchandisers nationwide

* Available for purchase from the official online shop.