End of "Muddy Makeup Smudging" and "Stickiness Worries" from Intense Heat. Face Powder Born, Condensing W Coolness x Smudge Prevention x UV Cut into One!

Willumina Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo, Representative Director: Shiona Yukimura, hereinafter "Willumina") will launch the "Cool Charge Make Keep Powder UV," which is packed with "coolness," "UV cut function," and "makeup smudge prevention" to solve makeup concerns caused by increasingly severe heatwaves year by year, sequentially from April 2, 2026 (Thursday) at Co-operative Living Unions and official EC mall stores.

Development Background In recent years, Japanese summers have tended to be prolonged with record-breaking heat and high humidity. According to the Japan Weather Association, the summer of 2026 is expected to have temperatures higher than average nationwide, comparable to recent heatwaves, and the start of mid-summer heat may also be earlier. Amidst expectations of even harsher heat than usual, not only intense UV rays but also "makeup smudging" and "skin discomfort" due to sweat and sebum are serious concerns for many people.

Responding to the demand for heat countermeasures in such harsh environments, the first product in the series, "Cool Charge UV Gel," launched in April 2025, received widespread support for its combination of high UV cut effect and cooling sensation. In response to this, in 2026, as the second installment in the series, we have developed "Cool Charge Make Keep Powder UV," which addresses summer skin concerns from multiple angles.

This product condenses three functions: "cool sensation," "makeup keeping," and "UV cut." It not only provides comfort the moment it's applied but also maintains comfort with its unique cooling design, keeping your skin smooth and beautiful without smudging, even in the harsh summer. We aim to transform makeup touch-ups on the go into "time to recharge coolness" and support daily life in the hot season more comfortably.

Product Description Cool Charge Make Keep Powder UV Capacity: 8g Official Online Shop Reference Price: 2,410 yen (tax included) Release Date: April 2, 2026 (Thursday) Handling: Will be sequentially sold at Kagayaku Cosmetics Official Stores (Amazon, Rakuten Ichiba, Yahoo! Shopping) and Co-operative Living Unions.

Features A face powder that condenses cool comfort, UV cut, and makeup smudge prevention into one. The immediate cool sensation and sustained cooling design keep skin smooth and fresh even in seasons when sweat and sebum are a concern. Furthermore, it protects skin from UV rays with SPF50+ PA++++, allowing for simultaneous makeup touch-ups and UV protection.

Point 1: Instant x Sustained Double Cooling Design Contains both "Instant Cool Powder" that provides a cooling sensation upon application and "Long-lasting Cool Powder" that maintains cooling during makeup. It reacts to sweat and sebum to sustain the cooling sensation, keeping your skin comfortable even in muggy weather. [Instant Cool Powder]: Menthol (cooling agent). [Long-lasting Cool Powder]: Menthoxypropanediol (cooling agent).

Point 2: Makeup Smudge Prevention Design Strong Against Sweat and Sebum Ultra-fine powder with unique powder treatment approaches the causes of makeup smudging due to sweat, sebum, and dryness. It also contains Wet Feeling Powder that blends smoothly with the skin and adheres, keeping your skin smooth and beautiful for a long time. It naturally covers pores and dullness, leading to a toned-up, translucent skin impression. [Wet Feeling Powder]: Di(C12-15) Alkyl Dimethylsilyl Citrate, Lauroyl Lysine (Surface modifiers), Mica, Talc (Base ingredients).

Point 3: Simultaneous UV Protection with SPF50+ PA++++ Protects skin from everyday UV rays with the highest domestic standard SPF50+ PA++++. It smartly supports summer base makeup. Its compact design, easy to carry, allows for simultaneous makeup touch-ups and UV protection on the go. The color is a versatile beige that suits all skin tones. An essential item for the hot season.

*Fragrance-free, mineral oil-free, paraben-free, alcohol-free.

Kagayaku Cosmetics Official Stores Rakuten Store: https://www.rakuten.ne.jp/gold/otohadalabo/ Amazon Store: https://www.amazon.co.jp/s?me=A1LXH5WQNRR9BZ&marketplaceID=A1VC38T7YXB528 Yahoo! Shopping Store: https://store.shopping.yahoo.co.jp/otohadalabo/

Biography of Willumina Representative Director Shiona Yukimura After serving as head of business for women's products such as cosmetics, wellness, and maternity items on Rakuten Ichiba, she participated in the management of a digital marketing startup. She then engaged in business development involving investments in wellness and medical fields at a trading company. In 2022, she became Representative Director and President of Willumina Co., Ltd. Representative for Japan in EY's "EY Entrepreneurial Winning Women™ Asia-Pacific class of 2024," a support program for female entrepreneurs aiming to solve social issues and scale up. Hiroshima University Open Innovation Advisor. Graduated from Keio University Graduate School of Business Administration. Member of the Keizai Doyukai (Japan Association of Corporate Executives) since March 2025.

Willumina's OEM Service With 40 years of cosmetic development experience, accumulated know-how, and deep connections with a wide range of partner companies, we provide end-to-end services from marketing to planning, manufacturing, and sales strategies, realizing customer requests with speedy and optimal product proposals. For services: https://willumina.co.jp/service/oem/ For inquiries: wm_oem@willumina.co.jp

Willumina Monitor Recruitment Willumina is recruiting "Monitor Members" to participate in the creation of new cosmetics and services. By answering surveys and participating in discussion groups, you can share your "real voice," which is essential for product development. We offer various programs, providing a special opportunity to be involved in the behind-the-scenes of product creation while having fun. Why not join Willumina Monitors and create new value together as a member of the development team? Details here: https://www.kagayaku-cosmetics.com/lp/monitor/?utm_source=prtimes&utm_medium=referral&utm_campaign=release_20260402_makekeeppowder