Which Skin Mood Are You Today? Simplism Launches Two All-in-One Gel Foundations: 'Light' for a Natural Feel and 'High-Functioning Coverage' Type

Willmina Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Shio Sachi; hereinafter 'Willmina') will sequentially release two products from its 'Simplism' brand, which is based on the concept of 'easy, time-saving, and immediately beautiful,' starting on May 13, 2026 (Wednesday) at consumer cooperatives and official EC mall stores. These products are the 'Skincare Gel Foundation - Light' and the 'Skincare Gel Foundation - TB'.

◆ Development Background

Since 2004, Willmina's 'Simplism' brand, adhering to its 'easy, time-saving, and immediately beautiful' concept, has offered a lineup of high-performance products with simple steps, including all-in-one gels that complete skincare in a single step. The cumulative shipment count for the series has surpassed 12 million units*¹.

In a base makeup awareness survey*² conducted by Willmina targeting women in their 50s to 70s, an overwhelming majority responded that they 'want a natural finish without a thick application, even if it doesn't hide all spots and dullness,' compared to those who 'want to hide all spots and dullness even if it means a thick application.' This preference for a natural look tends to increase with age. Furthermore, the demand for a 'natural finish' was found to be very high even among women in their 50s.

On the other hand, there is also a persistent traditional need for 'thoroughly covering worrisome skin concerns,' indicating that customers' ideals for base makeup are diversifying.

Therefore, we have decided to simultaneously launch two foundations that can be chosen according to customers' preferred finish and lifestyle. These are based on the common 'all-in-one function' that completes everything from skincare to base makeup in one product, and the 'skincare effect' that moisturizes the skin throughout the day.

【Two Types to Choose Based on Finish and Ease of Use】

'Simplism Skincare Gel Foundation - Light' / Natural Cover × Easy & Convenient

・For those who want a natural finish that enhances their bare skin.

・For those who want to complete their makeup easily and quickly with a single touch.

◆ Product Description

Simplism Skincare Gel Foundation - Light

Volume: 45g

Official Online Shop Reference Price: 1,830 yen (tax included)

Release Date: May 13, 2026 (Wednesday)

Availability: Kagayaku Cosmetics Official Store (Amazon, Rakuten, Yahoo! Shopping), consumer cooperatives (sequentially).

【Bare Skin Feel × Light Finish】

As if your skin is breathing, with fresh lightness.

Foundation that can be used as an extension of skincare.

It's a comfortable product for natural makeup days or holidays.

● Completes base makeup in just about 30 seconds after washing your face! Achieves moisturized, radiant skin.

● Despite a natural finish, it's a high-spec formula that thoroughly protects bare skin from UV rays, SPF50+ / PA+++.

● Contains 85% serum ingredients*³. UV protective agents and powder components are blended into the internal phase of the emulsion and covered with a serum gel, achieving a fresh and light feel.

● 7-in-1 product (toner, serum, milky lotion, beauty pack, makeup primer, sunscreen, foundation).

● 6 skin-friendly free ingredients (alcohol, parabens, talc, synthetic fragrances, tar-based dyes, mineral oil).

● No cleansing required; can be removed with soap or face wash*⁴.

Simplism Skincare Gel Foundation - TB

Volume: 36g

Official Online Shop Reference Price: 2,288 yen (tax included)

Release Date: May 13, 2026 (Wednesday)

Availability: Kagayaku Cosmetics Official Store (Amazon, Rakuten, Yahoo! Shopping), consumer cooperatives (sequentially).

【Thorough Coverage × High Performance】

Renewed high-moisture BB foundation made from all-in-one gel.

Thoroughly covers skin concerns while not forgetting the bare skin feel.

It's a 'beautiful skin enhancing' foundation that is time-saving, highly moisturizing, and high-performance.

● Immediately usable foundation after washing your face, no toner needed. It thoroughly covers worrisome skin concerns while providing a natural finish.

● 8-in-1 product (toner, serum, milky lotion, beauty pack, makeup primer, sunscreen, foundation, concealer).

● Contains abundant moisturizing skincare ingredients including Galactomyces extract*⁵, fermented collagen water*⁶, placenta*⁷, hyaluronic acid*⁸, ceramide*⁹. Keeps skin moist and hydrated while wearing makeup.

● Spreads well and adheres perfectly to the skin with a light feel, yet provides strong UV protection with SPF50+ / PA+++.

● 7 additive-free (UV absorbers, petroleum-based surfactants, tar-based dyes, fragrances, alcohol, parabens, mineral oil).

● Cleansing