HABA is moving toward skincare lines chosen by skin concern, and as the first step it will relaunch its dryness-care line "Moist Plus" on Thursday, September 24, 2026.
The renewal features product design that responds to concerns of mature skin, such as dryness-related roughness and a lack of firmness. It goes on sale via mail order (the online shop is scheduled to update around 11:00) and at HABA Shops nationwide.
A New Line Design That Responds to Skin Concerns
HABA has been progressively renewing its lineup from the previous function-based categories to lines organized by skin concern, so that customers can intuitively choose products that suit their own skin. This "Moist Plus" focuses on "dryness," the starting point of skin concerns shared across generations.
The packaging uses elegant, soft tones with a key color set for each concern, resulting in a simple, easy-to-understand design that is easy to choose. The company also proposes a skincare habit that can be continued comfortably every day, through a product design that emphasizes "high quality," "an affordable price range that is easy to keep up," and "letting you feel the moisture of your skin by using the products as a line (series)."
The Benefits of Moisture Brought Out by Using the Whole Line
According to the company, it is based on the idea that skincare should be done as a line, not a single point. By continuing to use the same line, the ingredients complement one another, and a better effect on the skin is expected. "Moist Plus" aims to lead to moisture-rich skin, with the steps of washing, moisturizing and protecting working in harmony.
An Evolved "Moisture Formula"
While keeping the strengths of the previous products, the technology has evolved further. New technologies suited to modern environments are incorporated, such as "3D hyaluronic acid*1" that fills the stratum corneum with moisture and "high-density barrier formation*2" that keeps moisture in and does not let it escape.
*1 Hyaluronic acid crosspolymer-2 Na (moisturizing ingredient)
*2 A veil that fills the stratum corneum with moisture
"Dryness" Is a Skin Concern Shared Across Generations
According to a skincare survey (February 2024, by HABA), the top skin concern was "wrinkles and sagging" for those in their 50s and over, "dark spots and dullness" for those in their 40s, and "enlarged pores and blackheads" for those in their 30s. Overall, "wrinkles and sagging" ranked first, "dark spots and dullness" second, and "dryness" third, showing that "dryness" is one of the major skin concerns shared across generations.
The New "Moist Plus" Lineup
Step 1: Cleansing & Face Wash
Squa Cleansing
An oil-type cleanser in which the moisturizing ingredient squalane protects the barrier function, aiming for skin that stays moisturized while being washed. It removes stubborn makeup and pore dirt without rubbing, and no double cleansing is needed.
Size: 120 mL / refill 240 mL
Price: 120 mL ¥2,090 (tax included) / refill ¥3,850 (tax included)
Squa Creamy Foam Cleanser
A foaming face wash that makes dense foam with one push. It removes dirt while minimizing friction, and with the moisturizing ingredient squalane it gives a feel that is not tight or dry.
Size: 280 mL / refill 250 mL
Price: ¥2,420 (tax included) / refill ¥1,980 (tax included)
Step 2: Toner
Deep Moisture Lotion
A highly moisturizing toner containing nano ceramide*3 and 3D hyaluronic acid*4. Its smooth, viscous texture feels pleasant on skin concerned about dryness and leads to plump skin.
Size: 120 mL
Price: ¥3,520 (tax included)
*3 Rice bran glycosphingolipid (moisturizing ingredient)
*4 Hyaluronic acid crosspolymer-2-Na (moisturizing ingredient)
Step 3: Protective Gel
Moisture Essence Rich Gel
A gel cream in which a moisture veil from the high-density barrier formation original formula*5 and 3D ingredients*6 give luster and firmness. It contains the moisturizing ingredients squalane and ceramides*7 and 14 kinds of amino acids*8, keeping a rich moisture veil close to the skin surface to prevent dryness.
Size: 30 g
Price: ¥3,300 (tax included)
*5 A veil that wraps the stratum corneum in moisture
*6 Glutathione, lithospermum root extract, catechu extract, clove extract, carrot root extract, sodium hyaluronate (all skin-conditioning ingredients)
*7 Ceramide NP, ceramide AP, ceramide NG
*8 Taurine, glutamic acid, arginine, proline, lysine HCl, serine, alanine, phenylalanine, glycine, isoleucine, leucine, valine, threonine, histidine HCl
Trial Sets and In-Store Experience Events
A Trial Set You Can Experience in 7 Days
Trial sizes are also available so that the dryness-care line "Moist Plus" is easy to try. The company says you can experience a new habit that fills mature-skin concerns from the stratum corneum in 7 days.
Moist Plus Experience Set
Price: ¥1,870 (tax included)
Set contents:
Squa Cleansing (makeup remover) 30 mL
Deep Moist Serum (serum) 8 mL
Deep Moisture Lotion (viscous moisturizing toner) 20 mL
Moisture Essence Rich Gel (gel cream) 8 g
Moisture Essence Rich Gel Limited-Edition Trial Size
Size: 8 g
Price: ¥880 (tax included)
Sales channels: Variety shops, drugstores and other stores nationwide (some stores may not carry it)
Experience Events at HABA Shops
At HABA Shops nationwide, a "Moist Plus Experience Event" will be held. Those who try the dryness-care line "Moist Plus" and receive a skin consultation will be given a skincare sample. The event runs from Thursday, September 24, 2026 to Sunday, December 27, 2026.
Participating stores can be checked at the link below.
HABA Shop participating stores
HABA's "Additive-Free Principle®"
HABA values the skin's own power to become healthy and beautiful, and its philosophy is to give only as much gentle, high-quality ingredients as the skin truly needs. Under this philosophy, it holds to the "Additive-Free Principle®," using no preservative parabens, petroleum-based surfactants, synthetic fragrances, mineral oil or tar-based colorants.
Official Information
A how-to-use video for the product has been released on HABA's official YouTube channel.
HABA official YouTube 'Moist Plus' how-to-use video
Information is also shared on HABA's official website and social media accounts.
