AVANCE Co., Ltd. announced on August 10, 2026 that Rimu Momose, an exclusive model for "Nico☆Puchi," has been named an ambassador of "First Make," which the company promotes. The aim is to convey to her peers the power to take a step forward as themselves through makeup.
Rimu Momose Named Ambassador
Since launching an eyelash care serum in 1997, AVANCE has proposed combining makeup with skin and eyelash care under the concept of "thorough care while you wear makeup."
In recent years, as makeup has become familiar to children, the company believes it is important to give them a chance to learn the basics properly, along with the fun of it, precisely because makeup tends to become self-taught.
"First Make" aims to be more than just the experience of using cosmetics for the first time: an experience of noticing your own charm and meeting a new you, becoming a chance to take a positive step forward.
Rimu Momose is one of the generation that is beginning to take an interest in makeup and fashion, and as an exclusive model for "Nico☆Puchi," she shares their charm and fun with her peers.
While building her experience as a model, her attitude of working hard toward goals and positively taking on new challenges matches what AVANCE values.
Against this background, AVANCE explains that it welcomed Momose as ambassador as someone who will empathize with the feelings of the generation just beginning to take an interest in makeup, and think and communicate together with them.
AVANCE's "First Make" Initiative
AVANCE's "First Make" is a makeup experience event that parents and children can enjoy together, aimed at elementary and junior high school students who are beginning to take an interest in makeup and their parents.
It carefully introduces the basics, from UV care and how to use cosmetics to point makeup, cleansing, and skin and eyelash care.
It aims to give parents and children a chance to learn together through conversation and to enjoy makeup with peace of mind.
AVANCE says it will continue to support children's healthy growth and new steps by making makeup an experience that leads to discovering their own charm and gaining confidence.
For details on First Make, see the official First Make website.
Rimu Momose's Comment and Profile
On being named First Make ambassador, Rimu Momose commented, "I love makeup in my everyday life, so I'm truly happy to have been named ambassador."
She also shared her hopes, saying, "Through First Make, I look forward to giving someone a chance to start makeup or to love it even more. I'll do my best to convey the fun of makeup while learning together with everyone. I'm cheering on everyone's 'first makeup'!"
Rimu Momose's profile is as follows.
Date of birth: Born in April 2013
Hometown: Aichi Prefecture
Activities: Exclusive model for the teen fashion magazine "Nico☆Puchi." She is also active as an image model for "PINKHUNT."
SNS: She has strong influence and reach: her Instagram account reached 120,000 followers by 2025, and her new account gained more than 10,000 followers shortly after it was opened.
About AVANCE Co., Ltd.
AVANCE Co., Ltd. was born in 1996 as a brand for the younger generation within the Hollywood Cosmetics group.
The group is also known for first bringing Hollywood movie makeup techniques to Japan and popularizing mascara.
AVANCE inherits that traditional technology and pursues quality and innovation, building on the technology of Hollywood Cosmetics, which celebrated its 100th anniversary in 2025.
The brand name "AVANCÉ" means "ahead, lead, advantage" in French, and the brand values always proposing trends that look ahead of the times.
In April 1997 it launched the eyelash care serum "Lash Serum," which remains a long-selling favorite today.
Under the concept of "thorough care while you wear makeup," it has expanded its product lines centered on the eye area, and today it also offers a wide range of products beyond the eyes.
For more about AVANCE, see the official AVANCE website.
