ETVOS, a brand of Japan-made mineral cosmetics and skincare, will launch its base makeup for sensitive skin, the "Luscious Skin Series," in advance at Isetan Shinjuku and Hankyu Umeda Main Store starting Wednesday, August 19, 2026.
The nationwide release is scheduled for Wednesday, September 2, 2026, and this advance release comes ahead of it.
The "Luscious Skin Series" is a renewal of the brand's best-selling makeup base and highlighter balm, developed over about three years. Pursuing gentleness to sensitive skin and a skincare-driven approach, it aims for a better finish and a comfortable feel on the skin.
Overview of the Advance Release and POP UP Event
During the advance release period, limited-time POP UP events will be held at two stores: Isetan Shinjuku and Hankyu Umeda Main Store. At these events you can try the "Luscious Skin Series" before anyone else, with special content such as purchase gifts and makeup lessons by a makeup artist.
Event period: Wednesday, August 19 – Tuesday, August 25, 2026
Venues:
Isetan Shinjuku: Main Building, 2nd basement floor, Isetan Beauty Apothecary / Park Books & Promotion (3-14-1 Shinjuku, Shinjuku-ku, Tokyo)
Hankyu Umeda Main Store: 2nd floor, Kirei Kirei Studio (8-7 Kakuda-cho, Kita-ku, Osaka)
*Business hours are subject to change.
Product Lineup
The products of the "Luscious Skin Series" available in advance are as follows.
Mineral Repair Base
SPF35 PA+++ (makeup base)
Shades: Ecru Beige, Lavender Beige, Pink Beige, Porcelain Beige
Size and price: 25 mL / ¥5,445 (tax included)
Mineral Radiant Skin Stick
(highlighter)
Shades: Neutral Pink, Champagne Nude
Size and price: 4 g / ¥4,840 (tax included)
Event-Exclusive Gifts
The following exclusive gifts will be offered during the POP UP event.
Exclusive gift (1) Roulette Challenge
Customers who purchase ETVOS products totaling ¥6,600 or more (tax included) can take part in the Roulette Challenge once.
Original goods and sample sets available only at the event venue are prepared.
Exclusive gift (2) Purchase gift
Customers who purchase ¥9,900 or more (tax included), including items from the Luscious Skin Series, will receive an ETVOS original mesh pouch.
It is a lightweight pouch with a gusset, with a double structure of mesh and organza fabric.
*If you also qualify for other gift-with-purchase campaigns, you can choose the gift you prefer.
Exclusive gift (3) Makeup lesson by a makeup artist
Makeup lessons will be held by ETVOS's in-house makeup artist.
Using the Luscious Skin Series, personal makeup is proposed to match your skin concerns and your preferred finish.
Customers who attend a lesson and purchase ¥16,500 or more (tax included) on the same day will receive a special gift.
*Exclusive gifts (1), (2) and (3) are available in limited quantities and end once they run out.
Product Features of the "Luscious Skin Series"
This series was developed under the concept "Skincare-inspired base makeup for sensitive skin." Renewed after about three years of development, it further pursues gentleness to sensitive skin and a skincare-driven approach.
Care for Sensitive Skin
ETVOS uses free-from formulas that put low irritation first. Because the formulas are designed to be gentle on the skin, the following eight ingredients are not used.
Alcohol
Parabens
Petroleum-based surfactants
Mineral oil
Silicone
Tar-based dyes
Synthetic fragrance
UV absorbers
*Excluding some products
In addition to patch tests, stinging (skin irritation sensation) tests are also carried out with a sensitive-skin panel. The brand evaluates whether any temporary skin irritation such as tingling or burning occurs, and offers only products that clear its own standards.
*This does not mean that skin irritation will not occur for everyone.
About ETVOS
ETVOS is a cosmetics brand that upholds "skincare first" and is gentle to all skin types, starting with sensitive skin. It offers ceramide skincare and mineral makeup that bring out the skin's natural power.
Its founder, Hifumi Ogawa, began developing skincare products based on dermatology prompted by her own skin concerns, and the company was established in 2007.
For more about ETVOS, please see the following official information.
