MOISĒ, a K-beauty brand operated by MOODLABS Co., Ltd., exhibited for the first time at "SEONGSU JAPAN in SHIBUYA," a K-beauty pop-up event held in Shibuya, Tokyo, from July 29 to August 4, 2026.
The brand gave an advance showing of two new products ahead of their official release, "8 Peptide Double Volume Lip Treatment" and "AI Glow Repair Tinted Sunscreen," and says visitors asked about purchasing them and about the release date. Posts sharing how the products feel to use also spread on Instagram and X.
K-beauty brand MOISĒ makes its Japan debut in Shibuya
"Seongsu Japan" is an experiential pop-up event that connects K-beauty brands, which Japanese consumers rarely get to encounter, with consumers in Japan. The space, which brought the sensibility of Seoul's Seongsu area to Tokyo, drew many visitors, and lines reportedly formed every day.
Through Seongsu Japan, MOISĒ met Japanese consumers directly. At the booth, visitors could freely try the lip treatment and the sunscreen with touch-ups. Many visitors checked the texture and finish, and MOODLABS says it received many reactions such as "When will it be released?"
Features of "8 Peptide Double Volume Lip Treatment" and the response to it
The product that drew the most attention at the venue was "8 Peptide Double Volume Lip Treatment." People shared on social media the cooling sensation the moment it is applied and the plumping feel that makes lips look fuller. Actual posts reportedly included comments such as "A plumper that isn't too painful. The tingle is just right, and my lips look plump" and "Moisturizing and bouncy! I can use it for lip care at home or when I go out."
A user with sensitive skin also commented, "Even I, whose lips peel when a lip product doesn't suit me, got plump lips with this one! The tingle is gentle, so it doesn't hurt, which I love." MOODLABS explains that the feel of "plumping without pain" was received as a clear point of differentiation among the many strongly stimulating lip plumpers.
This product is MOISĒ's signature item, born from the idea of "bringing the results of professional treatments into your daily routine." In Korea, it achieved 15,355% of its crowdfunding goal, ranked No. 1 in lip balm sales, and gathered over 2,000 user reviews. That wave of support in Korea was repeated here in Shibuya.
The renewed version, to be released at the end of August, is said to further enhance the plumping feel and add a natural flush of color with pomegranate extract and berry-derived ingredients.
Contains an 8-peptide complex, 10 types of hyaluronic acid, vitamin E, and ceramide NP
A dewy, glass-skin-like finish created by deep moisture
A vegan formula that is dermatologically tested for low irritation and free of tar colorants, carmine (an insect-derived pigment), and synthetic fragrance
Features a metal cooling gua sha applicator that lets you massage your lips
Registered with the US FDA (MoCRA) and the EU CPNP, and notified as a cosmetic in Japan
The color-change feature of "AI Glow Repair Tinted Sunscreen"
"AI Glow Repair Tinted Sunscreen," shown together with the lip treatment, is a tinted sunscreen that aims to deliver UV protection and a skin finish in a single step. MOISĒ proposes the concept "Glow Barrier Care," which treats Glow (light and radiance) and Barrier (the skin barrier) as one layer.
Thanks to a tone-adaptive color that blends easily into the skin, the product aims for a natural tone-up and a glowy finish while avoiding a heavy, caked-on look. It offers SPF50+ and PA++++ UV protection and is designed to connect naturally from the daily skincare routine to makeup.
At this pop-up, many visitors applied the product to their hands or skin to check the texture and finish, and on social media people mostly shared their experiences of the glow and how well it blends in. What drew particular attention was its unique color-change experience, in which the color changes on the skin.
When first dispensed on the hand, color capsule beads can be seen in a white cream, and as you blend it in, it turns into a beige matched to each person's skin tone. A visitor who had worried about a white cast posted, "When I put it on my hand, it was white! I thought it would definitely leave a white cast... but as I spread it, it gradually turned beige, and I was surprised! In the end it blended right into my skin tone, and it didn't feel sticky or unpleasant," MOODLABS says.
SPF50+ and PA++++ UV protection
A tone-adaptive color in which the color capsules blend into the skin and develop color to match each person's skin tone
Uses only carefully selected UV filters sized so they do not enter pores, for a feel that is less likely to sting the eyes
The tone-up color is created only with mineral pigments, and no tar colorants are used
MOISĒ's future plans and brand message
Following the lip treatment and the tinted sunscreen, MOISĒ plans to expand its lineup with "AI LIFT & REFINE CREAM WRAPPING MASK." Based on the idea of a "Clinical Reward for yourself," it is being developed as a home-care item that turns skincare time at home into a special experience.
With a formula featuring a high content of exosome ingredients, rose PDRN, and 100,000 ppm collagen water, combined with a cream wrapping sheet that adheres to the skin, the brand says it will extend its world into the realm of special care, which differs from lip care and UV care.
MOISĒ is a hybrid K-beauty brand that sees skincare and makeup not as separate things but as one beauty routine. In product development, rather than simply chasing trends or looks, it values starting from the beauty concerns and needs that consumers have in daily life.
Through research and development and usage testing, it pursues both formulas and user experience, aiming to make products that bring both functionality and sensibility into daily routines. The brand's message is "Be Your Own Favorite." It has announced that MOISĒ aims to be a brand that "delivers beauty experiences that help you find your own charm and like yourself more, rather than chasing someone else's beauty."
Activities in the Japanese market and pop-up store information
Commenting on this Japan debut, the representative of MOODLABS Co., Ltd. said, "Japan is a place of great personal significance to me, as I lived there with my family when I was young. I am very happy that I was able to introduce MOISĒ's products directly in Japan for the first time and that so many people could try them in person."
The representative also said, "Even though the products had not yet been released, hearing all kinds of feedback and the honest impressions of Japanese consumers directly, and seeing people voluntarily share their real experiences on social media, was a great encouragement to us."
MOISĒ says it will use the feedback from Japanese consumers gained at "Seongsu Japan in Shibuya" in future product development and brand communication, while expanding brand awareness and building sales channels in the Japanese market. MOISĒ also plans to hold pop-up stores at Fukuoka Hakata Marui from August 28 and at Yurakucho Marui in the Ginza area of Tokyo from September 7.
About MOISĒ
MOISĒ is a K-beauty brand operated by MOODLABS Co., Ltd. Under the brand message "Be Your Own Favorite," it proposes a new beauty routine where personal beauty meets science, through hybrid products that go beyond the boundary between skincare and makeup.
Brand name: MOISĒ
Operating company: MOODLABS Co., Ltd.
Official online store: Qoo10 MOISĒ official store
X / Instagram: @moisebeautyjp
Contact: hello@moise.co.kr
