"oméme," a salon-exclusive cosmetics brand for beauty salons operated by and US Co., Ltd., will release "oméme lash serum BR," a new color of its eyelash coating serum, on October 8, 2026 (Thursday). Ahead of that, pre-orders began on August 24, 2026 (Monday).
The new color features a brown shade that creates eyes gentler than black and more striking than clear. It was developed to bring out the natural beauty of the lashes while achieving a naturally airy look and beautiful lash separation.
Features of the New Color "oméme lash serum BR"
The softly pigmented brown of "oméme lash serum BR" blends into each lash and creates a natural presence. The dewy gel wraps the lashes with shine and is designed to keep lashes beautifully grouped.
It is easy to adopt even for those who find black too strong, and the company says it is natural yet brings out the impression of the eyes more than the clear type.
A brown that naturally brings out your look
It uses a soft brown that blends into the lashes, delivering a finish with a natural, airy feel without overemphasizing the eyes.
Keeps lashes beautifully grouped and glossy
A dewy gel wraps each lash and keeps them beautifully grouped with shine. This aims to let you enjoy salon-finished lash styling at home as well.
More choices with a professional's suggestion
With brown joining black and clear, the choices widen further to match hair color, makeup, fashion and the look you want. The company explains that beauty professionals being able to suggest a color to suit a customer's eyes and preferences is a value unique to a salon-exclusive brand.
Background of Development and the Significance of Salon-Exclusive Cosmetics
The development of this new product was prompted by requests of "we want brown" from beauty salons that work with customers' eyes every day.
In recent years in eye makeup, soft, natural finishes using brown and nuanced colors, not just black, have become standard choices. In response to such voices from salons, "oméme lash serum BR" was developed as a new option.
What are salon-exclusive cosmetics?
"Salon-exclusive cosmetics" are cosmetics sold mainly through beauty professionals, such as hair salons, eyelash and eyebrow salons, and esthetic salons.
Whereas with ordinary cosmetics consumers compare and choose products on their own, a major feature of salon-exclusive cosmetics is that the practitioner can suggest products tailored to each person while checking the customer's condition, concerns, usual makeup and desired image.
oméme places importance on connecting "treatments" in the salon with "everyday beauty." The idea is that professionals who actually see the customer's eyes in the salon can suggest the usage and products that suit that person.
The oméme Brand and the Outlook of and US Co., Ltd.
The oméme brand aims not only to sell products, but also to let customers enjoy, in daily life until their next visit, the beautiful eyes created by professionals in the salon.
It also places importance on helping customers find, through communication with beauty professionals, "what suits them" and "new ways to enjoy their eyes" that they had not noticed themselves. "oméme lash serum BR" was also developed as a new option that connects the customer's "desired eyes" with the suggestions of salon professionals.
and US Co., Ltd. says it will continue to apply feedback from beauty salons nationwide to product development, connect treatments with home care, and deliver new value to beauty salons and their customers.
Product Overview
Product name: oméme lash serum BR
Pre-order start date: Monday, August 24, 2026
Release date: Thursday, October 8, 2026
Suggested retail price: ¥4,290 (tax included)
Content: 7.5g
Sales method: Exclusively at beauty salons
Available at: oméme partner salons nationwide
