shu uemura will launch the "Unlimited Serum Smooth Powder," a "new-sensation pseudo-skin powder" that clings to and becomes one with the skin, nationwide on Friday, September 4, 2026. This face powder was developed in pursuit of a wearing feel that lasts 24 hours*1.
The product features the brand's original "pseudo-skin coating powder"*2, wrapped in an ingredient close to the skin's cell membrane. shu uemura explains that this allows it to adhere to the skin instantly and keep makeup in place.
In addition, it is richly blended with skincare ingredients*3, and its hallmark is a moist, hydrated finish that lasts without any powdery feel.
"Unlimited Serum Smooth Powder" Product Overview
The "Unlimited Serum Smooth Powder" comes in 4 shades and is priced at ¥7,480 (tax included) each.
The nationwide launch is on Friday, September 4, 2026, but advance release and pre-orders will begin ahead of that date.
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Advance release dates
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Friday, July 31, 2026: Amazon shu uemura official store
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Friday, August 28, 2026: shu uemura official online store, @cosme TOKYO, @cosme NAGOYA, @cosme OSAKA
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Tuesday, September 1, 2026: @cosme SHOPPING
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Pre-order start dates
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Friday, August 7, 2026: shu uemura counters nationwide
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Friday, August 14, 2026: shu uemura official online store
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"Pseudo-Skin Coating Powder" for a Seamless Fit with Your Skin
This powder uses a powder*1 coated with phospholipids, an ingredient close to the skin's cell membrane.
As a result, it is expected to become one with the skin like a second skin and stay comfortable to wear for a long time*2.
The company states that the phospholipid coating clings to the skin, plumps it with each use and fills it with moisture, delivering a makeup effect*3 that leads to skin with a radiant firmness and glow that seems to well up from within.
*1 Phytosterols, phytosphingosine, mica (ingredients that improve adhesion to the skin)
*2 According to shu uemura research. Results vary by individual.
*3 Due to the makeup effect
A Moisturized, Dewy Finish That Lasts
The "Unlimited Serum Smooth Powder" contains the "Triple Hydro Lock Complex"*, shared with shu uemura's serum foundation, the "Unlimited Care Glow Serum Foundation."
Although it is a powder, it is designed to moisturize for a long time and keep skin looking soft and moist, without any powdery buildup.
- Glycerin, niacinamide, hyaluronic acid (all moisturizing ingredients)
Translucent Radiance from "Blue Pigment Technology"
This product uses the proprietary "Blue Pigment Technology" also found in shu uemura's serum foundation.
It combines color aesthetics with optical engineering and aims to create pure translucency.
A Fifth Color: "Ultramarine Blue"
Skin tones are generally adjusted with four colors: red, white, yellow and black. shu uemura adds "Ultramarine Blue"* as a fifth color.
The company explains that the balance of these five colors gives the skin a "translucency free of dullness."
Amplified Red Light Keeps Skin from Dulling Until Evening
One of the conditions that make skin look beautiful is said to be how much "red light" it can reflect.
Because "Ultramarine Blue"* has the property of strongly reflecting red light preferentially, it is said to create a glow that seems to radiate from within, even in the evening when skin tends to look dull as time passes.
- Makeup ingredient
4 Shades and a Limited-Edition Brush
The "Unlimited Serum Smooth Powder" comes in 4 shades, including shu uemura's signature color, "Aotake Blue."
All shades contain "Ultramarine Blue," which covers uneven color and texture with light and aims for a skin impression with translucency.
A limited color of the "Petal 30K Powder Brush," designed to bring out the best finish of a face powder, will also be released at the same time.
The blue brush, reminiscent of the blue pigment, will arrive in limited quantities on Friday, September 4, 2026, priced at ¥6,930 (tax included).
Serum Foundation with Blue Pigment Technology
shu uemura also offers the "Unlimited Care Glow Serum Foundation," a serum foundation equipped with "Blue Pigment Technology."
It comes in 35 mL and 20 shades, at ¥7,700 (tax included) each.
Going beyond the usual four-color blend*2, this foundation contains a fifth color, "Ultramarine Blue"*3, to create translucency free of dullness.
It contains the highest level of niacinamide*4 in the brand's history, and is said to help condition bare skin with its luxurious skincare ingredients.
It is a product that aims for a self-luminous skin that is sheer yet high-coverage, with consideration for how skin looks in the evening.
*1 According to shu uemura research. Results vary by individual.
*2 Within shu uemura
*3 Makeup ingredient
*4 Niacinamide (moisturizing ingredient)
About shu uemura
shu uemura is a makeup artist brand from Japan, born in 1967.
Based on the belief of its founder, Shu Uemura, that "beautiful makeup begins with beautiful skin," the brand has promoted beauty through both makeup and skincare.
It still carries on that DNA today, proposing "individual beauty" through a comprehensive approach to the form, method and style of beauty. It is available mainly at department stores nationwide and at "shu uemura Omotesando Hills Flagship Store shu:ARTstage."
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shu uemura official website: https://www.shuuemura.jp/
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shu uemura official X: https://x.com/shuuemurajp
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shu uemura official Instagram: https://www.instagram.com/shuuemura/
