MAQuillAGE, the total makeup brand that holds the No. 1 share*1 of the makeup market, announced a new brand message on Monday, September 7, 2026: "You have the power to make the world beautiful."
Along with this, KAZUHA (LE SSERAFIM), Moeka Hoshi and Rikako Yagi have been chosen as its new muses, and a brand movie and key visuals have been released all at once.
The announcement aims to deliver the message to more people through digital advertising, the brand's official social media and other channels.
*1 Intage SLI makeup market value share (period: January 2025 to December 2025)
The thinking behind the new brand message
MAQuillAGE says that, in a modern era when the future cannot be predicted, it wants to support people through the power of makeup in their wish to open up the future by taking a step forward.
In 2025, to mark the brand's 20th anniversary, it put forward the idea that "beauty moves forward together." The new message, "You have the power to make the world beautiful," is described as an evolution of that idea into a message to society.
In a time of rapid change when the future is hard to foresee, it is easy to become cautious about drawing big goals and dreams. That is exactly why MAQuillAGE focused on the great power of "one person's small step."
The brand explains that the message carries its conviction that the small changes in the heart that makeup brings, and the supple confidence to step forward, make a person's everyday life shine, and in time become a force that makes the people around them, society and even the world more beautiful.
New muses who embody "beauty that moves forward"
With the launch of the new brand message, three people have been chosen as new muses to embody the beauty that MAQuillAGE stands for: "beauty that always believes in possibility, takes a step forward on its own and keeps evolving." They are KAZUHA (LE SSERAFIM), Moeka Hoshi and Rikako Yagi.
KAZUHA (LE SSERAFIM)
About her selection, KAZUHA commented, "MAQuillAGE stays close to beauty and gives us confidence. I am truly honored to have been chosen as one of its muses."
She says that, together with the message "You have the power to make the world beautiful," she hopes to offer a chance, through MAQuillAGE, for people to notice their own beauty and take a step forward with confidence.
She is a member of the globally active five-member girl group LE SSERAFIM, known for her supple performances built on ballet training since childhood and her highly expressive style. She has won popularity through the contrast between her radiant, translucent look and her unpretentious, charming true self, and is also active in a wide range of solo work, including fashion magazines and advertisements.
LE SSERAFIM is currently holding its second world tour, with 34 shows in 24 cities worldwide.
Moeka Hoshi
Moeka Hoshi offered this comment: "MAQuillAGE quietly and powerfully supports the people who wear it. I have been drawing energy from how it evolves year after year. I am truly honored to have been chosen as one of the people helping to promote the brand."
She made her first starring film appearance in "Shōjo Kaikō," released in 2018. In "Shōgun" (Disney+), broadcast in 2024, she played Fuji Usami and won the Best Supporting Actress in a Drama Series award at the 30th Critics Choice Awards. In "Kyoto-jin no Hisoka na Tanoshimi: Rouge Keishō" (NHK BS), broadcast in January 2026, she took her first leading role in a TV drama.
Rikako Yagi
Rikako Yagi commented, "I am filled with a sense of honor at being appointed a MAQuillAGE muse. When I wear MAQuillAGE, I feel that even my inner self is colored and that it gives me courage and confidence. I hope MAQuillAGE can be something that supports everyone's wonderful steps forward."
She drew attention in 2016 when she was chosen as an image character for Pocari Sweat. She has appeared in many popular works, including the Netflix original drama "First Love" (2022) and the NHK General TV drama "Otonari ni Ginga" (2023), in which she played the heroine.
In the TV Asahi Drama Premium "Hanae Mori: Butterfly Beyond" (2026), she plays the lead role of Hanae Mori. She is also set to appear in the film "SUKIYAKI (Ue o Muite Arukō)," scheduled for release in December 2026.
New brand movie "You have the power to make the world beautiful."
The brand movie depicts the dignified presence of the three new muses, who believe in their own potential and move forward on their own initiative together with MAQuillAGE.
In a gold-motif space inspired by the product's packaging design, the muses are shown stepping forward gracefully, each holding their own conviction, along with the new message.
Title: MAQuillAGE "You have the power to make the world beautiful." Brand Movie
Release date: Monday, September 7, 2026
Cast: KAZUHA (LE SSERAFIM), Moeka Hoshi, Rikako Yagi
Song: "Sanbyaku Rokujūgo-ho no March" / Sala
Released on: MAQuillAGE's official social media, brand site
URL: MAQuillAGE "You have the power to make the world beautiful." Brand Movie
The movie will also air as a TV commercial on Nippon TV's "Oshare Clip" (every Sunday at 22:00) on Sunday, September 20, 2026.
About the song
For the brand movie's song, "Sanbyaku Rokujūgo-ho no March" (365 Steps March), a classic by Kiyoko Suizenji whose message is to keep moving forward, was chosen and arranged. Singer Sala covers this arrangement.
With Sala's translucent voice that stays close to people's hearts, the song is said to express emotionally both the strength of moving ahead and a cheer that resonates gracefully in the present day.
Sala, a singer who captivates with a translucent voice that stays close to the heart, built on R&B and HIPHOP, released her first album "EVERY HOUR" in 2024. She has also been chosen as a media-selected rising newcomer and as one of the 25 Japanese representative acts of "Future of Music" in 2026, and her field of activity continues to expand.
"Shiratama Cushion Serum," a new product symbolizing the brand's evolution
MAQuillAGE will release "MAQuillAGE Essence Cushion EX Bright Glow," known as the "Shiratama Cushion Serum" for its shiratama-like, one-shade-brighter skin, on Monday, September 21, 2026.
This product is the cushion type of "Essence Liquid EX Bright Glow," released in February 2026. It is said to create a one-shade-brighter, shiratama-like finish while leading to more beautiful bare skin with every use.
It is the first cushion foundation to feature*2 "Serum First Technology," which wraps foundation ingredients in a serum. With this technology, the serum keeps touching the skin, and the glow and moisture are explained to last.
The serum also contains several beauty serum ingredients, including the newly adopted "Glutathione GL*3," and is intended to deliver moisture to the pores and stratum corneum and lead to skin with a refined texture and a translucent impression.
Product name: MAQuillAGE Essence Cushion EX Bright Glow ＜Foundation＞
Size: 13 g, 4 shades in all
SPF: 30, PA+++
Price: Refill ¥3,400 (¥3,740 tax included) *Comes with a dedicated puff; case sold separately.
Case: MAQuillAGE Cushion Foundation Case WT ¥1,000 (¥1,100 tax included)
*2 Within Shiseido
*3 Glutathione, glycerin / moisturizing
A separate press release with details about the product has been published.
About MAQuillAGE
MAQuillAGE is a total makeup brand launched in 2005 and developed mainly in Japan. It is thoroughly backed by functionality grounded in Shiseido's own research and technology, and by insight analysis based on surveys of the attitudes of people living in Japanese society.
It proposes makeup that expands your possibilities, with base makeup that makes your bare skin more beautiful with every use and point makeup that brings out each person's own kind of beauty.
Under the message "You have the power to make the world beautiful," the brand says it will continue to support everyone who believes in their own beauty and opens up their future with their own hands.
