"&be," a brand produced by hair and makeup artist Yusuke Kawakita and operated by Clue Co., Ltd., will launch the orange single-color type of its UV concealer palette "&be Tencealer UV Plus," the "&be Tencealer UV Plus Full Orange," nationwide on Thursday, October 1, 2026. On the same day, a new shade of the "&be Lasting Cushion Foundation" and the limited-quantity "&be Tencealer Brush" will also be added. The company announced this on September 25.
The "&be Tencealer UV Plus Full Orange" is SPF50+ PA++++, comes in 1 color, and is priced at ¥3,520 (tax included).
"Full Orange" turns the orange of the two-color palette into a single color
The "&be Tencealer UV Plus" is a UV concealer palette that pairs a skin tone color with orange. The company touts it as "covering 10 skin concerns in one (*1)," naturally correcting (*1) spots, dark circles, redness and more, and also usable for shading and highlighting. The two-color palette comes in 2 shades at ¥3,850 (tax included) each.
Full Orange responds to the feedback "I always use up the orange first" by making the palette's orange a single-color product. The company says it holds 227% of the amount of the orange in the conventional product. The orange is the shade used to cover dark circles under the eyes (*1).
The company lists 10 functions: covering or making less noticeable dark circles, acne marks and redness, spots and freckles, nasolabial lines, and the corners of the mouth (all *1); shading; highlighting; UV protection with a non-chemical SPF50+ PA++++ formula; preventing spots and freckles caused by sunburn (*2); and having passed an efficacy evaluation test for making dry fine lines less noticeable (*3).
The listed ingredients include solid-phase synthesized pea oligopeptide-1 (skin-conditioning ingredient, PeptiYouth™), nano hyaluronic acid (*4, moisturizing ingredient), liposomal ceramide (skin-conditioning ingredient) and bakuchiol (moisturizing ingredient). It has undergone a patch test with the cooperation of people with sensitive skin and a non-comedogenic test that confirms it is unlikely to cause acne (*5), and it can be removed with soap and warm water.
*1 Through makeup effects
*2 Caused by sunburn
*3 Anti-wrinkle function evaluation test
*4 Hydrolyzed hyaluronic acid
*5 This does not mean that no one will experience skin irritation or acne.
PeptiYouth™ is a trademark of Nuritas.
A new cushion foundation shade and a limited-quantity brush
The new shade "Light Pink Beige" of the "&be Lasting Cushion Foundation" is a light beige with a hint of pink that blends easily even with blue-based skin. It is a color for fair to medium skin, and the company says it designed the color by studying Japanese skin tones. It is said to bring out natural translucency (*1) and a healthy flush (*1).
The line has 3 colors in total (1 new). The existing colors are a light beige for fair to medium skin and a beige for medium to tanned skin. It is 12 g, SPF33 PA+++, and the compact is ¥3,520 (tax included) each and the refill ¥1,980 (tax included) each. The company describes it as a lasting formula that keeps the freshly applied beauty of morning makeup all day (*6).
*6 Results vary by individual. According to &be research.
The "&be Tencealer Brush" is a limited-quantity item priced at ¥1,100 (tax included). The company explains that its thickness and size are designed to fit dark circles when used flat and thin lines such as the bridge of the nose and nasolabial lines when held upright. It uses synthetic fibers that work well with oils, can be washed with neutral detergent, and comes with a dedicated carrying case.
&be Tencealer UV Plus Full Orange and more: prices, release date and where to buy
- Product names: &be Tencealer UV Plus Full Orange (concealer/foundation), &be Lasting Cushion Foundation, &be Tencealer Brush
- Colors: &be Tencealer UV Plus Full Orange comes in 1 color (orange). &be Lasting Cushion Foundation comes in 3 colors (1 new: Light Pink Beige)
- Prices: &be Tencealer UV Plus Full Orange ¥3,520 (tax included)
&be Lasting Cushion Foundation (12 g) compact ¥3,520 (tax included) each, refill ¥1,980 (tax included) each
&be Tencealer Brush (limited quantity) ¥1,100 (tax included) - Release date: Thursday, October 1, 2026, nationwide
- Where to buy (stores): Variety shops such as Loft, PLAZA, Shop In, Hands, @cosme STORE and AINZ & TULPE
- Where to buy (online): Loft Net Store, @cosme SHOPPING
*Excluding some stores. Please contact each store for details.
"&be" is the first lifestyle brand launched by hair and makeup artist Yusuke Kawakita. Actress Haruna Kawaguchi serves as the brand muse.
Image: courtesy of Clue Co., Ltd.
