&be, produced by hair and makeup artist Yusuke Kawakita, announced new products on October 7. "&be Rich Lash Mascara" and one new shade and one limited new shade of "&be Powder Cheek" will go on sale nationwide on Wednesday, October 14, 2026.
The mascara comes in 1 shade at ¥1,540 (tax included), and the powder cheek comes in 2 shades (1 of them limited) at ¥1,980 (tax included).
"&be Rich Lash Mascara" comes in one jet black shade and washes off with warm water
Yusuke Kawakita's aim, he says, was not to pile on product but to make your own lashes look thick and dark. The company explains that it uses a volumizing texture that gives ideal thickness and density, and an original brush that separates each lash.
The only shade is 01 Jet Black, a color that adds natural depth and gloss to the lashes. The company positions it as a "camouflage mascara" that passes as your own lashes.
It contains swertia extract, hydrolyzed silk, dextran, yuzu fruit extract, Japanese apricot fruit extract, acetyl tetrapeptide-3, octapeptide-2 and red clover flower extract. All of these are moisturizing ingredients.
It is an 8-free formula, made without UV absorbers, synthetic antioxidants, synthetic colorants (tar dyes), fragrance, microplastic beads, mineral oil, alcohol or petroleum-based surfactants. It is water-resistant and stands up to sweat, sebum and rubbing, and it can be removed with a cleanser such as "&be Clear Skin Foam" and lukewarm water. It is patch-tested (this does not mean that skin problems will never occur for everyone).
"&be Powder Cheek" in new shade 02 and limited new shade 03
The new shade 02 is a pink with the sweetness toned down. The company describes it as a color that wears pure translucency (*) and refined radiance. The limited new shade 03 is a mild rose red, which the company explains as a color with warmth and depth that seems to glow from within.
It contains delicate pearls, and the company says it creates a glow without the need for highlighter. It is designed with a sheer color payoff that builds up gradually, creating a flushed look (*).
It contains Ceramide NP (moisturizing ingredient), argania spinosa kernel oil (emollient ingredient) and squalane (emollient ingredient), and has a natural origin index of 80% (based on ISO 16128). It is a 7-free formula made without mineral oil, surfactants, UV absorbers, fragrance, synthetic antioxidants, dyes or animal-derived ingredients, requires no cleansing oil, and can be removed with soap and warm water. It is patch-tested (this does not mean that skin problems will never occur for everyone).
*Due to the makeup effect
&be Rich Lash Mascara and Powder Cheek: price, release date and where to buy
- Product name: &be Rich Lash Mascara
- Shades: 1 shade (01 Jet Black)
- Price: ¥1,540 (tax included)
- Product name: &be Powder Cheek
- Shades: 2 shades (new shade 02, limited new shade 03)
- Price: ¥1,980 (tax included)
- Release date: Wednesday, October 14, 2026, nationwide
- Where to buy (physical stores): Variety shops such as Loft, PLAZA, Shop-in, Hands, @cosme STORE and AINZ & TULPE
- Where to buy (online): Loft Net Store, @cosme SHOPPING
*Excludes some stores. Please contact each store for details.
&be is the first lifestyle brand launched by Yusuke Kawakita. Actor Haruna Kawaguchi serves as the brand muse.
Image: courtesy of Clue Co., Ltd.
