and US Inc., which runs the salon-exclusive cosmetics brand oméme, released the new product "oméme lash serum BR" on Thursday, October 8, 2026. Pre-orders had been accepted since Monday, August 24.
Brown joins black and clear as the third color. The contents are 7.5g, and the suggested retail price is ¥4,290 (tax included). It is available at oméme partner salons nationwide.
Requests from salons for "a brown" inspired its development
According to the company, oméme reflects the voices of practitioners who use its products at beauty salons, and of their clients, in its product development. This brown was also developed in response to comments from salons such as "I want a softer impression than black," "I want a coating that matches brown lash designs" and "I want to suggest colors to suit each client's look."
The company aimed for a soft brown that is not as strong as black and more distinctive than clear. Posts on the Instagram accounts of beauty salons that tried the product before launch reportedly included comments such as "Black feels a bit strong, but clear feels a bit lacking. This is just right."
A coating serum with a fresh gel that wraps lashes and keeps them in defined clumps
"oméme lash serum BR" is a coating serum in a softly pigmented brown. The company explains that the fresh gel wraps each lash and keeps glossy, defined clumps.
The company lists three features. First, a soft brown that blends with the lashes for a naturally effortless finish. Second, it keeps glossy, defined clumps. Third, adding brown to black and clear widens the options to suit hair color, makeup and fashion. The company sees it as a value unique to a salon-exclusive brand that beauty professionals can suggest a color while looking at the client's eyes and preferences.
Demand gathering around basic shades in the point makeup market
The company cites changes in the point makeup market as the background for adding more color options. According to a survey announced by Fuji Keizai Co., Ltd. on August 28, 2026, the point makeup market in 2026 is forecast to see slower growth, as more consumers become cautious about purchases amid price increases, leading to lower unit prices and fewer multi-color purchases. For eyeshadow, it is analyzed that demand is concentrating on staple items in basic shades, and that seasonal add-on purchases are decreasing.
Taking this trend into account, oméme focused on brown, a staple shade for eyeshadow, eyeliner, eyebrow products and more.
oméme lash serum BR: price, release date and where to buy
- Product name: oméme lash serum BR
- Size: 7.5g
- Price: Suggested retail price ¥4,290 (tax included)
- Release date: Thursday, October 8, 2026 (pre-orders from Monday, August 24, 2026)
- Where to buy (physical stores): oméme partner salons nationwide
oméme is a salon-exclusive cosmetics brand run by and US Inc. Through product recommendations and retail sales at salons, it aims to be a brand that helps build lasting relationships with clients, and it offers products for the lashes and eye area.
Image: courtesy of and US Inc.
