Foundation: A Banner Year After a Long Hiatus!

This autumn, the spotlight is undeniably on foundation. A wealth of high-performance foundations are launching, packed with skincare benefits. Furthermore, makeup bases and concealers that enhance the perfection of foundation are also abundant. Each company is presenting a full lineup of items designed to create flawless skin with their base makeup, making it feel like a truly significant year for foundation after a long time.

For example,SK-II's foundation contains a remarkable 75% treatment ingredients. It's practically a serum, akin to applying moisture with every application. This type of treatment-focused foundation is incredibly prevalent this autumn. Manufacturers are diligently considering how to create a base that provides moisture and avoids stressing the skin, ensuring the stratum corneum retains its hydration.

Another observation from this season's foundation releases is the stress-free packaging. Beyond just the skin, thoughtful details have been incorporated to ensure a burden-free experience, both physically and mentally.

Lancôme's 'Photogenic Lumessence Compact' andIPSA's 'Pure Protect Liquid Compact' were met with applause. Typically, compact foundations involve setting the refill into the case with adhesive, which can lead to sticky fingers or snagged nails, causing considerable stress. However, these foundations feature a hollow space within the case for the refill. To use, simply insert the refill from the back of the case, completing the setup in one action with no troublesome steps.

Lancôme has even named this system the 'Slip-In Refill System,' achieving an ultra-slim design. The slim case fits comfortably in the hand and is aesthetically pleasing. Of course, the product inside is equally exceptional. This foundation contains not only the standard red, yellow, and black pigments but also a new generation of blue pigment, which corrects dullness and yellow undertones, resulting in a radiant, bright complexion.



Clinique's 'Perfectly Real Radiant Skin Compact Makeup 29' is also groundbreaking. It opens with a single push! Pressing the buttons on the sides automatically opens the compact, allowing for one-handed operation – much like a mobile phone (laughs). The vertical design and large mirror are also advantageous, reflecting the entire face at once for smooth touch-ups. The sponge is also snag-free and very easy to use. It's truly a foundation that is stress-free for both the mind and the skin.

This trend is likely due to the increasing number of women involved in the development process. Because they are created from a female perspective, not only the product itself but also its ease of use are thoroughly considered. And the sentiment is, 'Base makeup is the foundation of it all, isn't it?' While making eyes appear larger is important, the base comes first. Japanese women's value is determined by how beautifully their skin is created, and I believe everyone feels that way. That's why foundation products are becoming so advanced.

Diverse Textures, Unified Focus on Hydration

Impress's 'Impress IC Revitalizing Moisture Pact' is interesting because its cream base transforms into powder the moment it touches the skin. Although the finish is smooth, it achieves a radiance and firmness that belies its powdery texture.

IPSA's 'Pure Protect Liquid Compact,' mentioned earlier regarding its refill system, is a solid liquid. Its powder gel base with unevenness-correcting effects provides a dewy, smooth finish. Both of these foundations are quick to apply and offer excellent longevity, making them highly user-friendly.



This autumn also sees a focus on cream foundations.
IPSA's 'Pure Protect Liquid Compact' andest's 'Cream Makeup Active Aura Moist' have a unique texture that feels watery when spread on the skin but adheres perfectly once you stop applying. Both are rich in moisturizing ingredients.Sonia Rykiel's 'Soins Tant Hydratants,' while a cream in form, is close to a liquid in its composition. Its excellent treatment effects provide firmness and radiance.

Previously, cream foundations had a reputation for heavy application and finish, but that is no longer the case.
These defy the conventional concept of cream foundations, offering a skincare-like experience. They combine the benefits of both cream and liquid foundations, providing coverage without feeling heavy, and delivering a radiant finish. Therefore, I encourage those who have been hesitant about cream foundations to try them without prejudice. They are all designed for easy use, even for beginners.

SK-II's 'Skin Signature Cream-in-Foundation' is also superb. As I mentioned, 75% of it is comprised of beauty ingredients. It feels cool and is very pleasant to use. This foundation is likely to be used frequently, especially as winter approaches.

Makeup Bases and Concealers Also Shine

While makeup bases and concealers are supporting players in base makeup, their quality significantly influences the final result, making them crucial items. With the abundance of foundation options this autumn, it's natural that makeup bases and concealers are also receiving considerable attention.

Albion's 'Exage Primal Chiffon Primer' and Impress's 'Impress IC Revitalizing Moisture Base' are designed with excellent compatibility with powder foundations. They are makeup bases that provide ample moisture, creating a smooth, fine-textured skin.POLA's 'Agreila Bright Base Moist' is also noteworthy. The researchers have put a great deal of effort into its development.



Lancôme's 'La Base Hydra Glow' contains pearls, offering a high brightening effect. It provides ample radiance and moisture.RMK's 'Creamy Polished Base' is a product that creates a semi-matte finish, feeling dewy and hydrating without being sticky. Available in three colors with color-correcting effects, it allows for selection based on preference.



Paul & Joehas released two concealers. The stick type offers a moist, smooth application with a light, powdery finish. Available in five shades, it can also be used for highlighting and contouring. The tube type is specifically for under the eyes. Yellow-based shades address brown undereye circles, while orange-based shades target blue undereye circles.

est's 'Nuance Blend Concealer Palette' features a dual approach: two cream colors for coverage and a powder to blend the textures. The colors, which are more vibrant than surrounding tones, do not lean towards gray and effectively conceal noticeable spots and dullness.

More of Hiromi's Favorite Items

IPSA's powder, 'Pure Loose Powder,' was released in spring, but I'm introducing it because it's a personal favorite. This powder is exceptionally good. It's incredibly light and airy, and the more you layer it, the more transparent your skin becomes. It also feels moist yet remains smooth, making it truly comfortable to use. I highly recommend it.

SUQQU's pressed face powder, 'SUQQU Polish Face Color,' is also a major hit for me. By using the three gradient shades, you can create beautiful dimension on the skin. It's a shame it was a limited edition released in August and is no longer available. I hope for its return as a permanent product.



As the weather gets drier, mist lotions that provide easy hydration over foundation are essential. Paul & Joe's 'Moisturizing Mist N' (released October 2nd) allows moisturizing ingredients to penetrate deeply into the skin, combating dryness and stickiness. A spritz after applying foundation also enhances makeup longevity.

IPSA's 'The Time Reset Micro Mist,' from the Time Reset series aiming for flawless, zero-age skin, delivers the expected results. It's apparently selling very well.

From my skincare brand, 'Sevenflow,' which I am involved in developing,Sevenflowa mist lotion was also released in spring. Its light, airy mist and rose-orange scent gently envelop the mind and body.

Previously, I believed that daytime skin accumulated stress, so it should be reset at night. However, with the emergence of foundations offering such high treatment effects and causing no stress to the skin or mind, I'm starting to think that perhaps a special reset at night isn't necessary. The advancement of these high-tech foundations may finally make 24-hour skincare, which was previously difficult to achieve, a reality.

*All products are personal items.