Japonesque steps into colour

Japonesque to revamp colour cosmetics offering

US beauty accessories brand Japonesque is set to make its first major push into colour cosmetics. Making its debut at John Lewis stores on 4 October, the 72 sku line is said to combine “high-impact fashion colour with pro performance [and] flawlessly refined complexion formulations”.

A stand out feature of the new line is its colourful packaging, which was created using a special hand injected gel technique, which means that each compact is unique.

In terms of the product offering, there are two types of foundation, available in either liquid or “whipped” texture, along with a finishing powder, concealer and Velvet Touch Blushes in six shades.

For the lips, there are six shades of lipstick in addition to eight matching shades of lip lacquer. Finally, for the eyes, there are 15 shades of eyeshadow which come in either single or duo compacts, three eyeshadow quads, along with two eyeliners and two mascaras to either add length or volume to the lashes.

Speaking to Cosmetics International, Japonesque President Karen McKay said the colour line took four years to develop, prompted by growing demand from both customers and retail partners for the brand to enter make-up.

Priced between £12-£24, the line will sell exclusively at John Lewis stores in the UK from today. It will also enter Ulta stores in the US from late October.

Originally founded over 20 years ago, Japonesque is known for its make-up brushes and beauty tools. McKay took over the business in 2002.

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