Is enhancing your appearance only about beauty?
No, it goes far beyond that.
Wearing cosmetics is an act of empowerment.
It's about channeling emotions, harnessing energy, elevating your life.
It offers a tremendous source of strength,
Providing you with the confidence to rise up and change the world.
In this era of constant transition, hope gives you direction,
And we will enrich your journey as you follow your heart.
This is our true mission.
Going beyond beauty, KANEBO heightens hope.
I HOPE. A Hopeful Serum.
“KANEBO FUSION-ING SOLUTION” is a serum that enhances a complexion when feeling happy.
It was developed by KANEBO’s thoughts of capturing the whole of humanity.
People living with their hearts look so alive.
This new serum was created through extensive research on the skin and mind, revealing their radiance, beauty, and strength.
This TV commercial describes not only people’s skin but also their minds in an advertisement for cosmetics.
The howling wind symbolizes the emotions of those trying to remain strong in this world.
Rich emotions are reflected in the cast’s energetic facial expressions, flowing hair, and outfits.
An emotional uplift from within and an outpouring of energy draws out strength and beauty to live fulfilling individual lives. Three casts represent KANEBO's vision through their entire bodies.
Sena Nakajima
Model“If your cosmetics only affect your looks, you’re missing out.” Sena Nakajima embodies the intention of the commercial, and her presence represents its core foundation.
Mirai Moriyama
Artist
Examining one’s inner mind to find hope and pride during this era with constant transitions.
Mirai Moriyama
expresses these emotional movements through his remarkable physical dynamism.
Uta Abe
Judoka
Uta Abe expressed the soaring emotions of an individual person, alongside the beauty of a soul that lives with heartfelt purpose.
I HOPE. Lipstick with Hope.
Why do we wear lipstick?
Is it just to add color and luster to the lips and to be beautiful?
KANEBO believes that lipstick does much more.
It embodies life itself and unleashes our instincts.
It gives us courage and lets us live every moment to the fullest.
In January 2024, KANEBO released new lipstick.
Through cosmetics, KANEBO brings out and enhances not merely beauty but hope in each individual.
We don’t simply sell cosmetics. We offer hope.
The vibrancy of our lips reflects our own vitality. Instinctual desires that drive us always begin with our lips. Wearing lipstick can bring out energy and power to live a vibrant life. This is KANEBO's passion for lipstick. This movie represents an "act of eating" as a symbol of vitality. The act of eating gives you viality to live, and the act of applying lipstick brings out enegy to live strongly. KANEBO believes that lipstick draws out and enhances vitality in each of you, and that it becomes hope which can change your life and future.
The cast members in this movie are active in many different fields.
They are not bound by stereotypes and have unique presence.
This movie features an “act of wearing lipstick” and an "act of eating" which is a symbol of vitality to live a vibrant life.
By doing a deep-dive into each cast member’s background through communication, the movie was able to capture the moment of them driving themselves forward with full of vitality.
This movie was filmed using a documentary-style method of filming on a one-to-one basis to capture natural expressions of each cast member.
Sena Nakajima
ModelFilmed in a windy day at the seashore, her intense concentration while eating a tomato stole breaths of everyone at the scene. "Eating and life are inseparable, and they just go on", she said, and focused her energy on her act of applying lipstick.
Color No. ROUGE STAR VIBRANT V03 Rapture Rose
Aoi Yamada
Dancer / ActorFilmed during a snowstorm in Mt. Tokachi in Hokkaido. In the movie, she bited into a red cabbage and applied lipstick without letting heavy snowfall get in her way, exhibiting bravery and strength in a quiet, dignified atmosphere.
สีเบอร์ ROUGE STAR VIBRANT V03 Rapture Rose
Mei Ichinose
Former Paralympic swimmerThe scene was filmed when she was enjoying a rice ball, which is her favorite food, after swimming for one hour. Through active communication with a cameraman from the beginning to the end, her warm, natural personality was revealed, creating a relaxed atmosphere.
Color No. ROUGE STAR VIBRANT V09 Innocent Mood
Ryuta Shibuya
SUPER BEAVER Vocalist / MusicianThe scene was filmed in a Chinese restaurant in Shinjuku, Tokyo, where he was born and raised. As his parents also run a Chinese restaurant, he fitted into the scene naturally. He ate several hearty dishes and some bowls of rice, too. "Just as usual", he said. He often wears makeup when appearing on stage, so this scene depicted the act of applying lipstick as one of his daily routine.
Color No. ROUGE STAR VIBRANT V07 Inmost Desire, V08 Peach Bloom
Sahel Rosa
ActorWhen participating in refugee relief activities, she was impressed when a lady said, "Wearing lipstick can cheer me up no matter how harsh the situation is. Wearing makeup gets me going." She found that it was what KANEBO was aiming to, which is delivering vitality through cosmetics. In the movie, she was eating a pomegranate that is a specialty of Iran, her home country. Tears rolling down her cheeks while applying lipstick was emotionally compelling.
Color No. ROUGE STAR VIBRANT V04 Core Red
Ellie
Chim↑Pom from Smappa!Group / Contemporary artistWhat she was eating in this movie is shiitake mashroom noodle of her favorite Chinese restaurant. She said, "I'll eat as much as needed to get the best scene." and took part in the filming with all her energy, responding creatively to the directions by a cameraman. Her passionate gaze is incredibly impressive.
Color No. ROUGE STAR VIBRANT V07 Inmost Desire
Ginpuncho
ActorThis scene starts from chopping onions to washing rice, eating and then applying makeup. She expressed each act of eating, living and wearing makeup carefully and elegantly.
Color No. ROUGE STAR VIBRANT V04 Core Red
Hinata Hiiragi
ActorThe scene was filmed in Yamanashi Prefecture, a region richly endowed with nature. His pure, innocent presence was in harmony with the mood of the place. It was a clear, sunny morning. While playing with a dog living there, he enjoyed filming in a friendly atmosphere.
The flowing orchestral melody is followed by choral singing of "Lips, Express Your Hope" performed by Libera, a chorus group based in London. The harmony represents happiness and transience that continue to layer throughout the movie.
For a bright society that respects uniqueness of every individual
For a future filled with excitement
Unbiased communication
KANEBO's communication encourages to unleash our potential and let our individuality shine through expressing who we are and who we want to be without hesitation.
Gender-inclusive products
KANEBO strives to create products that go beyond gender boundaries. For example, KANEBO SCRUBBING MUD WASH is a skincare item that offers a clean, refreshed feeling designed to be enjoyed by anyone.
Pink Ribbon
KANEBO supports the Pink Ribbon initiative, which promotes the importance of early detection and early treatment of breast cancer. Since 2017 we have partnered with the accredited NPO Japan Society of Breast Health on campaigns to raise awareness. We engage in a wide variety of activities, including distributing pamphlets on how to do a breast self-exam and contributing to related organizations. * This is the initiative in Japan in partnership with the local NPO. Details may differ by region.
The era of 100-year life.
Pursuing dream in the age of longevity.
KANEBO offers products and beauty advice that enable our customers to stay true to who they are regardless of age throughout life. For example, we give optimal beauty advice for a customer's desired image based on a deep understanding of change in facial appearance and skin conditions due to aging.
Universal design
KANEBO products are created based on universal design, a concept that promotes usability and ease of understanding. For example, the KANEBO CUSTOM COMPACT features a customizable palette layout to accommodate factors such as different hand dominance and frequency of use, making it user-friendly for everyone. * An example of KANEBO CUSTOM COMPACT containing KANEBO EYE COLOR DUO (03, 05, 11).
Offering an opputunity to open up children's creativity
Art event for kids with paint made from cosmetics(Tokyo, Nov, 2022)
KANEBO held an art workshop to offer an opportunity for kids to broaden their creativity and express themselves. We delivered a special experience to exhibit their originality by drawing freely on a wall using colorful paint made from cosmetics.
Supporting IT education activities for children
Donating used tablets(2021)
It is important for children to learn and develop a skill to communicate information in a digitalized environment, which will enhance their potential and open up a new world.
For children who grew up in children's institutes and foster homes
KANEBO supported education activities through donating used tablets to offer them learning opportunities that were not affected by their backgrounds.
Recycled paper and FSC®️certified materials*1
Working towards a world where we coexist with nature, KANEBO utilizes eco-conscious materials*2 for product packaging. Some paper packaging and bags are made of sustainable materials such as pre-consumer and post-consumer recycled paper, or FSC®️-certified materials*1(FSC®️N002281). We are also taking proactive steps towards a recycling-oriented society, such as reducing plastic wrapping and utilizing recycled resources.
- *1 FSC is an international non-profit organization dedicated to the promotion of responsible forest management worldwide.
- *2 Please be aware that these types of paper packaging may be more easily torn or soiled, but this does not affect product quality.
No animal testing
KANEBO develops all the products without animal testing*, and has no plans to introduce this testing in the future. We are committed to product safety, which we pursue during development by following our internal Safety Standards and utilizing our extensive record of safety data.
* Excluding rare cases, such as when it is necessary to publicly demonstrate safety or when required by certain national or regional governments.
