KANEBO to Launch KANEBO ALL DAY WEAR, Featuring the Innovative^*1 Dynamic Long-Wear Technology

While KANEBO is a cosmetics brand, it has adopted “promoting not merely beauty but HOPE” as its brand purpose and presents new value with the message “I HOPE.” It is committed to creating products that unleash each individual’s potential, with the goal of inspiring hope and offering a brighter future.

KANEBO has offered products that enhance the natural beauty of the skin, based on its unique foundation philosophy.

With recent heatwaves, demand is growing for foundations that not only provide beautiful coverage but also resist makeup breakdown to maintain their flawless finish. Meanwhile, some people in Japan are compromising on their desired finish and opting for lighter coverage to make makeup breakdown less noticeable.

Focusing on these demands, KANEBO is now pursuing a new approach to delivering a highly satisfying, long-lasting finish while staying true to its philosophy. It has developed KANEBO ALL DAY WEAR, which delivers Dynamic Long-Wear, a new concept^*1 in which the foundation layer adapts to changes in the skin and environment.

KANEBO ALL DAY WEAR is an innovative^*1 Dynamic Long-Wear foundation that adapts to facial movements and changing environmental conditions, helping to maintain a beautiful finish throughout the day. It utilizes All Day Lasting Technology, which combines a highly durable Lasting Polymer with a proprietary Translucent Gel that readily adapts to environmental changes. Rather than setting rigidly as conventional foundations^*1 do, it delivers Dynamic Long-Wear with a flexible layer that continuously adapts to facial movements and changes in sebum and temperature.

Furthermore, the coverage powder is enveloped in a highly adhesive Translucent Gel to form a smooth, finely textured layer. This layer efficiently diffuses light both on the surface and within it, enhancing the skin’s natural beauty while covering imperfections for a seamless, undetectable finish without a heavy, caked-on feel. It glides on smoothly, instantly covering dark spots, dullness, uneven skin tone, and visible pores, resulting in a bright, smooth, luminous matte complexion.

The foundation also contains sodium hyaluronate. It hydrates the skin and locks in moisture, leaving it plump and smooth with a beautifully refined texture. It blends seamlessly into the skin from the moment it’s applied, providing long-lasting coverage and a soft, bright finish that lasts all day.

KANEBO is positioning foundation products as one of its strategic categories and strengthening efforts to develop the category in Asian markets.

Thailand has been a key market for KANEBO. Launched there ahead of other markets in January 2026, KANEBO MELTY FEEL WEAR II powder foundation has gained strong support in Thailand’s prestige cosmetics market, further strengthening the brand’s presence.

Building on these achievements, KANEBO will launch KANEBO ALL DAY WEAR first in Thailand and strengthen the brand’s presence across Asia, including Greater China. KANEBO will develop region-specific communication strategies by creating localized promotional content, including key visuals for Japan, Thailand, Myanmar, and Greater China.

With KANEBO ALL DAY WEAR as a new pillar, KANEBO will drive further growth in the foundation category and strengthen its presence in the Asian market.

January 21, 2027 / Early launch in Thailand
February 19, 2027 / Available at KANEBO retailers nationwide in Japan (department stores, cosmetics specialty stores, online shops)
Starting February 19, 2027 / Available in countries and regions where KANEBO products are sold, duty-free shops, cross-border e-commerce, etc.

KANEBO is an internationally renowned prestige skincare and makeup brand, and it is one of the key pillars of the Kao Group’s global beauty portfolio. The brand promotes the purpose of “promoting not merely beauty but HOPE.” KANEBO is dedicated to creating products that unleash each individual’s potential, with the goal of inspiring hope and offering a brighter future.

Kao, a Japan-based manufacturer of cosmetics, personal care and household products, as well as specialty chemicals, creates high-value-added products and services that provide care and enrichment for the life of all people and the planet. Through its brands such as Curél, SENSAI, and MOLTON BROWN cosmetics, Bioré and Jergens skin care products, Oribe hair care products, Attack laundry detergent, and Laurier sanitary products, Kao is part of the everyday lives of people across Asia, the Americas, Europe, the Middle East, and Africa. Combined with its chemical business, which contributes to a wide range of industries, Kao generates about 1,690 billion yen in annual sales. Kao employs about 31,500 people worldwide and has more than 130 years of history in innovation.
Please visit the Kao Group website for additional information.