The Japanese drugstore brand’s hero serum foundation product Dramatic Essence Liquid has reached cumulative shipments exceeding 3.76m units since its launch in 2022
It is best known for incorporating Shiseido’s Serum First technology, which microencapsulates and seals the foundation ingredients in the serum, ensuring that the serum comes into contact with and spreads over the skin before the makeup pigment.
Serum foundations combine the effects of skin care with coverage, and are aimed at post-pandemic consumer preferences of wanting to take better care of the skin while keeping makeup to a minimum.
According to Shiseido, consumers are increasingly aware that base makeup can be burdensome for the skin. In May 2024, the Dramatic Essence Liquid recorded its highest monthly sales ever.
Building on the popularity, Maquillage will be introducing a renewed version named Essence Liquid EX, which claims to have improved serum effects and a makeup look that maintains a fresh finish “all day”.
Notably, it is said to contain a greater amount of moisturising ingredients, including glycylglycine, water lily extract, super hyaluronic acid (NANA acetylated hyaluronate), water-soluble collagen, and glycerin, to deliver hydration into the stratum corneum and deep into the pores.
In addition, a new “poreless lasting formula” has been adopted.
“The ‘Real Skin Cover Powder’ [in the formula] covers pores and corrects uneven skin tone while giving the skin a translucent look. It also contains a new ingredient called ‘Smooth Aqua Film’ that creates a three-dimensional shine for a fresh, moisturised look, and keeps skin feeling smooth,” Shiseido said.
According to data obtained from the company’s research, the lustre appearance right after application can last up to 13 hours, with pores being less noticeable and without makeup creasing, fading or sebum breakdown.
The Essence Liquid EX has also been non-comedogenic and allergy-tested.
Available in five shades, the product and refills will be launched on February 21, 2025.
Colour and care for lips
In November 2024, Maquillage released limited-edition colours for Dramatic Essence Rouge, a product that simultaneously moisturises the lips and gives a glossy effect.
The product contains dense cosmetic oils and moisturising ingredients, including allantoin, glucosyl hesperidin, triethylhexanoin, and super hyaluronic acid (sodium acetylated hyaluronate).
“Shiseido’s unique technology allows the colour pigment wrapped in the cosmetic oil to form a network structure on the lips, giving them a soft, light feel, and long-lasting gloss (of up to eight hours) and smoothness.”
The rich shades for this special collection are meant to embody autumn and winter colours, while the sheerness aims to offer a “relaxed, unpretentious feeling”.
Additionally, each shade — specifically “On a path of fallen leaves”, “Tempted by Berries”, and “Secret Tea Garden” — is complemented by a fragrance that is reminiscent of its name.
