Debuted in its domestic market in May 2024, the brand focuses on developing fashionable and wearable cosmetics targeted at “the cool, confident woman”.
In Japan, BRAYE is exclusively distributed by Food Cosme, a subsidiary of IK Holdings Co Ltd, which is also responsible for bringing in other K-beauty brands like Skinfood and hince to the market.
The brand was introduced in Japan via a pop-up store at @cosme’s flagship store in Tokyo last December, where it showcased Lipsleek, a two-in-one lip balm and blusher.
The product had been a hot topic on social media due to the packaging’s sliding design and attachable strap hook, allowing it to be worn as a necklace.
To fortify its entry into the market, BRAYE recently launched Thin Glow Tint, also a lip and cheek product that integrates design and functionality.
Its slim pen-like packaging lets it fit neatly into the pocket and carried like an accessory, enabling easy application on the move.
“The design offers ultimate convenience. You can effortlessly touch up anytime, anywhere with this sleek, travel-friendly tint, making it your daily essential. This is a new type of lip tint that combines convenience and beauty, something you’d want to carry with you every day,” the brand said.
A PETA-approved vegan product, it is formulated with ingredients including panthenol, vitamin E, apricot seed oil, Triple Hyaluronic Acid, and aloe vera leaf extract, to provide hydration and soothing care.
“Thin Glow Tint’s water-grip formula delivers a moist, radiant look. In addition, the highly refractive light oil gives the lips a glaze-like natural shine to make them look plump and healthy, while the nourishing ingredients replenish moisture in the lips and keep them hydrated all day long.”
The product comes in 10 shades inspired by “various scenes of cool women enjoying life”, such as Mingle (peach coral), Career (greyish mauve), and Festive (vibrant rose pink).
Due to its strong colour payoff, a single swipe of the lip tint results in a vivid effect, and the intensity is buildable by layering several coats.
“The more you layer it, the deeper and more beautiful the colour becomes. The user can customise her look, be it a natural daytime glow or a bold evening appearance.”
According to the brand, the lip tint is non-sticky, applies smoothly even on dry lips, and has strong adhesion for an enduring finish.
“Its oil-layer wrapping formula ensures long-lasting wear with minimal colour transfer or residue, keeping your lips looking vibrant and fresh for hours.”
Pre-sales of the Thin Glow Tint at chain retail stores Loft and PLAZA across Japan as well as their online platforms began on April 19.
