Introducing the Innovative Cooling Face Powder for a Hot Summer: Say Goodbye to Makeup Meltdown

Wilmina Unveils New Face Powder for Summer

As the relentless heat of summer continues to intensify, Wilmina Inc., headquartered in Shinjuku, Tokyo, is proud to announce the launch of a revolutionary product designed to address problematic makeup issues caused by extreme temperatures. The new Cool Charge Makeup Keep Powder UV promises to deliver a refreshing cooling effect, robust UV protection, and formidable makeup retention—all in one convenient formula. Starting from April 2, 2026, this innovative face powder will be available in cooperative living organizations and on official e-commerce platforms, aiming to relieve the beauty struggles many face during sweltering summers.

Background of Development

The last few years have seen Japan grappling with record-breaking heat and stubborn humidity, trends predicted to worsen in the coming summers. The Japan Meteorological Association has reported that the summer of 2026 is expected to not only be hotter than average but also commence earlier than usual, which raises significant concerns for personal care in such extreme conditions.

For many, the combination of intense UV rays, sweat, and oil leads to makeup meltdown and uncomfortable skin irritations, creating a demand for effective summer solutions. Responding to these mounting challenges, Wilmina previously launched the Cool Charge UV Gel in April 2025, which gained immense popularity thanks to its dual ability to provide strong UV protection and a refreshing cooling sensation. Following this success, the company is set to release the Cool Charge Makeup Keep Powder UV, the second installment in this much-anticipated series.

Product Features

This new face powder is designed to encapsulate the essence of three potent attributes: cooling sensation, makeup retention, and UV protection. As soon as it is applied, users will experience a soothing feeling that lasts throughout the day thanks to its unique cooling architecture. With this product, staying fresh and flawless is no longer a challenge, even in the harsh summer heat. The aim is to transform makeup touch-ups into a “cooling recharge time,” providing added comfort during the long summer days.

Specifications

- Product Name: Cool Charge Makeup Keep Powder UV
- Volume: 8g
- Retail Price: ¥2,410 (incl. tax)
- Release Date: April 2, 2026
- Availability: Through Kawagaku Cosme official store (Amazon, Rakuten, Yahoo! Shopping) and selected co-ops.

Key Benefits

1. Dual Cooling Technology: The powder features a `Momentary Cool Powder`, providing an instant fresh feeling, and a `Cooling Long Powder` that keeps the sensation ongoing throughout wear. This combination ensures that perspiration and oil do not compromise comfort, allowing users to feel light and cool during the hottest days.
- Components: Menthol (Instant Coolant), Menthoxypropanediol (Long-lasting Coolant).

2. Robust Makeup Retention: The ultra-fine particles offer remarkable adhesion, tackling issues caused by sweat, oil, and dryness. Incorporating the `Wet Feeling Powder` ensures not only longevity but also a natural glow that conceals pores and dullness effectively.
- Components: Aluminum Stearate, Lauroyl Lysine, Mica, Talc.

3. SPF50+/PA++++ UV Defense: With industry-leading SPF and PA ratings, this powder provides superior protection from harmful UV rays, making it an essential part of any summer beauty regimen. Its compact design allows for easy transportation, ideal for on-the-go makeup adjustments and UV defense.

This versatile beige shade is adaptable to various skin tones, making it a must-have companion in any makeup bag as temperatures rise.

Additional Information

- Fragrance-free, Mineral Oil-free, Paraben-free, Alcohol-free

About Wilmina Inc.

Founded as a division of Nichimen Corporation (now Sojitz) in 1984, Wilmina has grown into a leading cosmetics provider through cooperative organizations, catering to millions by prioritizing safety and reliability. A pioneer in feminine care products, Wilmina aims to empower women by promoting well-being and allure in society, recognized with the 2025 Tokyo Gender Equality Award for excellence.

Leadership Insights

Shiona Yukimura, the company's president since 2022, has an impressive background in digital marketing and wellness sectors, further reflecting the innovative spirit at Wilmina. With her leadership, the company has initiated various community-engaging programs aimed at enhancing customer involvement in product development.

For further details on Wilmina's new offerings or to learn more about the company, visit:

Don't miss out on your chance to try the new Cool Charge Makeup Keep Powder UV and experience a summer free from makeup mishaps.