#Japan #Shibuya #ALICE BELLE #Rika Watanabe #Makeup Launch

Introduction

ALICE BELLE, well-known for its skincare, is making a bold move by introducing its first-ever makeup line, with the initial launch slated for July 2026. The highly anticipated Lip Care Series, infused with human stem cell culture fluid and Ayurvedic herbs, aims to revolutionize lip care in the beauty industry. This launch will be celebrated through a special pop-up store during the ISETAN Beauty Weeks 2026 at ISETAN Shinjuku, starting July 23.

Event Details

The upcoming ISETAN Beauty Weeks will take place from July 23 to July 27, featuring operational hours from 10:00 AM to 8:00 PM, except for the last day, which ends at 6:00 PM. Held on the 6th floor of ISETAN Shinjuku’s main building, this pop-up will serve as the exclusive venue for the new products:

• - Gloss Sherry Serum (Lip Gloss): Available in two shades, Pink Heart 01 and Gold Lumière 02, priced at 4,620 yen each.
• - Lip Cell Repair Serum (Night Care Lip Gloss): Priced at 6,820 yen.
• - UV Control Base (Makeup Primer): 5,830 yen.
• - UV Nudy Foundation: Priced at 6,380 yen.

Additionally, appealing limited edition sets will also be available:

• - Gloss Sherry Serum Set: 9,900 yen, includes both gloss shades and a purple heart pouch.
• - Lip Cell Repair Serum Set: 8,580 yen, includes the serum and a navy heart pouch.
• - Rika Watanabe Photo Set: 10,450 yen, comprising various skincare items and an original pouch.
• - Acrylic Stand Set: 10,120 yen, featuring exclusive hair care products and an acrylic stand of Rika Watanabe.

Purchasing over 38,500 yen will earn customers a complimentary original tote bag, making it a must-visit event for beauty enthusiasts.

Philosophy Behind the Makeup Line

ALICE BELLE has always prioritized the inherent beauty of the skin, and this philosophy has seamlessly transitioned into their makeup line. The Lip Care Series aims to revolutionize the beauty routine by promoting self-love and enhancing natural beauty. The brand emphasizes nurturing the skin rather than merely covering imperfections. With a commitment to ensuring comfort and care in cosmetics, ALICE BELLE wants every makeup application to be a moment of self-care rather than a chore.

Incorporating Skincare Ingredients

Staying true to its roots, the Lip Care Series incorporates reflection on skin health, infusing products with human stem cell culture fluid and Ayurvedic herbs. Unlike typical lip products, these are developed to hydrate and nourish the lips while ensuring they look beautiful. This innovative approach positions ALICE BELLE uniquely in the beauty market, promoting both aesthetics and skincare benefits.

Rika Watanabe: The Brand Ambassador

Rika Watanabe, former member of sakurazaka46, has been chosen as the brand's ambassador. Her fresh, natural beauty embodies the essence of ALICE BELLE’s mission. Watanabe shared her experience with the products, highlighting their smooth application and moisturizing properties. She expressed how essential it is for lip products to not only look good but also take care of the lips, making these new offerings something she personally enjoys using every day.

The Vision for the Future

The brand director, Lisa Asakura, emphasizes this expansion into makeup as a natural progression for ALICE BELLE. The aim is to provide consumers with makeup that complements their skincare regimen, satisfying both cosmetic and treatment needs. This inaugural makeup line and the impending pop-up are just the beginning of what ALICE BELLE has in store for its fans.

Brand Origins: Cleansing Milk

ALICE BELLE's foundation lies in its signature cleansing milk, which is free from surfactants, showcasing the brand's commitment to gentle skincare. The cleansing milk not only removes makeup but also enriches the skin with moisture and care. This product remains a staple for many customers and embodies ALICE BELLE's ethos of valuing natural beauty. The upcoming pop-up store will display both the new makeup line and this iconic cleansing milk, encouraging consumers to experience the brand's holistic approach to beauty.

Conclusion

As ALICE BELLE ventures into the makeup landscape, they invite beauty lovers to join in the celebration of their products. With a focus on merging skincare benefits into cosmetics, their first makeup line promises a refreshing addition to the beauty community. Don't miss the chance to explore this innovative collection at the ISETAN pop-up—where beauty and care intersect beautifully.