Upgrade Your Summer Routine with Willumina's BB Foundation Revamp

Experience a Revolution in Summer Makeup

As the warm summer months approach, comfort and durability in makeup become paramount for women, especially those over 50. Willumina, a skincare and cosmetics innovator based in Tokyo, has announced the revamp of their widely-admired Belseio BB Foundation Protect UV, which will hit the shelves on April 30, 2025. This new version promises to deliver enhanced coverage while being gentler on mature skin, making it a perfect addition to any summer beauty routine.

Evolution of the Belseio BB Foundation

Since its launch in June 2012, Belseio BB Foundation has been a go-to choice for many women, particularly those linked to consumer cooperatives. The recent upgrade focuses on addressing the specific skin concerns associated with aging and seasonal discomfort, providing essential solutions for issues such as dryness and skin fluctuations due to ultraviolet rays. The formulation boasts an impressive blend of aging care ingredients, facilitating a natural, radiant finish that withstands the challenges of summer.

A recent survey conducted by Willumina highlights key concerns among women aged 50 and above regarding foundation selections. A strong preference was noted for products that offer UV protection, followed closely by those that conceal imperfections such as dark spots, dullness, and wrinkles. Moreover, many of the respondents expressed frustration with foundation wear over time, feeling the adverse effects of seasonal conditions and age. With these insights in mind, the upgrade aims to meet these critical needs head-on.

Product Specifications

Belseio BB Foundation Protect UV TB

- Price: ¥3,168 (including tax)
- Volume: 40g
- Release Date: April 30, 2025
- Where to Buy: Available at the Kagayaku Cosmetics official store, including Amazon, Rakuten, and Yahoo! Shopping, as well as consumer cooperative outlets.

Key Features

- Enhanced Formula: The BB foundation retains its status with an SPF of 50+ and PA++++ while achieving a smoother application and improved coverage.
- Multifunctional Benefits: Serving six roles in one, it acts as a beauty serum, makeup base, sunscreen, foundation, concealer, and finishing powder. Available in a natural beige that flatters all skin tones.
- Extended Coverage: With the newly formulated raspberry silicone powder, users can expect improved spreadability and higher coverage. This feature effortlessly diffuses and conceals wrinkles and blemishes.
- Long-lasting Finish: A special blend of powders absorbs excess oil and sweat, maintaining a dry finish throughout the day. Plus, the waterproof formula ensures that makeup stays intact under summer conditions.

Features to Look Forward To

1. Transparency Boost: The new formula introduces a trio of brightening agents, keeping with the product’s UV defense mission while enhancing clarity and glow.
2. Moisture Care: Packed with hydrating agents like hyaluronic acid and ceramides, the foundation addresses dryness caused by sun exposure while promoting skin health.
3. Plant-based Extracts: Enriched with botanical extracts, the foundation helps soothe the skin while providing hydration through makeup.

Note: The formula is fragrance-free, mineral oil-free, paraben-free, and alcohol-free.

About Belseio

Celebrating its 35th anniversary this year, Belseio has continually progressed in developing products aimed at individuals seeking a dewy, luminous complexion. Their line combines effective skincare with makeup functionality, ensuring users can achieve a polished look without stress. Through a commitment to ease-of-use in styling, Belseio appeals to those who may struggle with makeup application.

More insights and developments are available on Willumina's dedicated journal: Willumina Journal

Official Retail Links

Company Background

Willumina originated as a division of Nichimen Corporation (now Sojitz Corporation) in 1984. They provide a range of reliable cosmetic products tailored for consumer cooperatives and have emerged as a frontrunner in the beauty industry. The company also champions female empowerment with their pioneering brand, Ibiza Beauty.

Company Leadership

Shiona Yukimura is the President and CEO, known for her dynamic approach to digital marketing and strategic business development. Under her leadership, Willumina aims to ensure that women lead vibrant lives with confidence and joy.

For more information, please visit Willumina’s website: Willumina Official