The Launch of UREAM: A Mindfulness Makeup Brand by BLEAF Takes Center Stage

Celebrating Emotions: The Launch of UREAM

In the vibrant world of cosmetics, BLEAF Corporation is making waves with the release of its new brand, UREAM. This brand was officially introduced at a captivating launch event on March 26, 2026, featuring renowned makeup artist GENSEI. Based in Tokyo, BLEAF aims to create a platform for emotional connection through their products, with their first offering being a lipstick collection that celebrates the complexity of human emotions.

About UREAM

UREAM is a unique fusion of the letters U (you), Real (reality), and Dream (ideal), which encapsulates the brand's philosophy of embracing fluctuating emotions. In our daily lives, we often oscillate between various feelings influenced by a myriad of situations. UREAM’s mission is to validate and embrace every aspect of your emotional state, encouraging wearers to express themselves without reservation. As the brand’s tagline states, even the face that has cried can find a shade to match it.

The newly launched lipsticks come in three distinct shades, each representing different emotional themes:

- Mellow Pink (01:トキメキ時) – Symbolizes joy and warmth.
- Brown Red (02:泣く権利) – Represents sorrow, acknowledging the right to feel.
- Orange (03:安堵のため息) – Embodies a sense of relief and peace.

Each lipstick is priced at ¥2,970 and promises high-quality performance, with a focus on pigmentation and texture. These lipsticks are produced in a factory with exceptional quality control in South Korea, known for its collaboration with world-famous luxury brands.

The Launch Event Highlights

The launch event was an immersive experience that featured GENSEI, who has made a name for himself as a prominent hairstylist and makeup artist. His career journey took him from a well-known beauty salon in Aoyama to independently establishing himself in Taiwan, where he has gained acclaim for his sophisticated approach to makeup that transcends gender. In 2025, he returned to Japan, blending beauty aesthetics from both cultures.

At the event, GENSEI held a talk session centered on