A/mAke, the Cosmetic Brand by Mei Asami, Unveils a Renewed Eye Makeup Line

A/mAke: A New Era in Eye Makeup

On September 2, 2025, msh Co., Ltd. will launch a revamped eye makeup line by the popular cosmetic brand A/mAke, produced by Mei Asami from the renowned trio of video creators known as Crazy Magnet. This line aims to capture the hearts of Gen Z consumers while making makeup accessible for beginners.

The A/mAke brand, under the ethos of "Let's make our dreams come true with makeup," is making its first major transformation since its launch. Among the highlighted products is the A/mAke Matte Liquid Eyeliner, now boasting enhanced durability and improved application for a refined user experience. This eyeliner has been reformulated to ensure a long-lasting finish, remaining intact for up to 12 hours, delivering the freshly applied look all day.

Accompanying this iconic product is the introduction of the A/mAke Slim Catch Mascara, designed to accentuate the eyes and broaden the range of creative makeup options available to users. With diverse shades such as Soft Black, Dark Brown, and Grey, the liquid eyeliner caters to different preferences while providing a matte finish that adheres well to the skin without shine.

Product Features

A/mAke Matte Liquid Eyeliner R - Priced at 1,430 JPY (tax included)

- Color Options: Three shades—Soft Black for a striking yet soft look, Dark Brown for an elegant finish, and Grey for a trendy, sophisticated appeal.
- The liquid eyeliner incorporates 200% more beauty serum ingredients compared to its predecessor, prioritizing skin-friendly formulations ideal for daily use.
- Designed to be smudge-proof and waterproof, it washes off easily with warm water and facial cleanser, preventing any pigmentation issues.

A/mAke Slim Catch Mascara - Priced at 1,540 JPY (tax included)

- Color Options: Available in Clear Black to give lashes a translucent lift and Clear for a natural enhancement.
- This multifunctional mascara features an ultra-fine triangular brush that captures even the smallest lashes, ensuring a stunning eye look.
- The formula offers all-day curl retention for up to 12 hours and combines multiple benefits, including moisture and repair for lashes through a blend of 10 skincare ingredients, including Hyaluronic Acid and hybrid peptides!

Stylish New Packaging

This renewal extends to the packaging as well, which has been reimagined to be more stylish and user-friendly, drawing attention on retail shelves and enhancing the overall customer experience. With successful prior offerings like liquid eyeliners and glitter sticks, the updated lineup also includes limited-release items such as lip products and face powders, all of which have received positive reception from consumers.

Launch Timeline

- September 2, 2025: Available on the official msh online store and Qoo10 store.
- September 10, 2025: Gradual rollout in Don Quijote stores nationwide.
- End of September 2025: Distribution begins in variety shops and drugstores across Japan. Note that availability may vary by location, and launch dates may differ.

About Mei Asami

As the youngest member responsible for beauty content within Crazy Magnet, Mei Asami combines her cool demeanor with an energetic university student lifestyle. She attracts a large following among teenage girls who admire her sharp commentary and strong self-esteem. For insights into her beauty journey, you can follow her on:

In conclusion, A/mAke promises to elevate the makeup experience, making it fun and accessible for everyone eager to express their unique beauty.