Kose Corporation (Headquarters: Chuo-ku, Tokyo, President and CEO: Kazutoshi Kobayashi) will release the sunscreen milk 'Shocking UV Block' from the 'Make Keep' series, which effectively resists factors that cause makeup to break down from all directions, such as sweat, water, sebum, body movement, and friction, starting February 16, 2025, at drugstores, mass retailers, Maison KOSÉ (stores and EC site), and other EC sites nationwide.

In recent years, the increasing number of intensely hot days, where maximum temperatures exceed 35 degrees Celsius due to strong sunshine, has heightened the importance of UV protection. The sunscreen market continues to expand yearly, with various products featuring different forms and functionalities, suitable for reapplication, such as spray and stick types, and those with less burden on the skin. Among these, sunscreens with high UV protection remain extremely popular, as there is a growing demand for products that firmly adhere to the skin and reliably shield it from strong UV rays.

The sunscreen being released this time was developed to respond to the demand of 'absolutely not wanting to get sunburned' by thoroughly pursuing the functionality of 'resistance to breakdown' utilizing the technology of 'Make Keep Mist'. The product name 'Shocking UV Block' directly communicates its effectiveness.

This product adopts the same technology as 'Make Keep Mist EX +' and contains 'UV film coating ingredients*1' that achieve 'resistance to breakdown' and 'water resistance'. This consists of a resin material known as 'crosslinked MQ Resin*2', which has been independently developed by the company, forming a film that is robust against friction while providing flexibility to follow the movement of the skin, thus preventing the UV film from wrinkling due to facial and body movements. A new formulation resistant to sweat, water, sebum, and friction, termed 'All-Directional Protective Formulation', has been developed for this product.

Using the technology independently developed by the company to 'visualize' the state of sunscreen application*3, it was discovered that volatile holes form after moisture evaporates when observing traditional UV films. By incorporating an approach to fill these volatile holes into this formulation, a seamless film with higher UV protection has been achieved. Furthermore, by adding 'Adhesive Boosting Ingredients*4', also used in mascaras that resist friction, a UV film that closely adheres to the skin has been realized.
*1 (Dimethicone/Vinyltrimethylsiloxysilicate) Crosspolymer *2 Scheduled for release on January 30, 2024: Development of a fix mist resistant to makeup breakdown and sweat. Application of 'crosslinked MQ resin' that creates a tough yet flexible film into the mist. *3 Released on July 20, 2021: Visualization of sunscreen application state. Development of coating film analysis technology at the ingredient level. *4 Isostearic acid dextrin.

The UV cut index meets the highest domestic standards (SPF50+/PA++++), and is a super waterproof type that is resistant to sweat and water. Usage tests in high-temperature, high-humidity environments have been conducted. Even under harsh conditions of heat and high humidity, the sunscreen film does not break down*5. It is also resistant to sebum and friction, making it perfect for sports in the sun, long leisure activities, and outings when UV exposure is a concern. Moisturizing ingredients such as CICA*6 and squalane have been included to achieve a pleasant feeling with minimal dryness. It is fragrance-free, dye-free, and has passed allergy tests*7, blocking airborne particles (dust, pollen, PM2.5, etc.).
※5 Regarding the durability of the coating. (According to our research, results may vary by individual.) ※6 Gotu Kola leaf extract. ※7 It does not mean that allergies will not occur in all individuals.

The "Make Keep" series, represented by "Make Keep Mist EX +" and "Make Keep Powder," offers seasonal limited editions that have been well received. In response to this feedback, limited releases of "Make Keep Mist EX + Cherry Blossom" and "Make Keep Powder Cherry Blossom" will launch on January 16, 2025. The common aroma is "Cherry Blossom Fragrance," which combines the gentle and delicate scent of double cherry blossoms with the fresh fruitiness of cherries. The "Make Keep Powder" contains cherry blossom pearl, providing a subtle blush to the skin. The packaging is designed with light pink inspired by cherry blossoms, complemented by a light blue background and a cherry red accent, creating a refreshing spring feel with each use.
With the rise in temperature beginning in spring, the demand for makeup that does not smudge is increasing. By releasing new products and limited editions utilizing our unique non-smudging technology, we will address customer concerns and enhance overall recognition of the "Make Keep" series.

"Make Keep" Series Overview
The "Make Keep" series is designed to maintain the finish of makeup, offering finishing lotion, face powder, and makeup base. Its high convenience and functionality, resulting in a strong makeup retention effect, are well regarded, making it extremely popular in the makeup fixer※8 market. The flagship product, "Make Keep Mist" (currently featuring the third generation "Make Keep Mist EX +"), has achieved the number one sales share in this market※9.

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※8 An item that prevents makeup from smudging due to sweat, sebum, water, or rubbing, maintaining the freshly applied look. ※9 Intage SRI+ Makeup Fixer Market, June 2022 to June 2024 monetary share, "Make Keep Mist" series.

Kose's commitment to non-smudging makeup.
A special page introducing the "non-smudging makeup" that KOSÉ has committed to since its founding. You can view representative makeup products that have evolved with the needs of the times, as well as insights into the research and development of "Make Keep Mist" shared by the researchers who developed it.
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