Enamor’s Mellow Melting Cheek Sweeps 9 Beauty Awards, Igniting Global Kawaii Trends

Enamor’s Mellow Melting Cheek Sweeps 9 Beauty Awards, Igniting Global Kawaii Trends

From Japan to Hong Kong: A Blush Sensation Captures Hearts and Top Honors

Launched in March 2025, the “Mellow Melting Cheek” from Kaji Eriko’s beauty brand Enamor has taken the cosmetics world by storm, securing an impressive total of nine beauty awards within just eight months. This groundbreaking item has not only dominated the domestic market with eight accolades but also achieved significant international recognition, including a coveted first-place award in Hong Kong. This rapid success has propelled the item to become a flagship product, driving record sales for Enamor since its 2020 inception.

The “Mellow Melting Cheek,” developed by Dcyua Inc., has garnered widespread acclaim across various prestigious platforms. Domestically, it received top honors such as the @cosme Best Cosmetics Award 2025 in the first half for new products and the Mid-price Cheek category, alongside multiple #1 rankings on Rakuten’s beauty charts. Its excellence was also recognized by LDK the Beauty, earning both a “Best Buy” and “A-rating” for specific shades. Internationally, the product made a significant impact in the Hong Kong market, winning the @cosme Hong Kong Best Cosmetics Award 2025 in the new product division and an award in the new brand division for the latter half of the year.

The Secret Behind the Blush’s Irresistible Charm

The remarkable success of the “Mellow Melting Cheek” can be attributed to several key factors that resonate deeply with modern beauty enthusiasts.

“Everyday Usability” at Its Core

Enamor has masterfully translated the concept of “daily usability” into tangible styling proposals. These initiatives include offering guidance on selecting shades to complement various fashion styles and lip colors, along with clear, visual guides on cheek application. Through new product presentations, in-store displays, and active engagement on official and Kaji Eriko’s personal social media channels, the brand ensures a wide reach for its unique styling suggestions.

At a launch event, Kaji Eriko herself provided demonstrations, explaining the product’s features and the brand’s vision to over 500 media representatives and general attendees. This direct interaction ensured a deeper understanding and appreciation of the product. The event also served to redefine Enamor’s brand identity, immersing attendees in a carefully crafted world that fostered a sense of connection and shared excitement.

“Attainable Sophistication” Meets Consumer Needs

Enamor’s product development revolves around three pillars: practicality, trendiness, and excitement. In today’s information-rich and high-cost environment, the brand’s appeal lies in offering “attainable sophistication” — products that are easy to use, reliable, and deliver a refined finish without breaking the bank. The brand actively incorporates feedback from customer reviews and social media comments into its product development, ensuring that its offerings truly meet the evolving needs of contemporary consumers.

Uncompromising Product Quality

As a professional makeup artist and influencer with over a decade of experience, Kaji Eriko brings a unique blend of expert insight and user perspective to product development. Her extensive knowledge of trends, optimization for specific concerns, and focus on practical, everyday usability are meticulously integrated into every Enamor item. This commitment to a user-centric approach, often involving direct feedback through surveys and comments, ensures that Enamor consistently delivers cosmetics that seamlessly fit into daily life.

Comprehensive “How-to” Content

To combat the common issue of products being purchased but then left unused due to a lack of clear instructions, Enamor has invested heavily in creating comprehensive guides on how to maximize the features and application of its items. This wealth of accessible information, available through platforms like Kaji Eriko’s YouTube channel and Instagram accounts (both personal and staff-managed), ensures that users feel supported from purchase through daily use. This dedication to user education has garnered significant positive feedback, with customers expressing gratitude for the detailed tutorials and the joy they find in their daily makeup routines.

A Producer’s Passion: “I wanted to create an item that delivers a juicy, fresh color.”

Kaji Eriko shared her personal motivation behind the “Mellow Melting Cheek,” stating, “I myself had struggled for years with blushes that would quickly fade or appear powdery. That’s why I was determined to create an item that could deliver a ‘juicy, fresh color’ by combining the best qualities of cream and powder blushes.” Her deep personal connection to the product is evident in the meticulous attention to detail, from the precise pearl content and color balance to the soft texture and evocative shade names. “To know that this cheek, which took years of trial and error to perfect, has been embraced by so many and received such wonderful awards, brings me immense joy,” she expressed.

Discover the Mellow Melting Cheek

The “Mellow Melting Cheek” (6 shades, 2,420 JPY tax included) is formulated to provide a “juicy” color despite its powder texture. It adheres smoothly to the skin, creating a liquid-like flush and a radiant glow. The finely milled powder also offers a pore-blurring effect, contributing to a naturally beautiful complexion.

Available shades include:

• 01 You: A timeless, sweet pink.

• 02 Pure sorbet: A pure orange for a sophisticated impression.

• 03 My temperature: A happy coral, like your natural flush.

• 04 Marriage ruby: A subtly sensual, nuanced red.

• 05 Secret kiss: A translucent lavender that blends seamlessly.

• 06 Eternal nude: A versatile brown for both chic and natural looks.

Enamor’s Vision for the Future of Kawaii Beauty

Kaji Eriko, a self-makeup producer with over 600,000 SNS followers, founded Enamor in 2020 with the brand concept: “I fall in love with myself.” This philosophy underpins every product, aiming to be practical, user-friendly for beginners, and a source of joy and confidence. The brand has seen remarkable growth, doubling its sales in 2025 compared to 2024, with further significant growth anticipated in 2026.

Enamor is expanding its reach, with products available in 165 stores across Japan, including LOFT and PLAZA, as well as online via its official EC site, Rakuten, and Amazon. Its presence in Greater China with five stores signals a growing international footprint. As Enamor continues to embody its core mission of empowering individuals through beauty, its “Mellow Melting Cheek” stands as a testament to how innovative, user-centric design can truly elevate the global Kawaii beauty landscape. The brand’s commitment to returning the power of beauty to society and fostering an environment where everyone can affirm themselves promises an exciting future for accessible, high-quality Japanese cosmetics worldwide.