Get ready to experience a new level of flawless as Japanese beauty brand vim BEAUTY marks its 4th anniversary with the launch of a new liquid foundation shade, “16 vanilla,” and an exclusive pop-up store at Shibuya Loft. This celebration brings a fresh hue to their popular “all day moist liquid foundation,” alongside special events and limited-edition items for beauty enthusiasts.
The new “16 vanilla” shade for the “all day moist liquid foundation” will be available starting January 20, 2026, across national variety shops and on the official vim BEAUTY EC site. Known for its ability to create a “skin illusion” – a finish that covers without feeling heavy – this foundation has been a staple for many seeking a natural yet refined look.
Developed in collaboration with renowned makeup creator Marilyn (fukuse yuuri), who boasts over 1.35 million YouTube subscribers, vim BEAUTY has consistently focused on high-performance cosmetics that deliver professional-grade results with ease of use. The “all day moist liquid foundation” is a testament to this philosophy, offering buildable coverage that effortlessly transitions from natural to high-impact.
Key features that set this foundation apart include:
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Flawless Coverage: It creates the illusion of perfected bare skin, allowing for layering to achieve desired coverage without a heavy feel.
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Long-Lasting Hydration: Its light texture blends seamlessly, minimizing dullness and maintaining a moisturized, fresh look all day long, as confirmed by clinical trials.
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79% Serum Ingredients: Formulated with a high percentage of beauty serum components (excluding colorants, preservatives, and stabilizers) to nourish the skin.
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Gentle Formula: A 6-free formula (free from petroleum-based colorants, synthetic antioxidants, ethanol, talc, TEA, and tar-based dyes) and patch-tested for skin compatibility.
To further celebrate, vim BEAUTY is hosting a special POPUP STORE at Shibuya Loft 2F Event Space from January 28 (Wednesday) to February 10 (Tuesday), 2026. This limited-time event offers an immersive experience for fans and newcomers alike.
A highlight of the pop-up is “Marilyn’s 3-minute Personal Beauty Lesson,” where the brand producer herself will offer tailored makeup advice. This exclusive session will take place on January 31 (Saturday), 2026, from 3:00 PM to 5:00 PM at the Shibuya Loft venue. Pre-lottery application is required, making it a truly special opportunity for lucky participants. Fans of Marilyn’s transformative techniques will surely be eager to try this new shade and experience her guidance firsthand at the pop-up.
Attendees can also look forward to exclusive offers:
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POPUP Limited Sets: A “Dry Skin Care 3-piece set,” including a primer, the all day moist liquid foundation (color selectable), and a mist, priced at ¥5,800 (tax included). These sets are available while supplies last.
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POPUP Limited Novelties: Purchases of ¥3,000 (tax included) or more will receive an original hair clip, while purchases of ¥5,000 (tax included) or more will receive a sequin bag. These novelties are also limited in quantity.
vim BEAUTY continues to empower individuals to embrace their unique beauty, as reflected in its brand message: “Be Yourself, vim Yourself. I can be any color. Vitality to my true self.” This 4th-anniversary celebration, with its new product and engaging pop-up, reinforces the brand’s commitment to innovation and connection with its audience.
For more details on vim BEAUTY and the new releases, visit their official website:
Marilyn’s influence extends globally, and this launch, especially the interactive pop-up, will likely draw significant international attention. Such events not only boost brand visibility but also serve as a vibrant touchpoint for Kawaii culture and Japanese beauty innovations to reach a broader audience, shaping future trends in the global cosmetics market.
