INOUI, a makeup brand that focuses on enhancing natural beauty through bone structure, color, and texture, will relaunch the Cheek 04 main product [1 item, reference retail price: 6,000 yen (including tax: 6,600 yen) *1] as a permanent item on April 21, 2026 (Tuesday) at cosmetics specialty stores and online shops nationwide *2. This product was previously available as a limited edition two years ago and received enthusiastic customer response.
*1 Price is reference retail price (may vary by store)
*2 Cosmetics specialty store online shop Omise+ (Omise Plus), Shiseido Online Store
◆ A popular cheek that gathers light on the cheeks, achieving premium luster and natural dimension without highlighter.
◆ The Cheek 04 main product (with case), previously sold in limited quantities two years ago, returns as a permanent product in response to customer requests.
◆ The warm soft beige color harmonizes with natural complexion, bringing out gentle, mature charm.
Product Features
The soft beige color melts into the skin naturally, drawing out a natural complexion and highlighting gentle, mature charm. Delicate pearls gather light, illuminating the skin with radiance as if a highlighter has been layered on, creating dimension. The nuanced, soft color tone allows enjoyment of a wide range of makeup looks when combined with other color items.
About INOUI
Brand Message: "What you were born with makes you most beautiful."
Since its birth in 1976, INOUI has evolved the concept of "individuality" with each era, creating makeup trends through distinctive items and original modern imagery. Reborn in 2023, the new INOUI is a makeup brand that draws out each person's one-of-a-kind beauty—their "unique beauty"—by proposing makeup that highlights their bone structure, color, and texture.
Light accentuates individuality, shadows bring out bone structure, and one after another, complexion, features, texture, and confidence emerge. The brand messages that the shape and form you were born with, the emotions that well up, and even the expressions that arise from them are all part of your unique beauty, offering an experience to discover "beauty unique to you" that you haven't yet noticed.
Product Overview
*Prices are reference retail prices (may vary by store).
■ Product Name & Price
INOUI Cheek
1 new main product color (4 colors total)
6,000 yen (including tax: 6,600 yen)
■ Product Features
Highlighting Your Natural Features
Micro-light and clear color that melts into skin
Color imagined from complexion overflowing from within
○ Gathers light as if a highlighter has been applied, illuminating the skin and bringing out dimension.
○ Blends into skin naturally, spreading for a finish with translucency.
○ Formulated with moisturizing care ingredients for skin.
○ Prevents dullness and fading, maintaining a lustrous finish.
—8-hour makeup lasting data acquired. (No noticeable color dullness or fading, maintains lustrous finish)
*According to our research. Effects may vary by individual.
○ Floral fruity chypre fragrance expressing confident, dignified presence.
○ Comes with dedicated brush that naturally applies to high points of bone structure with a simple stroke.
○ Allergy tested, Non-comedogenic tested
*This does not mean that all people will not experience allergies or that acne will not occur.
■ Usage Instructions
● Take an appropriate amount on brush and blend from center of cheek toward the outside.
04
Warm
Soft Beige
■ Links
- INOUI Brand Site: https://inoui.shiseido.co.jp/?rt_pr=tru28
- INOUI Instagram: https://www.instagram.com/inoui_jp
- INOUI X: https://twitter.com/inoui_jp
- Omise+ (Omise Plus): https://www.shiseido.co.jp/omiseplus/
- Shiseido Online Store: https://www.shiseido.co.jp/sw/onlinestore/
▼ News Release
https://corp.shiseido.com/jp/news/detail.html?n=00000000004135&rt_pr=tru28
