ACRO, the developer of THREE, has finally unveiled a new makeup brand. It's called Amplitude. The creative director is beauty creator and makeup artist RUMIKO, formerly the creative director of RMK. The brand's debut collection will be released on September 1st.
Based on the philosophy that "there is a higher level to adult naturalness," Amplitude embodies RUMIKO's vision of "true cuteness," a "cool, mature beauty" that combines intelligence and sex appeal.
RUMIKO, who knows the skin of women around the world inside and out, will launch her first collection with a new level of base makeup. The debut collection, released in September, will feature base makeup items, including two bases and two foundations, one concealer, and one loose powder.
Mainstay items have consistently been based on the theme of "translucent" that doesn't become thick even when layered, and include the "Clear Cover Liquid Base" (30mL 7,500 yen), which uses 70% water-based ingredients to create a fresh finish, the "Complete Fit Cream Base" (32g 7,000 yen), which evens out unevenness, pores, and wrinkles on the skin, the "Long-Lasting Liquid Foundation" (10 colors SPF 22 / PA++ 30mL 9,000 yen), which has a texture that melts into the skin, the "Translucent Emulsion Foundation" (10 colors SPF 22 / PA++ 10.5g 11,000 yen *price for set including refill and compact), the new brush-pen type "Liquid Concealer" (4 colors / 1.8g 5,500 yen), which has a high viscosity and fits comfortably on the skin, and the "Finish" which melts when it comes into contact with the skin's temperature. The lineup includes a "Loose Powder" (2 colors / 11g, 6,500 yen).
Other items include a "Foundation Brush" (5,500 yen), a "Sponge (2 sheets)" (1,000 yen), a "Translucent Emulsion Foundation Brush" (1,000 yen), and a "Phenic Loose Powder Puff" (1,000 yen). Limited-edition items available only at the time of the launch include the eyeshadow palette "Ampoule Love for Eyes" (7,800 yen) and the cheek palette "Ampoule Love for Cheeks" (7,800 yen).
These items will be available starting September 1st at Isetan Shinjuku and on the official online store. A total of three stores are scheduled to open by the end of September, including Nihonbashi Takashimaya S.C., followed by a department store in Osaka, within the year. The brand also plans to expand into Asia, Europe, and the United States from 2019 onwards.
In addition, to mark its 10th anniversary, Acro plans to introduce three new brands this fall, including Amplitude.
