Amplitude, ITRIM, and Celvoke. Three noteworthy brands for Fall/Winter 2018 will be making their debut on the first floor of the main building of Isetan Shinjuku, a global cosmetics hub.


■Amplitude

Amplitude is a new makeup brand launched this fall, with beauty creator and makeup artist RUMIKO serving as creative director. The brand advocates "cool adult beauty," a charm that only adults can possess, combining intelligence and sex appeal. Believing that the roots of natural makeup lie in skin care, the brand will first debut with a lineup of base makeup.


■ITRIM

The essence of anti-aging care* is to make skin, which envelopes life, shine with dignity. ITRIM is a brand created to capture the essence of such beauty. The name embodies the meaning of "someone who lives with great dignity." With a focus on the benefits of natural ingredients, ITRIM is a completely new type of anti-aging* care cosmetics that beautifully remakes the dress that envelopes life using carefully selected natural ingredients. An exceptional natural care like no other has been born.
*Skin care appropriate for your age


■Celvoke

Celvoke is a next-generation brand that has attracted everyone's attention with its combination of "natural ingredients and sophisticated fashion." Because creating colors using natural ingredients extremely narrows the range of colors available, it has previously been thought that combining "natural ingredients and sophisticated fashion" is difficult. However, Celvoke has easily overcome this hurdle, achieving a high level of compatibility. Its makeup suggestions have the power to teach women new ways of living, and it is now garnering attention as a trend-setting brand.

The above three brands are also introduced in detail in the latest issue of Isetans (published on September 1st), which features Isetan's best cosmetics for Fall/Winter 2018, so please check that out as well.