The makeup brand "Amplitude," led by beauty creator and makeup artist RUMIKO as creative director, will finally debut on September 1st.

The theme is "Sublime Base." Using the keyword "Sublime," which means sublime, sublimate, and purify, the brand proposes a sophisticated, "translucent" feel. RUMIKO's unprecedented, sophisticated coverage delivers a sophisticated finish that defines your beauty, aiming for "cool, sophisticated beauty."

The new makeup base, "Amplitude Clear Cover Liquid Base" (¥7,500), creates skin that's even more beautiful than bare skin, leaving a fresh, radiant finish that makes your skin appear translucent from within. It glides smoothly over the skin, creating a lasting, translucent finish like an invisible veil. This product will elevate your skin's appearance.

"Amplitude Complete Fit Cream Base" (7,000 yen) is a cream-type makeup base carefully crafted for mature skin. It evens out unevenness, pores, and wrinkles while creating a translucent finish for smooth, firm, and radiant skin. It maintains clear, beautiful skin without dullness over time.

"Amplitude Long-Lasting Liquid Foundation" (¥9,000) is Amplitude's foundational product. The texture melts into the skin the moment you apply it, and the firm, snug fit sets it apart from other liquid foundations. It provides coverage while giving your skin a translucent, natural beauty that's even more beautiful than your bare skin. Formulated with long-lasting powder that keeps your skin radiant all day long without becoming thick even when layered, it maintains a sophisticated finish.


"Amplitude Translucent Emulsion Foundation" (Set price: ¥11,000) overturns conventional wisdom about emulsions with a thin film that creates a beautiful complexion, as if draped over your skin with a transparent veil. It covers imperfections while elevating the overall complexion for a sophisticated, natural beauty. It adds radiance and firmness while maintaining a beautiful, flawless complexion all day long. It's a compact type that's perfect for touch-ups.

Other products available include the Amplitude Liquid Concealer (5,500 yen), a brush-pen type concealer that perfectly sets the skin for a "translucent" look, the Amplitude Finish Loose Powder (6,500 yen), which enhances and maintains the "translucent look" of foundation, and the Amplitude Foundation Brush (5,500 yen), which has a unique design that sets the finish at a professional level.


In addition, to coincide with the brand's debut, limited-time items, "Amplitude Ampoule Love for Eyes" (7,800 yen) and "Amplitude Ampoule Love for Cheeks" (7,800 yen), which are imbued with "a lot of love (AMPLE LOVE)," are available in limited quantities.

In addition, to commemorate this debut, an original mini foundation brush will be given as a gift to anyone who purchases a set of base (makeup base) and foundation in-store or on the online shop (while supplies last). Eligible items include "Amplitude Clear Cover Liquid Base," "Amplitude Complete Fit Cream Base," "Long-Lasting Liquid Foundation," and "Translucent Emulsion Foundation."

The counter will open on September 1st in the cosmetics section on the first floor of the main building of Isetan Shinjuku, and on September 21st in the cosmetics section on the first floor of the main building of Nihonbashi Takashimaya S.C.