Kiehl's is a skincare brand that was founded in 1851 as a small apothecary*1 in a corner of New York's East Village. Since its founding, Kiehl's has always been thinking about what it can do to bring smiles to its customers' faces and to improve the local community, and has been involved in a variety of activities. With the desire to help everyone enjoy life in their own way through the power of skincare, Kiehl's has supported PRIDE under the theme "Express yourself with Kiehl's." The company has participated in the PRIDE Parade in New York for 16 consecutive years, and has also provided funds and resources to a wide variety of related organizations.

At Kiehl's, our motto is "Healthy Skin for All," and we support everyone in being proud of who they are, regardless of gender, race, religion, ideology, or any other constraint. We value our diverse customers and communities around the world. This year marks the first time Kiehl's PRIDE has been held in Japan. We participated for the first time in the "TOKYO RAINBOW PRIDE 2020 Online Parade," held on April 26th, organized by the nonprofit organization Tokyo Rainbow Pride. Tokyo Rainbow Pride, which operates under the motto "Be yourself, have fun, and be proud," aims to "create a society where everyone can live more authentically, proudly, positively, and happily," and we deeply sympathize with this goal. On the day of the event, we shared the worldview that Kiehl's strives for on our official social media accounts.

And to coincide with June, which is PRIDE month, Kiehl's will be releasing limited editions of its No. 1 cream, Cream UFC, and lotion, Calendula*2 Toner, on June 19th. The limited edition label is a collaboration with UK-based illustrator Lucy Kirk, as part of the brand's long-standing support for the LGBTQ+ community. The colorful limited edition design depicts the diverse people participating in PRIDE celebrations against the backdrop of New York's West Village, said to be the birthplace of LGBTQ+ PRIDE. We hope to convey to our customers the passion for PRIDE that Kiehl's and Lucy Kirk have instilled in them through these limited edition products.

*1 Pharmacies in Europe, the US, etc.
*2 Calendula officinalis, calendula officinalis flower extract (both skin-conditioning ingredients)


■Message from artist Lucy Kirk


"With this collection, I wanted to express a sense of joy and inclusion that accepts a wide variety of people. I want people to feel like each person is connecting with each other, supporting each other and having fun. I also want people who see this collection to be able to see themselves, or someone they know, in the images. That was the kind of worldview I aimed for."

■PRIDE Limited Edition


・Kiehl's Cream UFC PRIDE Limited Edition
Volume: 49g
Price: 4,000 yen (excluding tax)
How to use: After washing your face in the morning and evening, and then toning your skin with lotion and serum, apply a pearl-sized amount (about 8mm) to your entire face.



・Kiehl's Herbal Toner CL Alcohol-Free PRIDE Limited Edition
Capacity: 250mL
Price: 4,000 yen (excl. tax)
How to use: After washing your face in the morning and evening, soak a cotton pad with an appropriate amount, take a 500 yen coin-sized amount and apply to your skin. Then gently pat your skin. Try using a cotton pad as a pack when your skin is sensitive due to seasonal changes, etc.

■Kiehl's PRIDE Limited Campaign


・Receive 7 types of samples as a gift
Between June 19th and July 3rd, customers who spend over 8,000 yen (excluding tax) on the Kiehl's online store, including the PRIDE Limited Edition, will receive a choice of 4 samples, as well as a total of 7 samples: Cream UFC, Calendula Toner and Vitamin C Serum.


・Kiehl's Original Coloring Tote Bag
Customers who spend 12,000 yen or more (excluding tax), including PRIDE products, will receive a Kiehl's Original Coloring Tote Bag as a gift. Have fun coloring the Kiehl's PRIDE artwork as you like. 。


■Kiehl's TOKYO Flagship Store Exclusive Project
Starting June 19th, customers who visit the Kiehl's TOKYO Flagship Store will receive a gift from "Customize Your Kiehl's," featuring the newly introduced PRIDE exclusive label.
・Purchase Kiehl's No.1 Cream UFC: Flagship original label
・Purchase Kiehl's products over 20,000 yen (excluding tax): Original tote bag

■About Kiehl's
Kiehl's is a skincare brand founded as an apothecary*1 in New York in 1851. Currently with shops worldwide, Kiehl's continues to provide customers with effective and safe skincare, body care, and hair care products based on carefully selected natural ingredients from around the world and the scientific and herbal knowledge that has been passed down since the company's founding. Since its founding, Kiehl's has upheld its mission of "contributing not only to profit but also to the betterment of local communities and people's lives," and has engaged in initiatives such as providing high-quality products and services and engaging in charity activities.
*1 Dispensing pharmacies in Europe and the United States


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