GU, whose brand message is "YOUR FREEDOM: The freedom to reinvent yourself," has launched a new cosmetics brand, "#4me by GU," which will be available at GU large and extra-large stores nationwide and online starting September 4th. "#4me by GU" is a completely new cosmetics brand that listens to consumers' needs and combines them with the latest fashion trends. By incorporating various customer concerns and requests, the brand has created "cosmetics that are truly usable and that you want right now." Furthermore, considering that "matching with fashion" is an important element, the colors and textures have been carefully selected. To ensure comfortable use in everyday life, the brand has achieved high quality and affordable prices, focusing on "Made in Japan." This season's first collection focuses on the eyes and lips, the key areas of makeup. The lineup is simple and easy to use for anyone, and is available in four types: lipstick, cream eyeshadow, lip gloss, and multi-palette. GU will continue to propose total fashion, including not only clothing but also make-up, so that customers can enjoy fashion more freely.
"#4me by GU" special page: https://www.gu-global.com/jp/ja/feature/cosmetics_4me/women/
About the cosmetics brand "#4me by GU">
■Cosmetics created based on customer feedback
"#4me by GU" develops products by carefully listening to the concerns and needs of customers. In response to concerns about dry lips caused by wearing masks every day, we developed a lipstick that is quick to apply and contains moisturizing ingredients. In response to concerns about affordable cosmetics' strong colors and difficulty in application, as well as concerns about quality, we developed an eyeshadow that provides a natural glow with just the right amount of color. This is an entirely new cosmetics brand created by listening to the real voices of consumers and fusing their latent needs with the latest fashion trends.
■ Cosmetics that complement your fashion
As an apparel brand, GU aimed to create cosmetics that "match your fashion." We addressed concerns such as "makeup stands out and looks out of place," and "strong colors are difficult to use." "#4me by GU" carefully selected colors and textures to blend seasonal colors seamlessly with fashion. From eyeshadows that aren't too sparkly to multi-palettes featuring on-trend yet natural colors selected from a wide range of color palettes, these products are easy to use and will complement any outfit.
■Made in Japan: Achieving both quality and low prices
We are committed to manufacturing in Japan, as we want to choose only products that are comfortable to wear on the skin. We offer high-quality products made in Japan, based on strict quality standards at domestic factories, at affordable prices. We also use formulas*1 that are free of skin-irritating ingredients as much as possible, and all items contain natural moisturizing ingredients*2 sourced from Japan. We have pursued a comfortable application and a good finish.
*1 Formulas vary by item *2 Tea leaf extract, Satozakura extract, Camellia extract, Saxifraga extract, Angelica keiskei extract
Product Features
Create your makeup easily with colors that blend well with your skin and a comfortable texture. Our color lineup incorporates both basic colors and trendy cosmetic colors to create modern accent makeup looks.
■Lipstick
A lipstick that provides natural color and deep moisturizing effect with just one application. The oil blend* gives it a comfortable fit and a glossy finish, and it can be used around the mouth like lip balm, even when wearing a mask.
[Color options] 8 colors (#11 PINK, #13 L.RED, #14 ORANGE RED, #15 RED SHEER, #17 RED MATTE, #24 APRICOT, #26 ORANGE SHEER, #77 PURPLE)
[Sale price] 590 yen + consumption tax
[Available at] Large and extra-large stores + online store
■Cream eyeshadow
A tube-type cream eyeshadow with a moisture content of 53%. The oil blend* makes it easy to spread and adhere to the eyelids with just one application. It also contains just the right amount of shimmer, creating a fresh look for your eyes. It creates a bold yet subtle finish.
[Available colors] 4 colors (#01 WHITE, #11 PINK, #36 BROWN, #81 GOLD)
[Price] 590 yen + consumption tax
[Available at] Large stores, extra-large stores, and online store
■Lip gloss
The color is not too strong, so even when layered with other colors, it creates a natural finish that brings out the color of your lips. In addition, the oil formula* improves adhesion, creating glossy, plump lips.
[Color options] 3 colors (#11 PINK, #13 L.RED, #16 RED)
[Retail price] 790 yen + consumption tax
[Available at] Large stores, extra-large stores + online store
■Multi-Palette
From our many color palettes, we have carefully selected colors that are on trend yet still stand out. The soft, spherical powder ensures an even, flawless finish. You can use it on both your cheeks and eyes, so you can complete trendy makeup with just this one product.
【Color options】 3 colors (#11 PINK, #26 ORANGE, #72 PURPLE)
【Sales price】 1,490 yen + consumption tax
【Available at】 Large stores, extra-large stores + online store
※ The oil used is cyclopentasiloxane
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"#4me by GU" special page: https://www.gu-global.com/jp/ja/feature/cosmetics_4me/women/
About the cosmetics brand "#4me by GU">
■Cosmetics created based on customer feedback
"#4me by GU" develops products by carefully listening to the concerns and needs of customers. In response to concerns about dry lips caused by wearing masks every day, we developed a lipstick that is quick to apply and contains moisturizing ingredients. In response to concerns about affordable cosmetics' strong colors and difficulty in application, as well as concerns about quality, we developed an eyeshadow that provides a natural glow with just the right amount of color. This is an entirely new cosmetics brand created by listening to the real voices of consumers and fusing their latent needs with the latest fashion trends.
■ Cosmetics that complement your fashion
As an apparel brand, GU aimed to create cosmetics that "match your fashion." We addressed concerns such as "makeup stands out and looks out of place," and "strong colors are difficult to use." "#4me by GU" carefully selected colors and textures to blend seasonal colors seamlessly with fashion. From eyeshadows that aren't too sparkly to multi-palettes featuring on-trend yet natural colors selected from a wide range of color palettes, these products are easy to use and will complement any outfit.
■Made in Japan: Achieving both quality and low prices
We are committed to manufacturing in Japan, as we want to choose only products that are comfortable to wear on the skin. We offer high-quality products made in Japan, based on strict quality standards at domestic factories, at affordable prices. We also use formulas*1 that are free of skin-irritating ingredients as much as possible, and all items contain natural moisturizing ingredients*2 sourced from Japan. We have pursued a comfortable application and a good finish.
*1 Formulas vary by item *2 Tea leaf extract, Satozakura extract, Camellia extract, Saxifraga extract, Angelica keiskei extract
Product Features
Create your makeup easily with colors that blend well with your skin and a comfortable texture. Our color lineup incorporates both basic colors and trendy cosmetic colors to create modern accent makeup looks.
■Lipstick
A lipstick that provides natural color and deep moisturizing effect with just one application. The oil blend* gives it a comfortable fit and a glossy finish, and it can be used around the mouth like lip balm, even when wearing a mask.
[Color options] 8 colors (#11 PINK, #13 L.RED, #14 ORANGE RED, #15 RED SHEER, #17 RED MATTE, #24 APRICOT, #26 ORANGE SHEER, #77 PURPLE)
[Sale price] 590 yen + consumption tax
[Available at] Large and extra-large stores + online store
■Cream eyeshadow
A tube-type cream eyeshadow with a moisture content of 53%. The oil blend* makes it easy to spread and adhere to the eyelids with just one application. It also contains just the right amount of shimmer, creating a fresh look for your eyes. It creates a bold yet subtle finish.
[Available colors] 4 colors (#01 WHITE, #11 PINK, #36 BROWN, #81 GOLD)
[Price] 590 yen + consumption tax
[Available at] Large stores, extra-large stores, and online store
■Lip gloss
The color is not too strong, so even when layered with other colors, it creates a natural finish that brings out the color of your lips. In addition, the oil formula* improves adhesion, creating glossy, plump lips.
[Color options] 3 colors (#11 PINK, #13 L.RED, #16 RED)
[Retail price] 790 yen + consumption tax
[Available at] Large stores, extra-large stores + online store
■Multi-Palette
From our many color palettes, we have carefully selected colors that are on trend yet still stand out. The soft, spherical powder ensures an even, flawless finish. You can use it on both your cheeks and eyes, so you can complete trendy makeup with just this one product.
【Color options】 3 colors (#11 PINK, #26 ORANGE, #72 PURPLE)
【Sales price】 1,490 yen + consumption tax
【Available at】 Large stores, extra-large stores + online store
※ The oil used is cyclopentasiloxane
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