GU, whose brand message is "YOUR FREEDOM: The freedom to reinvent yourself," will begin selling the 2021 Spring/Summer collection of its new cosmetics brand, "#4me by GU," at GU stores nationwide and online stores from March 15th.


"#4me by GU" is an entirely new cosmetics brand launched last September by listening to consumers and fusing their latent needs with the latest fashion trends. By incorporating various customer concerns and requests, the brand offers "cosmetics that are truly "usable" and that you want right now." Furthermore, the brand considers "matching with fashion" to be an important element, and is particular about color and texture. We've focused on "Made in Japan" and achieved affordable prices to ensure comfortable use in your daily life. Starting March 15th, we'll be expanding our selection and launching sales at all stores and our online store.

This season, we've significantly expanded our product lineup, capturing the ever-changing lifestyles and makeup needs of our customers, focusing on the "effortless" trend and offering easy, natural-looking results under the theme of "easy on me, effortlessly cute." In addition to eye shadows, mascaras, and eyebrow products in a wide range of colors to enhance your eye makeup, we also offer base makeup such as control colors, face powders, and highlighters for a natural look. In addition to makeup items, we've also focused on fragrance, introducing new scented products such as "fragrance mist" and "fragrance hand cream." Enjoy these seasonal cosmetics that will brighten up your everyday fashion. #4me by GU special page: https://www.gu-global.com/jp/ja/feature/cosmetics_4me/women/

About the cosmetics brand #4me by GU

#4me by GU develops products by listening to customer concerns and needs. In response to customer feedback, such as "I'm worried about dry lips from wearing a mask every day," we created a lipstick that is easy to apply and contains moisturizing ingredients. In response to customer feedback, such as "affordable cosmetics have strong colors that are difficult to use and I'm a bit concerned about the quality," we developed an eyeshadow that provides just the right amount of color and a natural glow. These completely new cosmetics were created by listening to the real voices of consumers and fusing their latent needs with the latest fashion trends.

■ Committed to "Made in Japan," achieving both quality and low prices
We are committed to manufacturing in Japan, as we want to deliver only products that are comfortable to wear on the skin. We offer high-quality products that meet strict quality standards at domestic factories at affordable prices. We also use formulas that are free of ingredients that may irritate the skin as much as possible, and all items contain natural moisturizing ingredients* sourced from Japan.

* Tea leaf extract, Satozakura extract, Camellia extract, Saxifraga extract, Angelica keiskei extract

＜Product List＞
■ Lipstick
A lipstick that provides natural color and deep moisturizing with just one application.
It provides a comfortable fit and shine, and can be used around the mouth like lip balm, even when wearing a mask.
[Available colors] 8 colors
[Retail price] 590 yen
[Available at] All stores + online store




■Cream eyeshadow
A tube-type cream eyeshadow with a moisture content of 45%. The oil blend means it spreads easily and fits perfectly on the eyelids with just one application. The just the right amount of shimmer creates a fresh look for your eyes. It creates a finish that is not out of place while still having presence.
[Available colors] 4 colors
[Retail price] 590 yen
[Available at] All stores + online store


■Lip gloss
The color is not too strong, so even when layered with other colors, it brings out the natural color of your lips. The oil formula also improves adhesion, creating glossy, plump lips.
[Available colors] 3 colors
[Retail price] 790 yen
[Available at] Select stores and online store


■Multi-Palette
From our many color palettes, we have carefully selected colors that are on trend yet 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.
[Available colors] 4 colors
[Retail price] 1,490 yen
[Available at] All stores and online store


■Eyeshadow
Available in matte colors that look great even on their own, and nude colors that add a touch of shine. The colors blend well and are easy to use, and the colors with just the right amount of shimmer and the flexible, smooth powder will create a lustrous look for your eyes.
[Available colors] 8 colors
[Retail price] 590
[Available at] All stores + online store


■Long & Curl Mascara
A lengthening mascara that gives you beautiful, thin, long lashes. Creates a naturally long look. Curl support polymer dries quickly and keeps the curl in place. The water-resistant formula is resistant to sweat and water, and the film coating makes it easy to remove with warm water. Available in a wide range of colors, including vibrant orange and navy for effortlessly creating a sophisticated look, as well as easy-to-use black and brown.
[Available colors] 4 colors
[Retail price] 790 yen
[Available at] All stores + online store


■Eyebrow Mascara
Formulated with three types of powder, it provides strong color without a sticky finish. With high adhesion, quick drying and no clumping, it's easy to use and allows you to easily change the look of your brows. The treatment protects eyebrow makeup from sweat and sebum, maintaining a soft, natural finish. Another key feature is the compact brush, which is designed for ease of use.
[Available colors] 2 colors
[Retail price] 790 yen
[Available at] Select stores and online store


■Eyebrow Powder
An easy-to-use eyebrow powder with a soft, even powder. Available in carefully selected basic colors to ensure your brows "don't stand out."
The soft texture prevents powdery feeling, and the even oil coating leaves your brows feeling soft and moisturized.
[Available colors] 2 colors
[Retail price] 790 yen
[Available at] All stores + online store


■Control Color Cream
A base cream that can be chosen to suit your skin concerns. With a smooth, spreadable texture, it gently covers skin problems and gives a natural finish. SPF21 PA++ also provides UV protection. :

Pink: For improving the complexion
Purple: For making the skin look brighter
Green: For reducing the appearance of redness and acne scars
Yellow: For reducing dullness and making the skin look more vibrant

[Available in] 4 colors
[Price] 990 yen
[Available at] Select stores and online store


■Face Powder
This face powder uses ultra-fine powder that gives the skin a smooth finish. It creates a translucent look with just the right amount of shimmer. The fine, ultra-fine powder fits snugly against the skin, achieving a natural finish without feeling powdery. SPF20 PA++ also provides protection from UV rays.
[Available colors] 1 color
[Retail price] 990 yen
[Available at] Select stores and online store


■Highlight
A palette that combines highlights that bring out a translucent look with colors that correct the complexion. We focused on a pearly texture to create a lustrous, three-dimensional finish. The pink creates a healthy glow, while the purple creates a translucent look, making this a two-in-one item.
[Available colors] 2 colors
[Retail price] 990 yen
[Available at] Select stores and online store



■ Fragrance Mist
A fragrance mist that can be used for multiple purposes, including hair and body. With a just-right, subtle scent, it's perfect for spending time at home or for daily use.
[Available colors] 4 types
[Retail price] 790 yen
[Available at] Select stores and online store


■Fragrance Hand Cream
It spreads easily and adheres tightly to the skin with a light, fluffy feel. It prevents moisture from evaporating and retains moisturizing ingredients.
[Color Options] 4 types
[Retail Price] 790 yen
[Available at] Select stores and online store




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