The California-based cosmetics brand "The Balm" will be making its Japan debut this summer. Ahead of the launch, a press conference was held on the 25th at the Grand Hyatt in Roppongi.
The brand was founded in San Francisco 12 years ago by CEO Marissa Shipman. Starting with lip balms, the brand gradually expanded its product lineup, and now offers approximately 80 products in 52 countries worldwide. Word of mouth has sparked its popularity, with numerous makeup tutorial videos uploaded by fans on YouTube.
The brand's most distinctive features are its retro packaging reminiscent of the good old days of America and its unique names. Based on the theme of "women in control," the pressed powders "Mary Lou Manizer" and "Betty Lou Manizer" (each 2,400 yen) incorporate the word "MANIZER," a play on the word "WOMANIZER," which means a man who plays around with women, to represent a woman who controls her man. The "Meat Matte Nude" (4,200 yen), based on the theme of "Don't rush when choosing a man," allows you to try out nine different matte shades (a play on the nine matte shades of the man's name "Matt"). Another key feature is the multitasking nature of each product. The "Town Boy," "Cabana Boy," and "Frat Boy" (each 2,100 yen) come in different shades and can be used as blush and eyeshadow, while the aforementioned Mary Lou Manizer can be used as highlighter, eyeshadow, shimmer powder, and more. As a busy mother of two, Marissa strives to create makeup products that allow for quick and effective application. Marissa visited Japan for the launch. "For those new to The Balm, I especially recommend the 'Mary Lou Manizer' and the 12-shade nude palette 'Nudeitude' (3,800 yen), which can be used as eyeshadow or highlighter," she said. All 26 types of The Balm makeup items will go on sale at variety stores such as Plaza, Loft, and Tokyu Hands from next month 8th.