Pola Orbis to Launch Makeup Brand for Men

August 23, 2018

Tokyo- Japanese cosmetics maker Pola Orbis Holdings Inc. said Wednesday that it will launch a makeup brand for men next month.

The new Fiveism x Three brand will be the industry's first to specialize in men's makeup. It will feature 12 different types of beauty products, including lipstick, nail polish and foundation.

They will be sold at department stores in Tokyo and Osaka, as well as online.

In recent years, more and more men, mainly in their 20s, are becoming interested in makeup for reasons including to boost their appearance in job interviews.

The new brand will adopt a stick format for its foundation and other products as the shape is easy to use for men. They can be used in a similar way to shaving, said an official at Acro Inc., a Pola Orbis unit that makes and sells the products.

Foundation, usually used to hide pores, will be available in 15 shades, which is more than the number from Pola Orbis brands that target women, and can be used by those with suntans.

Foundation will cost 5,616 yen and lipstick 3,456 yen.

The new brand will employ makeup counters at stores similar to those of makeup brands for women. Jiji Press