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Piece of Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture, Representative Director: Yumi Kasai) is launching "shed/evolve," a men's cosmetic brand for business professionals aged 30-50. The first product, "Tone Up BB Cream [Quasi-drug]," will be available on the official online store and Amazon.co.jp starting July 9, 2026 (Thu).This product was pre-sold on the crowdfunding service "Makuake," achieving a goal achievement rate of 153% (total crowdfunding amount: 460,790 yen). It gained strong support from men new to makeup, with comments like "easy to use even for the first time" and "a natural finish that doesn't look like makeup."shed/evolve product imageBackground of the launchBusiness meetings, presentations, interviews, and even matchmaking. The importance of first impressions is increasing in situations where you meet people. Among these, "cleanliness" is a major factor that influences trust from others, regardless of age.On the other hand, many men over 30 struggle with concerns like "looking tired," "dull skin tone," and "dark circles, under-eye bags, and blemishes," but hesitate to take the first step, thinking, "Men wearing makeup?
" or "I don't know what to use."shed/evolve is a "business gear" for such men. The brand name means "shed" and "evolve" in English, symbolizing shedding the old self and evolving into a better version. Just like choosing a suit or a watch, adjusting your skin is part of grooming. A habit of just a few tens of seconds on a busy morning can bring confidence to your expression.Product Features: 4-in-1. "Tone Up BB Cream" for Men New to Makeup1. Instantly and naturally corrects facial tone with a single application.With its unique tone-up formula, it naturally covers men's specific skin concerns such as dark circles, dullness, dark facial hair, and acne scars (※1). It has a "barely-there" finish that looks like natural skin and is difficult to notice even at close range.2. Quasi-drug with the active ingredient niacinamide.Contains niacinamide, an active ingredient that improves wrinkles and prevents dark spots (※2). It functions as skincare simultaneously with makeup.3. Sunscreen, blemish care, facial tone correction, and moisturizing in one product.Offers high UV protection with SPF47・PA++ while achieving a formulation free of UV absorbers. Its high moisturizing power protects the skin from dryness and prevents shine in the evening.Sunscreen effect guide4. Pursuing gentleness on the skin for daily use. "8 Additive-Free" ingredients.To ensure that even those using cosmetics for the first time can use it with confidence, we have carefully selected ingredients from the formulation stage. The following 8 ingredients are not used.Alcohol / UV absorbers / Synthetic colorants / Petroleum-based surfactants / Parabens / Mineral oil / Silicones / Old designated ingredients (※3) / Achieves SPF47・PA++ without using UV absorbers, minimizing burden on the skin while providing strong protection from daytime UV rays.List of excluded ingredients5. Texture that is easy for beginners to handle.It has a light texture that spreads well and suppresses stickiness. Men with no makeup experience can use it with a single application after washing their face.Tone Up BB Cream Product Specifications Tone Up BB Cream 6 Benefits※1 Makeup effect ※2 Suppresses melanin production, preventing dark spots and freckles ※3 Old designated ingredients: Ingredients that the Ministry of Health, Labour and Welfare (then Ministry of Health and Welfare) mandated labeling for due to the rare possibility of causing allergic reactions or skin disorders depending on the user's constitution.Testimonials from early purchasers"Blends naturally for a bare-skin finish" (Ibaraki Prefecture, T.T)It blends very well with the skin, and the color is natural, so you can hardly tell it's applied. I think it's a BB cream that people who don't usually wear makeup can easily incorporate."Easy to use for beginners, creates natural cleanliness" (Aichi Prefecture, T.K)Even as a beginner, I could use it without feeling awkward. It has a moist feel, making it easy to use even in dry seasons, and I like the natural finish that doesn't look like makeup.Recommended for:Business professionals who have many opportunities to stand in front of people, such as important business meetings and presentations.Those who want to make a good first impression in situations like matchmaking, arranged meetings, and dates.Men aged 30-50 who are starting to notice that they "look tired" or are "perceived as older."Beginners interested in men's makeup but unsure where to start.Product OverviewProduct Name: shed/evolve Tone Up BB Cream [Quasi-drug]Active Ingredient: NiacinamideUV Protection: SPF47・PA++ (No UV absorbers)Price:Tone Up BB Cream: 7,150 yen (tax included)Set Product: Tone Up BB Cream + Men's Skincare & Makeup How-to Book (B5 size, 16 pages, full color) Set: 7,700 yen (tax included)Release Date: July 9, 2026 (Thu)Sales Channels:Official Online Store: https://shedevolve.base.shop/Amazon.co.jp: https://amzn.asia/d/0h7OEkbz"How-to Book" Set for Beginners Also Released SimultaneouslyTo address the concern of "I bought it, but I don't know how to use it," we also offer a set that includes an original how-to book, condensed with practical techniques from proper lotion application to "makeup-undetectable" techniques even at close range. We deliver "certain peace of mind" along with the product.Tone Up BB Cream / How-to Book Set Image How-to Book Contents (partial)Representative's Comment"Teacher, thanks to makeup, I can finally take off my mask."When I was a part-time lecturer at a vocational school, I casually commented to a male student wearing makeup, "Young people these days are so beauty-conscious." The response I received was more profound than I could have imagined."I spent all three years of middle and high school wearing a mask, and I was terrified of showing my bare face in public. But after learning makeup, I'm no longer afraid to take off my mask."At that moment, I was struck as if by lightning. Makeup is not just "fashion" for women; it is a "device of courage" that transcends gender, moves a person's stagnant time, and even changes their actions and consciousness.At the same time, I thought of the men my age around me. Past 30, the path of their careers becomes clearer. They should be fulfilled, yet they sometimes feel reluctant to look in the mirror. Just as young people hid behind a "physical mask," are we adults hiding behind "mental masks" of "age" or "resignation," suppressing our true selves?
Just brightening your complexion might give you confidence for tomorrow's business meeting. Just making wrinkles slightly less noticeable might allow you to take on new challenges. With such thoughts, shed/evolve was born. What I want to create is not just cosmetics. It is "a switch for you to believe in your own potential again."It becomes difficult to have hope for the future as one ages – the so-called "midlife crisis." I want to help people overcome this with the power of shed/evolve. I believe that by helping middle-aged generations become more positive, the world as a whole will improve. My mission is to increase the number of energetic and "cool older men."Aiming to be a "thoroughly supportive brand.""How much should I apply?
" "I'm worried it will look unnatural..." To ensure no beginner is left behind with such doubts, shed/evolve will deliver its expertise as a cosmetics concierge (Top-level Japan Cosmetic検定 holder), including a how-to book for beginners, videos, a follow-up system that addresses skin concerns, and lessons where users can learn together, as "part of the product."Yumi Kasai, Representative DirectorAbout the Brand"A new self creates the future. Let's shed the old self."shed/evolve is a men's cosmetic brand that draws out the power to find a new self and move on to the next stage. We support you in taking that strong first step, so you can move forward with a light heart and body when facing life's turning points and new challenges.Brand Site: https://shedevolve.com/Instagram: https://www.instagram.com/shedevolve/Company OverviewCompany Name: Piece of Co., Ltd.Representative: Yumi Kasai, Representative DirectorLocation:Ultimate Nagoya Meieki 1st 2F, 3-4-10 Meieki, Nakamura-ku, Nagoya City, Aichi PrefectureBusiness Activities: Planning and sales of cosmeticsURL: https://shedevolve.com/Contact for Inquiries:Piece of Co., Ltd. Public Relations: KasaiEmail: info@pieceof.co.jpInquiry Form: https://shedevolve.com/contact/