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KISS ME
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A long-lasting makeup series inspired by the concept:
Flawlessly beautiful at all times, like a heroine from a shōjo manga.Category focus
Heroine Make specializes in long-wearing eye makeup: mascara and eyeliner, later expanded into eyelash care with the Eyelash Serum line. Its Long & Curl Mascara has held the No.1 position in Japan's mascara category for four consecutive years (March 2022–February 2026), by both sales value and unit volume.
Signature innovation: the mascara remover
In 2006, a year after the brand launched, Heroine Make created a dedicated point-mascara-remover category when almost no other brand offered one. Cumulative shipments have reached 21 million units (Jan 2006–Nov 2025, including overseas), and Isehan's own figures put current sales at one unit every 3 seconds (company data, June–Nov 2025).
Brand ethos
Isehan describes Heroine Make as built on two pillars: "functionality" (kinou) — durable, high-performance formulas — paired with a "playful sensibility" (asobigokoro) that shows up in packaging design and shade naming.
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Address
ISEHAN Co., Ltd.6-11 Yonban-cho
Tokyo
Chiyoda-ku
102-8370
Japan
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