TOKYO, Aug. 28, 2026 /PRNewswire/ — “KISSME Heroine Make,” one of Japan’s leading J-Beauty brands manufactured by ISEHAN Co., Ltd., is currently increasing its presence in the U.S. market with its flagship product, “KISSME Heroine Make Long/Volume UP Mascara Super WP N.” The sales quantity of the brand on Amazon U.S. increased by 150% in June 2026 compared to June 2025. In addition, Google search volume for the brand increased by more than 5,000% in April-June 2026 compared with the same period in 2025.
Awareness of the brand is gaining momentum in the U.S. market due to a rising demand for “Long-Lasting Beauty”. Among consumers, interest in cosmetics that last over an extended period of time is increasing, boosted by the growing trend towards prioritizing durability and functionality.
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Three Factors Driving the Growing Demand for Long-Lasting Beauty
1. Long-lasting makeup for more active days
American consumers increasingly seek makeup that can last throughout their long, active day without frequent touch-ups. With the growing trend of living a healthy lifestyle, people work out and look for cosmetics that can withstand sweat.
2. Demand for convenience and reliability
As active lifestyles become the norm, long-lasting performance has become a key consideration when choosing cosmetics.
3. Need for durability in challenging conditions
Recently, environmental conditions such as extreme heat and humidity have become increasingly severe, causing a demand for makeup that can hold up against high temperatures, moisture, as well as extended wear.
Meeting the Makeup Needs of Today’s American Lifestyle: Super Durable LONG & CURL MASCARA
Originating from Japan, “KISSME Heroine Make Long/Volume UP Mascara Super WP N” is designed to withstand Japan’s humid climate without smudging all day, as well as maintain a curl for extended periods, especially for Asian straight lashes. Compared with the previous product “KISSME Heroine Make Long (Volume) UP mascara Super WP,” the latest version offers enhanced durability and curl retention. This mascara won over consumers who prioritize durability and curl retention, becoming the No.1 mascara brand for four consecutive years (*1) in Japan.
Over the past year, the sales quantity of KISSME Heroine Make on Amazon U.S. increased by 150% compared with June 2025. In addition, Google search volume for the brand surged by 900% between January-March and April-June 2026. Compared with April-June 2025, search volume in April-June 2026 increased by more than 5,000%.
This success demonstrates growing recognition among consumers who value high-performance, long-lasting cosmetics. Furthermore, the qualities meet the needs of American consumers seeking new mascara options amidst changing climates and lifestyles.
(*1) Source: INTAGE SRI+ Mascara Market, Japan. Based on retail sales value and unit sales, March 2022-February 2026
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The Heritage Behind the Performance: 20 Years of Innovation Behind Japan’s No.1 Mascara
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“KISSME Heroine Make” mascara’s success is rooted in more than 20 years of continuous in-house research, product improvement, and relentless refinement of mascara technology. Rather than treating mascara as a trend-driven product, this brand has continuously evolved its formulas to deliver long-lasting wear, durability, and ease of use consumers expect in everyday life. This commitment to quality has helped make “KISSME Heroine Make” one of Japan’s best-selling mascara brands, delivering the long-lasting performance consumers increasingly seek today. Behind this achievement stands the company, ISEHAN’s 200-year heritage of craftsmanship, innovation, and consumer-focused product development.
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Outlook: Building Long-Term Brand Value
As interest in Asian beauty continues to expand globally, K-Beauty has shown to be successful through powerful marketing and viral trends. At the same time, J-Beauty’s long-term approach, as reflected in “KISSME Heroine Make,” is brand-building through continuous R&D and product refinement. The brand aims to foster lasting consumer trust and achieve sustainable growth in the U.S. market as a Japanese cosmetic backed by high-level cosmetic research leading IFSCC (*2) ranking.
(*2) The world’s largest and most prestigious research conference on cosmetic technology
About “KISSME Heroine Make”
“KISSME Heroine Make” is a Japanese beauty brand by ISEHAN, a cosmetics company with over 200 years of history, known for high-performance eye makeup products. The products are available in 15 countries and regions worldwide (as of August 2026). Through continuous research, quality-focused product development, and a commitment to consumer trust, it delivers with the corporate purpose “The 1st Cosmetics. ISEHAN” for everyday performance.
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The Official Website and Social Media Accounts
– Corporate Website: https://www.isehangroup.com/
– Brand Website: https://www.isehangroup.com/us/
– Instagram: https://www.instagram.com/kissme.global/
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