Transform 'Looking Tired' into a Strength with One Application: shed/evolve, a Men's Cosmetics Brand for Working Professionals, Launches Today

Peace of Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture; CEO: Yumi Kasai) announces the launch of shed/evolve, a men's cosmetics brand targeting business professionals aged 30 to 50. The first product, 'Tone-Up BB Cream [Quasi-Drug],' will be available from July 9, 2026 (Thursday) via the official online store and Amazon.co.jp.

The product was initially launched on the crowdfunding platform Makuake, achieving a funding success rate of 153% (total support: ¥460,790). It received high praise from male beginners in men's makeup for being 'easy to use even for first-timers' and delivering a 'natural finish that doesn't look like makeup.'

shed/evolve Product Image

Background of the Launch

In meetings, presentations, interviews, and even dating, first impressions are increasingly critical. Among these, 'cleanliness' is a major factor influencing trust, regardless of age.

However, many men over 30 struggle with facial concerns such as 'looking tired,' 'dull skin tone,' 'beard shadow, dark circles, and spots,' yet hesitate to take action due to thoughts like 'men shouldn't wear makeup' or 'I don't know what to use.'

shed/evolve is the 'business gear' designed for these men. The brand name symbolizes 'shedding' the old self and 'evolving' into a better version—just as one chooses a suit or a watch, skincare becomes part of personal grooming. A mere few dozen seconds each busy morning can bring confidence to one's expression.

Product Features: One Product, Four Benefits – The Tone-Up BB Cream for Men's Makeup Beginners

1. Instant, natural skin tone correction with a single application

A unique tone-up formula naturally conceals common male skin concerns such as dark circles, dullness, beard shadow, and acne scars (※1). The finish looks like bare skin with no 'wearing makeup' feel, making it hard to detect even at close range.

2. Quasi-drug with effective ingredient Niacinamide

Contains 'Niacinamide,' an effective ingredient that helps improve wrinkles and prevent spots (※2). It serves as both makeup and skincare.

3. One product for 'sunscreen,' 'spot care,' 'tone correction,' and 'moisturizing'

Offers high UV protection with SPF47 and PA++, while being formulated without UV absorbers. High moisturizing power protects skin from dryness and prevents midday shine.

Sunscreen Effect Reference

4. Eight additive-free formula for gentle care, because it's used daily

Designed with sensitive users in mind, the formula avoids eight specific ingredients to ensure safety even for first-time cosmetic users. All of the following ingredients are excluded: Alcohol / UV absorbers / synthetic dyes / petroleum-based surfactants / parabens / mineral oil / silicone / old-designated ingredients (※3) By avoiding UV absorbers while achieving SPF47 and PA++, the product protects skin from daytime UV rays while minimizing skin burden.

List of Excluded Ingredients

5. Beginner-friendly texture

Lightweight and non-greasy with excellent spreadability. Even men with no makeup experience can apply it easily after washing their face.

Tone-Up BB Cream Product Specifications Tone-Up BB Cream Six Benefits

※1 Makeup effect only ※2 Inhibits melanin production to prevent freckles and age spots ※3 Old-designated ingredients: Components that the Ministry of Health, Labour and Welfare (formerly Ministry of Health) mandated to be labeled due to rare risks of allergies or skin issues depending on individual constitution

Testimonials from Early Supporters

'It blends naturally and looks like bare skin' (Mr. T.T, Ibaraki Prefecture)

The product blends very well with natural color, so there's almost no feeling of wearing makeup. I think it's easy for non-makeup users to incorporate into their routine.

'Easy to use even as a beginner, and creates a natural, clean impression' (Mr. T.K, Aichi Prefecture)

I could use it comfortably as a beginner. The moisturizing texture works well even in dry seasons, and I like the natural finish that doesn't look like makeup.

Recommended For

Business professionals who frequently appear in front of others for important meetings or presentations

Individuals seeking to improve first impressions in dating, matchmaking, or social events

Men aged 30–50 who are starting to feel they 'look tired' or 'appear older'

Beginners interested in men's makeup but unsure where to start

Product Overview

Product Name: shed/evolve Tone-Up BB Cream [Quasi-Drug]

Active Ingredient: Niacinamide

UV Protection: SPF47, PA++ (UV absorber-free)

Price:

Tone-Up BB Cream: ¥7,150 (tax included)

Set Product: Tone-Up BB Cream + Men's Skincare & Makeup How-To Book (B5 size, 16 pages, full color) Set: ¥7,700 (tax included)

Release Date: July 9, 2026 (Thursday)

Sales Channels:

Official Online Store: https://shedevolve.base.shop/

Amazon.co.jp: https://amzn.asia/d/0h7OEkbz

How-To Book Set Launched Simultaneously to Support Beginners

To address the concern of 'I bought it, but I don't know how to use it,' we offer a bundled product with an original how-to book. This guide condenses everything from proper toner application to practical techniques that prevent 'makeup detection' even at close range. We deliver 'genuine peace of mind' along with the product.

Tone-Up BB Cream + How-To Book Set Image How-To Book Contents (Partial)

CEO's Message

'Teacher, thanks to makeup, I can now take off my mask.'

When I was a part-time lecturer at a vocational school, I casually commented to a male student wearing makeup, 'Today's youth have high aesthetic awareness.' His response was unexpectedly heartfelt.

'I spent three years in middle and high school always wearing a mask, too afraid to show my bare face. But once I learned makeup, I wasn't afraid to take it off anymore.'

At that moment, I was struck by lightning. Makeup isn't just a woman's 'fashion'—it's a 'courage device' that restarts a person's frozen time, changing actions and mindset beyond gender.

At the same time, I thought of the men my age around me. After turning 30, with careers becoming clearer, despite apparent fulfillment, suddenly looking in the mirror feels burdensome. Just as youth hid behind 'physical masks,' we adults wear 'mental masks' of 'age' and 'resignation,' suppressing our true selves.

Just by brightening the complexion slightly, one might gain confidence for tomorrow's meeting. Just by reducing the appearance of wrinkles, one might dare to take on new challenges. From such thoughts, shed/evolve was born. What I want to create isn't just cosmetics. It's the 'switch' that helps you believe in your potential once again.

With aging comes the future.