AppBrew Inc. (Headquarters: Bunkyo City, Tokyo; CEO: Takashi Matsuda) operates the beauty platform "LIPS," which presents the 【LIPS Monthly Trend Award】 to spotlight emerging beauty trends at an early stage.

This month, "evolutionary items" that build upon trusted existing product lines with added value stood out across categories. In the cosmetics category, innovations like "defined lash separation" and "UV blush" gained popularity. In the base makeup category, new concepts such as "radiant finish" and "thin-layer high coverage" received strong support for upgrading traditional functions.

The 【LIPS Monthly Trend Award】 selects winners by combining items calculated through LIPS’s proprietary algorithm with voting results from "Project LIPS," a community of beauty early adopters. The award serves as a platform to quickly identify and promote "raw trend gems" discussed not only on LIPS but also across various social media platforms.

Key Highlights of the LIPS Monthly Trend Award July 2026

In the haircare category, the "at-home salon" trend—products enabling professional-level care at home—continued to stand out. Moreover, there was a clear trend where real user reviews on LIPS significantly boosted the desire to try products, beyond just social media buzz. Experience-based values such as "curls last even in humidity," "enhanced radiance," and "hydrated while drying" resonated with users, and authentic, satisfying reviews played a key role in driving award recognition.

Data Collection for the LIPS Monthly Trend Award July 2026

・Data Collection Period: May 20, 2026 – June 19, 2026

・Eligible Products: Items receiving user reviews on LIPS during the above period

・Total Items Analyzed: 12,969

【Cosmetics Category】 A New Era of Delicate Curl Mascara & Glow Blush! Top Rankings Dominated by Technologically Advanced New Products

<1st Place MAYBELLINE NEW YORK / Maybelline Body Mascara>

https://lipscosme.com/products/695824

The long-awaited new release, the first in about four years, claimed first place. In addition to the brand’s strong popularity, the appointment of a popular K-POP idol group member as brand ambassador generated significant buzz on social media.

The unique "Sky Lift Brush" lifts lashes from the root, creating delicate, voluminous lashes that taper toward the tips. Its reliable waterproof formula ensures beautiful results last long, even during humid seasons.

On LIPS, users praised it with comments like "heard it doesn’t clump, must check!" and "perfect for maintaining curl in the coming season." Some even declared, "this changed my entire perception of mascara."

<2nd Place Laka / Sun Shield Glowy Cheek>

https://lipscosme.com/products/688648

A novel blush concept that combines "glow blush" and "UV protection" is gaining attention on social media.

This innovative product offers a natural, inner-glow-like flush and radiance(*1) while providing UV protection. It accurately addresses the consumer need for UV care in blush products, leading to a rapid surge in attention across social platforms.

Positive feedback poured in, such as "I’ve always wanted UV protection for my cheeks" and "the glossy finish in posts looked stunning, and the wide color range is great." The result delivers the polished finish Laka is known for in eye and lip makeup, leaving a strong positive impression.

*1: Makeup effect

<3rd Place Dejavu / Lash Perm-Level Curl Keep Base>

https://lipscosme.com/products/695850

An innovative mascara base that targets "lash growth patterns." Its unique brush lifts lashes from the root, maintaining an upward curl comparable to a lash perm(*2) for extended periods. Resistant to sweat, oil, and humidity, yet easily removed without a dedicated eye makeup remover.

Alongside Dejavu’s renowned staying power, the fresh angle of addressing "lash growth patterns" captured the attention of beauty enthusiasts.

User comments like "the unique comb-shaped brush looks easy to use" and "as someone who lives for curl, it’s great that lashes won’t droop even on humid days" spread widely, positioning this as a new staple for lash concerns.

*2: Makeup effect

【Base Makeup Category】 "Radiance" and "Thin-Layer High Coverage" Define the Mood! Products Delivering the Ideal Summer Complexion

<1st Place Darby / Waterful Tone-Up Sunscreen Blue>

https://lipscosme.com/products/701676

The new "Blue" shade joins the popular "Waterful Tone-Up Sunscreen" series as a makeup base that delivers natural tone-up(*2).

Its watery texture adheres smoothly to skin, naturally correcting yellowish tones and dullness while creating a radiant, translucent finish(*3). A summer favorite that combines UV protection with makeup base functionality.

Backed by the series’ immense popularity and trust, the new color’s launch caused a rapid spike in attention. Reviews like "the radiance(*2) is impressive" and "naturally lifts yellow dullness" poured in, drawing strong interest—especially from existing users of the series. It appears to be gaining high support as this year’s top tone-up(*3) base.

*3: Makeup effect

<2nd Place fwee / Fee All-Day Cover Black Cushion>

https://lipscosme.com/products/698664

A high-adhesion, high-coverage cushion launched from the popular cushion series. Despite a thin, lightweight finish, it effectively conceals skin concerns and maintains a smooth, semi-matte complexion without fading over time.

Backed by the existing series’ popularity, it attracted immediate attention among beauty enthusiasts, especially K-beauty fans. Additionally, the luxurious jet-black packaging makes a strong visual impact.

Anticipation grew with comments like "heard it’s thin-layer high coverage and doesn’t smudge, so I’m watching closely" and "fwee’s new cushion? I have sky-high expectations!" The seamless, non-heavy finish and long-lasting formula were highly praised.

<3rd Place Canmake / Airy Cover Fit Concealer>

https://lipscosme.com/products/694328

A new concealer launched by Canmake. Praised for its excellent value, it delivers high-coverage, thin-layer results at an affordable price point.

It blends effortlessly into skin, achieving a natural, bare-skin-like flawless finish. Beyond the buzz of "Canmake is launching a concealer!" reviews like "thin but provides solid coverage" and "incredible finish for this price" flooded in.

The cute packaging also gained popularity, with users noting the high quality that belies its budget-friendly price.

【Skincare Category】 The "At-Home Salon" Trend Goes Mainstream! High-Performance Products Chosen for Their Addictive User Experience

<1st Place minum / Minum O-Naoshi Remover>

https://lipscosme.com/products/701658

A new product from "minum," a cosmetics brand by yutori

FACT BOX

  • Source: PR TIMES
  • Category: New Product
  • Organizations: MAYBELLINE NEW YORK / Laka / fwee