HAKU Before Bed: Introducing the "Medicated Whitening Night Cream Mask" Enveloping Skin with a High-Function, Rich Film – Launching July 21, 2026

Medicated Whitening Night Cream Mask (Quasi-drug)

From "HAKU," the No.1 whitening brand in the beauty serum market for 21 consecutive years*, comes the "Medicated Whitening Night Cream Mask (Quasi-drug)" (Sales Name: HAKU Brightening Cream M) [1 item, Suggested Retail Price: ¥8,500 (¥9,350 incl. tax)], launching on Tuesday, July 21, 2026. This product envelops the skin with a high-function, rich film, leading to moisturized, smooth, and bright skin.

It contains HAKU's highest concentration of the active whitening ingredient 4MSK*2, formulated with a functional rich film to deliver moisture and lead to moisturized, smooth, and bright skin.

*Whitening refers to suppressing melanin production and preventing spots and freckles.

*1 INTAGE SRI, SRI+ Whitening Serum Market January 2005 – December 2025 HAKU Value Share

◆HAKU proposes a new nighttime skincare habit: the "Moru Whitening Mask," applied generously to prepare skin for a "moisturized and bright complexion."

◆HAKU's proprietary functional rich film formula acts like a mask, enveloping the skin overnight to deliver the active whitening ingredient 4MSK*2 and four types of beauty ingredients, including Glutathione GL*3, deep into the stratum corneum without gaps.

◆The active whitening ingredient 4MSK*2 is the highest concentration of 4MSK*2 in HAKU products. It blocks the action of tyrosinase, the enzyme that triggers melanin production, at multiple steps, thereby suppressing melanin production and preventing spots and freckles.

◆A single application before bed provides both moisturizing and whitening care, leading to moisturized, smooth, and bright skin.

*2 4-Methoxy Salicylic Acid Potassium Salt *3 Glutathione, Glycerin (skin conditioning and moisturizing)

《Background of Launch》

Since its inception in 2005, the whitening brand "HAKU" has thoroughly researched the specific skin damage conditions that lead to the formation of spots. In recent years, with the increasing popularity of cosmetic procedures, HAKU has continued to pursue innovation in spot prevention science.

A beauty consciousness survey conducted by HAKU*4 revealed that one in five people desire "brighter skin." Compared to those who did not express a desire for "brighter skin," individuals seeking brighter skin showed twice the usage rate of nighttime care products (specifically for pre-sleep application). Furthermore, while those desiring "brighter skin" do engage in whitening skincare, they also tend to choose foundation shades lighter than their natural skin tone, indicating they are aiming to achieve a "bright complexion" through morning makeup.

*4 HAKU Quantitative Survey February 2026 (Ages 25-69, n=8,697)

《Product Features》

HAKU proposes a new nighttime skincare habit: the "Moru Whitening Mask," applied generously to prepare skin for a "moisturized and bright complexion." The "Medicated Whitening Night Cream Mask (Quasi-drug)" offers moisturizing and whitening care by enveloping the skin with a high-function rich film. It acts like a mask overnight, delivering the active whitening ingredient 4MSK*2 and four types of beauty ingredients, including Glutathione GL*3, deep into the stratum corneum without gaps. A single application before bed addresses dullness*5-prone skin impressions, leading to moisturized, smooth, and bright skin.

*5 Due to dryness

HAKU Medicated Whitening Night Cream Mask (Quasi-drug) Key Visual

《Promotion and Sales Channels》

Web promotions will be rolled out sequentially starting from late June 2026. Sales channels include approximately 21,000 locations such as drugstores, general merchandise stores (GMS), and cosmetic specialty stores. Additionally, the product will be available on websites including Shiseido's official e-commerce site, "Shiseido Online Store."

【Product Outline】*Prices are suggested retail prices. (Prices may vary by store)

Medicated Whitening Night Cream Mask

(Quasi-drug)

Sales Name:

HAKU Brightening Cream M

<Medicated Whitening Cream Mask> 75g

¥8,500 (¥9,350 incl. tax)

A functional rich film envelops the skin like a mask overnight,

delivering whitening active ingredients and moisture without gaps.

A night cream mask that combines the functions of a cream and a mask.

○ The functional rich film, formulated with 4 types of beauty ingredients and an active whitening ingredient, leads to bright, clear, and translucent skin while providing moisture.

○ It prevents dryness while maintaining moisture for a long time.

○ Reduces the appearance of fine lines caused by dryness. (Efficacy evaluation test completed)

○ Fragrance-free, allergy-tested, and formulated to be non-comedogenic. (Not guaranteed to prevent all allergies or acne.)

＜How to Use＞

○ Use approximately 2-3 times a week, at the end of your nighttime skincare routine. One container provides approximately 45 applications when used at the recommended dosage.

○ At the end of your nighttime routine, take an almond-sized amount onto your palm. Apply it to five points on your face (both cheeks, forehead, nose, and chin) and spread evenly outwards.

○ Wait a moment without touching your skin, and the cream will blend in.

*Can be used every night.

*Rinse off any remaining cream on the skin surface with your morning facial wash.

HAKU Brand Site　　https://www.shiseido.co.jp/haku/?rt_pr=trv10

HAKU Official Instagram　　https://www.instagram.com/haku_official_japan/

HAKU Official X　　　　　 　https://x.com/haku_shiseido

HAKU Official LINE　　　 　https://page.line.me/296xgoxx

▼ News Release

https://corp.shiseido.com/jp/news/detail.html?n=00000000004193&rt_pr=trv10

▼ Shiseido Corporate Information

https://corp.shiseido.com/?rt_pr=trv10