Maybelline New York Appoints Sakura Miyawaki of 'LE SSERAFIM' as Ambassador for 'Body Mascara,' Its First New Mascara in 4 Years. Delivers a 'Plump & Dense' Finish from the Roots. New CM to be Released on June 2nd.

L'Oréal Japan K.K. (Headquarters: Shinjuku-ku, Tokyo; President and Representative Director: Jean-Pierre Charriton), under its makeup brand MAYBELLINE NEW YORK, will release its highly anticipated new product, 'Body Mascara,' for the first time in approximately four years. It will be pre-released at select stores* from Monday, June 8, 2026, and will be available nationwide sequentially from Saturday, June 20.

In conjunction with the product launch, Sakura Miyawaki, a member of the globally active girl group 'LE SSERAFIM,' will be welcomed as the new ambassador. A new commercial featuring Ms. Miyawaki will be released and distributed nationwide from Tuesday, June 2, 2026.

*Pre-released at Matsumotokiyoshi Group, Cocokara Fine Group, Don Quijote, and Uny (available at select stores).

Ambassador's Comment

I am very honored to be appointed as the ambassador for 'Body Mascara,' the new mascara from the globally beloved Maybelline New York. I am always particular about the silhouette of my eyelashes, especially ensuring they have a natural curve when viewed from the side. What I truly love about this 'Body Mascara' is the unprecedented sensation of my lashes becoming 'plump and dense' yet having a bouncy, jelly-like texture.

As this is Maybelline New York's confident new release after four years, I am excited to discover a new side of myself with this mascara. Please be sure to check out the new commercial, which will be released on June 2nd!

Highlights of the New CM

The story of the new commercial begins with a provocative and confident question from Sakura Miyawaki: 'Still using your usual lashes?'

The CM portrays a world that fuses Ms. Miyawaki, an icon leading the era, with the dynamism of NY. 'Body Mascara' proposes an ideal finish that meets modern trends and needs: a 'plump' and dense presence from the roots that becomes sleek and sophisticated towards the tips.

In the commercial, Sakura Miyawaki's graceful movements express the product's characteristic 'bouncy' curl. She embodies the overwhelming curvilinear beauty of each lash with her entire body. In contrast to the soft impression created by the curves, her expression is dignified and intelligent. Her 'eyes with intention' tell a story of strength in embracing one's own beauty.

With the declaration, 'I have bouncy curls all day long,' this work demonstrates a performance that doesn't smudge for 24 hours. Please enjoy the world created by the fusion of Sakura Miyawaki's unique charisma and Maybelline New York's urban visual aesthetic.

Episode from the Photoshoot

The shoot proceeded smoothly from start to finish thanks to Sakura Miyawaki's high level of professionalism. While she exuded a soft and gentle atmosphere that put everyone at ease, her expression changed completely once the camera started rolling.

She switched to a 'strong gaze with intention,' conveying her high professionalism and sincere attitude towards her work.

She was particularly meticulous about the dance scene that expresses the curvilinear beauty of the lashes. Her stoic attitude of pursuing perfection without compromise to embody the features of 'Body Mascara' was the epitome of a professional.

CM Overview

・Name: 'Maybelline New York Body Mascara with Sakura Miyawaki'

・Period: Sequentially broadcast starting from Tuesday, June 2, 2026

・Broadcast Channels: YouTube, Online Advertising

・CM Main Video: https://youtu.be/yZ7XtI00tcY

Sakura Miyawaki Profile

Began her career in Japan in 2011. From 2018 to 2021, she was based in South Korea, returning to Japan after 2.5 years of activities. In May 2022, she debuted again in South Korea as a member of the 5-member girl group 'LE SSERAFIM,' and in January 2023, the group made its debut in Japan, expanding its activities globally. She is also active in various fields, including modeling for multiple advertisements, serving as an ambassador, and appearing at events.

Fit & Catch Brush

Equipped with the ideal brush that Maybelline developed through extensive research on Japanese eyelashes.

It catches 100% of even the finest, often-missed lashes from the root, creating a 'plump'*1 root and a sophisticated silhouette that tapers towards the tips. It further enhances each lash.

*Finished look image. Individual results may vary.

16H*2 Lash-Perm-Level Curl Lock Formula

It applies a thin coating that tapers towards the tips, so it's less likely to droop from the weight of the mascara liquid.

Waterproof

The bouncy curl*1 lasts all day*2, even through tears and rubbing, until the moment you remove your makeup.

*1 Due to makeup effect.

*2 According to Maybelline New York research. Individual results may vary.

Product Overview

Product Name: Maybelline Body Mascara

Price: 1,859 yen (tax included) Manufacturer's Suggested Retail Price

Release Date: Monday, June 8, 2026, pre-release at Matsumotokiyoshi Group, Cocokara Fine Group, Don Quijote, Uny*; Saturday, June 20, nationwide release

Shade: 01 Black

*Available at select stores.

About MAYBELLINE NEW YORK

One of the brands of L'Oréal Japan K.K. (Headquarters: Shinjuku-ku, Tokyo / President and Representative Director: Jean-Pierre Charriton), the Japanese subsidiary of the world's largest French cosmetics company, L'Oréal Group (Headquarters: Paris). It is the world's number one cosmetic brand, available in over 120 countries.

Born in NY in 1914. New York style and playfulness. It offers makeup that allows you to express your desired self, whether cute or cool, just as you imagine. It maximizes women's strength and is innovative rather than conservative. Bringing endless possibilities to your makeup.

In 2020, it launched 'Brave Together,' a program to support people around the world dealing with anxiety and depression. 'Brave Together' provides various programs to eliminate the stigma around mental health, such as one-on-one support for those in need and the training program 'Brave Talk,' and has pledged to donate $10 million to global and regional organizations over the next five years. For more information, please visit www.maybelline.com or www.maybelline.com/bravetogether.com.