A New Sensation: Silky-Matte Finish with Lasting Hydration — Maybelline New York Launches 'Fit Me Loose Setting Powder' That Combines Sebum Control and Radiant Clarity in 4 Shades

L'Oréal Japan Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President & CEO: Jean-Pierre Chariton), announces the launch of 'Maybelline Fit Me Loose Setting Powder' on Saturday, August 1, 2026. This new addition to the renowned 'Fit Me' line delivers a shine-free, sebum-resistant finish while maintaining a luminous, natural glow—perfect for summer wear.

Available in four shades—icy blue, baby pink, translucent, and nude beige—consumers can choose based on skin tone and desired finish.

Product Launch Background

Internal research revealed that many consumers are dissatisfied with facial powders that fail to balance sebum absorption and aesthetic finish. Addressing this, Maybelline focused on the ideal ratio of oil-absorbing agents and moisturizing ingredients to create a powder that feels silky-dry on the surface while providing a hydrated, skin-loving texture. The result is a finish free from chalkiness or heaviness*1, while still delivering the long-wear performance expected from a setting powder. Additionally, the formula contains approximately 97% pore-blurring ingredients*2, helping maintain a smooth, poreless complexion all day*3, even in humid summer conditions.

The four-shade range also enhances skin tone, delivering a brighter, more radiant look*1 tailored to different skin types.

Balancing Sebum Control and Finish

The formula achieves an ideal balance between oil absorption and skin compatibility. It controls summer shine and prevents makeup breakdown, while blending seamlessly into the skin without a powdery residue. The proprietary 'hexagonal powder structure' diffuses light to naturally blur pores and even out skin tone*1, ensuring a consistently beautiful finish.

All-Day Smooth, Poreless Finish, Even in Summer

Infused with oil-absorbing agents*4, the powder controls sebum and shine throughout the day*3. With 97% pore-blurring ingredients*2, it maintains a soft-focus effect.

The multi-faceted hexagonal micro-particles reflect light in multiple directions, softly blurring pores and brightening dullness*1.

'Zero Powder Feel' — Melts Into Skin

Enriched with multiple moisturizing ingredients*5, including squalane, the powder adheres smoothly to the skin, offering a velvety-soft, hydrated feel with a silky-touch finish. Ultra-fine particles ensure a natural, buildable coverage without a heavy or cakey look.

Radiance & Tone-Up Effect*3 — 4 Shades Available

Choose the shade that matches your skin type to control your complexion with light and color. Achieve a natural brightness without white cast.

Bright, clear tone — Slight rosy hue Radiant, translucent tone — Natural beige that blends seamlessly

*1 Makeup effect only. *2 Makeup ingredient. *3 Based on Maybelline New York research. Results may vary. *4 Aluminum Starch Octenylsuccinate, Synthetic Fluorphlogopite *5 Squalane, Tricaprylyl Citrate, Glyceryl Caprylate/Caprate *6 Not all users may be free from comedogenic effects. *7 Not guaranteed hypoallergenic.

Product Overview

Product Name: Maybelline Fit Me Loose Setting Powder

Price: ¥1,892 (tax included) — Manufacturer's Suggested Retail Price

Launch Date: August 1, 2026 (Saturday)

Variants: 4 shades (Blue, Pink, Translucent, Beige)

About MAYBELLINE NEW YORK

Maybelline New York is one of the brands under L'Oréal Japan Co., Ltd., the Japanese subsidiary of L'Oréal Group, the world’s largest cosmetics company headquartered in Paris. As the world’s No.1 cosmetics brand available in over 120 countries, Maybelline embodies the bold, playful spirit of New York.

Founded in 1914 in New York, the brand empowers women to express their true selves—cute, cool, or confident—through innovative, high-performance makeup. It champions female strength with a modern, revolutionary approach.

In 2020, Maybelline launched the 'Brave Together' program to support individuals struggling with anxiety and depression worldwide. Through initiatives like one-on-one peer support and the 'Brave Talk' training program, the brand aims to eliminate stigma around mental health. Maybelline has pledged to donate $10 million over the next five years to global and local mental health organizations. For more information, visit www.maybelline.com or www.maybelline.com/bravetogether.com.