New Proposal of 'Transparent Gray Eyebrows' from 'Sana Newborn' for Black and Dark Hair Trends. New Color Launch from the Brand's No. 1 Popular 3-in-1 Eyebrow.

On August 4, 2026, Tokiwa Pharmaceutical Co., Ltd. (Headquarters: Minato-ku, Tokyo), part of the Noevir Group, will launch '10 (Natural Gray),' a new color for the 'Perfect Eyebrow' 3-in-1 eyebrow product from the 'Sana Newborn' brand, which has surpassed 31 million cumulative units sold nationwide*1.

◆ The release date is the manufacturer's shipment date. Purchase availability may vary by store.

New Color '10 (Natural Gray)'

Blends with natural eyebrows,

A transparent, sophisticated color that stands out with black hair.

'Sana Newborn,' launched in 1996, operates under the brand message 'My Perfect Eyebrow, Born Every Day,' proposing foolproof items that build confidence in eyebrow makeup.

The 'Perfect Eyebrow' 3-in-1 product is the No. 1 seller in the 'Sana Newborn' series. It integrates three functions: a soft and smooth drawing pencil for precise application, a fluffy powder to add dimension to the brows, and a blending brush that fits facial contours. This allows even those lacking confidence in eyebrow makeup to create their desired brows effortlessly.

This time, we are adding a gray color as a new shade, perfect for those with black or dark hair. It creates a transparent and sophisticated impression, blending naturally with one's own eyebrows. This versatile gray is designed to be easy for anyone to use, focusing on the Japanese hair color situation where approximately 70% of people have dark hair*2. It is also recommended for men's eyebrow makeup.

*1 Cumulative sales from launch to the end of October 2025 *2 'Survey on Beauty,' conducted by our company in 2026, N=500 women aged 15-59.

【Development Background: Why Gray?】

Our survey on hair color revealed that approximately 70% of people have dark hair tones, including natural black hair.

On the other hand, we received many inquiries from individuals with black hair regarding eyebrow makeup concerns. Many struggle with color selection, stating, 'Brown shades don't quite match,' or 'Black looks too heavy.'

Therefore, we recommend a 'pure gray' eyebrow product that does not contain red or brown undertones. Using a gray color allows for better blending with black hair and creates a transparent, sophisticated look. It's a versatile color suitable for black hair makeup, as well as school and men's makeup.

※Results may vary by individual.

【Product Features】

① Drawing Pencil

An oval core that allows for drawing anything from delicate thin lines to bold, impactful lines. Soft and exceptionally smooth to draw!

② Fluffy Powder

A fluffy powder that adds dimension to the brows.

With a tip inspired by the brush of a palette-type eyebrow product,

it offers a soft and high-quality user experience.

③ Blending Brush

The blending brush is crucial for the finishing touch of eyebrow makeup.

Its finely tapered shape is designed to fit facial contours for easy adjustment at the tip.

【Lineup】

Find your perfect match! Choose from 9 colors as if changing your outfit.

【Comments from the Planning Team】

Kana Chishima, Planning Manager for 'Sana Newborn'

Responding to the recent black and dark hair trend, we wanted to 'allow customers to choose from a wider range of colors!' This desire led us to develop a gray color as a new shade for the Perfect Eyebrow.

I myself have black hair, and I've experienced that brown eyebrow pencils don't quite suit me, making it surprisingly difficult to find colors that work. Therefore, by finely adjusting the gray nuances in both the pencil and powder, we achieved an exquisite color that blends with natural eyebrows without looking too dark!

This color is widely usable not only for those with black or dark hair but also for school and men's makeup. Please try the new color 'Natural Gray'!

【Sana Newborn 30th Anniversary】

'Sana Newborn' was launched in 1996 and celebrates its 30th anniversary this year.

With the brand message 'My Perfect Eyebrow, Born Every Day,' we will continue to propose items that build confidence in eyebrow makeup.

Sana Newborn Brand Site: https://sana.jp/newborn/

Sana Online Shop: https://noevirgroup.jp/sana/

【Reader Inquiries and Retailers】

Tokiwa Pharmaceutical Co., Ltd. Customer Service Center (Sana): 0120-081-937

Available at variety stores, drugstores, mass retailers nationwide, etc.

* Also available for purchase through our official online shop.