Japanese clothing retailer GU has announced that its new cosmetic brand #4me by GU which launch on September 4, 2020 at all major GU stores and their online website in Japan.

#4me by GU is an entirely new cosmetic brand that hearkens to the voices of the ordinary person and combines latent needs with the latest styles. By listening to consumers’ worries and wishes, the brand is able to develop cosmetics that people want and can really use. Their products pride themselves on being made in Japan, ensuring high quality while staying at a reasonable price and making the user feel good each day.

#4me by GU’s product lineup focuses on eye and lip products, and this will include lipsticks, cream eyeshadows, lip gloss, and multi-palettes. The items will be simple for anyone to apply and incorporate into their looks. GU has also developed their own colours and textures so that their lineup fit naturally with the colours and fashion of the season. From eyeshadow that isn’t overly-sparkly to specially selected natural colours from palettes, #4me by GU promises easy of use for every person.

The Lipsticks

8 Colours: #11 PINK, #13 L.RED, #14 ORANGE RED, #15 RED SHEER, #17 RED MATTE,#24 APRICOT, #26 ORANGE SHEER, #77 PURPLE | ¥590 Each (Before Tax)

The lipstick collection features natural colouring. Each lipstick benefits from just needing one coat over the lips while also moisturising them. Thanks to the oil blend*, the lipstick feels great on the lips and has the right amount of shine. It also has a lip cream feel to it so can be used on your lips when wearing a face mask.

Cream Eyeshadow

4 Colours: #01 WHITE, #11 PINK, #36 BROWN, #81 GOLD | ¥590 Each (Before Tax)

#4me by GU’s cream eyeshadow has 53% water content and comes in a tube. The oil blend lets the eyeshadow spread out smoothly and requires just a single coat around your eyes. The eye shadows also contain a moderate amount of glitter, bringing a fresh look to your eyes. It makes your eyes stand out without taking over the rest of your makeup.

Lip Gloss

3 Colours: #11 PINK, #13 L.RED, #16 RED | ¥790 Each (Before Tax)

The colouring developed for the lip gloss was made to not be too strong so that even if you overcoat with another colour your lips will look natural. The oil blend* used enhances the product staying on your lips and makes them look plump and moist.

Multi-Palettes

 3 Colours: #11 PINK, #26 ORANGE, #72 PURPLE | ¥1,490 (Tax Included)

Soft powder is used for the multi-palettes which ensures a consistent and balanced spread. Colour trends are used and can be used both on your cheeks and around your eyes.

#4me by GU is made in Japan using high quality Japanese ingredients. Where possible, the ingredients used are ones that do not cause irritation to the skin, and all items are made with natural moisturising ingredients including the following essences: tea leaf, East Asian Cherry, camellia, saxifraga stolonifera, and ashitaba.