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# Easily Rinsed Makeup
The Shiseido Fullmake Washable Base Can Be Removed with Only Warm Water

By Meghan Young | Published 2013-01-10 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/shiseido-fullmake-washable-base
References: [psfk](http://www.psfk.com/2013/01/remove-makeup-water.html) & [group.shiseido](http://group.shiseido.com/releimg/2092-e.pdf)

Although women are highly encouraged to remove their makeup every night before bed, the stuff can stay on so persistently that many give up before they even try; that will all change thanks to the [foundation](https://www.trendhunter.com/trends/innovative-<a%20class=)'>Shiseido Fullmake Washable Base. The first of its kind, it is a foundation that can be [washed away with only warm water](https://www.trendhunter.com/trends/cleansing-facial-powder).

The Japanese company also promises that the makeup resting on top of the Shiseido Fullmake Washable Base can be just as easily rinsed away as well. It is made using a substance called Veil Action Polymer, which is hydrophobic to cold water but not to warm water.

The Shiseido Fullmake Washable Base will be hitting Japanese stores in March.

## Trend Insights (Trend Hunter)

- Score: 2.8/10
- Popularity: 36% | Activity: 39% | Freshness: 8%
- Audience gender: 10% men, 90% women
- Primary generations: Millennial, Gen X
- Top markets: Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics)

## Key Themes

### What Makes This Trend Stand Out

- **Rinseable Makeup:** The development of easily removable makeup products opens up opportunities for innovative cosmetic formulations and skincare routines.
- **Hydrophobic Polymers:** The use of hydrophobic polymers in beauty products can revolutionize the way makeup is removed and offer new possibilities for cosmetic innovation.
- **Water-based Cosmetics:** The rise of water-based cosmetics offers a more sustainable and convenient option for makeup removal, presenting opportunities for eco-friendly beauty brands.

### Sectors Adopting This

- **Cosmetics:** The cosmetics industry can explore new product formulations and marketing strategies to capitalize on the demand for easily removable makeup.
- **Skincare:** The skincare industry can incorporate rinseable makeup products into their routines, offering multi-functional solutions for consumers seeking efficiency and convenience.
- **Sustainability:** The sustainability industry can promote water-based cosmetics as a more environmentally friendly alternative to traditional makeup, driving the demand for eco-conscious beauty products.

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