The vivid eye hacks to be out and about (at least for now)

Hunter Schafer, SHISEIDO Makeup’s Global Brand Ambassador Copyright @Shiseido

We are loving it!

Bold. Blendable.

These high-performance shadows will leave you speachless!

The new POP Eye Collection
delivers bold pigment with graphic precision

Whether it be a single note or a harmonious melody of color, SHISEIDO Makeup’s new POP Eye Collection delivers bold pigment with graphic precision. “Intrinsic to the brand’s DNA, we took a multisensory approach when developing this range,” says Ryota Yukisada, Chief Brand Officer for SHISEIDO. “Our goal was to fuse sound with makeup, a medium that is traditionally thought of as visual and textural.”

The lineup consists of revolutionary products and tools that can be combined to create expressive eye looks: POP PowderGel Eye Shadow, HANEN FUDE Eye Shading Brush, KATANA FUDE Eye Lining Brush, and five new shades of the best-selling MicroLiner Ink. “Adding a pop of color and texture to lids or lash lines instantly wakes up eyes and helps you feel a little bit more on,” says James Boehmer, Global Artistic Director for SHISEIDO Makeup .

The star product in the collection is the POP PowderGel Eye Shadow, which features groundbreaking Hybrid Powder-Gel Technology. This silky-smooth texture offers the rich payoff of a pigment with the ease of a cream and the staying power of a powder. 

As bold as they are blendable, these high-performance shadows are inspired by pachiri, a Japanese expression that refers to the “snap” of a camera and loosely translates to “eye-popping effects,” explains Boehmer. Available in 18 brilliant shades and three multidimensional finishes, each color in this vivid range pops with its own unique sound.

The face of this new collection is none other than Hunter Schafer, SHISEIDO Makeup’s Global Brand Ambassador. As an actress and artist, Schafer regularly uses color to express her creativity and convey different characters both on screen and off. “We all have associations with sounds and colors and that’s how we make sense of things in the world. It’s also how the world tries to direct us to feel a certain way about things,” says Schafer. “I think it’s beautiful to figure out what each color and sound means to you. Everyone has their own unique perception.”

Copyright @Shiseido


INNOVATION: To achieve an entirely new texture that performs like a powder with the intensity of a pigment and the staying power of a gel, SHISEIDO Makeup used Hybrid Powder-Gel Technology. This innovation lends this unique eye shadow a strong-yet-elastic structure that also functions as a protective moisture barrier. Housed in an ultra-slim compact with a mirror and a magnetic closure, the weightless formula is infused with spherical silica (for a silky feel and a friction-free application), film-forming gel polymers (for a flexible texture that provides enhanced wear), wakame extract (an antioxidant-rich Japanese sea algae that protects and smooths), and a high percentage of pigments and pearls (for saturated color and supreme radiance).

BOLD MINIMALISM: Available in 18 bold shades and three finishes—matte, shimmer, and sparkle—this comfortable, easy-to-blend shadow delivers waterproof and crease-resistant color for long-lasting lid looks. “Because these powder shadows behave more like a gel, you also don’t get that typical dusting or fallout under the eyes,” says Boehmer.

COLOR INSPIRATION: Influenced by the vibrant colors found in Japanese graphic art, anime, and manga, this statement-making collection includes everything from a soft taupe to a high-volume violet. “Even the more subtle shades still have intensity and depth,” says Boehmer of these universally flattering shadows that work across all skin tones and never look washed out. Playing off the fact that the Japanese language incorporates more onomatopoeia than any other language, each color is named after an expressive sound, emotion, or action. For example, shari-shari loosely translates to the sound of ice crackling beneath your feet, while waku-waku describes the nervous excitement one feels before
a date.

J-BEAUTY TIP: “The high concentration of pigment and pearl allows you to customize your application and finish,” explains Boehmer. For a quick wash of color, use your ring finger to glide the silky shadow across eyes. To achieve a more diffused effect, reach for the NANAME FUDE Multi Eye Brush. The new HANEN FUDE Eye Shading Brush is designed to pick up the max amount of pigment and deposit it liberally across skin, making it perfect for more saturated looks. For a statement-making smoky eye, Boehmer suggests blending a darker shade close to the lash lines and brightening up the inner corners with a shimmery color using the KATANA FUDE Eye Lining Brush. These shadows can also be layered over other products, such as Kajal InkArtist or MicroLiner Ink, for added depth and intensity.


INNOVATION: This best-selling liner infused with high-impact pigments delivers saturated, matte color that never smudges—making it a must-have around the globe. The weightless, inky pencil features Thermo-Sensory Technology that allows this formula to transform from a solid into a liquid upon coming into contact with skin, creating a flexible, water-resistant film that offers up to 24 hours of wear. Thanks to its ultra-thin diameter, this next-generation pencil can be dotted between lashes or glided across eyes with remarkable precision.

BOLD MINIMALISM: The bold colors of this micro-tip liner are inspired by sumi ink sticks used in traditional Japanese calligraphy. Similar to the opaque fluid shodo masters have swathed across paper for centuries, this unique formula melds seamlessly with the lash line for a subtle or striking effect.

COLOR INSPIRATION: Five new expressive shades deliver bold, saturated pigment in a single stroke. “These colors are like jewelry for your eyes,” says Boehmer. “You don’t have to spend a ton of time or put in a lot of effort to create a stunning makeup look—it’s all in the details. If you normally wear black or brown, try one of the new shades to add even more dimension.”

J-BEAUTY TIP: Use MicroLiner Ink to create graphic shapes or precise lines. “There are so many ways that you can use these colors to make eyes look bigger and really pop,” says Boehmer. “In Japan, women often use liner under lashes for a sharp, clean edge that makes the whites of the eyes stand out.”

KATANE FUDE Eye Lining Brush

INNOVATION: Ideal for detail work and drawing precise lines or graphic shapes, this brush features SHISEIDO Makeup’s innovative Hidden Core construction for a smooth and even application. Handcrafted by Japanese artisans, the triangular-shaped handle offers an ergonomic grip, while the tapered point delivers superior stability and control. The combination of soft and firm synthetic fibers allow this brush to be used with creams, gels, liquids, and powders.

BOLD MINIMALISM: Katana translates to “sword.” The perfect blend of form and function, this unique shape reminiscent of a diagonally-cut bamboo stalk makes defining the eyes easy and intuitive.

J-BEAUTY TIP: Use the angled point to trace along top and bottom lash lines, highlight the inner corners of the eyes, or even define brows. This brush is also an excellent choice for creating crisp cat-eyes and other expressive shapes.

HANEN FUDE Eye Shading Brush

INNOVATION: Like the rest of SHISEIDO Makeup’s cutting-edge brush collection, this semicircular tool handmade by artisans in Japan features Hidden Core Technology to help maintain its shape over time and prevent skipping or streaking. While this brush was created specifically for the new POP PowderGel Eyeshadows, the synthetic bristles also allow it to be used with any texture, including powders, creams, and gels.

BOLD MINIMALISM: Named after traditional Japanese calligraphy brushes, hanen translates to “half-moon” or “semicircle.” This unique shape is ideal for picking up pigment, applying it evenly to lids, and building color intensity.

J-BEAUTY TIP: Tap the flat side of the brush across lids to deposit pigment and increase color saturation. The semicircular shape also fits snuggly along the top and lower lash lines, making it easier than ever to create a seamless smoky eye.

Hunter Schafer on
POP PowderGel Eye Shadow


What were your first impressions of the POP PowderGel Eye Shadow?
“I immediately noticed the depth and creaminess of these eyeshadows. I felt like I could almost fingerpaint with them—the colors were just so rich.”

Do you have a favorite eye look that you’ve worn? What made it so special?
“One of my favorite eye looks was from the Allure shoot I did a couple of months ago. We took a unique approach and drew on my face with various eyeliners and eyeshadows. It felt like a big art project!”

What is your favorite eyeshadow shade?
“I just discovered my new favorite eyeshadow color, which is Zaa-Zaa Navy. There is something emotional about this shade of blue. It has depth and I really like the way it catches the light. It’s like a painting. I want to live in it.”

Why do you think the eyes are the perfect canvas for makeup and expressing your creativity?
“I think the eyes are such a powerful part of the body and one of the most expressive areas of the face. t’s where we hold so much emotion. I could stare into someone’s eyes for hours! It’s cool to accentuate your eyes in a way that helps tell whatever story is going on behind them.”

Shiseido’s new shadows are influenced by sound. As an artist, how do you think sound and color can evoke emotion and help people express themselves?
“We all have associations with sounds and colors and that’s how we make sense of things in the world. It’s also how the world tries to direct us to feel a certain way about things. I think it’s beautiful to figure out what each color and sound means to you. Everyone has their own unique perception.”

What colors inspire you?
“I like Zaa-Zaa Navy and chartreuse, but there’s really no bad color in my book. How could a color be bad? They’re all wonderful! I’m very thankful for color.”


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