HARIAS

HARIAS Inc. was founded in 2006 as part of the Toyo Shinyaku Group, developing mail-order businesses for cosmetics, quasi-drugs, and health foods. The HARIAS brand born within it focuses on skincare-minded base makeup items — with the theme of combining "gentleness to skin and future beauty."

The brand philosophy is "more beautiful than today, beyond pretty." Valuing not only hiding skin concerns but also nurturing the bare skin itself, the brand developed a medicated cushion foundation that delivers wrinkle improvement, brightening*, and prevention of rough skin while wearing makeup. With the combination of dual active ingredients niacinamide and dipotassium glycyrrhizinate, and high-concentration Flavangenol(R), the design lets skincare effects continue even during makeup. *Suppressing melanin production and preventing dark spots and freckles.

In the online store, in addition to subscription courses, value set sales, and campaign projects, the brand collaborates with official EC malls such as Rakuten Ichiba, Yahoo! Shopping, and Amazon, as well as variety shops such as Loft and shop in — delivering products to customers nationwide. Going forward, the brand will continue to expand new items and initiatives, centered on "base makeup x skincare that can be continued without strain even in busy days."

"More beautiful than today, beyond pretty"

HARIAS holds up "more beautiful than today, beyond pretty" as its brand message — a base-makeup brand that values not only covering skin concerns but also caring for the bare skin foundation underneath. Without separating makeup and skincare, the formulation design looks ahead to future beauty.

Japan's first cushion foundation that improves wrinkles and brightens* while wearing makeup

The signature "medicated cushion foundation" features Japan's first formulation* combining dual active ingredients niacinamide and dipotassium glycyrrhizinate with the brand's original high-concentration Flavangenol(R). Achieving wrinkle improvement, brightening*, and prevention of rough skin while also delivering natural glow and coverage. *Suppressing melanin production and preventing dark spots and freckles.

A carefully selected, simple lineup

Cushion foundation, face powder, Pre-Makeup UV (UV makeup base), makeup-keep mist, and daily care — a simple structure easy to master even on busy days. Each item's role and function is narrowed down so you can aim for a professional finish with few steps.

Reassuring production unique to the Toyo Shinyaku Group

HARIAS, as a member of the Toyo Shinyaku Group — known for manufacturing Foods for Specified Health Uses and quasi-drugs — manufactures domestically under high quality standards. Leveraging proprietary ingredients and formulation technology including Flavangenol(R), the brand pursues both gentleness to skin and reliable effects.

A world view as "the foundation you wear to meet your oshi"

Casting the dance & vocal group IMP. as CM characters and using the message "the foundation you wear to meet your oshi," the brand became a topic of conversation. As an "amulet foundation" that supports the self you don't want to crumble on important days, the brand cheers on everything from special days for live concerts and events to daily makeup.