A new addition: Decorté extends flagship Liposome range with new eye serum to strengthen brand

By Amanda Lim

- Last updated on GMT

Decorté Cosmetics to extend Liposome range with a new eye serum. [Decorté]
Decorté Cosmetics to extend Liposome range with a new eye serum. [Decorté]

Related tags Skin care Luxury eye care Japan kose

Decorté Cosmetics is set to extend its bestselling Liposome skin care range with a new eye serum to reinforce its presence in the high-end beauty market.

The Kose -owned brand recently announced that the Liposome Advanced Repair Eye Serum will launch on March 1 in 14 countries across Asia Pacific, the Americas and Europe. The new product will then launch in its home market on March 16.

The new formula is hypoallergenic and can be used regardless of age or skin type. It contains a new technology the brand has dubbed Nanobicelle.

A bicelle, explained Decorté, is a disk-shaped unilamellar capsule composed of biocomponent phospholipids.

“The skin around the eyes is the thinnest on the face and has the lowest barrier function. In consideration of such skin characteristics, we have succeeded in developing a 0.02 to 0.07 micron disk-shaped single-layer capsule that encloses human ceramide, a barrier component originally present in the skin.”

Together with its multilayer bioliposome technology, the formula claims to penetrate deep into the stratum corneum and tackle problematic concerns such as wrinkles and rough texture around the eyes.

Liposome Advanced Repair Eye Serum also features a metal cap with a ball on the end that doubles up as an eye massage tool to promote blood circulation and stimulate pressure points

The eyes have it

Kosé has observed that the eye care market in Japan growing significantly. Furthermore, it highlighted that in markets such as China and the US, the eye care category was the third largest after face serums and creams in the skin care category.

Its competitors in the same category have also launched eye care products using the same signature technology and ingredients as their flagship serums. These have become “especially popular”, said Kosé.

The company said it expects the demand for eye care products to continue growing in the coming years with increased awareness of eye care due to the frequent use of protective face masks.

“In the eye care market, which is growing rapidly both in Japan and overseas, we will bring together the science and technology that are the strengths of Decorté Cosmetics and launch an eye serum with the unique value of liposomes,” ​said the brand.

“We will try to expand the number of regular users. As a result, we will solidify our position as a signature series that symbolises the brand, and further increase our presence in the world as a true innovative brand.”

Liposome’s recent successes

Founded in 1970, Decorté Cosmetics is a cosmetics brand under Kosé’s high prestige beauty portfolio, which also consists of brands including Jill Stuart and ADDICTION.

In September 2021, the brand relaunched the Liposome serum for the first time in almost three decades, with the aim of revitalising and reigniting interest in the brand and improve its position in the market.

According to Kosé, since the relaunch, Liposome serum has attained top rankings in the beauty essence category, as well as in department stores across Japan.

In 2022, it followed up with the launch of the Liposome Advanced Repair Cream.

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