AMUSE, a vegan and wellness lifestyle brand under AMUSE Korea, is actively targeting the autumn makeup market with a series of new product launches aimed at leading the trend of 'natural skin texture.'
This season’s emphasis is on achieving a light and natural feel rather than the heavy coverage that conceals skin imperfections. In line with this trend, AMUSE has released the 'Nude Serum Volume Glow-Up Cushion' and 'Dew Serum Liquid Blush.'
The 'Nude Serum Volume Glow-Up Cushion,' launched on September 30, features the world’s first 'serum dough' formula, developed after extensive research in collaboration with global manufacturer Cosmax. The unique formulation combines a soft balm texture infused with serum and a dome-shaped mesh structure, achieving a smooth density typical of balm cushions while offering the lightness of a mesh cushion.
The wax-free balm is designed to evenly adhere to the skin, delivering a clear glow while maintaining moisture due to a high content of skincare ingredients. It contains 79% moisturizing essence, including extracts of jimo root and peptides, along with 78% naturally derived ingredients, enhancing the skin’s hydration and providing a ‘serum volume glow’ akin to applying serum.
Available in five shades centered on a subtle neutral tone, including Fair, Porcelain, Vanilla, Natural, and Medium, the product quickly rose to the top of the sales rankings in Olive Young shortly after its launch.
Introduced at the end of August, the 'Dew Serum Liquid Blush' has become a popular item, following the anti-blusher makeup trend that enhances the skin’s vitality without the use of obvious blush. It achieved first place in sales at Olive Young on its launch day and has been sold out across all shades, with the 'Oat Mocha' shade undergoing 13 restocks within a month at Olive Young alone.
The blush merges the benefits of makeup and skincare, featuring a formula with 65% moisture serum that adheres lightly to the skin without disrupting the base makeup, providing a transparent serum glow. It also contains 2% niacinamide for brightening and wrinkle improvement.
Both new products are formulated with AMUSE's proprietary vegan skincare ingredient, goGlow™. This combines five key active ingredients—peptides, plant-based PDRN, ceramides, ectoine, and plant mucin—to address five skin concerns: vitality, elasticity, moisture, gloss, and texture.
AMUSE plans to capitalize on the success of the blush to further penetrate customer demand for both base and point makeup. An AMUSE Korea representative stated, “We will continue to surprise the market with our unique sensibility and technology, expanding brand influence, and we aim to nurture the new cushion and blush as next-generation bestsellers driving the brand’s growth.”
