Tagline
I HOPE.
KANEBO is a global prestige cosmetics brand launched in Japan in 2016 by Kanebo Cosmetics. Centered on skincare, it also offers base makeup and color makeup, with products designed to bring out the skin’s natural beauty. Since its 2020 rebranding, the brand has used “I HOPE.” as its brand message and positioned itself as “a brand that speaks of hope, not beauty.” Its offerings include skincare focused on the skin’s strength and beauty, base makeup and color makeup that bring out individuality, and the top-tier “KANEBO THE EXCEPTIONAL” series. As a brand originating in Japan, it has also expanded overseas, including into Asia and Europe.
Concept
KANEBO is becoming a brand that speaks of hope, not beauty.