Japan: Avance Launches Two New Lash Care Products Inspired by Professional Insights

Avance Lash Base <Eyelash Cosmetics> and Avance Lash Melt Remover <Eye Makeup Remover> are set to hit the market on Friday, September 4, 2026.

Avance, a cosmetics brand focused on the eye area, incorporated feedback from 15 professionals who perform daily eyelash treatments during the development phase. The brand evaluated prototypes with these experts and integrated their insights on usability, final appearance, and the experience of removing makeup into the product formulations and specifications.

The resulting products are the Avance Clump-Feel Lash Base, a mascara base designed to easily create the trendy "clumped" lash look, and the Avance Lash Melt Remover, a dedicated mascara remover that is also effective on waterproof formulas. Both items will be available for purchase on Friday, September 4, 2026, at variety shops, drugstores, and the company’s own e-commerce site across Japan.

The growing popularity of eyelash perms and extensions has heightened interest in how to present natural lashes and the daily routines involved in eyelash makeup. Among current trends, the "clumped lash" look, which delicately groups lashes to subtly enhance the eye area, has gained significant traction, particularly among Generation Z and those in their twenties. However, many users report difficulties in achieving a clean clumped effect, noting that the process is time-consuming and that removing long-wearing mascara often causes friction and discomfort.

In response, Avance developed new products by consulting with professionals who perform eyelash treatments. The brand focused on the usability of the comb, the quality of the final finish, and the ease of integrating these tools into everyday makeup routines.

Drawing on its long-standing expertise in eye makeup, Avance pursued a dual objective: making the application process simple while ensuring the products can be removed comfortably. This approach led to the creation of two new items designed to support daily eyelash makeup.

The time spent on application, and the time spent on removal. Make your daily eyelash makeup routine smoother.

The product features a "bundle-feel double comb" that integrates flat and triangular comb teeth. Long fibers designed to blend with natural lashes help create the appearance of longer, separated lashes without requiring specialized techniques, achieving a current trend in lash styling.

This mascara-specific remover combines a fast-drying, viscous gel with a liquid-saturated, high-adhesion comb. It is formulated to quickly dissolve long-wear mascaras, including waterproof formulas, thereby facilitating a comfortable daily makeup removal routine.

Both items are safe for use on individuals with permanent lash curls or lash extensions*. The formulations also incorporate five beauty and moisturizing ingredients: panthenol, hydrolyzed keratin (wool), Centella asiatica extract, Scutellaria baicalensis root extract, and sodium hyaluronate.

Avance introduces these two new products to support contemporary lash makeup routines, aiming to enhance eye-area aesthetics while providing gentle care.

Avance “Bundled Lash Base”

Avance has developed its new products by listening to the voices of professional lash artists, offering two items designed to support daily eyelash makeup routines, whether during application or removal.

The Avance "Bundled Lash Base" is a mascara base designed to easily achieve the trending "bundled lash" look.

This "bundled lash" style delicately groups lashes to naturally enhance the eye area. However, creating a clean bundled effect often requires considerable technique, including precise control of product volume and careful combing.

The product features a "Bundled Double Comb" that combines a flat comb with a triangular comb. This design allows users to achieve the bundled look without specialized skills, while long fibers blend with natural lashes to add length in a subtle manner. It is recommended not only as a base before applying mascara but also for days when a natural finish is desired without using mascara.

Product Features

The application process involves two straightforward steps: first, use the flat comb to apply the solution, then employ the triangular comb to define and separate the lashes. This method requires no advanced techniques, allowing users to achieve a clean, separated look with distinct lash clusters.

The formula incorporates long fibers designed to blend seamlessly with natural lashes. The sheer black pigment integrates with the existing lash color, subtly extending their length without appearing excessive. This approach creates a delicate and refined eye appearance that avoids an overdone look.

While primarily intended as a base before mascara application, the product can also be used on its own. It remains a versatile option for days when a more natural finish is preferred.

The formulation is engineered to maintain curl and overall finish throughout the day, ensuring the look remains intact during daily activities.

This product is suitable for individuals with permanent lash perms, as well as those wearing eyelash extensions applied with standard cyanoacrylate-based adhesives.

To combine makeup with hair care, the formula includes panthenol, hydrolyzed keratin (wool), Centella asiatica extract, Scutellaria baicalensis root extract, and sodium hyaluronate.

How to Use

Use as a base before applying mascara. The product can also be used without mascara.

Product Overview

Avance Lash Melt Remover

Avance has developed its Lash Melt Remover, a dedicated mascara remover designed to handle waterproof formulas.

As mascara technology advances with features like enhanced curl retention and waterproof performance, consumer concerns regarding the friction and stress placed on lashes during makeup removal have also grown.

The product utilizes a fast-acting, viscous gel that quickly blends with long-wear mascaras. A high-absorption, close-fitting comb ensures the remover reaches every individual lash, preparing waterproof mascara for easy and smooth removal.

Formulated to minimize eye irritation, the product is also suitable for use on perm-treated lashes and lash extensions.

Additionally, the formula incorporates five types of beauty and moisturizing ingredients, reflecting a design philosophy that prioritizes lash care even during the removal process.

Product Features

A single application of the product over water-resistant mascara allows it to blend quickly, preparing the lashes for easier removal before the actual cleansing step.

The formulation is also compatible with water-resistant mascaras designed to maintain their finish throughout the day.

A viscous gel remains on the lashes, while a high-density comb with good liquid retention ensures the remover is distributed evenly across every individual lash.

The product is suitable for use on perm-treated lashes and extensions applied with standard cyanoacrylate-based adhesives.

The formula contains panthenol, hydrolyzed keratin (wool), Centella asiatica extract, Scutellaria baicalensis root extract, and sodium hyaluronate.

How to use

3. Next, blend the product with your preferred cleanser and gently rinse it off with lukewarm water.

Product Overview

Avance “Bundled Lash Base”

Avance Lash Melt Remover

Beauty and moisturizing ingredients, free from specific components

The new Avance products, the Avance Clumping Lash Base and the Avance Lash Melt Remover, incorporate five beauty and moisturizing ingredients: panthenol, hydrolyzed keratin (wool), Centella asiatica extract, Inula japonica root extract, and sodium hyaluronate. The formulation is designed to care for eyelashes both during application and removal, supporting daily eyelash makeup routines.

Hydrolyzed keratin (wool) provides elasticity and strength to eyelashes while delivering moisture.

Centella asiatica extract helps maintain healthy eyelashes and prevents damage caused by dryness.

Inula japonica root extract helps maintain healthy eyelashes and prevents damage caused by dryness.

Pairing the new products with existing items in the lineup allows users to achieve a more refined and complete eyelash makeup look.

Avance’s Clump-Resistant Lash Base can be applied on its own, but when paired with the existing Avance Separate Lash mascara, it helps users achieve a more refined and polished look.

By combining a base that defines individual lash clusters with a mascara designed to enhance natural length and separation, the system allows for makeup tailored to the desired final impression.

The new product features packaging that follows the gradient design of the existing line, reinforcing visual consistency across the series.

Avance Co., Ltd. was established in 1996 as a brand targeting younger demographics under the Hollywood Cosmetics Group. The group is recognized for introducing Hollywood film makeup techniques to Japan and popularizing mascara, and Avance carries forward that technical heritage. As Hollywood Cosmetics marks its 100th anniversary in 2025, Avance continues to pursue quality and innovation built upon that foundation.

The brand name “AVANCÉ” derives from the French term meaning “advance,” “lead,” or “superior,” reflecting a commitment to proposing trends that look ahead to the future. In the 1990s, the influence of charismatic artists sparked a boom in thin eyebrows, rapidly elevating women’s awareness of eye-area aesthetics. Against this backdrop, Avance launched its Lash Serum, an eyelash care essence, in April 1997, which became a major hit. The Lash Serum series remains a long-selling favorite to this day. Since then, operating under the concept of “thorough care while doing makeup,” the brand has expanded its product line centered on the eye area and now offers a broader range of products beyond that focus.

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