PAUL & JOE BEAUTE: A Parisian Cosmetics Brand That Embraces Life

PAUL & JOE was established in Paris, France, and even the brand’s Japanese cosmetics line is inspired by the joyful Parisian lifestyle, with a very French “joie de vivre” philosophy. This concept of jubilantly enjoying life and “fun-loving sophistication” can be seen throughout their unique lineup, from the cute designs inspired by French aesthetics to the carefully selected ingredients, and the result is a wide range of unique products from base makeup to colorful cosmetics.

The MOISTURIZING FOUNDATION PRIMER N is the most iconic product from PAUL & JOE BEAUTE, and its popularity has only grown over the past two decades, resulting in seven whole rereleases. The latest revamp was released on September 1, 2024, just in time for autumn. Not only have all the shades been refreshed, but a new shade number 00 has been added to the lineup, and it’s already being called the ultimate base makeup hack for brightening dull skin.

MOISTURIZING FOUNDATION PRIMER N: New Shades Now Available

^{_{Lower Right Shade Lineup: No. 00, 01, 02, 03}}

The MOISTURIZING FOUNDATION PRIMER N is known for its dewy finish, and it’s particularly celebrated in Asia thanks to the product’s subtle brightening effect and natural translucent finish. (Shade 01 is already especially popular in Korea, where glowing skin is the base of every look.) Now upgraded with an even more hydrating formula and long-lasting performance, the much-anticipated relaunch of this popular primer gives us four fresh shades, including the totally new shade 00.

The highlight of the revamped primer is the addition of two types of nanoliposome capsules, which enhance the formula’s hydrating effects to give it more moisturizing power, supporting the niacinamide that helps keep skin hydrated throughout the day. The new formula provides both ample hydration for the skin and a long-lasting radient effect, enhancing the look of your skin to give it a natural glow.

Each of the four shades available for the 2024 relaunch gives a slight different effect. The vibrant new shade 00 boosts the appearance of a healthy complexion with a pinkish undertone, shade 01 brightens the skin with a neutral effect, shade 02 has a warmer tone, and shade 03 has a transparent finish that blends right into the skin, allowing users to choose the perfect match for their own skin tone and makeup style.

New Product Details
MOISTURIZING FOUNDATION PRIMER N
30ml, SPF15 PA+ (excluding shade 03)
Details on the Official Website (jp)

This Autumn, Refresh Dull Skin & Create a Makeup Base in One Step

^{_{Image courtesy of PAUL & JOE BEAUTE}}

Paul & Joe’s MOISTURIZING FOUNDATION PRIMER N now includes nanoliposome capsules for the first time, utilizing ceramides to help form a protective layer on the skin, and phytosterols (lipids found in skin cells) to lock in moisture for a more hydrating formula. With these nanoliposome capsule components the primer is able to penetrate deep into the skin’s outer layer, allowing moisturizing ingredients like niacinamide or the long-lasting hyaluronic acid to do their work. Makeup lovers can expect both a reliable makeup base and moisturizing skincare from this one bottle.

Luminous Skin With Long-Lasting Radiance

^{_{Image courtesy of PAUL & JOE BEAUTE}}

If you’re looking for durability, this primer is formulated to create a light and flexible film of water-resistant makeup when applied to the skin (excluding shade 03), forming a moisturizing base that resists sweat and oil to keep skin glowing for hours on end. In addition to Paul & Joe’s specialty golden pearlescence called “secret d’or” (made of mica and titanium dioxide), the MOISTURIZING FOUNDATION PRIMER N also includes spherical powder to give a flattering soft-focus effect, resulting in a unique translucent finish that leaves skin feeling soft and moisturized, while looking glossy and luminous. Achieve Japan’s on-trend glowy looks in just one easy step!

Korekoko x PAUL & JOE BEAUTE Product Preview Event in Omotesando, August 2024

To celebrate the launch of the updated MOISTURIZING FOUNDATION PRIMER N, PAUL & JOE BEAUTE teamed up with Korekoko for the first time to hold a product preview event in August 2024, located in Tokyo’s high-end designer-filled neighborhood of Omotesando. Participants from around the world, including a number of beauty lovers from China and Taiwan, gathered to try PAUL & JOE BEAUTE’s new primer formula and some of their other popular cosmetic products firsthand. As participants spent time experiencing the makeup for themselves and getting a closer look at each of the products, each and every one seemed happily submersed in the world of PAUL & JOE BEAUTE.

Alongside the practical hands-on makeup experience, the preview event also included a photo spot featuring a larger-than-life replica of PAUL & JOE BEAUTE’s iconic MOISTURIZING FOUNDATION PRIMER N bottle, and participants took home a special gift bag filled with PAUL & JOE BEAUTE cosmetic goods along with sweet pink macarons decorated with the PAUL & JOE logo! By providing a chance to experience the new products directly before they went on sale, it’s clear that this collaboration event between PAUL & JOE BEAUTE and Korekoko offered a space for consumers to engage directly with the brand’s philosophy. For the Japankuru team members observing the event, we could see that it fostered more meaningful connections between the brand and its customers than would be possible in any makeup shop.

▶︎ Learn more about Korekoko (コレココ) and their many different events for foreigners living in Japan!

Get Glowy Skin Even in the Dry Months Ahead

With summer finally coming to an end, it’s time to find the right cosmetics to keep your skin moisturized throughout the fall and winter. For flawless base makeup that holds up to even the dryest days to come, we recommend turning to a Japanese makeup favorite with a new and improved formula: PAUL & JOE BEAUTE’s MOISTURIZING FOUNDATION PRIMER N.

With a dewy, translucent finish, long-lasting performance that won’t break down due to sweat or oil, and a range of shades to meet your needs, check out the official website for more details on this new Japanese PAUL & JOE BEAUTE product, and make the most of your Japanese cosmetics shopping trip on your next trip to Japan!

For more info and updates from Japan, check Japankuru for new articles, and don’t forget to follow us on X (Twitter), Instagram, and Facebook!