Marking a world first in Thailand, the Thai beauty industry is creating a phenomenon once again. KANEBO, a leading cosmetics brand from Japan, has chosen Thailand as the first country in the world to launch “KANEBO MELTY FEEL WEAR II”, its newest powder foundation. This debut takes place ahead of the product’s release in Japan, which is scheduled for this February. The launch not only unveils a skin innovation that has captured global attention, but it also reflects KANEBO’s success in Thailand, where it has secured the No. 1* sales position in the counter-brand powder foundation category, based on data from Beauté Research, a global beauty product research institute.
The atmosphere at “The World’s First Launch of KANEBO MELTY FEEL WEAR II”, held on 16 January 2026, at Central Court, 1st Floor, CentralWorld, was vibrant and bustling with media representatives, distinguished guests, and top-tier influencers. The event space was designed under the “I HOPE KANEBO” theme, conveying concepts of hope, confidence, and authentic self-expression. It featured product trial zones that allowed attendees to experience the texture and technology of MELTY FEEL WEAR II up close. The event was also honored by the presence of experts from Japan, Mr. Magai Shinsuke and Mrs. Takata Fumika, who shared the concepts and stories behind the product’s development.
Mr. Atsushi Sumino, President of Kanebo Cosmetics (Thailand) Ltd., stated that KANEBO is a brand that believes in the potential and unique beauty of each individual, under the concept “I HOPE”. He emphasized that choosing Thailand as the global stage to launch “KANEBO MELTY FEEL WEAR II” ahead of Japan reflects Thailand’s role as a key strategic market, as well as the brand’s confidence in Thai consumers. He further added that KANEBO has successfully secured the No. 1 Sales position in Thailand* in the counter-brand powder foundation category, based on data from Beauté Research. This achievement is the result of listening to consumer feedback and developing products that genuinely cater to the lifestyles of people in Asia.
Ms. Piyachut Kayankarn, Strategic Planning Division Manager at Kanebo Cosmetics (Thailand) Ltd., stated that the inspiration behind MELTY FEEL WEAR II was to overcome the traditional limitations of powder foundations, which often force a choice between a lightweight feel and coverage. The product was developed under the concept “True Lightness, Complete Confidence”, aiming to deliver a natural, comfortable finish that remains smooth and inspires confidence, all without the feeling of wearing makeup.
At the heart of MELTY FEEL WEAR II lies the Advanced Dual Gel Coating Technology, KANEBO’s exclusive innovation. This innovation encapsulates every pigment particle in a semi-translucent gel, ensuring the powder adheres seamlessly to the skin. It effectively minimizes caking, delivering a refined, smooth finish, even after multiple applications. This is combined with Light Diffusion Technology, which gently diffuses light through the gel layer, naturally blurring pores and uneven skin texture. Additionally, the New Oil-control Silky Powder absorbs sebum and sweat in a balanced way, making it ideal for Thailand’s hot and humid climate while ensuring the skin remains fresh and comfortable all day. Furthermore, the development of MELTY FEEL WEAR II reflects a deep understanding of Thai consumers’ feedback and actual experiences, covering skin types, climate, and daily lifestyles. This insight was used to develop a product that answers practical needs, delivering a natural look that inspires confidence throughout the day.
KANEBO MELTY FEEL WEAR II features 5R Nuance Color and comes in 10 shades covering all skin tones: Lavender, Petal, Rose, Shell, Vanilla, Linen, Cinnamon, Ivory, Sand, and Amber. This ensures that everyone can discover a shade that truly harmonizes with their skin. It is available now at KANEBO counters across all Central and Robinson Department Store branches as a refill, priced at 1,550 THB.
Reference
*KANEBO MELTY FEEL WEAR ranks 1st product overall in units in the “MAKE-UP / FACE / COMPACT FOUNDATIONS” segment from 1 January 2025 to 30 September 2025 (1st + 2nd+3rd quarter) 2025 in the Department stores & Boutiques channels, Beauté Research
Product Information
- Product: KANEBO MELTY FEEL WEAR II (Refill)
- Price: 1,550 THB (11g)
- Accessories:
- KANEBO MAKEUP COMPACT: 400 THB
- KANEBO MAKEUP SPONGE: 200 THB
- KANEBO MAKEUP BRUSH: 700 THB
Caption IG
KANEBO @kaneboofficialthailand unveils its latest powder foundation, MELTY FEEL WEAR II — delivering lightweight, second-skin coverage with a naturally smooth finish. Reinforcing its position as the No. 1 best-selling brand in Thailand*, the innovative film-gel formula melts seamlessly into the skin for exceptional comfort. Powered by Advanced Dual Gel Coating Technology, it balances oil control and light diffusion to keep skin refined, radiant, and fresh all day. Featuring 5R Nuance Color and an expanded range of 10 shades, MELTY FEEL WEAR II ensures a harmonious, skin-true match — for confidence in your own skin.
