"SKIN AQUA Tone Up UV" series to offer "selectable transparency" with new white color and all colors renewed in 2026

Background of the release

The summer of 2025 saw record-breaking heat, with the Japan Meteorological Agency announcing it as "the hottest summer in the past 127 years." The prolonged intense sunlight made the UV environment even more severe, leading to an increase in sunscreen use among both men and women, and expanding the range of usage scenarios. As a result, the sunscreen market expanded by 108% in terms of value *3, and our UV category also performed well, increasing by 110% *3.
Among them, the "SKIN AQUA" series was chosen by many customers. The two lines that received particular support were "Tone Up UV Essence," which gives a "transparent look *2," and "Hyaluron Serum UV," which pursues a "comfortable feel." In Rohto's UV sales ranking for summer 2025, "Tone Up UV Essence" came in first place and "Hyaluron Serum UV" came in second place, with their beautiful finish and comfortable feel being highly praised.
Furthermore, the values expected of sunscreen have diversified beyond simply "preventing sunburn" to include "finishes that suit you," "comfort," and "easy-to-use features that make it easy to continue using every day." There is a growing demand to "choose a level of transparency that suits your mood and fashion," and to "choose something that is gentle on the skin" because it is something used every day. In response to these expanding needs, we will deliver items that support your daily UV protection by further evolving "selectable levels of transparency *2" that allow you to enjoy a skin impression that suits you, and "easy-to-use features that make you want to continue using them."

*3: Intage SRI+ Sunscreen Market, February-August 2025 Sales Value Year-on-Year Comparison

Product features

SKIN AQUA Tone Up UV Series

SPF50+, PA++++, UV water resistant★★

1. New color "White" now available

   A new white shade has arrived that naturally adds a touch of transparency *2 to any personal color. It's easy to incorporate into your look, even for those who are unsure about color choices or students who find colored products difficult to use, and it's a new color that delivers "transparency *2 that anyone can easily use."

2. All colors have been renewed with a new formula: "Transparency *2 Lock Formula".

   Thanks to the added coating ingredients, the color pearls and UV-blocking components adhere closely to the skin, ensuring a long-lasting, freshly applied, and cute look *1.

3. The smooth, silky finish improves ease of use.

   It easily adheres to the skin, retaining the comfortable feel characteristic of SKIN AQUA, while providing a less sticky finish. The texture is also easy to use before applying makeup.

4. A new design that will lift your spirits — two-tone color scheme with a new gradient.

   The brand's iconic two-tone design remains, but the direction of the gradient has been changed for a fresh look. The result is a "grown-up cute" finish that will lift your spirits when you pick it up, and a design that you'll want to collect and carry around.

SKIN AQUA Hyaluron Serum UV

SPF50+, PA++++, UV water resistance★★

1. Designed for easy everyday use.

   While retaining its non-sticky, comfortable feel, this product features a powder-free formula. Its design minimizes color transfer to clothing and bags, making it even more convenient for everyday use.

2. Contains the maximum concentration of three types of hyaluronic acid *4 (moisturizing ingredients) *5
   "Daytime hydration *1" helps create skin that is more resistant to UV damage *6

   Based on the idea of providing moisture to skin that tends to dry out during the day due to the effects of UV rays and other factors, this product contains three carefully selected types of hyaluronic acid *4. It aims to prevent dryness caused by UV damage and provide a feeling of "moisturized skin with every application."

3. Features a skin-relaxing formula.

   With a moisturizing yet non-greasy formula, we've pursued a comfortable feel that's gentle on the skin. It's easy to continue using, even for those who dislike sticky textures.

*4: Hydrolyzed hyaluronic acid, sodium hyaluronate, hydroxypropyltrimonium hyaluronate (all moisturizing ingredients)
*5: Within SKIN AQUA series
*6: Apply sunscreen frequently and evenly to prevent damage from UV rays.

Product overview

Product name	SKIN AQUA Tone Up UV Essence White	SKIN AQUA Tone Up UV Essence Lavender
image
classification	cosmetics	cosmetics
Sales name	SKIN AQUA Tone Up UV Essence w	SKIN AQUA Tone Up UV Essence aA
Contents	70g	70g
price	1,210 yen (tax included)	1,210 yen (tax included)

Product name	SKIN AQUA Tone Up UV Essence Blue	SKIN AQUA Tone Up UV Essence Pink	SKIN AQUA Tone Up UV Essence Mint Green
image
classification	cosmetics	cosmetics	cosmetics
Sales name	SKIN AQUA Tone Up UV Essence blA	SKIN AQUA Tone Up UV Essence hA	SKIN AQUA Tone Up UV Essence MaA
Contents	70g	70g	70g
price	1,210 yen (tax included)	1,210 yen (tax included)	1,210 yen (tax included)

Product name	SKIN AQUA Hyaluron Serum UV
image
classification	cosmetics
Sales name	SKIN AQUA Skin Moisture UVG
Contents	70g
price	1,320 yen (tax included)

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