Shu Uemura unlimited light and long-lasting makeup liquid foundation "small square bottle 2.0" 35ml (optional color)

Newly upgraded unlimited infinite light and long-lasting makeup liquid foundation

Hong Kong's No.1* highly acclaimed foundation has been upgraded with the "Small Square Bottle 2.0"

Absorbs oil but not water, does not remove makeup even in high temperature and wet conditions #Breathing matte skin

Shu Uemura, Hong Kong's No.1* acclaimed foundation, has launched the newly upgraded "Unlimited 2.0" Unlimited, redefining long-lasting makeup. Formulated with ultra-light, oil-absorbing aerogel particles, it absorbs oil without absorbing water, ensuring a long-lasting, oil-control foundation while keeping skin hydrated. The finish remains light and breathable for 24 hours^, creating a breathable, matte finish.

The upgraded version is infused with Japanese camellia oil, renowned for its nourishing and moisturizing properties. Formulated with an 81% camellia oil skincare base, the foundation's moisturizing texture blends effortlessly, preventing buildup on the nose and under-eye areas, ensuring a 24-hour hydrating finish.^

The newly upgraded "Small Square Bottle 2.0" liquid foundation contains amino acid x matte microparticle factors, which is highly compatible with the skin; after application, it has high ductility, moisturizing and easy to spread. The liquid foundation can be layered to perfectly cover blemishes. It is not thick or fake, and is different from the matte makeup effect of ordinary oil-control foundations, creating a light and breathable matte skin.

The new formula combines vitamin E with oil-absorbing ingredients to effectively control oil and combat dullness. The film-forming component of the foundation acts like a web, while the oil-absorbing component acts like a sponge, keeping skin fresh. Even in hot and humid weather, the foundation adheres to the skin for 24 hours without dulling.^ The new formula also resists humidity, remains non-sticky, sweat-resistant, and effectively waterproof.

There are also 20 shades developed specifically for Asian skin tones, which can enhance the natural radiance of the skin and create a natural matte and translucent makeup look that suits different skin tones.

* Hong Kong's No. 1 countertop liquid foundation for three consecutive years from 2022 to 2024: Calculated based on sales data for the premium brand liquid and cream foundation categories in Hong Kong department stores and specialty stores for the full year 2022-2024, as reported in the "Hong Kong Q4 2024 Retail Sales Report" released by Beauté Research SAS in February 2025. (Copyright ©2025 Beauté Research SAS)
^ Self-assessment by 255 Asian women after 24 hours of use