Shiseido | FullMake Washable Base

From Japan, makeup that disappears with nothing but warm water


Shiseido has created the Fullmake Washable Base, a foundation that can be washed off with just warm water.

For some women, applying makeup is a must before leaving the house, but the removal of it can be time-consuming at the end of a long day. Now Japanese cosmetics company Shiseido has created the Fullmake Washable Base, a foundation that can be washed off with just warm water.

Where traditional makeup materials may require rigorous scrubbing before they’re completely gone, the Shiseido product is a base which uses what the company calls a Veil Action Polymer. The ingredient contains a warm water sensor, meaning it doesn’t react to cold water, but dissolves when it comes into contact with water above around 40 degrees Celsius. The result is that the foundation, as well as any makeup placed on top of it, comes off with little effort. The DigInfo video below offers a demonstration of the product:

The Fullmake Washable Base could save women time and make the removal of cosmetics a painless exercise. Are there other women’s products that could be improved in a similar way?


Spotted by: Murtaza Patel

Source |


About C. Rae White

I'm a proud 6th generation Detroiter, a creative who loves working with my hands and a fashion fanatic with a thing for shoes, bags and jewelry. I'm a family researcher who loves discovering the details of my ancestors lives. Thanks for stopping by!
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2 Responses to Shiseido | FullMake Washable Base

  1. Rhapsody says:

    blessings and happy new year…
    sounds intriguing though i have a question – what happens if you get caught in the rain? since it all washes off with water?

    Wish you all the best this year, may you know keep love, know love, experience love, joy, health and happiness.


    • C. Rae White says:

      I wish you the best for 2013, have a blessed and prosperous year! Regarding the FullMake Base: If it’s a hot day, then you’re gonna be a hot mess. It’s always great to have an umberella handy to avoid hair and makeup storm hazzards.

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