Cosmetics Infused with the Power of Pokémon

The Shared "Depth" of Pokémon and Naturaglacé

Naturaglacé, a skincare and makeup brand featuring 100% naturally derived ingredients, recently launched a Pokémon-themed collection.

At first glance, the worlds of beauty and entertainment seem completely separated. However, the Naturaglacé team identified a common thread from the very beginning of the initiative. A brand representative explained the connection:

“Pokémon have these distinct characteristics that go way beyond what people think of as 'cute' or 'cool,' and some of them even evolve. We feel that quality really meshes with our approach to cosmetics at Naturaglacé, where we have a skincare-first approach that prioritizes enhancing the natural beauty of a person and isn’t exclusively focused on hiding flaws.”

“Also, look at how some Pokémon are wild creatures living in forests and fields. That strong connection to nature felt like a perfect match for our brand’s commitment to organic products.”

The promise of the shared rich, nuanced worldviews of both that extend beyond visual appeal served as the driving force behind this product.

A Pokémon representative recalled their initial impressions of the proposal: 

“At our first meeting, the team showed us these gorgeous mockups that wove Pokémon into a design so naturally. They also walked us through their promotional strategy, and our excitement for the idea took off from there.”

Translating Pokémon Characteristics into Cosmetic Functionality

The marketing team at Naturaglacé focused on linking the unique personalities of the Pokémon with the functional benefits of each cosmetic product. A staff member explained the creative process:

“One idea we came up with was to pair our dewy, blue-tinted makeup primer that blends into the skin for a translucent finish with Vaporeon, a Water-Type Pokémon. For 24-hour pressed powder, we chose Mew because of its reputation for being able to learn any move. This is how we incorporated each character’s unique identity into the design rather than simply putting pictures of Pokémon on the product.”

Furthermore, we opted for an authentic design that adult users would also feel comfortable using.

We created a clear distinction between the inner and outer packaging. While the boxes feature eye-catching, refined charm, the containers inside showcase sophisticated designs that look at home on any vanity or home décor.

At the end of this process, after about two and a half years of trial and error, we finalized a six-product lineup: three types of sunscreen makeup primers, a face powder, a UV emulsion, and a makeup base.

For the tagline, we chose: “Catching ‘Your Beauty’ with Pokémon.”

Rather than using cosmetics to hide the parts of yourself you don’t like, the team at Naturaglacé hopes users will embrace the power of Pokémon and discover their own unique beauty.

The Opening of a Vibrant Green Pop-up

We celebrated the launch from February 4 to 11, 2026, with the “Naturaglacé Pokémon Collection Pop-Up” in Rayard Miyashita Park, a shopping complex in Shibuya.

The booth featured grass-like carpeting and real trees, creating an immersive atmosphere of a forest where Pokémon peek out from the vegetation.

The Pokémon representative was thrilled about the quality of the shop, noting:

“When I first saw the quality of the booth, I was blown away by how it went beyond a stand selling products and felt like a total fusion of Naturaglacé and Pokémon. It was impressive to see so many people stop in their tracks or be drawn in for a closer look.”

New Bonds Forged Through Unique Identities

The idea for a pop-up proved to be a resounding success.

“We saw 4.6 times more customers making purchases compared to past pop-up stores we’ve done for a similar length and scale. It was great to see so many visitors, but we were also happy to see people who were completely new to Naturaglacé get to know our brand for the first time,” reflected a representative from Naturaglacé with a smile.

On social media, some fans shared that they chose certain products simply out of love for a particular Pokémon. In some cases, their passion for Pokémon effectively opened the door to a new way to experience beauty.

On the other hand, some users experienced Pokémon for the first time through these cosmetics. By incorporating Pokémon with lifestyle and beauty trends, we are finding new ways to help them find a place in daily life.