TOA has established an Overseas R&D Department to strengthen formulation development for overseas markets and is accelerating its global strategy, including the selection of its newly developed cheek product, Water Reserve Cream Blush, as a finalist for the IT AWARDS at an international trade show.
TOA, a major cosmetics OEM/ODM company, has established an Overseas R&D Department within its R&D Headquarters to promote formulation development focused on overseas markets. The initiative is centered on developing a new cream blush with an innovative texture, applying an Aqua Break formulation with the global trend of skinification in mind.
The newly developed Water Reserve Cream Blush was selected as one of 10 finalists in the IT AWARDS innovation awards at MakeUp in New York 2026, held in New York in September. The company plans to use this as a springboard to expand awareness in overseas markets and increase business with overseas companies.
The Aqua Break formulation uses proprietary technology in which capsules break down under the pressure applied during use, spreading serum ingredients across the skin. This has enabled the development of a makeup cream that delivers serum ingredients containing a high concentration of hyaluronic acid to the skin while applying makeup. The product also contains sustainable ingredients, including Hukkiso and Ezonoryukinka, sourced through a collaboration that uses forest resources from Hokkaido.
Going forward, the company plans to strengthen its brand proposals through initiatives such as developing original molds in collaboration with packaging manufacturers, with the aim of expanding further in overseas markets. It also plans to promote product improvements by using trade shows as opportunities for developers to explain products directly to visitors and hear their unfiltered feedback.