One day a mysterious box appeared on my doorstep, which frankly is not unusual given I regularly blog about new, unknown beauty and fashion launches. However, this time even the product packaging inside was obscure. Was this a new product launch, a new brand, both? The answer is kind-of sort-of, yes to all three…
UZ, the brand behind the “Unframe the Beauty” campaign launch made its colorful debut in the US this past month and there are a few important things you need to know about them. UZ by Flowfushi is a newly formed brand under the one-popular but now defunct J-beauty brand Flowshi. Flowshi once dominated a 25% share of the eyeliner market in Japan. As you can imagine, when the company folded, customers were heartbroken.
Now, UZ is making its US debut under the catch-phrase “Unframe the Beauty” based on the company’s goal of enabling people to return to that pureful joyful state. The first product to hit the market and returning customers to “that purely joyful state” is their Eye Opening Liner.
Similar to Flowfushi’s popular Mote Eyeliner, the liner is available in 14 shades and features an easy-to-use octagonal shape. The Eye Opening Liner is cruelty-free, phthalate-free, and waterproof. An innovation 1,200 years in the making, the Yamato Takumi brush is created by traditional craftsmen from the Kumano region of Japan, who hand blend custom-made fibers for firmness, flexibility and softness. Using the most advanced Japanese water-proof technology, their WP Film hybrid polymer provides the perfect line all day against any water, sweat, humidity, tears and oil.
Whether you’re missing Flowshi or just looking to achieve Phillip Lim’s NYFW February 2019 runway look, you can shop their assortment of eyeliners and follow along with their viral marketing campaign #UnframeTheBeauty on Instagram.
[Photo Sources: BFA, UZ, Zoe Report]