On May 14, 2025, the Cosmetic Ingredients & Technology Exhibition Japan (CITE JAPAN) grandly opened at the Pacifico Yokohama. As one of Asia’s most influential platforms for beauty innovation, CITE JAPAN brings together cutting-edge developments in raw materials and R&D, while also providing a showcase for finished product manufacturers.

For the first time, Marshmallow, an ODM factory specializing in color cosmetics, made its debut at CITE JAPAN. Upholding the brand philosophy of “Your Brand, Our Expertise.” Marshmallow officially began its dialogue with the Japanese market.

Recognized for their attention to detail and refined makeup experiences, Japanese consumers are increasingly attracted to natural finishes and individual expression. Categories such as highlighters, air-light blushes, and weightless base makeup continue to be in high demand. Meanwhile, the rising interest in skincare-infused makeup is fueling a megatrend: the hybridization of makeup and skincare. This dual pursuit of aesthetic layers and sensorial performance aligns perfectly with Marshmallow’s commitment to color innovation and texture development.

At the exhibition, Marshmallow presented a comprehensive range of finished makeup products, including primers, lip glosses, blushes, contour products, and sunscreens. These were paired with various packaging formats to emphasize the richness of color and craftsmanship. One of the main highlights—the 3D Compact Powder Series—utilizes low-temperature activation-lock technology to securely integrate pigments with active ingredients. Additionally, a variety of cushion and lip products with innovative textures delivered multiple finishes—dewy, matte, velvety, and glossy—offering both comfort and bold expression, fully satisfying Japanese consumers' demand for the "Makeup + Skincare" experience.

Among the standout innovations was Marshmallow’s patented “Innovative Cushion Design,” a structural advancement that prevents leakage and ensures even product distribution—an embodiment of the company’s strength in core packaging technology.

Looking ahead, Marshmallow will continue to strengthen its international R&D collaborations, deepen its understanding of regional market needs, and drive ongoing innovation in cosmetic formulations, textures, and manufacturing processes. Our goal is to offer global brand partners professional, flexible, and high-performance ODM customization solutions.