Fullmake Washable Base: Remove Make Up With Just Water

Shiseido Fullmake Washable Base is the world's first makeup base that allows makeup to be washed off using only warm water. The Veil Action Polymer, unique to Shiseido, is hydrophobic in cold water and hydrophilic in warm water, allowing makeup to be removed without needing special makeup remover. It will be available in stores in Japan for around US$12, from March 2013.