1 Are There Different Types of Glow?

“Luminous skin expression”

While this phrase is familiar to everyone today, when espoir first introduced the Be Glow Foundation in 2018, it represented quite a bold new venture.
At the time, “radiant expression” in the base makeup market hadn’t yet become mainstream. When people thought of luminous skin, they typically imagined somewhat exaggerated pearl effects or excessive shine.

However, espoir’s vision of glow was distinctive.

The Be Glow Foundation, encompassing all three elements, received tremendous love from launch and established itself as espoir’s signature product and the standard for “glow base.”
As the BM responsible for face products, watching this beloved Be Glow line closely over such an extended period, one question emerged:

“Do customers really want just one type of glow?”

2 Why Were Different Types of Glow Necessary?

espoir’s Be Glow line held significance beyond being simply a bestseller. We wanted customers to recognize espoir as a “glow expert” when they thought of the brand, and this represented an opportunity to showcase the brand’s expertise in skin expression and sophisticated interpretive ability.
However, as time passed, one fact became increasingly clear: Not every customer wants the same texture or the same radiance.
So we contemplated. Some customers want refined luminosity, others prefer natural dewiness, and still others want to achieve a radiant expression quickly and easily.
Wouldn’t we need a diverse curation of glows to satisfy each of these needs?

Not just one type of luminosity, but an authentic glow that can be chosen according to preference. espoir’s pursuit of beautiful skin expression and glow expertise began expanding from precisely that point.

3 Liquid Foundation – The Defining Moment of Glow Expertise

espoir sought to three-dimensionally reinterpret the texture and expressive power of different formulations based on the unified direction of “glow.”
And that beginning started with the foundation category at the heart of the line.

The Be Glow Foundation, one of espoir’s signature products, has been beloved since its 2018 launch, focusing on achieving sophisticated skin expression through its thin, lightweight feel and beautiful radiance. The enduring radiance that doesn’t fade over time, skin-like lightweight adherence, and diverse color shades demonstrating the brand’s makeup expertise have been the reasons for customers’ long-standing trust.

In this lineup, while maintaining that heritage, we aimed to propose “truly delicate and sophisticated glow” through more refined color curation. Notably, the newly added kick color ‘3C Wedding Peach’ was inspired by makeup techniques used in wedding shops, where pink concealers are utilized to enhance brightening tone-up effects and prolong their longevity.

The pink concealers used in shops were often difficult for customers to use due to their thick formulation, which made them complicated to control. By applying this concept to the foundation’s flexible formulation, we proposed a way to achieve bright, radiant skin expression naturally and effortlessly.

During the initial planning stages, there were internal concerns about whether “the pink might be too bold.” When we sent the target color to researchers, there was even an episode where they inquired again whether the color matching target was really supposed to be pink.

The shade name “Wedding Peach” was conceived from the initial planning stages to intuitively capture both the “situation (wedding)” that inspired the color and the “color family (peach).”

The Wedding Peach shade not only offered intuitive appeal in terms of conveying its color family but also proved easily memorable for customers due to its association with a nostalgic animation. Differentiated from commonly used foundation names like “ivory” and “beige,” it generated active organic viral buzz online even before launch.

Post-launch reactions were enthusiastic from both customers and makeup artists. During the pre-launch period, Wedding Peach’s sales proportion among all shades even surpassed the main shades. A renowned makeup artist posted on X (formerly Twitter) that “Wedding Peach is the product that runs out the fastest in the shop,” and many reviews also mention that customers asked, “What is this product?” when they saw it used in shops.

Ultimately, Wedding Peach established itself as more than just a beautiful color—it became a “field-tested color” chosen by both makeup artists and actual users, based on espoir’s color expertise and skin expression technology.

4 Cushion Foundation – The Pinnacle of Trendy Glow

The Be Glow Volume Cushion serves as the central axis of the Be Glow lineup, representing the pinnacle of espoir’s defined trend: “Volume Glow.” This product, reflecting skin plumping and volumizing trends with a robust glow that appears to emanate from deep within hydrated skin, aims for an expression that makes skin appear to radiate from inherent health rather than merely surface-level shine.

espoir operates what we call “Poir Lab,” where team members from each department can participate in evaluating formulations under development. It’s a precious opportunity to gather diverse evaluation opinions by meeting bare-faced in conference rooms during morning hours to assess formulations.

Since espoir cushions represent a significant portion of the brand’s revenue, we conducted expanded evaluations targeting the entire internal brand team.

During initial formulation evaluations, there was diverse feedback regarding each person’s preferred level of radiance, presence or absence of stickiness, and coverage. However, by adjusting the oil-water balance based on opinions from various participating team members and meticulously refining the density and longevity of radiance, we ultimately achieved the current texture.

Moreover, while developing the Be Glow Volume Cushion, we wanted to address the issue where applying impactful radiance across the entire face could potentially make the expression appear flat. To solve this, we used a “light-controlling innovative powder” that makes light-receiving areas appear more bright while naturally darkening areas that require shadow. This composition, designed to enhance three-dimensional contours without complex contouring, represents both a new approach and technical detail in glow expression.

Since its launch, the Be Glow Volume Cushion has garnered love from diverse customer segments both domestically and internationally, further solidifying its position as a product that embodies espoir’s expertise in glow.

5 Stick Foundation - Easy, Fast, and Precisely Radiant

The Be Glow Stick Foundation represented another attempt to expand the possibilities of “glow” within changing makeup trends. We captured the rapidly emerging stick foundation category trend in overseas markets and sought to respond to this trend in espoir’s unique way.

With many stick foundations focused on matte textures, we asked: “Must stick formulations necessarily be matte?”

The answer we reached after that questioning was to maintain the convenience and precision of the stick foundation while incorporating espoir’s strongest suit: radiant expression.
 What we ultimately created was a glow stick foundation that’s quick and convenient yet never lightweight, possessing both dense coverage and luminosity simultaneously.

The target was customers who “absolutely need coverage but can’t give up radiance.”
With this product, we aimed to achieve a high-concentration texture that adheres with one touch and blends with one application, plus “refined luminosity like a peeled egg.”

However, since stick formulations are vulnerable to content separation during shipping, we meticulously considered every detail until the final moment customers receive the product, including testing filled products through the actual delivery system from distribution centers to headquarters.

The balance between stick-specific control convenience, as interpreted through espoir’s unique sensibility, and the radiance espoir has pursued ultimately resulted in a new product: “glow that enables sophisticated makeup completion quickly and easily.”

This isn’t simply following trends—it’s a product that interprets trends in espoir’s distinctive way.

6 Stick Highlighter & Shading – The Final Touch of Sophisticated Glow

After completing base makeup with various glow finishes, we discovered another need in the process of more precisely refining and finishing that luminosity.

Specifically, highlighter and shading are suited for glow makeup.

The Be Glow Stick Highlighter originated from considerations beyond the basic function of being “a highlighter that adds radiance.”
The key was adding natural yet vivid luminosity to desired areas without sliding on skin or disturbing the base underneath.


To achieve this, we repeatedly conducted evaluations applying it over various textured bases—both glow and matte—to finalize the formulation. Additionally, since this melting formulation blends softly on skin, we meticulously enhanced its completeness by repeatedly conducting filling tests at production facilities to address potential manufacturing issues caused by pearl ingredients and oil combinations, particularly to meet molding conditions.

The result was a highlighter that possesses both soft blending, which blends seamlessly with the foundation, and flexible radiance.

Stick shading represented an even more advanced attempt.

Everyone has probably experienced that moment when you’ve beautifully enhanced the texture of glow makeup, only to have the carefully built-up luminosity fade into haziness the instant you apply powder shading on top.

We focused precisely on that point and proposed the new concept of “glow shading.” From texture that applies moistly yet blends without stickiness, to coloring that’s more natural than powder, definitively sculpts facial contours—the Be Glow Stick Shading was developed under the explicit purpose of being shading for glow makeup.

This innovative proposal garnered attention not only from domestic customers but also in global markets. Particularly in Japan and on Amazon US, where accessibility to stick shading products is well-established, both reviews and sales have shown positive responses, validating the potential of the new category “glow contouring” that espoir introduced.

7 How to Become a Chosen Brand – Glow Curation, espoir Be Glow

The NEW Be Glow lineup isn’t simply an expansion of existing bestsellers.

Based on the glow spectrum that espoir has defined, this is a newly curated lineup designed to offer customers “choosable luminosity” tailored to their skin and preferences.

Thin refined radiance, moisture-infused volume, the balance of dense coverage and dewy glow—all of this originated from customers’ diverse needs regarding skin expression details.
 To respect those demands and respond more delicately, we have newly planned and composed products that encompass not only liquid, cushion, and stick foundations but also highlighter and shading, covering the entire process of achieving a glow from start to finish.

The completed NEW Be Glow lineup represents a glow curation that only a brand acknowledging that customers don’t want just one type of glow and respecting that diversity can propose.
Ultimately, what we desired wasn’t simply increasing products but proving espoir’s unique “glow expertise” once again.

Customers can now choose their authentic “personal glow” suited to their skin tone and preferences. We ask for your continued anticipation and support for the future journey of espoir’s Be Glow lineup.