Japanese Cosmetics Focus: Celvoke

by PJ on Thursday, September 7, 2017

in _Japanese Brand Profile, -Celvoke, all about Japanese cosmetics, makeup, makeup - base makeup, skincare

Celvoke Fall Winter 2017 1

(images from celvoke.com)
(info from celvoke.com, mashbeautylab.com,
twitter.com/Celvoke_jp & www.instagram.com/celvoke.jp)


Launched in 2016, Celvoke is a fairly new Japanese beauty brand. (Its official website has an English version.) I have noticed that Biteki has been featuring its products quite regularly, and today we will look into this brand a little more.

Celvoke is owned by Mash Beauty Lab Co. Ltd., which launched the brand in a pop-up store in Isetan Shinjuku in Tokyo in October 2016 with a lineup of skincare items. The brand was available nationwide from November 2016, and its makeup line made its debut in February 2017. It currently has retail points in Tokyo, Nagoya, Osaka and Fukuoka, and it is also available via Isetan’s and Hankyu’s on-line stores (delivery within Japan only). It is currently not available outside Japan.

The name of the brand comes from the combination of the word “cell” and the root word (morpheme) “voc” (or “vok”), which means “call”.


Celvoke Fall Winter 2017 2

(Celvoke’s skincare range)


Celvoke currently carries skincare, base makeup and point (color) makeup items. (It also carries a foundation brush.) The brand’s skincare items have the F Organics brand name on them. (F Organics (which carries organic skincare, bodycare and haircare items) is also owned by Mash Beauty Lab Co. Ltd., and presumably Celvoke’s skincare items are produced either by or in collaboration with F Organics.)


Celvoke Fall 2017 Makeup 1

(Celvoke’s fall 2017 makeup collection,
Untamed Elegance)


Celvoke’s products are mostly packaged in black cases, and the look of the products is simple, sleek and modern. (The seasonal promotional images have a similar style.) I am fairly interested in some of the brand’s point makeup products, especially the blusher duos and the eyeshadow singles. (So far, all the eyeshadow palettes are seasonal limited editions.) However, before I consider trying something from the brand, I will pay close attention to how the brand develops in the next few seasons.


Related posts:

Japanese Cosmetics Focus: Hacci

Japanese Cosmetics Focus: Isetan Mirror Beauté

New Japanese Beauty Line: Lara Bouquet

{ 2 comments… read them below or add one }

PJT Thursday, September 7, 2017

I’ve purchased a few singles and seasonal quads from Celvoke this year and I’m also really interested to see how the brand develops over time.

I quite liked that until this AW release, all the quads were made up of shades from the existing single range. I also really love that 00 black gloss shade.


PJ Saturday, September 9, 2017


Thank you very much for sharing your thoughts and experiences! I haven’t tried any item from Celvoke and it is great to hear from someone that has!

I think both the skincare range and the makeup range have room for expansion, and I am particularly looking forward to seeing new base and point makeup products in the future.

Thank you very much for posting your comment! :)


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