(image from www.kose.co.jp/jp/ja/products/brand/elsia/sp,
info from kose.co.jp/elsia)
Kosé Elsia has been discontinued.
According to Elsia’s official Japanese website (link above), the production of Elsia’s products started to be phased out from the end of December 2024, and some of the line’s products might still be available after December 2024 as some of the line’s retail points continue to carry the remaining stock.
At the moment, Elsia’s official Japanese website still features all the product information and it also lists recommended replacement items (mostly from Visée and Fasio).
To me, Elsia has a very low-key and modest image. Character-wise, it is somewhat similar to Kanebo Media and it is even more unassuming than Kao Sofina Aube. I have shared my thoughts on my two Elsia items (Luxe Shine Eye Color in E-5 and Melty-on Eye Color in GD-1), and both are very decent items.
I briefly mentioned the market for mid-range makeup in Japan in the post on Coffret d’Or’s discontinuation. As for the budget makeup market in Japan, the level of competition has probably been just as fierce (if not more so) in recent years. Budget makeup lines from established Japanese beauty brands are competing with newer lines, quite a few of which, notably, are Japanese celebrity makeup lines (more or less in the same vein as celebrity fragrance lines in western beauty markets), as well as a vast array of overseas makeup lines, some of which are also quite new to the Japanese market. These lines often have interesting concepts, eye-catching packaging and constant product launches. It was probably difficult for Elsia to attract and retain customers’ attention.
Hopefully Kosé’s Visée and Fasio will continue to remain competitive, and I will continue to follow them closely.
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