Shiseido Company has created a foundation called ‘Fullmake Washable Base,’ the world’s first makeup base that allows makeup applied over the top to be washed off using only warm water. The product was developed with the goal of freeing women from the stress of having to use a dedicated removal item when removing makeup. The foundation includes a substance developed by Shiseido called ‘Veil Action Polymer’, which is hydrophobic to cold water but hydrophilic to warm water.
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