ALMADO Inc.
ODEMODE Eyelash Impact
Lash care and color combine in one product in this serum mascara. The formula contains 28 active ingredients, including egg shell membrane extract and AnaGain™, to nourish while delivering length, volume, curl, and definition. ALMADO’s proprietary, highly refined hydrolyzed eggshell membrane extract is rich in amino acids, with the ingredient currently under joint research with the University of Tokyo for its hair growth potential. This is complemented in the formula by hydrolyzed keratin derived from premium wool to reinforce lash structure, and AnaGain™, a plant-based active from Switzerland’s Mibelle Biochemistry, known for supporting hair vitality. The mascara is presented with a cone-shaped screw brush, engineered to capture lashes from the roots and to separate each lash and lift even the shortest. The mascara delivers volume, curl, and separation, while nourishing lashes over time.
Booth#: 1E-B5A Section: Branded Finished Products
This product is a finalist in the category Make-up Products of Cosmoprof Asia 2025
Product Headline
Lash care and color combine in one product in this serum mascara. The formula contains 28 active ingredients, including egg shell membrane extract and AnaGain™, to nourish while delivering length, volume, curl, and definition. ALMADO’s proprietary, highly refined hydrolyzed eggshell membrane extract is rich in amino acids, with the ingredient currently under joint research with the University of Tokyo for its hair growth potential. This is complemented in the formula by hydrolyzed keratin derived from premium wool to reinforce lash structure, and AnaGain™, a plant-based active from Switzerland’s Mibelle Biochemistry, known for supporting hair vitality. The mascara is presented with a cone-shaped screw brush, engineered to capture lashes from the roots and to separate each lash and lift even the shortest. The mascara delivers volume, curl, and separation, while nourishing lashes over time.
Product Description
ODEMODE Eyelash Impact was created from the belief that makeup is an essential part of fashion. Recognized for its quality and used by professionals at New York Fashion Week, this next-generation lash serum mascara brings runway artistry to everyday beauty. Infused with 28 beauty ingredients, including egg shell membrane extract and AnaGain™, it nourishes while delivering length, volume, curl, and definition. Its meticulously engineered brush, designed with Japanese precision, captures and lifts even the shortest lashes, allowing consumers to achieve professional results with delicate care for stronger, longer, and healthier lashes.
Claims & Benefits
ODEMODE Eyelash Impact not only delivers length volume curl and separation but also cares for lashes with 28 advanced beauty ingredients ALMADO’s high precision hydrolyzed egg shell membrane rich in high quality amino acids and currently being studied with the University of Tokyo for its hair growth potential nourishes and protects delicate lashes Premium wool derived keratin reinforces lash structure while AnaGain™ from Switzerland’s Mibelle Biochemistry supports vitality Its unique cone shaped screw brush engineered with Japanese precision captures from the roots separates each lash and lifts even the shortest ones As proven on runways where finishing speed is critical
Technical Details
ODEMODE Eyelash Impact Mascara combines advanced formulation, precise applicator design, and unique ingredient technology to deliver both professional makeup results and lash care.
Formulation & Ingredients
The mascara features ALMADO’s proprietary highly refined hydrolyzed eggshell membrane extract, rich in amino acids and currently under joint research with the University of Tokyo for its hair-growth potential. This is complemented by hydrolyzed keratin derived from premium wool to reinforce lash structure, and AnaGain™, a plant-based active from Mibelle Biochemistry in Switzerland, known for supporting hair vitality. In total, 28 conditioning ingredients are blended to nourish and protect lashes during wear.
Packaging & Availability
The mascara comes in a durable, user-friendly package designed for daily use. While not made from sustainable plastics, the core active—eggshell membrane—is an upcycled resource once discarded as waste.
ODEMODE Eyelash Impact is available on the market and was adopted at New York Fashion Week 2025 by professional makeup artists.
Launch date (mm/dd/yy)
06/12/2025
Price List, Target Consumer & Market Segments
Net weight ：9 5g larger than the standard mascara net weight of 3–5g
Regular price JPY 3 900 excluding tax
≈ USD 28 reference
≈ HKD 218 reference
Target Consumer Market Segments A premium mascara for women seeking professional quality results with lash care Ideal for those with short or thin lashes looking for more volume curl and definition or concerned about lash condition due to age or frequent makeup In Japan it is currently sold exclusively through QVC JAPAN and the manufacturer’s direct online channel with its first on air launch selling out Positioned in premium cosmetics and multifunctional
Website and Social Channel/s
Official Brand Page (ALMADO ODEMODE): https://www.almado.jp/ode/item/001255/
QVC JAPAN Product Page: https://qvc.jp/product.744403.html?sc=NSCP
QVC JAPAN Product Page: https://qvc.jp/product.744554.html?sc=NSCP
QVC Official YouTube Channel: https://www.youtube.com/watch?v=OFFjgdb-yGo
ALMADO Official Instagram: https://www.instagram.com/ode.to2_al/
What sets your product apart and why is it innovative and special?
ODEMODE Eyelash Impact is the result of a unique collaboration between professional makeup expertise and advanced lash care science. The product was produced under the direction of Kazuhito Maeda, a veteran of the Japanese beauty industry with decades of experience in developing professional-grade makeup products.
ALMADO, with over 20 years of experience in lash care and ingredient innovation, contributed its expertise as a pioneer in lash treatment formulations. The brand integrated its proprietary high-precision hydrolyzed egg shell membrane—rich in high-quality amino acids and currently being studied with the University of Tokyo for its hair growth potential—along with hydrolyzed keratin and AnaGain™ from Switzerland’s Mibelle Biochemistry.
Together, they created a mascara that not only delivers professional-level makeup performance but also cares for lashes during use. More than 100 formula prototypes and 261 brush prototypes were tested through an uncompromising development process. The result is a product that provides volume, curl, and separation while nourishing lashes, setting a new benchmark in the category.
How do you promote your product on multiple channels?
ODEMODE Eyelash Impact is promoted through a multi-channel strategy that combines professional credibility, mass-market visibility, and consumer engagement. One of the most significant touchpoints has been its use by professional makeup artists during New York Fashion Week, which positioned the product as both trend-driven and performance-proven. This exposure has strengthened the brand’s reputation as a mascara that delivers professional-level results while caring for natural lashes.
In Japan, we have leveraged the strong influence of QVC JAPAN, one of the country’s leading TV shopping channels. A dedicated brand launch interview was featured on the QVC Official YouTube Channel, introducing the story of ODEMODE and its product philosophy to a wider audience. This content not only highlighted the innovative formula and brush design but also emphasized the professional background of the product producer and ALMADO’s expertise in lash care.
For on-air sales, we implemented a direct engagement strategy by distributing samples of ODEMODE Eyelash Impact to QVC’s on-air hosts and navigators. Experiencing the product firsthand allowed them to communicate its benefits authentically to viewers, which contributed to immediate consumer trust and demand.In addition, we continue to promote the product through ALMADO’s official Instagram account, providing educational content, usage tips, and updates to connect directly with beauty-conscious consumers. This multi-channel approach ensures that ODEMODE Eyelash Impact reaches audiences through both professional endorsement and consumer-friendly platforms, reinforcing its dual positioning as a performance mascara and a lash care innovation.
How does your product meet the evaluation criteria of its category?
Our entry product, ODEMODE Eyelash Impact Mascara, was launched on June 12, 2025, meeting the eligibility criteria of products released between December 2024 and November 2025. Belonging to the Makeup category, it represents a breakthrough in both formulation and design.
ODEMODE was born from the belief that “makeup is an essential part of fashion.” This mascara was co-developed by Kazuhito Maeda, former president of a leading Japanese makeup brand, together with ALMADO, a pioneer with over 20 years of expertise in lash and skincare ingredient development. Combining professional insights with advanced care technology, it delivers makeup effects trusted by professionals on the runway backstage, while also caring for lashes during wear.
The formulation balances beauty and care. It features ALMADO’s proprietary highly refined hydrolyzed eggshell membrane extract, which strengthens lashes by improving resilience, thickness, and vitality, supporting healthy lash growth. In addition, carefully selected conditioning agents help minimize damage, ensuring lashes remain nourished even with daily use.
Innovation also lies in the brush design. After more than 261 prototypes, a precisely engineered conical screw brush was perfected. This brush captures even the shortest lashes, lifting and defining them with exceptional precision, making it possible for anyone to achieve a professional finish effortlessly.
ODEMODE Eyelash Impact Mascara has already been adopted by professional makeup artists at New York Fashion Week 2025, further demonstrating its recognized quality and reliability on a global stage.
By uniting outstanding makeup performance with lash-care benefits, and by embodying the expertise of Japanese beauty professionals, ODEMODE Eyelash Impact Mascara stands as a true symbol of innovation in the Makeup category. It empowers consumers not only with confidence and style but also with stronger, healthier, and more beautiful lashes.
What is you brand commitment to sustainability, ethical practices, and social responsibility?
At ALMADO, we value sustainability and ethical responsibility throughout product development. We are firmly committed to cruelty-free practices and confirm that no animal testing is conducted at any stage of development or production. While we do not currently hold external certifications, we strictly follow internal policies that ensure ethical formulation and safety testing.
One example of our approach is the utilization of egg shell membrane. While this material has long been discarded as industrial waste, ALMADO recognized its inherent composition and functionality and developed proprietary methods to process it into a unique raw material for cosmetics and health supplements. In collaboration with the University of Tokyo, we have conducted joint research to scientifically validate its functional value and created advanced processing techniques to further maximize its efficacy. By converting waste into a valuable ingredient, we reduce environmental impact and contribute to the circular economy. ALMADO is recognized as a pioneer of egg shell membrane in Japan.
Through cruelty-free practices and innovative upcycling, ALMADO creates products that enhance beauty while demonstrating respect for people, animals, and the planet.
Market positioning & distribution countries
ALMADO is recognized as a pioneer in the research and development of eggshell membrane in Japan, establishing a unique position in the beauty and wellness industry. Since 2002, ALMADO has been a trusted brand on QVC Japan, where two of its products have received the prestigious QVC Best Seller Award, with the supplement TO-II winning for 21 consecutive years—an unparalleled record that proves the high quality and loyalty of its products.
In addition to television shopping, ALMADO has expanded its direct-to-consumer e-commerce business, supported by impactful nationwide TV commercials featuring renowned actors. This strategy led to extraordinary growth of more than 31 times compared to 2015, and this achievement drove the company to be publicly listed in Japan in 2021. At retail, ALMADO has also secured a strong foothold, with its supplement ranked No.1 in the beauty and health food category at a major Japanese drugstore chain.
Currently, ALMADO products are available in Japan and Hong Kong. Looking ahead, the company aims to expand globally, with a particular focus on Asia, leveraging its proprietary eggshell membrane technology to deliver beauty and health to consumers worldwide.
Certifications & Patents
ALMADO has consistently pursued innovation through proprietary research and development, resulting in both recognized intellectual property and collaborations with leading institutions.
As a result of its extensive eggshell membrane research activities, ALMADO holds 23 registered and pending patents related to eggshell membrane, representing the largest number of eggshell membrane patents in Japan. These patents cover unique extraction, purification, and processing technologies for use in cosmetics and health products, showcasing the outcomes of decades of dedicated research.
In addition to patents, ALMADO has contributed significantly to academic knowledge. Its research has been published in several peer-reviewed journals, including two papers in Cell and Tissue Research, as well as publications in the Journal of Functional Foods, Scientific Reports, and Food Science & Nutrition. These publications further validate the originality and scientific foundation of ALMADO’s technology.
Timeline
22 July 2025
Platform Opening
30 September 2025
Entries closing
24 October 2025
Finalists Announcement
12 November 2025
Awards Ceremony
Winners Announcement