KOSE offers a wide range of brands tailored to different target demographics and concepts, including Sekkisei, ESPRIQUE, and FASIO.
Founded in 1946, the company is a long-established cosmetics manufacturer that represents Japan.
In this article, we’ll introduce a comprehensive lineup of KOSE commercials.
One notable feature of KOSE’s commercials is the casting of popular actresses and celebrities to match each product’s target audience.
Be sure to pay attention to the casting as you take your time watching the commercials.
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A collection of KOSE commercials. Introducing commercials from various brands, starting with SEKKISEI! (1–10)
KOSE SEKKISEI “Sekkisei’s Tough-Film UV” EditionNEW!Shohei Ohtani
This is a commercial that promotes the sunscreen from KOSÉ’s SEKKISEI line by showing its effectiveness through Shohei Ohtani’s everyday life.
It conveys a sense of reassurance that even simple daily moments—like watering the garden under the shining sun—can be handled with sunscreen.
By including scenes where he might sweat and scenes involving water, it also demonstrates that the product reliably protects the skin without being defeated by those conditions.
Kose Cosmeport Suncut “Zero-Gravity UV Essence” VersionNEW!Mio Imada
They promote the comfortable, streak-free, non-burdening feel on the skin by describing it as a “weightless” sensation.
It emphasizes not only the reassurance that you’ll never get sunburned, but also the comfortable feel in use—something that clearly comes through in Mio Imada’s refreshingly serene expression.
KOSE Visee “Nemmake Fake Rouge II” VersionNEW!Tzuyu
This is a commercial featuring Tzuyu from TWICE introducing the Mucous-Membrane Fake Rouge.
It presents a “mucosal color” said to replicate the inner lip’s shade and texture, highlighting that it can create plump, striking lips.
Visse ‘I am I’ Edition
When it comes to iconic, cool Japanese women, Namie Amuro immediately comes to mind.
It’s not just her dancing and vocals—her fashion, makeup, and overall style embody the kind of woman other women admire.
“In Two” is characterized by sharp choreography and powerful lyrics.
Once you’ve made up your mind, this very moment is when you break out of your shell and seize glory with your own hands.
It’s a fiery message that feels like it could boost our motivation.
The theme of becoming a new version of yourself and moving toward the future seems to align with what KOSE’s cosmetics aim to achieve.
KOSÉ SEKKISEI: ‘i Bright. More translucent than snow.’Number_i
This song, included on the 2024 release “No.O -ring-,” is a ballad that carries a message of savoring the small happiness close at hand without being greedy—saying that as long as I can be with you, just a handful of happiness is enough.
Alongside those warm lyrics, its mid-tempo progression and the inclusion of brass create a charming, blissful atmosphere.
The song was used in 2025 for SEKKISEI’s commercial “i Bright.
Clearer than snow.” The three members of Number_i also appear, dressed in pure white outfits, and their walk through a snowy landscape leaves a striking impression.
KOSÉ ONE BY KOSÉ The Wrinkless W – anti-wrinkle serum “Basement Membrane” version / Pore Clear Scrub Wash – face wash “Foam polishing deep into pores” version
This is a commercial that introduces KOSÉ’s facial cleansers and serums, explaining what ingredients they contain and what effects they have.
It uses imagery to show the infused ingredients penetrating the skin and expresses how the skin improves.
Finally, by showing a close-up of the glowing skin achieved with these products, it conveys a clear sense of true skin improvement and the confidence that comes with it.
Kose FASIO Moisturizing Smoothing Cream Primer: “Mio Imada & CM Director TOZUKA – Soft and Supple” Edition / BB Tint UV Cover: “CM Director TOZUKA Gives Fiery Coaching to Ms. Imada” EditionMio Imada, Junki Tozuka
This commercial introduces FASIO’s Moisture-Balancing Cream Primer and BB Tint UV Cover, conveying—through exchanges between Mio Imada and Junki Tozuka—that the finish is also helpful for photo shoots.
Tozuka appears as the CM director “TOZUKA,” powerfully communicating the effects of each product.
While a bit bewildered by his intensity, Imada smiles and steps in front of the camera using the products, making it clear she feels their benefits.
By showing her moved expression while facing the camera, the ad also highlights how these items support her beauty.