AVANCÉ is a pioneering cosmetics brand specializing in eye zone beauty products, including the first Japanese eyelash serum launched in 1997. With a heritage linked to the Hollywood Group since 1925, AVANCÉ offers a range of skincare and makeup products such as eyelash serums, mascaras, eyeliners, lip products, and skin care items. The company emphasizes beauty while providing functional care, combining makeup with moisturizing and protective ingredients. AVANCÉ products are sold widely in drug stores and specialty shops across Japan and through their official online store. It has a long-standing reputation in Japan as a leader in eyelash beauty products. Their product lineup includes lash enhancing serums, eye care, base makeup, and various eye makeup products. They run promotional and makeup events promoting beauty education and customer engagement.