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brand story

EXCEL is a Japanese cosmetics brand with the brand slogan, “Tokyo Rich Casual”, very popular among the girls in Tokyo. Also, this is a brand always recommended by beauty editors and beauty bloggers.

The hero product of EXCEL is its 3 in 1 eyebrow pencil. For two consecutive years, the eyebrow pencil won the Cosme eyebrows department championship.

EXCEL aims at giving the trendy and user-friendly cosmetics to women. The brand states that everyone can do a gorgeous and shiny makeup without any professional makeup knowledge or technique and become the on-trend beautiful lady.


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