Fiveism x Three: Revolutionizing Men's Cosmetics

Yuta Takahashi's Innovative Approach to Male Grooming

Fiveism x Three, a product of intensive research into both sexes' behavioral patterns, is the industry's first makeup-centered cosmetic brand for men. Yuta Takahashi's design is a stick-like, bar-shaped product, designed to fit comfortably and stylishly in a man's hand. The product's design allows men to incorporate makeup application into their daily routines seamlessly, much like shaving or brushing teeth.

The brand's concept, Individuality, is a reflection of its unique approach to men's cosmetics. Unbound by age, gender, or common sense, Fiveism x Three aims to let anyone express themselves for who they are as unique individuals. The product range includes a makeup base, foundation, concealer, highlight, shadow, powder bar, makeup remover, and a foundation brush for the face. For the eyes, there are eyeshadows and eyebrows, and for the lips, lipstick. There are also multiple-use colors for eyes, lips, cheeks, and hair, and nail colors.

The product's unique design focuses on the sound it makes when the cap is opened or closed, stealthily masking the noise. This feature, along with the handle designed for men with big hands, makes the product easy to use. The product's characteristics include curves drawn so as to naturally fit into the hand, and a uniform size which will allow its simple design to blend into any interior.

The development of Fiveism x Three began in Tokyo, Japan, in October 2017 and was completed in July 2018. The product announcement was made in August 2018. The design process involved ordering women's makeup and repeatedly applying them in front of a mirror every day. The aim was to understand and experience cosmetics, a culture unique to women which has been developed throughout the course of history.

Fiveism x Three is the first makeup-focused cosmetics brand in the industry aimed at men. Yuta Takahashi has, after studying male behaviour, designed a bar-shaped product that can be used in an extension of normal daily routines such as shaving and brushing teeth. Thought has been given to ergonomics and ease of use so that even men who are not used to makeup can use it easily and stylishly.

Fiveism x Three has received the prestigious A' Beauty, Personal Care and Cosmetic Products Design Award in 2019. The Platinum A' Design Award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, genius, and contribute to societal wellbeing. Awarded to the defining aesthetics of an era, they advance the boundaries of art, science, design, and technology, exhibiting transcendent excellence and making the world a better place.