SNIDEL BEAUTY
A Japanese beauty brand launched in 2021, creating makeup, skincare and fragrances inspired by changing feelings.
Japan
About SNIDEL BEAUTY
SNIDEL BEAUTY is a Japanese brand offering makeup, skincare and fragrance. Created by Mash Beauty Lab, it proposes a beauty world connected with the fashion label SNIDEL.
History
Sales began on 3 March 2021 through the official online store and its first shop at Lumine Shinjuku 2. March 2025, the brand’s fourth anniversary, brought its first eau de toilette. A limited fragrance followed in summer 2026, extending the ideas of that original scent into a new seasonal composition.
Philosophy & Signature Style
The brand’s stated approach to clean beauty considers the finish and feel of cosmetics alongside care for the future. Its fragrances liken changing everyday feelings to images of the moon and morning dew, interpreting them through softer impressions of flowers and fruit. Both eaux de toilette use entirely natural-origin aromatic materials. Their rounded bottles recall pebbles, carrying natural forms into objects held in the hand as well as into the ideas behind the scents.
Iconic Fragrances
Noon Moon combines iris and mimosa with citrus, tonka bean and woods for a soft floral character. The summer-limited Day Dew brings pear and apple together with white flowers and green pine needles, picturing the freshness of morning dew. Both are offered as 30 mL eaux de toilette.
