Pioneer of "Euphoric Makeup" Keiko Chigira Created What She Always Wanted: "Ifoo" Stick Foundation Finished in Just 10 Seconds

Hair & makeup artist Keiko Chigira, who has garnered wide support from many women with her "euphoric makeup" looks, has launched the new brand "ifoo." Among the lineup, the stick foundation is a product Chigira has wanted to create for years. We spoke with Chigira, who has done makeup for countless women over her long career, about her passion for this product, developed so anyone can achieve beautiful skin quickly and effortlessly.

A Stick Foundation Born from Her Own Struggles

You've been active as a hair & makeup artist for many years. What inspired you to choose a stick foundation as a product to produce?

When launching the brand "ifoo" and thinking about what I wanted to create first, stick foundation came to mind without a second thought. The reason is that I myself had been a "foundation refugee" for a long time. I don't mean base products I use professionally when doing makeup for work, but that I couldn't find a foundation that worked for my own face. In fact, I've lived my whole life using nothing but makeup primer.

It's surprising that Chigira, known for creating beautiful skin and euphoric makeup looks, was a "foundation refugee."

Actually, I have ultra-sensitive mucous membrane skin—a condition said to affect only about 3 in 100,000 people. My skin gets red, itchy, or stingy from external irritation or cosmetic ingredients, so I can't really wear much point makeup like eyeshadow, mascara, eyeliner, or lipstick. That makes it very difficult to balance with base makeup. If I cover my skin too flawlessly with foundation, the light point makeup makes my overall face look unbalanced. I found that the best balance was achieved by just applying BB cream or primer alone. That's why I wanted to create a stick foundation that gives sheer coverage while making the skin look naturally beautiful.

The Power of a Stick Solution for the "Right Amount" of Foundation that Even Pros Struggle With

Out of all the foundation formats available, why did you specifically choose a stick type?

Even as a professional, when I use liquid foundation, I'm always deliberating: "How much should I apply?" "How far should I blend it?" "How much coverage is needed?" If a pro struggles that much, I thought everyday consumers must be even more confused about their daily base makeup.

Indeed, it's common for the finish to turn out inconsistent from day to day.

Exactly. Applying foundation heavily provides coverage, but it can dull a person's individuality, radiance, and vibrant feel. Overapplying can make someone look older or like a completely different person. But with a stick type, you can use it like drawing lines on your face, so anyone can easily gauge the optimal amount to apply. Plus, it effortlessly creates a thin veil that brings out a person's natural beauty.

That's a unique perspective only a hair & makeup artist could have.

Base makeup is fascinating because it has so much depth. In our daily routines, how your base makeup turns out can make you feel thrilled or, conversely, anxious for the day. I wanted to consistently deliver that joy of thinking, "Ah, it turned out great today!" every single day. That was the main reason I insisted on a stick format.

Just 10 Seconds of Blending with Hands: Creating Euphoric Skin with "70% Coverage"

However, stick foundations generally have high adhesion and coverage, giving the impression that they can easily look cakey.

That's true. People who dislike stick foundations often have that image of a heavy, cakey finish, but for this "Fix Foundation," we focused on a formula that creates a lightweight, semi-matte skin finish.

By incorporating lightweight oil, we achieved a smooth, featherlight feel that doesn't even require powder, while adding two types of pearl particles to dispel dullness and bring out clarity and a bare-skin feel.

Do you have any application tips from a professional perspective?

Actually, no! That's because I consider foundation to be the most difficult step in makeup. At the same time, women today are working so hard that there's never enough time in the day. So I wanted to make the base makeup routine as simple as possible.

With this product, simply draw 2–3 lines on your cheeks and 1 line each on your forehead and chin, then gently pat it into your skin with your fingers to cover uneven pores.

Normally, you don't even need a sponge—just blend it quickly without rubbing. But if you do use a sponge, you'll get an even lighter, sheerer finish. For areas where you want extra coverage, layering it as a concealer is also recommended. Since you can complete your look using just your fingers, touch-ups on the go are super easy.

Could you tell us what "beautiful skin" means to you, Chigira?

A recent trend is to completely eliminate all imperfections to create an artificially flawless look, but that strips away a person's unique character. I believe true beauty comes from concealing about 70% of the imperfections you dislike while leaving the remaining 30%, keeping an aura where your individuality shines through. It's relaxed skin that feels comfortable without feeling heavy.

Effortless Makeup That Fits Seamlessly into Daily Life

Finally, how would you like to grow the "ifoo" brand in the future?

I intentionally don't want to define a specific target audience. I'd love for mature women to use it, but also mothers and daughters together. Centered on the feeling of "bliss" that everyone expects, I want to start with products that people can enjoy effortlessly, and eventually create makeup items with a playful touch.

I'd be thrilled if we could build a brand that requires no complex technique and brings a refreshing breeze to everyday life.

The "ifoo" stick foundation brings to life the concept of "70% coverage"—enhancing individuality while achieving naturally sheer, beautiful skin in about 10 seconds. Allowing anyone to easily recreate professional results, this single stick offers a new standard for base makeup.