excel
Mid-Range“Sophisticated, skin-flattering Japanese drugstore makeup.”
By Viktoria @vioda.makeup · Published · Updated
excel is a mid range makeup brand from Japan, founded in 1987 by Tokiwa Pharmaceutical. It's best known for its Skinny Rich Shadow eyeshadow quads, Real Close Shadow palettes and Neutral, skin-flattering shimmer shades.
excel is a Japanese color cosmetics brand from Tokiwa Pharmaceutical (the company behind Sana) that has been refining understated, grown-up makeup since 1987. It built its reputation on multi-purpose, easy-to-use formulas engineered for Asian skin tones and undertones, sitting a notch above typical drugstore fare in both finish and price while staying far below prestige.
The brand is best known for its eyeshadow palettes — the Skinny Rich Shadow and Real Close Shadow quads deliver soft, buildable neutrals with a fine shimmer that reads expensive, which is exactly why they are so often recommended as affordable stand-ins for high-end Western palettes. excel has become a gateway J-beauty makeup label for international shoppers via YesStyle, Stylevana and Amazon, alongside a full range of liners, brow products and lip colors.
Popular Products
What excel is bought for. The ones we've found dupes for link through to the comparison.
- Skinny Rich Shadow
- Real Close Shadow
- Long Lasting Color Lip
- Powder & Pencil Eyebrow EX
Known For
Brand Philosophy
Multi-purpose, user-friendly color cosmetics that flatter real skin — refined enough to feel prestige, priced to stay accessible.