Heroine Make
Budget“Mascara that survives everything.”
By Viktoria @vioda.makeup · Published · Updated
Heroine Make is a budget makeup brand from Japan, founded in 2005. It's best known for its Waterproof and film-type mascara that survives sweat and tears, Japan's number one mascara brand by market share and Shojo-manga heroine packaging illustration.
Heroine Make launched in 2005 as part of Isehan's KissMe family, and it built its entire identity around one promise: eye makeup that does not move. Sweat, humidity, rain, tears — the shojo-manga heroine on the packaging is meant to be someone who cries through the whole third act and still walks out with her lashes intact. It is now the number one mascara brand in Japan by market share.
The brand sits inside remarkable heritage. Parent company Isehan was founded in 1825 selling beni, the red safflower pigment used in traditional Japanese makeup, making it Japan's oldest cosmetics manufacturer; it marked 200 years in 2025. Heroine Make's own Speedy Mascara Remover has shipped more than 12 million units and effectively created the dedicated mascara-remover category in Japan. Its film-type Long & Curl Advanced Film mascara has a devoted following well outside Japan, propelled by Reddit and TikTok recommendations from people looking for something that finally lasts.
Popular Products
What Heroine Make is bought for. The ones we've found dupes for link through to the comparison.
- Long & Curl Mascara Advanced Film
- Long & Curl Mascara Super WP
- Speedy Mascara Remover
- Smooth Liquid Eyeliner Super Keep
Known For
Brand Philosophy
Makeup should hold up on your worst day — the heroine cries through the whole story and her lashes never budge.