Eternam Co., Ltd. (headquartered in Shibuya, Tokyo; Representative Director: Takaaki Matsumoto), a company engaged in cosmetics research, development, and sales, is launching a new eyelash serum called "Eternam Eye Lash Serum" on March 16, 2026 (Monday). The product addresses concerns about eyelashes that become shorter, thinner, and weaker with age, drawing on knowledge from regenerative medicine research.
The serum focuses on both the vertical and horizontal width effects of eyelashes that help counteract the aged appearance caused by drooping eyelids. It contains human umbilical cord-derived mesenchymal stem cell conditioned medium along with 21 types of beauty ingredients, with the aim of not only nurturing eyelashes but also supporting the underlying environment in which they grow.
Development Background
It is said that approximately half of women in their late 40s and beyond are aware of skin changes on their eyelids. In this age group, where collagen loss accelerates with aging, drooping eyelids and wrinkles progress, narrowing double-eyelid folds and reducing the vertical and horizontal width of the eyes. This causes the eyes to appear smaller and gives a tired impression — considered a major cause of looking older than one's age.
Eternam identified that the impression of the eye area significantly affects perceived age, and focused on eyelash volume as a key factor. The goal is to lift the eye impression and restore vitality by expanding the vertical and horizontal width of eyelashes that shorten, thin, and weaken with age.
The company began developing a new eyelash care product based on user feedback citing issues such as "unable to feel the effect," "too much irritation," and "difficult to continue using." Applying knowledge cultivated through regenerative medicine research, an approach was explored to maintain the health of the hair follicle environment that serves as the foundation for eyelash growth. By combining human umbilical cord-derived mesenchymal stem cell conditioned medium with 21 carefully selected beauty ingredients, a new-concept eyelash serum was created that simultaneously delivers "noticeable results," "low irritation," and "ease of continued use."
The product is designed for those experiencing concerns such as shorter eyelashes, reduced volume, or a blurred eye impression — and proposes a fresh approach to fundamentally rethinking the eye area as a defining factor in perceived age.
Product Overview
Eternam Eye Lash Serum
- Price (tax included): ¥6,600
- Volume: 5 mL
- Texture: A formula designed to minimize eye stinging and prevent dripping
- Sales Channels: Eternam Brand Shop / Amazon / Rakuten / Qoo10 / Yahoo
Product Features
1. Contains Liposome-Encapsulated Human Umbilical Cord-Derived Mesenchymal Stem Cell Conditioned Medium
An approach design targeting the bulge region — addressing both skin and hair follicles to keep eyelashes healthy and boost firmness and elasticity.
The product focuses on the "bulge region," a critical structure essential for hair generation and one that even determines permanent hair removal outcomes. The formulation is designed to maintain a healthy environment around the eyelashes through an approach combining various cytokines found in the human umbilical cord-derived mesenchymal stem cell conditioned medium, along with Revitabulge Extract* (Myrothamnus flabellifolius leaf/stem extract, octapeptide-2).
- Hair follicle-focused formulation (HGF, FGF): Aims to keep the eye environment that serves as the foundation for eyelash growth moisturized and in a healthy state.
- Moisture-conscious design (VEGF, FGF): Considers dry eye areas and helps smooth the environment around the eyelashes.
- Supporting healthy skin condition (TGF-β): Cares for the eye area, which is susceptible to external stimuli, and guides it toward a stable skin impression.
- Formulation to support eyelash appearance (HGF, FGF, IGF-1, VEGF): Supports a neat-looking eye impression through daily care.
- Firmness and elasticity formulation (KGF): Moisturizes the eyelash surface for a supple and impactful appearance.
*Cytokine names are based on ingredient characteristics and do not indicate cosmetic efficacy or effectiveness.
2. Creates an Environment That Is "Easy to Grow, Hard to Break"
Contains 13 beauty ingredients specialized for eyelashes and 8 beauty ingredients considerate of the eye environment.
Penetration-enhancing ingredients reaching the stratum corneum deliver active components effectively.
The ingredient descriptions do not guarantee efficacy.
The formulation, richly loaded with eye care ingredients, is also suitable for use on eyebrows and eyelids. Applying it to areas of concern supports the overall impression of the eye area.
3. Lash Care with Clumping — Adding Luster and Presence to the Eye Area
Polyquaternium-51 adds gloss and makes it easy to create a clumped look, while the coating effect enhances firmness and elasticity. This also contributes to the longevity of eyelash perms and extensions. When used before mascara, it helps prevent clumping and results in a glamorous, refined makeup finish. The clumped lashes make the eye area stand out, achieving both a "relaxed" and "sophisticated" look.
Why Do Clumped Lashes Look Beautiful?
- Eyelash density appears higher
- Eye framing is emphasized, making the eyes look larger
- Irregularities are less noticeable, giving a clean impression
This leads to an appearance of being "well-groomed" and "neatly maintained."
4. Overcoming the Challenge of Eyelash Serums That "Can't Be Continued"
Many eyelash serums face the challenge of being abandoned before results can be felt. This product was developed with a focus on enabling effortless daily use. Since the eye area has thin and delicate skin, sensations of irritation or inconvenience tend to hinder continued use. The product is therefore designed to minimize discomfort and anxiety during use, with the goal of making eyelash care easy to incorporate as a daily habit.
- A texture that resists dripping and doesn't run during application
- Free from ingredients flagged for hyperpigmentation risk
- Free from four ingredients: alcohol, parabens, synthetic fragrances, and synthetic dyes
- An applicator shape that allows even application from the root to the tip of eyelashes
Why Umbilical Cord-Derived Conditioned Medium Is Rare
Umbilical cords are naturally discharged during childbirth, but in some municipalities their use is prohibited by ordinance, and they are generally processed by specialists. For a third party to obtain umbilical cords as a raw material, complex preparations are required — including contracts with medical institutions, stable donor procurement, approval from the Ministry of Health, Labour and Welfare's ethics review committee, and the establishment of safe storage and transport processes. Because the barriers to handling umbilical cords are higher than for other source materials, there are few intermediate processors or companies that use conditioned medium from umbilical cords as a raw material. As a result, umbilical cords have very limited market circulation and represent a rare raw material with unstable costs.
The human umbilical cord-derived mesenchymal stem cell conditioned medium used by Eternam is manufactured by its group company CET. CET has established a process for stably procuring umbilical cords through its medical network and has succeeded in using reliable umbilical cords as a raw material.
Safety Testing
The following tests were conducted to confirm safety for customers who use the product daily.
① Donor Testing
Umbilical cords were collected from healthy donors with appropriate consent at domestic medical institutions. All test results — including HBV, HCV, HIV, HTLV, PVB19, and TP — were confirmed negative.
② Human Umbilical Cord-Derived Stem Cell Testing
Mesenchymal stem cells obtained from umbilical cords were confirmed negative and undetected in all tests: sterility, mycoplasma negativity, virus negativity, endotoxin, and karyotype analysis.
③ Conditioned Medium Testing
Manufactured conditioned medium was confirmed negative and undetected in all tests: sterility, endotoxin, mycoplasma negativity, and insoluble foreign matter inspection.
④ Cosmetic Ingredient Testing
For "new raw materials," 9 items equivalent to quasi-drug-level testing were conducted and passed: single-dose toxicity, skin sensitization, photosensitization, Ames test, chromosomal aberration, primary skin irritation, ocular and conjunctival irritation, repeated skin irritation, and phototoxicity tests.
⑤ 8-Item Product Safety Testing
Patch test, sensitive skin patch test, stinging test, RIPT (allergy test), non-comedogenic test, challenge test, efficacy test, and anti-wrinkle test.
While it is common for new raw material development to conduct only a few tests such as patch tests, Eternam has voluntarily conducted 17 items across two stages — including allergy and sensitive skin patch tests — going well beyond industry norms.
Eternam Product Lineup
In addition to the newly launched Eye Lash Serum, Eternam offers the following products:
- [NEW] Eternam Essence UV Primer — A UV base that realizes daytime skincare inspired by regenerative medicine, protecting against 4 types of light and antipollution. Available in Light Beige and Pink Purple (30g each, ¥6,600 tax included)
- Eternam Skincare Series — Lotion (100 mL, ¥8,800), Serum (30 mL, ¥14,300), Cream (30g, ¥12,100)
- Trial Set (7-day supply) — Lotion (13 mL), Serum (5 mL), Cream (5g) for ¥1,980 tax included
- Eternam Conditioned Serum SAITAI — A concentrated booster serum (15 mL, ¥11,000 tax included)
- Eternam Lip Serum — A lip serum focused on nurturing the lips themselves. A001–A007 (8 mL, ¥6,600 tax included)
- Eternam Facial Mask EX — A next-generation high-performance mask (20 mL × 5 sheets, ¥16,500 tax included)
The Eternam Eye Lash Serum is scheduled to go on sale March 16, 2026, and will be available through the Eternam brand shop and major online retailers.
