MatsuKiyoKoKoKara & Company — the drugstore and dispensing pharmacy chain operating over 3,600 stores across all 47 prefectures in Japan and 98 overseas locations primarily in Asia (as of end of December 2025) — is expanding its private brand "matsukiyo" with a new skin-focused line called "matsukiyo MEDIVEIL+ (MEDIVEIL+)." The full lineup of six products goes on sale on Thursday, April 9 at Matsumoto Kiyoshi Group and KokoKara Fine Group stores nationwide (excluding some locations) as well as the company's official online store.
A New Option for Skin: "matsukiyo MEDIVEIL+"
"matsukiyo MEDIVEIL+" is a new series offering products designed around skin-friendly formulations and approachable everyday design. Building on matsukiyo's extensive track record in beauty product development, the line turns its attention to insect repellents and topical medicines — categories where growing demand exists for products that are gentle on the skin and considerate of the body.
The hero product is an insect repellent spray enriched with moisturizing ingredients, designed to be comfortable even for those who have previously avoided conventional repellents. Insect repellent is positioned as the first line of defense against insect bites, which can cause skin discoloration and a rough texture. With a fragrance crafted to evoke the feel of a perfume rather than a traditional repellent, the series offers a more pleasant outdoor experience while still caring for the skin.
The MEDIVEIL series proposes a new approach to skin protection through total protection*¹ tailored to individual needs.
*¹ Includes both quasi-drugs and pharmaceutical products that can be used according to purpose.
Product Highlights
- Wide lineup covering insect repellents, anti-itch treatments, back acne medication, and sweat rash treatment
- Insect repellent formulated with carefully selected fragrance and moisturizing ingredients
- Design-focused packaging suited for everyday use
Quasi-Drug Products
matsukiyo MEDIVEIL Insect Repellent Fluffy Mist
Trade name: Earth Mushi-yoke HJ2(p) / Earth Mushi-yoke HJ2(f)
Classification: Quasi-drug (insect repellent)
- Contains 4 moisturizing ingredients (sodium hyaluronate, collagen, ceramide², vitamin C³)
- Fine mist designed to spread evenly over a wide area
- Repellent effect lasts up to 12 hours*⁴
Fragrance: Fruity Peony / Fresh Freesia
Volume & Price: 100 mL / ¥1,518 (tax included)
*² Stearoyl phytosphingosine *³ Ascorbic acid
*⁴ Effective for approximately 11 to 13 hours against adult mosquitoes. Reapply as needed.
matsukiyo MEDIVEIL Insect Repellent Water Spray
Trade name: Saratect Mild Km
Classification: Quasi-drug (insect repellent)
- Contains 4 moisturizing ingredients (sodium hyaluronate, collagen, ceramide², vitamin C³)
- Safe for use from 6 months of age
Fragrance: Pear Blossom
Volume & Price: 200 mL / ¥1,518 (tax included)
*² Stearoyl phytosphingosine *³ Ascorbic acid
Pharmaceutical Products
MV Deo EX Cream
Trade name: MV Deo EX Cream
Classification: Designated Class 2 OTC drug
- For itching and rashes caused by sweat
- Non-sticky cream formula
Indications: Eczema, dermatitis, heat rash, contact dermatitis, itching, insect bites, urticaria
Volume & Price: 20 g / ¥1,298 (tax included)
Senaprimma
Trade name: Senaprimma
Classification: Class 2 OTC drug
- Contains tissue-repairing and antibacterial ingredients for red, inflamed back acne
- Inverted spray design that makes it easy to apply to the back
Indications: Acne
Volume & Price: 100 mL / ¥1,408 (tax included)
MV Anti-Itch Gel Lotion
Trade name: MV Kaiyu-dome Gel Lotion
Classification: Designated Class 2 OTC drug
- For post-itch darkening*⁵ from dermatitis or insect bites
- Gel lotion formula that spreads easily for both targeted and wide-area application
Indications: Itching, eczema, dermatitis, contact dermatitis, urticaria, heat rash, insect bites
Volume & Price: 25 g / ¥1,408 (tax included)
*⁵ For itchy scratch marks and similar conditions
