SINN PURETÉ (manufactured and sold by Anais Company, Shibuya, Tokyo; distributed by JIMOS, Fukuoka) has renewed its AG series with a new approach to skincare based on three perspectives: facial expressions, age, and external stress. The new AG series goes on early release on Friday, October 9, 2026, followed by a general release on Tuesday, February 2, 2027.
Release Information
- Early release: Friday, October 9, 2026, at the SINN PURETÉ official online store, Isetan Shinjuku, and Cosme Kitchen
- General release: Tuesday, February 2, 2027, at department stores, beauty salons, select shops, specialty stores, and other variety stores
Some products may not be available at certain stores. Please check availability with each store.
Emotions Show on the Face, and Expressions Shape Future Skin Impressions
Skin honestly reflects age, seasons, and sunlight, as well as daily emotions and the expressions that come from them. Smiles, tears, and small moments of wavering feeling all show up in the face, and these expressions become part of a person's impression, including the look of their skin.
SINN PURETÉ has long valued the relationship between fragrance, the mind, and the skin. Fragrance helps the mind unwind and stirs emotions, and each of these connections produces expressions and shapes how the skin appears. Based on this thinking, the brand is offering a new perspective on aging care. The new AG series approaches skin from three perspectives: facial expressions, age, and external stress.
The series is presented with the words "ALL of YOU" and "Anger, Thought, Tears, Smile."
About the New AG Series
SINN PURETÉ has proposed treating skincare as "mindful beauty time," a moment of facing oneself. The brand has extended this idea to aging care and fully renewed the AG series for the first time in five years.
The fragrance the brand has valued remains unchanged, while the formulas have evolved to approach aging skin from three perspectives: facial expressions, aging, and external stress. The packaging and prices have also been updated. The series is meant to care not only for the skin but also for changes in mood and expression.
Products
- AG Concentrate Lotion b (200 mL): ¥4,950 (tax included)
- AG Concentrate Serum b (30 mL): ¥8,800 (tax included)
Three Approaches to Wrinkles
Wrinkles are influenced not only by aging but also by facial expressions and dryness. For this reason, the AG series approaches them from three directions.
The "3D Wrinkle Formula" (3Dリンクル処方)
The formula targets the three factors behind wrinkle formation: facial expressions, aging, and external factors. It focuses not only on existing wrinkles but also on keeping the skin environment in good condition before wrinkles form. It approaches three factors from multiple angles: the loss of firmness caused by aging, external factors such as dryness and inflammation, and the repeated movement of facial expressions. In addition to combining ingredients with different roles, each one is blended within a recommended concentration range where its usefulness can be expected, so that the formula is designed with the whole process of wrinkle formation in mind.
1. Approaching Repeated Expression Habits
The formula focuses on forehead, between-the-brows, and outer-eye-corner lines created by repeated facial movement, using the next-generation ingredient "neuropeptide."
Neuropeptide is a synthetic peptide developed with hints from the mechanism of action of peptides found in snake venom. It focuses on expression lines created by the repeated movement of facial muscles, leading to a smooth, firm skin impression. It is a next-generation peptide said to have a stronger approach than argireline, another peptide ingredient known for its focus on nerve transmission.
2. Approaching the Loss of Firmness From Aging
The formula uses starfish extract "Juventide®" and three types of plant-derived PDRN to directly strengthen the foundation of firmness.
It combines starfish extract, which focuses on the proteins, amino acids, growth factors, and other components found in the coelomic fluid of starfish, with three types of highly penetrating plant-derived PDRN. These approach the foundation of the firmness and elasticity that decline with age, while supporting skin turnover and leading to a plump, firm and elastic skin impression.
3. Approaching External Factors
The formula uses niacinamide and ultra-micro hyaluronic acid to address a disturbed skin environment caused by dryness and a weakened barrier function.
Niacinamide supports the barrier function. Ultra-micro hyaluronic acid, which has about twice the penetration of low-molecular hyaluronic acid, delivers moisture to the stratum corneum. Together they care for a skin environment disturbed by dryness, leading to firm, smooth skin. Combined with arbutin, they also lead to a clear, radiant skin impression.
Ingredient Notes
- Neuropeptide: dipeptide diaminobutyroyl benzylamide diacetate
- Starfish extract (Juventide®): saponin
- Three types of plant-derived PDRN: Centella asiatica leaf/stem extract, panax ginseng root extract, lotus leaf extract, DNA-Na
- Ultra-micro hyaluronic acid: sodium hyaluronate
- Niacinamide is contained only in the AG Concentrate Serum.
AG Concentrate Lotion b
200 mL, ¥4,950 (tax included)
This wrinkle lotion focuses on repeated expression lines and contains neuropeptide to nurture the foundation of firmness.
It has evolved into an oil-containing lotion that addresses multiple signs of aging with the whole process of wrinkle formation in mind. Containing neuropeptide, starfish extract, and three types of plant-derived PDRN, it aims to give skin full of firmness and moisture. Botanical oil and penetration-support ingredients soften the stratum corneum and prepare the skin to accept the serum. The fresh feel and floral herbal scent are meant to settle the mind, creating a time for mind maintenance that cares for both mind and skin.
1. Containing 5% Botanical Oil to Draw In and Lock In
Rather than simply adding moisture, the lotion is designed to prepare the skin so that skincare can take effect. It is a penetrating oil lotion that combines oil with penetration-support ingredients. It improves how well the next skincare product blends in and forms an oil veil in 60 seconds, holding in moisture for fuller-feeling skin.
2. Building Firmness With Neuropeptide, Starfish Extract, Three Types of PDRN, and Ultra-Micro Hyaluronic Acid
The lotion combines neuropeptide, which focuses on expression lines, starfish extract (Juventide), which focuses on the growth factors in the coelomic fluid of starfish, and three types of highly penetrating plant-derived PDRN. These approach the foundation of the firmness and elasticity that decline with age, while supporting skin turnover and leading to a plump, firm and elastic skin impression.
3. A Mind-Maintenance Fragrance for a Stressful Society
The fragrance is the same "Passionate Awakening" scent as the Mindful Fragrance Eau de Cologne. Gentle rose and herbs are layered with the depth of patchouli and frankincense. It is a floral herbal fragrance meant to calm the mind and lead to a positive state of mind.
How to Use
- Take an appropriate amount of lotion (about the size of a 500-yen coin) in your hand.
- While enjoying the fragrance, spread it over the entire face with both hands.
- Apply your next skincare product within 60 seconds to form an oil veil.
AG Concentrate Serum b
30 mL, ¥8,800 (tax included)
Efficacy evaluation tests completed.
This wrinkle serum focuses on repeated expression lines and targets the three factors of wrinkles, aiming for the ideal sense of firmness.
It has evolved into a high-concentration wrinkle serum that addresses multiple signs of aging with the whole process of wrinkle formation in mind. It uses the proprietary "3D Wrinkle Formula," which contains high concentrations of neuropeptide, starfish extract, and niacinamide, to approach firmness, dry fine lines, smoothness, and clarity from multiple angles. Its rich, thread-like texture clings to the skin, leading to bouncy, firm skin. The floral herbal fragrance is meant to relax the mind and turn the routine into a time for mind maintenance and facing oneself.
1. New-Generation Peptide "Neuropeptide" in High Concentration
A new-generation peptide said to have a stronger approach than argireline. It focuses on expression lines created by the repeated movement of facial muscles, leading to a smooth, firm skin impression.
2. Starfish Extract "Juventide®," Known for Its Strong Vitality, in High Concentration
An extract derived from the coelomic fluid of starfish, which have a strong vitality (Juventide®). Attracting attention as a retinol-like ingredient, it approaches the firmness that tends to decline with age and supports a sense of elasticity from the foundation of the skin.
3. Niacinamide, Ultra-Micro Hyaluronic Acid, and Three Types of Plant-Derived PDRN
Starting with niacinamide, which approaches dry fine lines caused by external factors, the serum also contains highly penetrating ultra-micro hyaluronic acid and three types of plant-derived PDRN. While supporting skin turnover, it leads to a plump, firm and elastic skin impression.
4. A Mind-Maintenance Fragrance for a Stressful Society
The fragrance is the same "Passionate Awakening" scent as the Mindful Fragrance Eau de Cologne. Gentle rose and herbs are layered with the depth of patchouli and frankincense. It is a floral herbal fragrance meant to calm the mind and lead to a positive state of mind.
How to Use
Because of its highly penetrating texture, apply the serum directly to the skin with the dropper, or take it on the back of the hand and gently blend it with the fingertips into areas of concern.
