Heroine Make Complete Guide: Japan's Cult Eyeliner and Mascara Brand
Heroine Make is the brand people discover when they search “mascara that won’t budge.” Made by KissMe (a Japanese cosmetics company with nearly 200 years of history), it focuses almost entirely on eye makeup, and it does that one thing extraordinarily well.
The pitch is simple: waterproof formulas designed to survive Japanese summers, where heat and humidity destroy most makeup by noon. Mascaras that hold curl on pin straight Asian lashes. Eyeliners with tips fine enough for precise work. Everything at drugstore prices.
The brand has a devoted following on r/AsianBeauty, where the Long & Curl Mascara is one of the most recommended Japanese makeup products, period. If you’ve ever searched for a mascara that holds curl all day, someone in the comments has already suggested Heroine Make.
The Mascaras
Heroine Make’s mascara lineup splits into two categories: Super Waterproof (extremely long wearing, requires a dedicated remover) and Advanced Film (holds curl just as well, removes with warm water). Within each category, there are Volume and Long versions depending on the look you want.
Heroine Make Long & Curl Mascara Super WP
The one that started it all. A lengthening mascara with extreme waterproof staying power. It holds curl through humidity, tears, rain, and hours of wear without flaking or smudging.
The trade off: it is genuinely difficult to remove. Regular cleansers, micellar water, even some oil cleansers won’t fully dissolve it. You either need the brand’s dedicated remover or a heavy duty cleansing oil. This is not an exaggeration.
For people with straight lashes that refuse to hold curl, this is the most consistently recommended solution in the J beauty community.
KissMe
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Heroine Make Volume & Curl Mascara
Same Super Waterproof formula, different goal. Where the Long & Curl focuses on length, this one builds thickness and volume. The brush is slightly fatter, depositing more product per stroke for a more dramatic look.
For everyday wear, most people prefer the Long & Curl. The Volume & Curl is the pick when you want more impact for evenings out or bolder makeup days.
Heroine Make Long & Curl Mascara Advanced Film
The warm water removal version. Same curl holding power as the Super WP, but instead of a traditional waterproof formula, it uses a “film” technology that creates a tube around each lash. When you wash your face with warm water and a facial cleanser, the tubes slide off cleanly.
This is the best option if you want Heroine Make’s famous curl hold without the removal struggle. It handles daily wear (commuting, office, errands) without any issues. It’s only in extreme conditions like swimming or heavy rain that the Super WP has a meaningful advantage.
KissMe
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Heroine Make Prime Volume Up Mascara Super Waterproof
The Prime line is Heroine Make’s upgraded tier. More refined formulas, better application, slightly higher price (still drugstore). This one is the volume focused Prime mascara with enhanced waterproof staying power.
Heroine Make Prime Long Up Mascara Super Waterproof
The lengthening version of the Prime line. Enhanced fibers for maximum extension with the same extreme waterproof formula. If you’ve used the standard Long & Curl and want an upgrade, this is the next step.
Heroine Make Mini Mascara
A travel sized version of the standard mascara. Same formula in a compact tube. Good for trying the brand before committing or tossing in a bag for travel.
The Eyeliners
Heroine Make’s eyeliner range is smaller but just as focused on precision and staying power. For a comparison with other Japanese eyeliner brands, see the best Japanese eyeliner roundup.
Heroine Make Liquid Eyeliner
A felt tip liquid eyeliner with a 0.1mm tip. That’s thin enough for tight, precise lines along the lash line or building up to a dramatic wing. Waterproof, smudge proof, and designed to last a full day without feathering.
This is one of the most popular drugstore liquid eyeliners in Japan, competing directly with brands like Dejavu and Dolly Wink.
KissMe
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Heroine Make Long Stay Sharp Gel Eyeliner
A retractable gel pencil for when you want a softer, more blended look than liquid liner gives. The gel formula glides on without tugging (important around the delicate eye area) and sets without smudging. Good for tightlining and the waterline. Available in multiple shades.
Heroine Make Prime Liquid Eyeliner Rich Keep
The premium version of the liquid liner. Deeper pigmentation, longer wear, and the same extra fine brush tip. The “Rich Keep” formula is the upgraded pick if you’ve liked the standard liquid liner and want even more staying power.
The Remover
Heroine Make Speedy Mascara Remover
This exists because it needs to. If you use Heroine Make’s Super Waterproof mascaras, a regular cleanser will not fully remove them. The Speedy Mascara Remover is a dedicated product that dissolves the waterproof formula quickly without harsh rubbing.
Apply it to dry lashes, let it sit briefly, then wipe or rinse away. It also works on other waterproof mascaras and eyeliners. If you’re buying a Super WP mascara, budget for this too.
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Other KissMe Products
KissMe makes more than just Heroine Make. A few other products worth knowing:
KissMe Heavy Rotation Eyebrow Pencil
Part of KissMe’s Heavy Rotation line, which focuses on brow products. A thin, retractable eyebrow pencil popular at Japanese drugstores. Precise tip for drawing individual hair strokes.
KissMe Heavy Rotation Powder Eyebrow Pencil
A powder formula eyebrow pencil for a softer, more diffused brow look compared to the standard version.
KissMe - Mommy UV Aqua Milk SPF 50+ PA++++
A gentle sunscreen from KissMe’s Mommy line, designed for children and sensitive skin. Lightweight milk formula with high protection. Alcohol free and fragrance free. One of those products that parents in Japan use on their kids, then start using on themselves.
Heroine Make vs Canmake
Both are Japanese drugstore brands, but they occupy different spaces. Canmake is a full range makeup brand covering everything from eyeshadow to blush to lip products. Heroine Make is a specialist that focuses almost entirely on mascaras and eyeliners.
If you’re building out a full Japanese drugstore makeup collection, Canmake covers the breadth. If you specifically need mascara or eyeliner that won’t move, Heroine Make is the specialist pick. Many people use both. For a full rundown of Canmake’s range: Canmake Guide: Best Products from Japan’s Favorite Budget Makeup Brand. To see how Heroine Make stacks up against other Japanese mascaras like Dejavu Fiberwig and Canmake Metalook, see our Best Japanese Mascara roundup.
Super Waterproof vs Advanced Film: Which to Choose
This is the most common question about Heroine Make mascaras. Here’s the short version:
Choose Super Waterproof if:
- You need mascara to survive extreme conditions (swimming, heavy rain, long events)
- Removal difficulty doesn’t bother you (or you’ll use the dedicated remover)
- Maximum staying power is the priority
Choose Advanced Film if:
- You want easy removal with warm water and a gentle cleanser
- Daily wear is the main use case
- You prefer a gentler removal process for lash health
For most people doing everyday makeup, the Advanced Film is the more practical choice. The curl hold is comparable. The Super WP only pulls ahead in genuinely extreme situations.
Where to Buy
Heroine Make products are available through several retailers. The Liquid Eyeliner and Volume & Curl Mascara have the widest availability. The Prime line products are harder to find stateside and may require ordering from specialty J beauty retailers.
Check individual product pages for current retailer listings and links.
FAQ
Is Heroine Make cruelty free?
KissMe, the parent company, sells products in mainland China. While China relaxed animal testing requirements for some imported general cosmetics in 2021, the regulatory landscape remains complex, and KissMe has not obtained cruelty free certification from Leaping Bunny or similar organizations.
Can I remove Heroine Make Super WP mascara with micellar water?
Most micellar waters will not fully dissolve the Super WP formula. You’ll get partial removal and end up rubbing, which is bad for your lashes. Use the brand’s Speedy Mascara Remover or a strong oil based cleanser.
Does Heroine Make mascara work on straight lashes?
This is what the brand is most praised for. The formula is specifically designed to hold curl on straight Asian lashes that typically resist curling. It’s the single most recommended mascara for this concern in the J beauty community.
What’s the difference between Heroine Make and Heroine Make Prime?
The Prime line is the upgraded tier. Same product concepts (waterproof mascaras, precise eyeliners) with more refined formulas, better application, and slightly higher prices. Still drugstore pricing overall.
Is the Advanced Film mascara waterproof?
It’s water resistant for daily wear (sweat, light moisture) but not as waterproof as the Super WP in extreme conditions. The key difference is removal: Advanced Film comes off with warm water and a facial cleanser, Super WP requires a dedicated remover or strong oil cleanser.