Japanese beauty explained
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
Choose the formula family first: Super Waterproof uses makeup remover or an oil cleanser, while Advanced Film uses warm water followed by facial cleanser. Then choose length or volume. Our Advanced Film vs Super Waterproof comparison explains the current products and removal methods.
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.
Heroine Make
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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.
If you want a volume-focused formula that removes with warm water and facial cleanser, choose Heroine Make Volume & Curl Mascara Advanced Film instead. For either formula, Heroine Make Curl Keep Mascara Base WP is the relevant add-on when curl retention is the priority.
Heroine Make Long & Curl Mascara Advanced Film
A length focused formula with water and sebum resistance. Loosen it with warm water, then wash with facial cleanser. Choose it if that removal routine appeals; the brand’s claims don’t establish identical curl hold to Super Waterproof for every wearer.
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 comb applicator remover is designed for waterproof mascara. It’s useful when your usual removal routine struggles, but a suitable oil based cleanser is another option.
Brush it from lash roots to tips. Wipe with a cotton pad, or combine with makeup remover and rinse thoroughly with warm water, following the official directions.
Heroine Make
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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
Start with Advanced Film if easier removal matters most. Consider Super Waterproof when durable wear is your priority and you’re happy to use makeup remover. Read the dedicated formula comparison for the current Long UP Super WP N, brush choices and removal instructions.
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.
