Coffret d'Or was Kanebo's answer to Maquillage — then Kao discontinued it after 17 years

Coffret d'Or was a Japanese makeup brand launched by Kanebo Cosmetics in 2007. It was positioned as a direct competitor to Shiseido's Maquillage line, targeting young office ladies (OLs) with a full range of makeup products including foundation, eyeshadow, blush, lip products, and mascara. The brand integrated Kanebo's makeup and base makeup lines under one name, offering a complete beauty routine for the working woman.

For nearly two decades, Coffret d'Or maintained a presence in Japanese drugstores and department stores, building a loyal customer base among young professionals. However, the brand's sales gradually declined as the Japanese cosmetics market became more crowded and consumer preferences shifted toward minimalist, multi-functional products and premium Korean beauty brands.

In 2024, parent company Kao Corporation announced that Coffret d'Or would be discontinued as part of a broader portfolio streamlining. Kao had been cutting underperforming brands across its cosmetics division, with 28 brands scheduled for discontinuation or divestiture. Coffret d'Or's production phased out from June 2024, and sales ended by December 2024, ending the brand's 17-year run.