Shiseido Fullmake Washable Base is the world's first makeup base that allows makeup to be washed off using only warm water. The Veil Action Polymer, unique to Shiseido, is hydrophobic in cold water and hydrophilic in warm water, allowing makeup to be removed without needing special makeup remover. It is available in Japan from March 2013 and has been a very hot/popular product since then.
