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JANE BERMAN, HOST: It’s MORNING EDITION from NPR News.
I’m Jane Berlinger.
This is NEWSROOM.
MILANI is a brand of makeup erasers that’s the brainchild of a young girl in Japan.
MILANI is an acronym for “Milani Mink”, a reference to the character from the Japanese anime series “Milan”.
MILANIs marketed as a safer alternative to harsh brushes and erasers.
It’s marketed in Japan as a replacement for expensive brushes and tools.
For more on MILANI, watch our story.
MILIANI has a big target on its hands.
They’re targeting makeup remover makers who use products made from plastic.
MILA ROSS, AP reporter: The products are all very similar.
The main difference is the size of the plastic.
There are so many different sizes.
I mean, you know, a little plastic toy in your hand can be the biggest tool you’ve ever used.
So, what you’re really going to get with these is a tool that’s smaller and lighter, so it can fit into your hand, but it can’t be as big as you might want.
And that’s a big deal.
MILANE is part of the Milani group of products.
It has been in the U.S. market for some time.
In Japan, the company makes a variety of products, but these are the biggest brands.
And one of their most popular products is the MILANI MINK, which is designed for people with sensitive skin, like people with eczema or people with allergies.
MILANS are marketed in China as a safe alternative to expensive brushes.
But this particular product is much bigger than that.
It also has a huge target on it.
It is marketed as an affordable way to cut down on the amount of time you spend removing makeup.
MILANA JAMES, PRODUCT MANAGER: So, when you’re looking at this product, you’re not really looking at the product that is going to cut your makeup off, you really’re looking for the product to cut off your makeup.
JAMES: MILANA JOES, PRODUCT CO-MANAGER, MILANIS: And when you put this product on, it’s very sensitive.
So it’s going to really cut off the amount that you have to remove.
JONES: MILANA JOES says that the Milania MINK eraser is a perfect match for sensitive skin.
So she makes sure it’s not too big, and she uses it with all kinds of brushes.
JOES is a product manager for Milani, the Japanese brand of the milani eraser.
It comes in various sizes.
It costs about $35 for a six pack.
JOAS: And the price is the perfect match with the price of the product.
JOE SCOTT, EDITOR, NEWSROPING: So the first thing that you’re going to want to do is put this on your face, and then it will come down.
It will really just take the makeup off.
SCOTT: It really does cut off a lot of makeup.
SCOTTY: It makes it a lot easier for you to do that, because you don’t have to get the product all the way down your face.
SCOTS: It cuts down the amount to a lot.
It cuts through a lot more makeup.
I would say that you can see a difference with just using it with a brush.
It really cuts it out.
And when I was talking to my friends and family, we were saying, Oh, this is amazing.
I wish we could buy this for ourselves.
JOSEPH RICHARD, COLLECTOR, KIDZAP: We’ve all used the products in our own lives.
JOSH RICHARDS, COLOPHONE AUTHOR: You know, the first time I put it on, I was like, Oh my god.
JERRY DICKINSON, COLLEAGUES DIRECTOR, UNIFORMS AND UNIFORS: You just can’t get enough of it.
JOHNNY RICHES, KIDS DANCING WITH GALAXY: I’m going to go back in my room, and I’m like, I’m gonna put my hair up.
I put my makeup on, and it’s just like, You know what?
It’s like a whole new world.
I can’t even remember what I was wearing.
JIMMY JOHNSON, PRODUCER, MANDY’S MELODY CO.: And you know what else?
It feels so amazing.
JONATHAN BALDWIN, COLORIST: It feels really good.
I get this weird, euphoric feeling that I’m feeling and I