Japanese beauty brand Shu Uemura has teamed up with popular video game Pokemon to launch a new Pikashu make-up collection, a spin off character from the popular Pikachu.

The range features 22 items including skincare, make-up and beauty accessories, and will be launched in stages until 15 November with USA and Canada joining Taiwan, Japan, China, Hong Kong, Malaysia, Australia, Korea, Thailand, Vietnam, Indonesia and Singapore as the primary launch locations. Check with airport duty-free retailers for availiability in each country.

Products include eyeshadow palettes, lip sticks, foundations, eye lash curlers and make-up remover, as well as a children’s line.

Cross-industry collaborations are a tried and tested way to reach out to a new audience, with Shu Uemura clearly reaping the benefits of the gaming community, having previously launched Super Mario Bros gaming collection in 2017.

The Shu Uemura server was said to have gone down on 18th October, the pre-release date, with consumers taking to Twitter to air frustrations at not being able to purchase the items to due to the high traffic.