Dejavu

Dejavu (stylised in lowercase as dejavu) is a Japanese cosmetics brand specialising in eye makeup, founded in 2001 by Imju Corporation, a Tokyo-based company headquartered in the Ginza district [5]. Imju is in turn part of Pias Corporation, an Osaka beauty and health-products group founded in 1947 [8]. The brand concentrates on mascara, eyeliner and eyebrow products, and is best known for its Fiberwig mascara, which several editorial sources describe as the top-selling mascara in Japan [6][7].

The brand remains active. Its Japanese website is fully maintained, carrying a current lineup of mascaras, primers, eyeliners and eyebrow products alongside ongoing campaigns and news, with linked Instagram, TikTok and YouTube channels [1].

Dejavu was established in 2001 as the eye-makeup line of Imju Corporation [5]. Japanese Wikipedia records Imju as a stock company based at Ginza 4-chome in Tokyo's Chuo Ward, with its business listed as chemical and cosmetics manufacturing. The founders of the Dejavu brand are not disclosed by either the company or Wikipedia.

Within the wider corporate structure, Imju sits under Pias Corporation, a group founded in Osaka in 1947 whose portfolio also includes brands such as Covermark, Acseine and Parado [8]. This places Dejavu as a single specialist line within a larger cosmetics group rather than an independent house.

Dejavu focuses on eye makeup, and the company frames its mission as delivering "the excitement of 'I wanted something like this'" through products it positions as innovative and results-driven. The brand's stated belief is that emotional confidence is expressed through a person's gaze, captured in the taglines "Simply apply, dramatically" and "Results show in your gaze."

The signature product is the Fiberwig Ultra Long Mascara. Reviewers attribute its effect to a proprietary "Fiberwig" technology that uses two types of ultra-thin nylon fibre, short and long, which intertwine to form a lightweight film coating around the lashes [6]. This film-type formula is designed to resist tears, oil and sweat without smudging, yet remove with warm water rather than requiring harsh cleansing — a property the company highlights as avoiding "panda eyes" [1]. According to a reseller listing, the formula is also infused with conditioning ingredients including hydrolyzed silk, honey and royal jelly [9].

The launch date of Fiberwig is recorded slightly differently across sources. One reseller dates the mascara to 2001, aligning it with the brand's founding year [9]; another listing places it at 2004 [13]. The brand and its hero product are generally described as having launched together, and 2001 is consistent with the founding year confirmed by Wikipedia.

Beyond Fiberwig, the range includes the Lash Up Mascara E, noted for a 1.5mm ultra-fine triangular brush, and the Lasting Fine S pencil eyeliner, both of which have been covered in beauty editorial reviews.

Dejavu is associated with the J-beauty movement and with a generation of Asian "cult" mascaras that gained followings from the mid-2000s onward [9]. The Fiberwig mascara in particular built a reputation in Japan and across Southeast Asia: a 2008 Malaysian review described it as "touted as Japan's best selling mascara" and gave it four out of five stars, while noting a premium price relative to its performance [7]. A 2013 review called it the writer's go-to mascara of the previous two years [6].

The product is sold through multiple channels internationally, including retailers such as Sephora, YesStyle and Beauty Box Korea.