Until 1976, it was common to finish makeup with face powder after applying cream or liquid foundation. Women did not want to spend that much time to put on their makeup before going to work. In order to shorten the time spent on applying makeup, a concept of two-in-one foundation was born. That's "FIT ON". That's how now-common "powder foundation" came to the world. Foundation leading up to then was mainly made by simply mixing powder and oil. Kose adopted a method to coat the powder surface with oil in order to press together the powder as is. It was different from cream. It was not liquid. The technology was extremely difficult for that time.