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This product is very popular in Japan and have been sold for decades. I was happy that I received it quite earlier than the estimated arrival date. The product is genuine (the same one as sold in Japan) and the current version. This colour EX5 is very nice and perfect for someone of cool tone. Especially recommended for brunette or dark/black hair ladies. The only negative point is the brush size... I think small brush is too small for me. So I put other brush that I have.