Avance is a Japanese cosmetics brand based in Roppongi Hills, Tokyo. For over twenty years they've focused almost exclusively on cosmetics related to the eye, and they are the pioneer of "eyelash serums" which are now growing in popularity.

Avance's groundbreaking Lash Serum EX has two active ingredients that promote hair growth, prevent hair loss, and improve the fullness of the hairs they're applied to.

In addition to their Lash Serum, they produce a range of popular waterproof eyeliners, and a popular eyebrow mascara series.