A'PIEU offers makeup and skincare formulated especially for young women in their 20s. They use mild ingredients which cater to sensitive skin, while collaborations with popular animated characters such as Doraemon, Crayon Shin-chan and Rilakkuma make its products more attractive to its audience. A'PIEU's most coveted products include the Pure Block Natural Daily Sun Cream, Start Up Primer and the Rilakkuma Edition product series.