13 Types of Japanese Makeup

Japanese makeup is an ancient method of enhancing beauty. It is believed that there were already signs of it as far back as 3000 BC in Egypt.

In Japan, around the seventeenth century, it was common for women to apply a heavy paste of rice powder, called oshiroi. And today, makeup is still present in Japanese culture for both women and men.

Interestingly, in recent years, the cosmetics market in Japan has decreased by 11%, but the men’s makeup sector grew by 4% in 2021. It is believed that this growth is due to the number of video calls people are making during the pandemic.

And there are items that are essential for creating a good traditional Japanese makeup.

Let’s see the 13 most beloved makeup styles in Japan!

We also recommend reading: Why don’t Japanese women shave their pubic hair?

1 – Basic Makeup

This makeup is great for those who want to go out and take photos for social media because it is simple; you can see that the person is made up, but it doesn’t give the feeling of a thick layer. The secret lies in good skin preparation and details like very light eyeshadow, light lipstick, and well-defined eyelashes with good mascara.

2- Suppin – Clean Face

Another makeup style widely used, especially by Japanese women, is the makeup that makes it look like they have a clean face. This makeup is called Suppin Makeup (すっぴん メイク).

Who doesn’t want to look good all the time without blemishes, pimples, or dark circles?! This makeup serves to hide imperfections and enhance what is beautiful without looking like they are really made up.

3 – Gyaru

Gyaru (ギャル) this makeup emphasizes the eyes and aims to make the appearance closer to that of a doll. This style starts to move away from the ordinary, but nothing prevents you from wearing this makeup to go buy bread.

Everyone has their style; if you feel comfortable wearing this makeup in your daily life, go for it. Being Gyaru is also a lifestyle and fashion; we recommend reading our article about Gyaru curiosities.

4 – Idol Style

Idol Style is a technique used to give a more youthful appearance; ideally, the young woman should be under twenty years old, or if she is older, she should have a more youthful appearance than her actual age.

Idols are quite popular in Japan, usually young schoolgirls who become famous for singing, dancing, or appearing on television. We recommend reading our article about Idols of Japan.

5 – Anime eyes

As the name suggests, Anime eyes is makeup designed to make the eyes look very similar to those we see in anime. Who hasn’t found this type of eye beautiful, right?!

And the secret lies not only in the makeup but also in the contact lenses, which are also a trend among Japanese people. They say that the eyes are the window to the soul, and the Japanese dedicate a lot of effort to creating anime character eyes.

6 – Harajuku eyes

This style is for those who love colorful makeup, and recently this style has been used in Brazil for simple artistic makeup.

The idea is to have very colorful eyes with designs around and even colorful stones glued around the eyes to give a cuter appearance. We recommend reading our article about Harajuku Fashion.

7 – Schoolgirl Makeup

Also coming from the world of anime, the school uniform and cute appearance are a trend among Japanese people! As schools are quite strict regarding clothing and makeup, many wear it in cosplays or even after classes.

The same happens with the short skirts of schoolgirls on the street; they usually roll up their skirts after leaving school. In some schools, Japanese girls wear light makeup.

8 – Gyaru eyes

Gyaru eyes is the technique of trying to create the impression of larger eyes with the help of makeup and contact lenses! You can make them look big using lenses that match the color of your eyes to give a sense of naturalness.

But obviously, it will be noticeable because this characteristic is present in anime characters. In Japan, people won’t look at you strangely if you adopt this style.

9 – Sweet Lolita

Have you ever heard of Lolitas? This is a fashion style that emerged in Japan in the 70s and 80s. This style is part of kawaii culture. They are basically people who dress in a doll-like style, with flared dresses with lace, curly hair or bangs.

Sweet Lolita is a Lolita with cuter characteristics, using lighter and more discreet tones like pinks. There are also other styles of Lolitas.

10 – Gothic Lolita

The difference between Sweet Lolita and Gothic Lolita is basically in the color palette. It does not stray from the idea of resembling a human doll, but with darker makeup using darker tones like black. However, it still adheres to the concept of light makeup.

Contact lenses are used for darker eyes, and they wear darker clothing. It has a more seductive air than cute.

11 – Geisha Makeup

The makeup of Geishas, Geiko, or Geigi as they are also called, has a more cultural aspect and strays from the idea of basic everyday makeup. This aspect goes beyond just applying makeup; it is a lifestyle.

They wear kimonos and must remain single. As they go through different stages of life, their makeup style changes. Geishas use foundation made with rice powder or lead, and the goal is to make the face very white.

On the cheeks, the blush is a dark pink, and the eyeshadow will depend on the woman’s age, with red being used by the younger ones.

12 – Cosplay Makeup

Have you ever dressed up for a cosplay event? For this type of event, there aren’t many rules; the fun is to try to resemble a character from the geek universe as closely as possible.

To look like the character, in addition to makeup, you should pay attention to the clothing. And there is no age or gender limit for this.

13 – Makeup for Men

Incredibly, in Japan, there are male groups that embrace makeup. In fact, this number has increased by 20% among Generation Z men.

As everyone wants to look good and attractive on social media, most men opt for makeup to appear well in these spaces. They use more natural makeup. Some even paint their nails depending on the video they are making.

According to the publication Hot Pepper Beauty Academy, Japanese men aged 15 to 19 spend 5,607 yen per month on basic cosmetics, while those over 20 invest 5,410 yen in the same period.

Which makeup style would you use?