Makeup trends in Japan have changed dramatically from the Showa to Heisei and Reiwa eras, reflecting the culture and values of each period. In recent years, unique Japanese makeup trends have also been attracting attention from around the world. In this article, beauty writer Shiho, who has worked in the hair and makeup industry, introduces the characteristics of popular Japanese makeup styles such as Gyaru Makeup and Jirai Makeup, along with recommended cosmetics that go well with each look.
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Japanese Makeup Trends That Change with the Times! Gyaru Makeup, Jirai Makeup, Bubble Makeup, and More
Looking back at past makeup trends, it is clear that changes in eras such as Showa, Heisei, and Reiwa, as well as the social background, have had a major influence. In times of economic prosperity, thick eyebrows and bright, vivid lipsticks became popular, while in calmer economic periods, thin eyebrows and subdued, cool-toned eye makeup tended to be in the spotlight. In addition, shifts in society or natural disasters sometimes led to a preference for more natural makeup. Bubble Makeup, Gyaru Makeup, and Jirai Makeup are all examples of trends that reflect the values and culture of their respective eras.
[Showa] Showa Idol Makeup (Late 1970s to Early 1980s)
From the late 1970s to the 1980s, Japan experienced an idol boom. Many young girls admired the idols they saw on TV and in magazines. Hairstyles and makeup of iconic Showa idols such as Seiko Matsuda, Shizuka Kudo, and Akina Nakamori became the center of trends, and more and more young people began to imitate them. The makeup was characterized by a pure and natural look, without using strong colors. Soft, downward-sloping eyebrows and blush gently applied from the cheekbones to the temples created a cute and gentle impression. A typical style was to use pink blush, pink lipstick, and a light pink eyeshadow to create a unified, one-tone look. This makeup, which combined innocence and approachability, became widely popular as the trending makeup style in Japan at the time.
Recommended Cosmetics for Showa Idol Makeup
Eyebrow Pencil: INTEGRATE Eyebrow Pencil N BR666
The fine tip makes it easy to draw soft, natural eyebrows like a Showa idol
- Price: 770 yen
- Product page: Here
Blush: KATE Bouncy Cheek Shadow PK-2
Blush that creates an innocent look reminiscent of Showa-era idols
- Price: 1,650 yen
- Product page: Here
[Showa] Bubble Makeup (Late 1980s to 1991)
From the late 1980s, Japan entered the peak of the Bubble era. With the booming economy, brand-oriented fashion became popular and makeup and hairstyles also became much more glamorous. As more women entered the workforce, makeup and fashion that combined strength and femininity spread. Thick, bold eyebrows and vivid red or pink lipstick were especially characteristic. For the eyes, bright colors like blue eyeshadow were popular. Matte skin with a porcelain finish was the mainstream, and makeup that clearly defined the facial contours was key to creating a strong presence. For hairstyles, perm styles like Sauvage and one-length cuts were common. The glamorous and confident makeup of the Bubble era became a symbol of the times.
Recommended Cosmetics for Bubble Makeup
Foundation: ETVOS Matte Smooth Mineral Foundation #40
A foundation that creates an elegant matte, porcelain-like finish
- Price: 3,520 yen
- Product page: Here
Lipstick: YSL Loveshine Lipstick 45
Lipstick that gives a glamorous shine and vivid color for a standout look
- Price: 6,050 yen
- Product page: Here
[Heisei] Gyaru Makeup (Late 1990s to Early 2010s)
From the late 1990s, the era of gyaru makeup arrived. Led by Namie Amuro, and influenced by Ayumi Hamasaki and Tsubasa Masuwaka, gyaru culture spread among the younger generation through magazines and TV. False eyelashes, colored contact lenses, and eyeliner were used to make the eyes stand out, and nose shadow was used to create a more defined facial structure. The “kuro gyaru” style, with tanned skin and white concealer highlights, appeared first, followed by “shiro gyaru,” which featured brighter, dewy skin with bold eye makeup. There were also styles like “hime gyaru,” which combined droopy eye makeup with frilly or lace fashion. As a trend that symbolized the Heisei era, gyaru makeup became deeply rooted among young people at the time. Even now in the Reiwa era, modern takes on Heisei gyaru makeup are gaining renewed attention.
Recommended Cosmetics for Gyaru Makeup
Eyeliner: inoui Liquid Eyeliner 01
An eyeliner is essential for creating the striking eye makeup that is the key point of gyaru makeup.
- Price: 4,400 yen
- Product page: Here
Highlighter: M·A·C Mineralize Skinfinish Lightscapade
A highlighter that adds dimension with a delicate glow for a more enhanced look.
- Price: 5,940 yen
- Product page: Here
[Heisei Era] Soft and Fluffy Makeup (Early 2010s to around 2015)
After the Great East Japan Earthquake, there was a noticeable shift in values throughout society. In both fashion and makeup, a simple approach that focused on choosing only what was truly necessary became more widespread, and a natural, effortless look became the mainstream. Makeup trends shifted from heavily made-up styles to more relaxed, airy looks that emphasized bare skin and a sense of transparency. The makeup worn by Satomi Ishihara in the drama "Heartbroken Chocolatier" became especially popular and is a representative example. This look is characterized by creating radiant skin with a pearl highlighter and applying blush high on the cheeks. It became widely known as the "Saeko-san makeup," named after her character. For eye makeup, combining droopy eyes, accentuated under-eye areas, and downward-sloping brows created an even softer and fluffier impression. This makeup, which gives a gentle and adorable look, was embraced by many women.
Recommended Cosmetics for Soft and Fluffy Makeup
Lip: CipiCipi Dewy Film Tint R
A glossy, long-lasting lip tint with oil for a cute look that lasts all day.
- Price: 1,430 yen
- Product page: Here
👉Purchase CipiCipi Tint here (Yahoo! Shopping)
Cheek: MAQuillAGE Dramatic Cheek Color RD322
A blush that gives a soft, healthy flush for a gentle, airy look.
- Price: 1,980 yen
- Product page: Here
👉Purchase MAQuillAGE Cheek here (Yahoo! Shopping)
[Heisei Era] Igari Makeup (Around 2015–)
“Igari Makeup” is a makeup technique proposed by hair and makeup artist Shinobu Igari. Since around 2015, there has been a stronger trend toward a natural look, and makeup that expresses effortless cuteness has gained support from many women. This style is characterized by base makeup that enhances dewy skin and blush that adds a healthy flush, creating a natural allure that seems to radiate from within. In particular, the flushed blush applied high on the cheeks became a key point for balancing cuteness and sensuality. For eyebrows, nuance-colored powders such as pink or reddish brown are used to create a soft, airy impression. As it was featured in magazines and on social media, interest in this style grew, and the cosmetic brand “WHOMEE,” produced by Igari, also became popular, making this trend widely recognized.
Recommended Cosmetics for Igari Makeup
Eyebrow Powder: WHOMEE Multi Eyebrow Powder Bouquet Brown
Creates soft, airy brows for the signature effortless look of Igari Makeup
- Price: 1,980 yen
- Product page: Here
Blush: WHOMEE Single Blush Lobelia Red
A matte blush powder perfect for creating a flushed cheek look
- Price: 1,430 yen
- Product page: Here
[Reiwa Era] Jirai-kei Makeup (Around 2020 and Onward)
(Image coming soon)
With the rise of social media, from around 2020, makeup that leaves a strong impression in photos and videos has become popular. “Jirai-kei” refers to makeup and fashion that express a delicate, fragile, and somewhat “yami-kawaii” (sick-cute) vibe. It is characterized by pale, translucent skin, moist eyes with emphasized undereye bags, and the use of reddish or pink eyeshadow. Color is also applied generously to the lower eyelids to add a healthy flush, and slightly downward eyeliner creates a delicate impression. Pairing with small, glossy lips gives a vulnerable look that makes you want to protect the wearer. This style is also linked to girly “mass-produced” fashion with lots of frills and lace, maid styles, and school-themed concept café culture, spreading mainly among the younger generation. As a makeup style with a unique, Instagrammable aesthetic, it has become hugely popular among girly fashion lovers and fans of “oshi-katsu” (supporting favorite idols or characters).
Recommended Cosmetics for Jirai-kei Makeup
Eyeshadow: CANMAKE Silky Souffle Eyes 06
With pink and red tones, you can instantly achieve a Jirai-style makeup look.
- Price: 825 yen
- Product page: Here
👉Purchase CANMAKE eyeshadow here (Yahoo! Shopping)
Lip: KATE Lip Monster 06
This lipstick creates a moody look with a dark red shade.
- Price: 1,540 yen
- Product page: Here
👉Purchase KATE lipstick here (Yahoo! Shopping)
[Reiwa Era] Y2K Makeup (Around 2020 and Onward)
Y2K makeup is a modern take on the makeup trends that were popular in the early 2000s. It features bold eye makeup such as rimmed eyes, and a glossy finish using pearl or glitter. Glossy lips and thin eyebrows were also in style at the time. The playful use of vivid colors like blue and pink is another highlight. The trend has made a comeback thanks to K-pop artists like BLACKPINK and international celebrities, sparking renewed interest in Y2K style. Pairing it with 2000s fashion, such as cropped tops and low-rise pants, is also popular. As a makeup style that combines nostalgia and freshness, it has become one of the major trends of the Reiwa era.
Recommended Cosmetics for Y2K Makeup
Highlight Powder: CEZANNE Pearl Glow Highlight 03
Highlight is essential for Y2K makeup.
High-luster pearls give your skin a radiant, three-dimensional look and make your features stand out.
- Price: 660 yen
- Product page: Here
👉Purchase CEZANNE highlight here (Yahoo! Shopping)
Eyeshadow: Visee Double Mood Eyes BL-6
This palette alone lets you create a cool Y2K rimmed eye look.
- Price: 1,540 yen
- Product page: Here
[Reiwa Era] Junyoku Makeup (Late 2022 and Onward)
Jun-yoku makeup is a style that combines innocence with allure. It is one of the makeup trends known as "Wang Hong Makeup," which was popularized by Chinese influencers called "Wang Hong" and spread to Japan through social media. The key to the base makeup is to create dewy skin that brings out both clarity and a healthy flush. For eyebrows, shape them naturally to make the most of your own brows, and fill them in hair by hair to achieve a natural look. For the eyes, emphasize the tear bags and use reddish, pink, or brown eyeshadows to create a moist, glistening impression. The signature healthy flush of Jun-yoku makeup is expressed with blush, applied not only to the high points of the cheeks but also lightly on the chin and nose to bring out a more natural complexion and subtle allure. In Japan, this style has become popular across generations and is attracting attention as a trend makeup of the Reiwa era.
Recommended Cosmetics for Jun-yoku Makeup
Eyebrow: CEZANNE Ultra Fine Eyebrow Pencil 03
An ultra-fine eyebrow pencil that lets you draw natural brows as if they were your own
- Price: 550 yen
- Product page: Here
👉Purchase CEZANNE Eyebrow Pencil here (Yahoo! Shopping)
Eyeshadow: KATE Popping Silhouette Shadow RD-1
This single palette completes both innocent eye makeup and tear bag makeup
- Price: 1,540 yen
- Product page: Here
👉Purchase KATE Eyeshadow here (Yahoo! Shopping)
[Reiwa] Sayu Makeup (2023~)
Sayu makeup is a style that emphasizes clarity and naturalness, just like clear hot water. It features mainly easy-to-blend colors to create a soft, bare-skin-like impression. For the base, use a foundation one tone lighter and layer with loose powder to create a matte, porcelain-like finish. Eye makeup is unified with pale colors, and the tear bags are made to look plump for a naturally contoured effect. Eyebrows are softly shaped in an arch, and blush and highlighter are applied sparingly to enhance the skin’s clarity. Finish with a pink-beige lip color that blends into the skin, and top with gloss for a soft, shiny look. Sayu makeup is also a type of Wang Hong Makeup and has become popular as the next trend following Jun-yoku makeup.
Recommended Cosmetics for Sayu Makeup
Powder: NARS Light Reflecting Setting Powder Pressed N
An excellent powder that keeps your skin looking radiant, with minimized fine lines and pores, for long-lasting clarity.
- Price: 5,830 yen
- Product page: Here
Blush: JILL STUART Pastel Petal Blush 01
A blush color that gives your cheeks a soft, healthy glow and a translucent finish.
- Price: 4,620 yen
- Product page: Here
[Reiwa Era] Euphoric Makeup (Present~)
Euphoric makeup is a style that creates a look of happiness and healthy brightness. The base makeup uses a dewy finish to bring out the natural beauty of your skin. Coral or pink blush is applied high on the cheeks to enhance your complexion and add a gentle warmth to your entire face. For eye makeup, focus on brightness and clarity. Adding a touch of pink under the brows creates a cohesive impression. For lips, balance glossy and matte finishes to avoid an overly sweet look. By unifying your face with pink and coral tones, you can create a positive and healthy vibe. This makeup, which gives the impression of a bright smile, is popular among many women and is attracting attention as a trend that reflects modern values, emphasizing positivity and healthy beauty.
Recommended Cosmetics for Euphoric Makeup
Primer: RMK Refining Poreless Skin Base 03
A base color that adds a pearl-like glow and creates flawless, radiant skin with minimized pores.
- Price: 4,400 yen
- Product page: Here
Blush: Celvoke Infinitely Color N 02
A vibrant coral pink that radiates a happy aura.
A multi-use item that can be used on eyes, cheeks, and lips.
- Price: 3,520 yen
- Product page: Here
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