Kao BRCC Analyzes 20 Years of 'Kawaii' Makeup Trends in Japan
📋 Article Processing Timeline
- 📰 Published: May 13, 2026 at 20:00
- 🔍 Collected: May 13, 2026 at 11:31
- 🤖 AI Analyzed: May 15, 2026 at 23:21 (59h 49m after Collected)
Kao Beauty Research & Creation Center released a report on makeup trends among Japanese women aged 18-24 over the past two decades. While 'Kawaii' has remained the top desired image, its meaning has evolved from natural styles to diverse multicultural looks influenced by SNS and global trends. Makeup focus shifts every 3-4 years. For 2026, Kao predicts a 'Playful Kawaii' trend that emphasizes individual expression through vibrant colors, unique textures, and creative makeup accents.