Nomde Beauty Conducts 'Z-Generation Beauty Trend Survey' and Announces '2026 First-Half Best Cosmetics Selected by Z-Generation'

N.D.Promotion Co., Ltd. (Location: Shibuya-ku, Tokyo, Representative: Seiya Sato), which operates the beauty media 'Nomde Beauty', conducted a survey on 'Best Cosmetics for the First Half of 2026' targeting the Z-generation.

Best Cosmetics Selected by the Z-Generation

'Nomde Beauty' is a sister account of the trend dissemination media 'Nom de plume' for the Z-generation and is a beauty media on SNS. It disseminates the latest beauty, makeup, and lifestyle trends mainly to young women through SNS, with high affinity and information dissemination power with the Z-generation as its strengths.

This time, the editorial department carefully nominated products that attracted attention on SNS in the first half of 2026 and conducted a popularity vote by the Z-generation. From among them, the top 1-3 positions in each category will be announced as the '2026 First-Half Nomde Beauty Best Cosmetics'.

In addition, based on user surveys and related information, we will also announce the '2026 Second-Half Next Trend Forecast', which summarizes beauty keywords and consumption trends that will be focused on in the future, based on changes in consumer consciousness and insights as a beauty media.

Survey Overview

Survey Period: May 8, 2026 (Fri) to May 20, 2026 (Wed)

Survey Method: Internet survey (advertisement delivery)

Survey Target: LINE@ members of our media 'Nom de plume'

Number of Valid Responses: 237 (nationwide, elementary school students 2, junior high school students 4, high school students 27, 18 years old (high school graduates) to 22 years old 89, 23 to 25 years old 60, 26 to 28 years old 55) [Single answer type, short description type]

Summary of Z-Generation Beauty Trends

Trend Trend 1: Korean Cosmetics Dominate the Lip Category

In the Korean brand cosmetics category, two out of the top three products were lip items. In addition, in the brand support trend survey in the lip category, about 60% chose Korean brands, resulting in a striking result that shows the high popularity of Korean lips among the Z-generation. Many items that achieve a trendy finish with glossiness, transparency, and a puffy feel, and the continued high popularity of the 'churun-type lip' that became a topic mainly on SNS can be seen.

Trend Trend 2: The Key to 'Photogenic' Makeup is Nuance Adjustment

In the 'photogenic' cosmetics category, items that can adjust the subtle nuances of the eye area, such as under-eye liners and tear sac palettes, gained support. Instead of making the whole area thick, by delicately creating shadows of the tear sacs, mucous membrane lines, and three-dimensionality, 'natural yet photogenic' makeup is trending. Among the Z-generation, a growing attachment to 'detail makeup' for looking more attractive in photos and videos can be seen.

Trend Trend 3: The Trend of Emphasizing 'Skin Foundation' Continues

In the previous best cosmetics survey, partial packs used before makeup gained high support. In addition, in the cosmetics category that is easy to share for both men and women this year, many items that 'improve the skin' such as beauty essences and skincare bases ranked high. In particular, among the entire Z-generation including men, the need for 'naturally improving to a degree that does not cause whitening' is considered to be increasing rather than 'thoroughly hiding'. It can be seen that the beauty consciousness that emphasizes cleanliness and natural skin texture is spreading more than makeup itself.

Trend Trend 4: In School and Natural Makeup, 'Natural Photogenic Feel That Is Hard to Notice' Is Important

In the school makeup and natural makeup category, items that subtly improve the overall impression of the face, such as eyelashes and hairstyles, ranked high. Since there are many cases where makeup is restricted in school life, the result was that items that do not show too much 'makeup feeling' and can be naturally cute gained support. In particular, items with a direction of 'organizing the material' such as bundle sensation eyelashes and straight keep are attracting attention, and the strengthening of natural orientation can be felt.

This best cosmetics project is implemented every half year as a project of [Nomde Beauty × Nom de plume]. In the first half of 2026, the ranking content was updated to focus more on the real beauty values and lifestyles of the Z-generation. It has become a project composition that reflects the 'modern beauty sense' unique to the SNS era, and Z-generation insights can be seen.

Japanese Brand Cosmetics Category

1st place 'Makeup Drama Skin Sensor Base NEO Yellow' by Makiaju 2nd place 'Puny Grip Liner' by Minum 3rd place 'Rush High' by Heroine Make

Korean Brand Cosmetics Category

1st place 'Dew Stain Cherry Lip Gloss' by Milktouch 2nd place 'Fig Glow Smooth Lip Balm' by Fwee 3rd place 'Tone Stain Color Collecting Primer 04 Cream Yellow' by VDL

Repeat Purchase Cosmetics Category

1st place 'Creamy Touch Liner' by CANMAKE 2nd place 'Glasting Color Gloss' by rom&nd 3rd place 'Due Film Tint R' by CipiCipi

'Photogenic' Cosmetics Category for Days You Want to Take Pictures

1st place 'Under Eye Liner' by CEZANNE 2nd place 'Churu Lip Lamp' by Muice 3rd place 'Puku Puku Tear Sac Palette' by MilleFée

Cosmetics Category That Was Easy to Use for School Makeup and Natural Makeup

1st place 'Merihari Master Palette' by JUDYDOLL 2nd place 'Cape for Straight' by Cape 3rd place 'Uso Tsubasa Beauty Bundle Mascara' by Pmel

'Time-Saving' Cosmetics Category Recommended for Lazy People

1st place 'Wake-Up Sheet N' by Sabolino 2nd place 'Waterful Tone-Up Sun Cream' by d'Alba 3rd place 'Perfect Twin Lip' by Laka

Cosmetics Category That Was Thought to Be Easy to Share for Both Men and Women

1st place 'PDRN Hyaluronic Acid Capsule 100 Serum' by Anua 2nd place 'Moisture Power Skincare Base' by Kansousan 3rd place 'Leader Shot 300' by VT

'Package Purchase' Cosmetics Category That Was Cute and Made You Feel Excited

1st place 'Sweet Blossom Collection' by Dasique 2nd place 'Ink Glasting Lip Gloss 22 Matcha Strawberry and 23 Matcha Pink' by Peripera 3rd place 'Shooting Beam Highlighter' by ETUDE

Z-Generation Brand Support Trends by Category

In this best cosmetics project, in order to further grasp the beauty trends and brand orientation of the Z-generation, a user survey was also conducted with the theme of 'Which do you choose, Japanese brands or Korean brands?'.

The survey was conducted in a single-choice format, asking respondents to choose between 'Japanese brands' or 'Korean brands' for each category, such as 'What about eyeshadow?' and 'What about lipstick?'.

Through this survey, differences in the points emphasized by category, such as functionality, trendiness, price range, and topic on SNS, were also clarified, and the content was able to decipher the real insights of the Z-generation in the current beauty market.

Base Category

1st place Japanese Brand 65.0% 2nd place Korean Brand 35.0%

In the base category, Japanese brands accounted for about 60% of the total. The background is a trend of emphasizing 'whether it suits your own skin'.