Beauty influencers trend in Japan with specialized makeup techniques

Various beauty influencers on social media are gaining significant attention for sharing specialized makeup techniques and transformation videos. These creators focus on age-appropriate styles, such as 'adult natural makeup' for those in their 40s and 50s, and nostalgic looks like the 'Seiko-chan' style inspired by singer Seiko Matsuda.

Key techniques highlighted include using blush to create a smaller face appearance, applying concealer before it dries to improve blending, and coordinating lip and cheek colors to ensure facial harmony. These videos emphasize achieving a sense of transparency and vitality rather than heavy coverage.

According to 2025 data from the Ministry of Internal Affairs and Communications, annual cosmetic and soap expenditures per household in Japan have reached 46,208 yen. The data shows that spending on basic skincare, such as creams and lotions, remains higher than spending on decorative makeup like foundation or lipstick.