Beauty professionals showcase time-saving makeup routines amid rising cosmetic spending

Beauty influencers and professionals are gaining attention for demonstrating time-saving makeup techniques designed for busy lifestyles. One expert, @ya_ko_hmb, showcased a simplified routine for women in their 50s that utilizes an all-in-one base product and two-color eyeshadow to achieve a polished look with minimal effort.

Similarly, hair and makeup artist @mao.makeup, a former beauty department manager, shared a rapid daily routine using a mix of high-end and affordable products. Her method includes using concealer as a foundation substitute and utilizing setting powders to maintain hair and makeup longevity. Her approach has resonated with viewers looking for practical, budget-friendly solutions.

These trends coincide with shifting demographic and economic data in Japan. According to the Cabinet Office, dual-income households reached 13 million in 2024, a significant increase from the previous year. Furthermore, data from the Ministry of Internal Affairs and Communications indicates that the average annual household expenditure on cosmetics and soaps has risen to 46,208 yen, with lotions and creams being primary expenses.