# Beauty and cosmetic trends in Japan > Live situation record from CLSTR: https://clstr.news/situations/beauty-and-cosmetic-trends-in-japan > Updated: 2026-09-02T02:00:00.000Z. Sources: 4. Developments: 2. Beauty trends in Japan show a growing emphasis on affordable cosmetics and specialized application techniques. A survey by Shogakukan’s ‘JS Research Institute’ indicates that 54.6% of upper elementary school girls have experience using makeup, with a preference for budget-friendly brands such as ‘Canmake’, ‘Rom&nd’, and ‘Cezanne’. Younger students show high interest in lip and nail care, while older students prioritize sunscreen and base makeup to address skin concerns like acne. This trend toward affordability is further reflected in digital content, such as YouTube tutorials demonstrating how to achieve a “transparency-enhancing” look using only budget-friendly Cezanne products. Simultaneously, there is a market for highly personalized professional services, with salons in areas like Omotesando offering customized counseling to address individual skin concerns and facial structures through tailored product selection and seasonal looks. ## Timeline ### 2026-09-02: Beauty trends in Japan highlight affordable cosmetics and personalized salon services Beauty trends in Japan feature viral affordable makeup techniques using Cezanne products and personalized professional services at Omotesando's “noen” salon. 2 sources. https://clstr.news/cluster/beauty-trends-in-japan-highlight-affordable-cosmetics-and-personalized-salon-services ### 2026-08-31: Shogakukan survey reveals beauty trends among Japanese elementary school girls A Shogakukan survey reveals that over 54% of upper elementary school girls in Japan use makeup, with Canmake, Rom&nd, and Cezanne emerging as top preferred brands. 2 sources. https://clstr.news/cluster/shogakukan-survey-reveals-beauty-trends-among-japanese-elementary-school-girls --- Cite as: Beauty and cosmetic trends in Japan. CLSTR, https://clstr.news/situations/beauty-and-cosmetic-trends-in-japan