8 Japanese Makeup Trends You Need to Try in 2025

Japanese makeup is a world of refined elegance, playful creativity, and cutting-edge techniques. It's a beauty philosophy that masterfully balances tradition with trend-setting innovation, often prioritizing a radiant, healthy complexion as the ultimate canvas. While Western trends might cycle through heavy contouring and bold matte finishes, J-beauty often leans into looks that enhance natural features, creating an aesthetic that is both sophisticated and effortlessly youthful.

In this guide, we'll journey through the most captivating japanese makeup trends currently shaping the beauty scene. We will break down everything from the iconic ‘Igari’ hangover blush and the coveted ‘aegyo sal’ eye look to the flawless ‘glass skin’ finish. You will get actionable steps, pro tips, and product recommendations to master each look with precision.

Whether you're a seasoned makeup enthusiast or new to the world of J-beauty, prepare to be inspired by the artistry that defines these popular styles. This listicle is your comprehensive resource for understanding and recreating these looks. Let's explore how you can incorporate these stunning trends into your own beauty routine.

1. Doll-like Eyes (Gyaru/Ulzzang Style)

One of the most enduring and recognizable japanese makeup trends is the creation of doll-like eyes, a style deeply rooted in Gyaru and Ulzzang aesthetics. This technique focuses on making the eyes appear significantly larger, rounder, and more expressive, mimicking the wide-eyed innocence of dolls and anime characters. The core principle is to create a visual illusion of size through a combination of strategic makeup application and accessories.

This look, often seen on J-pop icons like Kyary Pamyu Pamyu and in Harajuku's vibrant street fashion, is about more than just makeup; it's a form of self-expression that embraces a cute, youthful, and almost fantastical appearance.

How to Achieve the Doll-like Eye Look

Creating this enlarged-eye effect involves several key steps that work together to enhance and reshape the eye area. It’s a detailed process that delivers dramatic, eye-catching results.

• Circle Lenses: These are a cornerstone of the look. Unlike standard color contacts, circle lenses have a dark, thick outer rim that makes the iris appear larger, instantly creating a doll-like effect.
• Eyelid Enhancement: For those with monolids, eyelid tape or glue is often used to create a double eyelid crease. This makes the eyes look bigger and more open.
• Strategic Eyeliner: A thin, black liquid liner is typically used to create a slight wing that extends downwards rather than upwards. This "puppy liner" technique elongates the eye horizontally while maintaining a rounded, innocent shape.
• Lash Emphasis: Both upper and lower lashes are crucial. Full, feathery false eyelashes are applied to the top lash line. For the bottom, mascara is applied heavily, sometimes clumping lashes together in small sections to mimic doll lashes.

Why This Trend Remains Popular

The doll-like eye trend continues to be a staple in Japanese beauty because it offers a powerful way to transform one's appearance and align with popular cultural aesthetics. To explore this and other looks in more depth, you can learn more about Japanese eye makeup trends on BuyMeJapan. It's a fun and creative style perfect for special occasions, cosplay, or anyone wanting to make a bold beauty statement.

2. Igari Makeup (Hangover Blush)

Another one of the most distinctive japanese makeup trends is the "Igari" or "hangover" look, pioneered by celebrated makeup artist Igari Shinobu. This style aims to create a youthful, slightly flushed appearance, as if one has a natural blush from being slightly tipsy, just out of a bath, or in love. It emphasizes a dewy, translucent complexion with a strategic, high placement of blush.

This trend, a staple in beauty magazines like ViVi and often seen on actresses like Kiko Mizuhara, champions an effortless and innocent sensuality. It's less about perfect application and more about evoking a feeling of warm, natural radiance that appears to come from within.

How to Achieve the Igari Makeup Look

Creating this signature flushed effect is all about blush placement and maintaining a fresh, minimal base. The goal is to make the blush look like a natural part of your skin.

• High Blush Placement: This is the key to the Igari look. Instead of applying blush to the apples of the cheeks, it's swept high on the cheekbones, directly under the eyes, and sometimes even lightly across the bridge of the nose.
• Cream or Liquid Blush: To achieve a seamless, dewy finish that melts into the skin, cream or liquid blushes in rosy pink or coral tones are preferred over powders. This enhances the natural-looking flush.
• Minimalist Base: The skin should look hydrated and luminous. Use a light-coverage foundation or BB cream and apply concealer only where necessary to let your natural skin show through.
• Subtle Lips and Eyes: The focus is entirely on the cheeks. Keep the lips looking soft and hydrated with a tinted lip balm or a sheer, bitten-lip stain. Eyes are often kept simple with just a coat of mascara and tightlined eyeliner.

Why This Trend Remains Popular

The Igari makeup trend has lasting appeal because it celebrates natural beauty and adds a touch of youthful vulnerability. It's incredibly versatile, working for both everyday wear and more dressed-up occasions, providing a healthy glow that looks modern and fresh. This style moves away from heavy contouring and instead embraces a soft, rounded facial structure, making it a universally flattering and approachable look for anyone wanting to add a pop of life to their complexion.

3. Straight Eyebrows (Parallel Brows)

A significant departure from the highly arched brows popular in Western beauty, straight or parallel eyebrows are a hallmark of many modern japanese makeup trends. This style features a softer, more horizontal brow shape with a minimal arch, which is believed to impart a more youthful, gentle, and innocent appearance. The goal is to create a soft frame for the face that enhances a look of natural, approachable beauty.

This trend, often seen on Japanese actresses like Yui Aragaki and popularized through the influence of both J-beauty and K-beauty, softens the overall facial features. It moves away from a severe, sculpted look in favor of a full yet neatly maintained brow that looks effortlessly chic.

How to Achieve the Straight Eyebrow Look

Creating this youthful brow shape is less about dramatic reshaping and more about subtle filling and grooming. The key is to work with your natural brow line to create a straighter silhouette.

• Fill the Gaps: Instead of drawing a high arch, use a fine-tipped brow pencil or powder to fill in sparse areas, focusing on creating a straight line along the bottom of the brow. The top line should then be filled to run parallel to the bottom.
• Natural Blending: Use a spoolie brush to comb through your brows. This blends the product seamlessly and softens any harsh lines for a more natural finish.
• Keep It Neat: While the look is fuller, it isn't unkempt. Trim any overly long hairs with brow scissors to maintain a clean, tidy shape.
• Set in Place: Finish with a clear or tinted brow gel, brushing the hairs slightly upwards at the front and straight across for the rest of the brow to hold the parallel shape all day.

Why This Trend Remains Popular

The straight eyebrow look endures because it offers a universally flattering way to soften facial features and create an impression of youth and innocence. It aligns perfectly with the Japanese beauty ideal of "kawaii" (cuteness) and complements other trends like "Igari" blush and doll-like eyes. It’s a versatile style that works for both everyday wear and more stylized looks, making it a foundational element of contemporary Japanese makeup.

4. Gradient Lips (Ombre Lips)

Another hugely popular technique in the world of japanese makeup trends is the creation of gradient lips, also known as ombre lips. This method moves away from the sharply defined, fully colored pouts common in Western makeup, instead focusing on a soft, diffused look. The color is concentrated in the center of the lips and gently blended outwards, creating a "just-bitten" effect that looks natural, youthful, and effortlessly romantic.

This style, which has its roots in Korean beauty and has been wholeheartedly embraced in Japan, is a staple in everyday looks, street fashion, and the subtle makeup seen in Asian dramas. It enhances the lips without looking overly done, creating a delicate and innocent appearance.

How to Achieve the Gradient Lip Look

Creating the perfect gradient lip is less about precision and more about soft blending. The goal is a seamless fade from a deeper inner color to the natural shade of your lips at the edges.

• Prep Your Lips: Start with smooth, hydrated lips. Exfoliate to remove any dry flakes and apply a light layer of lip balm. You can also apply a thin layer of concealer over your lips to neutralize your natural color and make the gradient pop.
• Apply Color to the Center: Use a lip tint or a creamy lipstick. Apply a small amount of product only to the very inner part of your top and bottom lips.
• Blend Outwards: The key step is the blend. Use your fingertip or a small, fluffy brush to gently tap and smudge the color outwards towards the edges of your lips. The color should be most intense at the center and fade out completely before it reaches your lip line.
• Build as Needed: If you want a more noticeable gradient, you can add another small dot of color to the center and blend again, being careful not to extend the color too far out.

Why This Trend Remains Popular

The gradient lip trend is favored for its versatility and its ability to create a youthful, fresh-faced look that complements other Japanese makeup styles, such as natural-looking skin and soft eye makeup. It’s a subtle yet impactful technique that makes lips look fuller and plumper in a very natural way. To find the perfect products for this look, you can discover some of the best Japanese drugstore makeup products on BuyMeJapan. This trend is perfect for anyone seeking a low-maintenance but chic lip style for daily wear.

5. Aegyo Sal (Under-eye Bags)

One of the most fascinating japanese makeup trends, heavily influenced by Korean beauty standards, is the creation of Aegyo Sal. This term translates to "charming fat" or "eye smiles" and refers to the intentional enhancement of the small, puffy area directly under the eyes. Far from being seen as tired-looking bags, these under-eye pockets are considered a symbol of youthfulness, making the face appear friendlier and the smile more genuine.

This trend is incredibly popular among J-pop and K-pop idols and is a staple in beauty tutorials across Asia. The core idea is that these subtle puffs mimic the natural fat pads that are more prominent in younger faces, creating an innocent and approachable look.

How to Achieve the Aegyo Sal Look

Creating the illusion of Aegyo Sal is a delicate art of highlighting and contouring. The goal is to make the area look naturally plump, not like you have dark circles. It involves a few precise steps.

• Locate the Area: Smile to find the natural puff that appears just below your lower lash line. This is the area you will be enhancing.
• Highlight the Puff: Apply a light, shimmery eyeshadow or a dedicated Aegyo Sal highlighting pencil directly onto that puffy area. Champagne, pearly white, or light pink shades work best.
• Create a Shadow: Using a matte, light brown eyeshadow or contour powder and a very thin brush, draw a faint line just beneath the highlighted area. This creates a subtle shadow that makes the highlighted part look more three-dimensional and puffy.
• Blend Thoroughly: The most crucial step is to blend the shadow line gently. You want a soft, natural-looking shadow, not a harsh, obvious line. The effect should be subtle and only noticeable upon closer inspection.

Why This Trend Remains Popular

The Aegyo Sal trend endures because it offers a simple yet effective way to soften facial features and project a more youthful, innocent energy. It’s a sophisticated contouring technique that subtly reshapes the eye area, making the eyes themselves appear larger and more expressive. This focus on youthful features is a recurring theme in many Asian beauty standards, securing Aegyo Sal's place as a beloved and lasting makeup style.

6. Monochromatic Makeup

A standout among modern japanese makeup trends is the sophisticated and harmonious monochromatic look. This approach involves using a single color family, or very similar shades, across the eyes, cheeks, and lips to create a cohesive and polished appearance. Rooted in the Japanese minimalist aesthetic, this trend values balance and subtlety over bold contrast.

This look is highly favored for its effortless elegance and is a common sight in Japanese fashion magazines and among office workers who prefer a refined, put-together style. It often features soft, wearable shades like dusty rose, warm coral, or earthy brown, resulting in a look that is both intentional and naturally beautiful.

How to Achieve the Monochromatic Look

Creating a unified monochromatic look is about blending textures and intensities of a single core color. The goal is to appear harmonious without looking flat or one-dimensional.

• Choose a Flattering Color: The key is to select a color that complements your skin's undertone. Pinks and corals work well for many, while browns and beiges offer a more subdued, chic option.
• Vary the Textures: To add depth, use different finishes. For example, pair a shimmery eyeshadow with a matte blush and a glossy lip tint, all within the same color family. This prevents the look from becoming monotonous.
• Control the Intensity: Apply the color with varying levels of intensity. Use a sheer wash of color on the eyes, a soft flush on the cheeks, and a more saturated application on the lips to create a focal point.
• Multi-Use Products: Many J-beauty brands offer multi-use sticks or palettes designed for this trend, allowing you to apply the same product to eyes, lips, and cheeks for perfect color harmony.

Why This Trend is So Popular

The monochromatic makeup trend resonates deeply with the Japanese preference for sophisticated simplicity. It’s incredibly versatile, easily transitioning from a professional daytime look to an elegant evening style. This technique streamlines the makeup routine while guaranteeing a chic, coordinated result that enhances natural features without overwhelming them. It’s a timeless approach that embodies modern Japanese beauty ideals of grace and understated confidence.

7. Glass Skin Base

While originating in Korea, the Glass Skin Base has been wholeheartedly embraced and perfected within japanese makeup trends, aligning with the culture's deep-rooted emphasis on a healthy, luminous complexion. This trend focuses on creating a base that is so dewy, smooth, and clear that it resembles the reflective, flawless surface of glass. It is less about heavy coverage and more about an intensive skincare-first approach, amplified by strategic makeup application to achieve a radiant, translucent finish.

This look is the gold standard in many Asian beauty advertisements and is championed by beauty influencers who prioritize a naturally perfect, lit-from-within glow. It moves away from matte or satin finishes to celebrate skin that looks plump, hydrated, and intensely healthy.

How to Achieve the Glass Skin Base

Creating a glass-like complexion is a multi-layered process that begins long before makeup is applied. It’s a commitment to skin health that pays off with a luminous, almost ethereal glow.

• Skincare is Paramount: The journey to glass skin starts with a diligent skincare routine. Focus on hydrating products containing ingredients like hyaluronic acid, glycerin, and niacinamide. Regular, gentle exfoliation is key to removing dead skin cells for a smooth canvas.
• Hydrating Primers and Serums: Before any makeup, apply a hydrating serum followed by a luminous, moisture-rich primer. This creates a plump, dewy foundation for makeup to glide over.
• Lightweight, Dewy Foundation: Opt for a sheer, hydrating foundation or cushion compact. Apply it sparingly with a damp beauty sponge, bouncing it onto the skin to build thin, even layers. This method presses the product into the skin for a seamless, non-cakey finish.
• Strategic Highlighting: Use a liquid or cream highlighter on the high points of the face, such as the cheekbones, brow bone, and the bridge of the nose, to enhance the reflective quality of the skin.

Why This Trend Is So Influential

The glass skin trend's popularity stems from its focus on fundamental skin health rather than masking imperfections. For those aiming to master this coveted look, a comprehensive guide to achieving radiant and translucent 'glass skin' can provide invaluable tips. This aesthetic represents the ultimate goal in many beauty philosophies: skin that is so healthy it glows on its own. To understand the principles behind this, you can explore the core Japanese beauty secrets on BuyMeJapan.

8. Kawaii Culture Makeup

At the heart of many japanese makeup trends lies the whimsical and vibrant world of Kawaii (cute) Culture Makeup. This style is less about subtle enhancement and more about joyful self-expression, drawing heavy inspiration from anime, manga, and the colorful street fashion of districts like Harajuku. It’s a playful, artistic approach that uses the face as a canvas for fantasy and creativity.

This look is characterized by its use of bright, unconventional colors, playful motifs like hearts or stars, and character-inspired elements. It is frequently seen at cosplay events, embraced by Japanese pop idols, and celebrated within Kawaii fashion communities as a way to embody a fun, imaginative, and unapologetically cute aesthetic.

How to Achieve the Kawaii Culture Look

Creating a Kawaii-inspired look is about embracing creativity and having fun. The techniques can range from simple accents to full-face transformations, often blending traditional makeup with artistic elements.

• Colorful Accents: Instead of neutral tones, opt for pastel or neon eyeshadows and eyeliners. A pop of pink, lavender, or mint green can instantly channel the Kawaii vibe.
• Playful Motifs: Use stencils or a fine-tipped eyeliner to draw small shapes like hearts, stars, or clouds on your cheeks or under your eyes. Face gems and glitter are also popular additions.
• Character Inspiration: Choose a favorite character and incorporate their signature colors or features. This could be as simple as matching your blush and lip color to a character’s palette.
• Bold Cheeks and Lips: Apply blush high on the cheekbones, sometimes even across the bridge of the nose, for a youthful, sun-kissed look. Gradient lips in bright pinks or corals are also a staple.

Why This Trend Remains Popular

Kawaii Culture Makeup remains a powerful force in Japanese beauty because it provides a space for boundless creativity and personal expression beyond conventional standards. It celebrates individuality, fun, and the joy of transformation. For those looking to dive deeper, you can discover more about the foundations of J-beauty in this Japanese makeup tutorial on BuyMeJapan. This trend is perfect for anyone wanting to make a bold, artistic statement and showcase their playful side.

8 Japanese Makeup Trends Comparison

Embrace Your Inner J-Beauty Artist

As we've journeyed through the dynamic and inspiring world of Japanese makeup, it's clear that these trends are far more than just fleeting styles. They represent a sophisticated philosophy of beauty that values precision, individuality, and the art of subtle enhancement. From the meticulously crafted doll-like eyes of gyaru and ulzzang styles to the luminous, healthy glow of a glass skin base, each trend offers a unique toolkit for self-expression.

The core principles woven through these looks are what make them so compelling. Notice the recurring theme of balance: the bold, playful blush of Igari makeup is often paired with a more understated lip, while the soft diffusion of gradient lips provides a gentle focal point against flawless skin. This intentional approach ensures that each element works in harmony, creating a look that feels both polished and effortlessly authentic. These are not just makeup routines; they are rituals that celebrate personal features.

Key Takeaways from Japanese Makeup Trends

To truly master the art of J-beauty, remember these fundamental concepts that set Japanese makeup trends apart:

• Skincare as the Canvas: The emphasis on a glass skin base underscores a crucial J-beauty principle: makeup looks best on healthy, well-cared-for skin. This foundation-first approach is non-negotiable and is the secret behind that coveted translucent glow.
• Strategic Pops of Color: Unlike many Western trends that favor full-face contouring and heavy color application, J-beauty often uses color with pinpoint precision. Whether it's the high-cheek placement of Igari blush or the delicate shimmer highlighting the aegyo sal, color is used to create specific points of interest and evoke emotion.
• Youthful, Soft Features: Many popular looks, such as straight eyebrows and the under-eye emphasis of aegyo sal, are designed to create a softer, more youthful, and approachable appearance. Shapes are often rounded and lines are diffused rather than sharp and angular.
• Customization is Key: While we've explored distinct trends like monochromatic makeup and kawaii culture aesthetics, the ultimate goal is to mix and match. Perhaps you love the softness of parallel brows but prefer a bold, classic red lip over a gradient one. The techniques are frameworks, not rigid rules.

Your Next Steps into J-Beauty

The true beauty of these trends lies in their adaptability. You are now equipped with the techniques to experiment and discover what resonates with your personal style. Start small by incorporating one new element into your existing routine. Try placing your blush higher and closer to your under-eye area for that Igari flush, or practice creating a soft, diffused lip line.

The most important takeaway is to have fun and view makeup as a creative outlet. The world of Japanese makeup trends is rich with innovation and tradition, offering endless possibilities to enhance your natural beauty and express your unique personality. By focusing on technique and quality products, you can transform your daily makeup application from a simple routine into a delightful art form.

Ready to bring these stunning Japanese makeup trends to life? To find the authentic, high-quality products essential for creating everything from the perfect gradient lip to a flawless glass-skin finish, explore the curated collection at Buy Me Japan. We provide direct access to Japan's most sought-after and effective beauty brands, delivered right to your door. Start your J-beauty journey today.