2026 Japan Beauty Trends: Subtle Lustre and Correction Colors, and the Era of Gender-Neutral “Beauty Elites”
In 2026, the Japanese cosmetics market is becoming more delicate and colorful. As awareness of beauty expands, makeup that focuses on skincare and highlights individuality is becoming mainstream. In this trend, the new consumer identity of ‘beauty elites’ is emerging.
An Era Where Skincare is More Important than Makeup
One of the most notable changes among the 2026 trend keywords announced by the monthly beauty magazine
“Interest in skincare is increasing sharply each year”
– Matsumoto Kaoru, VOCE Deputy Editor
Particularly, UV protection is now a necessity rather than an option, with UV care products such as serum-type sunscreens becoming a basic skin routine. Approaches to whitening are becoming more sophisticated, with a growing movement to find solutions that target individual concerns such as blemishes and skin issues.
Base Makeup Evolving into Natural Lustre
In the field of base makeup, the focus is shifting from the past Korean-style dewy effect to a subtle and luxurious glow.
This leads to an interest in ‘skin expression’ that naturally enhances the texture of the skin while forming a luxurious impression. As a result, products with appropriate coverage for a thin, skin-like expression, regardless of formulation like liquid, powder, or cushion, are gaining attention.
With this trend towards flawless yet natural skin expression, base makeup is now seen as a beauty strategy rather than just a tool for skin correction.
New Wave of Foundation Color, Rise of Green Hues
In the spring season of 2026, the most noticeable color in base makeup is undeniably ‘green’. Traditionally, pink and purple have been used to add a healthy tone and brighten the skin, but recently, green and yellow tones that suppress redness have been gaining practical appeal.
Especially for those concerned with redness, these serve as a practical alternative, with major brands like SK-II, Elégance, Kanebo, and Givenchy beginning to incorporate these tones into their products.
“More are opting for what they define as healthy and transparent skin, moving beyond just white and bright skin” reflects a consumption pattern based on self-awareness when deciding makeup directions.
Expansion of the Pink Spectrum in Point Makeup
In point makeup, the spectrum of pink colors has significantly broadened. Pink, once seen only as a symbol of girlishness or femininity, is now reinterpreted into a chic and modern impression, becoming a color group comfortably usable by consumers in their 30s and 40s.
As the bias against pink fades, the view that “simplicity is the most luxurious” becomes a shared consumer insight. While playful elements like glitter and lip plumper remain, there’s a growing emphasis on interpreting and utilizing makeup in one’s own way rather than strictly following trends.
Persuasiveness of Harmonious Makeup
Increasingly, makeup is constructed around ‘overall harmony’. From skin expression to point makeup, the trend is to design them to naturally connect rather than isolate each feature.
A prime example is ‘layered cheeks’. Applying different tones of blush on one area to create a three-dimensional face offers a balanced impression without emphasizing specific parts. Distinct eyelashes also contribute to achieving a harmonious face, highlighting makeup that proposes one’s own face.
“Now a harmonious makeup that says ‘this is my face’ is needed” reads as a highly persuasive suggestion.
Expansion of Male Beauty and the Emergence of ‘Beauty Elite’ Consumers
The expansion of beauty culture to include men as active participants is also one of the significant changes in the 2026 trends. VOCE’s appointment of The Rampage’s Kazuma Kawamura as their first male exclusive beauty ambassador signifies not just a symbol but an actual change in consumption patterns.
Men are increasingly absorbing beauty information, and as the importance of taking care of one’s appearance and skin transcends gender boundaries, the ‘beauty sensitivity’ among both men and women is said to be rising.
“There is an increase in men who receive information actively and show their effort through their skin” highlights the emergence of new consumers.
An Era Where the Definition of Beauty Changes, the Meaning of Mute Makeup
The general makeup attitude symbolizing 2026 converges into ‘mute makeup’. It is akin to an artwork completed by mixing colors close to skin tones rather than fluorescent or strong colors.
Mute makeup, by offering an understated yet refined impression, defines a new standard of ‘honest beauty’ in modern society that traverses between the real self and edited images.
The era of ‘everyone’s red lip’ or ‘brown eyes’ has passed, and now it is important to attach ‘personal reasons’ to any single color. The philosophy of makeup today can be seen as balancing naturally between realism and individuality.
Closing
The 2026 Japanese beauty trends are not just about external changes; they come with a shift in perception and attitude. An era is opening where anyone can define their beauty by integrating individuality and harmony. This change is now becoming a significant cultural flow that goes beyond merely following trends, fostering unique self-expression.
aims to keep pace with the rapidly changing cosmetics trends by providing consumers with practical and reliable skincare solutions, setting new standards of beauty.
