The history of mascara in Japan
Before the 20th Century: Traditional Makeup
In ancient Japan (Heian, Kamakura, Edo periods), mascara as we know it today did not exist.
Instead, other beauty practices were common:
Women, especially from the nobility, plucked their eyebrows and painted them high on the forehead.
Eyelashes were sometimes darkened using soot or ink (sumi), especially in theatrical makeup (e.g., Kabuki).
Makeup symbolized status rather than Western-style attractiveness.
Beauty ideals emphasized pale skin, blackened teeth (ohaguro), rather than long lashes.
20th Century: Western Influence and the Introduction of Mascara
After the Meiji Restoration (1868), Japan began adopting Western customs, including fashion and cosmetics.
In the 1920s–30s, the first Western cosmetic products appeared in Japan, including mascara, imported by foreign companies.
Japanese brands began adapting Western products to local preferences.
1950s–70s: Growing Popularity
After World War II, especially during the 1950s and 60s, Japanese women began using mascara more actively.
The image of “big eyes” became popular, inspired by Hollywood actresses and later, anime.
Mascara styles of the time aimed for bold, doll-like lashes.
1980s–2000s: Technological Advancements and Local Style
Japanese brands began producing high-quality mascaras, including waterproof formulas.
Japanese mascara gained global recognition for its precise brushes, smudge resistance, and excellent lash separation.
The Gyaru trend emerged: young women favored dramatic false lashes and bold, often colorful mascara.
2000s to Present: Natural Looks and Innovation
Recent trends include:
Natural volume mascaras
Formulas with lash-care ingredients
Multi-step mascara systems (primer + mascara)
Innovations like fiber brushes and tubing mascara (forming tiny tubes around lashes) became popular.
Waterproof and humidity-resistant formulas are crucial due to Japan’s climate.
A shift toward minimalist makeup brought focus to enhancing natural beauty.
Global Impact
Japanese mascaras are now exported worldwide and praised for:
Compact, convenient packaging
Elegant design
High performance and durability