A new trend is emerging in Japan where heavier, more ostentatious makeup styles are gaining popularity. This is a notable shift from the traditionally preferred natural and subtle makeup style of the past. The article explores the catalyst of this change, citing influences from western cultures and alternative youth subcultures within Japan.

Japanese society has traditionally favored a minimalist approach to makeup, emphasizing natural beauty. This new preference for heavier makeup represents a major cultural shift. It could have implications for beauty industries in Japan, and relations to the ongoing discourse about individualism and cultural identity.

In the US and EU, there's a wide variety of makeup styles that are accepted and even celebrated. The acceptance of heavier makeup in Japan can be seen as aligning more closely with Western beauty trends, which often favor bold, statement makeup.