The core of Japan's 2026 beauty trend is natural harmony and luxurious radiance.
The Japanese beauty market in 2026 is shifting towards a skin-centric focus. While lavish colors and following fashion trends once dominated, now there's a pronounced movement towards understanding personal skin and finding one's own balance. The trend revealed in the February issue of
Skincare Evolves Beyond the Basics
It's no exaggeration to say that the 2026 Japanese beauty trend begins with skincare. UV protection is now a default requirement, not a choice. Kaoru Matsumoto, sub-editor of
"Consumers prioritize addressing their blemish concerns over popularity," signaling that serum foundations and whitening products are becoming increasingly refined and detailed.
As beauty brands accumulate pigment research, personalized skincare tailored to individual skin conditions naturally gains importance.
Makeup: Subtle Yet Captivating Changes
In the past, vibrant and bold colors were in vogue. However, now the shift towards 'muted makeup' aligns with colors close to the natural skin tone. Pink and beige, which complement everyone, are at the forefront over bold colors like red lips or brown shadows.
Matsumoto emphasizes that the trend is moving from collective makeup mimicry towards individuality balanced with practicality.
Despite the persistence of playful elements like lip plumpers or glitter, the current beauty scene reflects personal interpretation over following trends.
Foundation: Focus on Radiance Over Coverage
Base makeup, influenced by the Korean dewy glow, is shifting towards subtle radiance with an emphasis on 'inner glow.' It's about a transparent glow that seems to emanate from within and sustains this appearance — color correction plays a crucial role here.
The key theme for the spring 2026 season is the green palette. Replacing traditional pink and purple bases, yellow and green gain popularity for skin tone correction. Among these, the green cover base is highlighted for its effectiveness in reducing redness.
"Transparency isn't just about looking bright but involves balancing redness and blemishes to find 'your skin's balance'," perfectly encapsulating the current trend.
Rediscovering Pink... A Color Across Ages
No longer a hue just for 'girlish charm,' recent pink shades offer sophistication and broaden the spectrum of choices for women in their 30s and 40s. With the introduction of various pink hues this spring, even those previously disenchanted with pink are now taking notice.
Matsumoto states, "Even people who didn't favor pink will feel uplifted by the new products."
Pink now transcends being a solitary color, seamlessly integrating across various focal points.
Harmony and Refined Makeup
Now, 'harmony' is the main keyword in makeup. Skincare and base makeup reveal the effort put into the skin, while point makeup respects that atmosphere to establish a trend.
Layered cheeks, in particular, draw attention as a technique. By building up different blush colors to enhance three-dimensionality, it refines the appearance without discord. Makeup that becomes a natural routine is today’s aesthetic.
From defined lashes to understated shadows and smoothly connected lips and blush — ultimately, overall harmony enhances one's appeal without being overwhelming.
Japanese Consumers Evolving into 'Beauty Elites'
Beneath this trend lies a shift in perception towards beauty itself. VOCE has marked the market expansion by appointing a male beauty ambassador for the first time last year, indicating a departure from traditional gender confines in skincare and makeup.
"More men are methodically accumulating knowledge and showing care for their skin," signaling a rising beauty awareness regardless of gender.
Editor Matsumoto mentions, "Regardless of gender, people are setting higher goals for their skin," referencing a new 'beauty elite' consumer segment. This suggests a transformation in the perspective of beauty as 'self-management through appearance,' rather than just conspicuous consumption.
Product Boundaries Are Blurring
Serum-type sunscreens, foundations with skincare benefits, and whitening items beyond serums are becoming multi-functional. The belief that interconnected processes are needed for a true skin expression has strengthened.
In this trend, the classification of formulations fades in significance. Achieving a certain level of coverage and luxurious radiance with liquid, powder, or cushion formulations is expected, proving that 'thin yet impactful skin expression' is the essence of makeup.
"The boundaries between products have blurred, with consumers valuing comprehensive results that consider both function and texture," summarizing today’s trend.
In Conclusion
The 2026 Japanese beauty trend transcends choosing cosmetics, becoming an expression of personal values. As the lines between skincare and makeup dissolve, external beauty and self-satisfaction are evolving in tandem. Within this harmony, one might discover a new self.
YURICOS supports individual beauty goals through practical cosmetics reflecting these trends. Enhanced products tailored to each skin type make daily skincare and makeup more effective and enjoyable.
