Shiseido Beauty Creation Center has announced the results of its street survey on female hair and makeup trends in Tokyo.

It surveyed 300 women aged in their twenties and thirties between late April and early May this year. The results indicate that the so-called “bushy eyebrows boom” that has been continuing for some time is now converging into a “powder-type” eyebrow look that is softer and more natural.

shiseido eyebrow makeup trend tokyo japan street fashion beauty women

The thick eyebrow trend was popularized by such actresses as Satomi Ishihara, Rena Nounen, Tao Tsuchiya, Mayu Matsuoka and Suzu Hirose, as well as models like Akari Hayami, Kiko Mizuhara, Anne Nakamura and Jun Hasegawa.

In addition, Shiseido says we will see a decline in the conspicuous use of red on cheeks for a more understated, natural look with blush further down the cheeks. Vibrant application of lipstick is also set to shift to a more demure complexion this season, while hair styles will simplify and we will see more medium-length cuts.

While these details may seem frivolous to all but those concerned with beauty trends (i.e., people like us), Shiseido has previously speculated that transitions in makeup and eyebrow trends indicate important signs about social conditions in Japan.

Looking at the relationship between the past social/economic trends and makeup, when the economy picks up, bright color lipsticks or thick eyebrows become predominant and sharp and upbeat makeup tends to become popular. As opposed to this, when the economy slows down, eyebrows tend to become thinner and helpless and lukewarm makeup catches on. In case of natural disaster or political instability, makeup tends to return to a natural look. In recent years, colors have returned to lips and thick eyebrows have remained unchanged, which may be a reflection of public expectations of an upward economic trend or a robust economy. This can safely be recognized as the fact that women’s makeup reflects social mood or atmosphere while women’s faces change as the social or economic milieu changes.


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