CANMAKE 40th Anniversary – The Journey of the Affordable Cosmetics that Have Supported Us

For many, the CANMAKE cosmetics may be part of their first makeup experience. This year, CANMAKE celebrates its 40th anniversary since the brand's launch, having been established in 1985 by IDA Laboratories.

As a brand where trendy cosmetics can be purchased at affordable prices, CANMAKE has always been there for us. What path has it walked since its inception?

To commemorate the 40th anniversary, we had the opportunity to hear valuable insights from Yuki Yamaguchi, the PR representative of the CANMAKE department.

The Pioneer of Affordable Cosmetics Established in 1985

CANMAKE, beloved by both makeup beginners and professional makeup artists, started in 1985.

The motivation behind the brand's establishment was influenced by overseas self-cosmetics.

"When the president visited abroad, he was impressed by how self-cosmetics could be easily purchased at supermarkets and similar stores at reasonable prices.

"At that time, cosmetics in Japan tended to be expensive, and we wanted more people to enjoy makeup easily; thus, CANMAKE was born.

"Since the establishment of the brand, our mission has been to maintain a steadfast commitment to quality while realizing reasonably priced products that everyone can access, and to deliver items that uplift the spirit every time they are seen."

While CANMAKE is supported by students due to its affordable pricing, has the target demographic always been students since the beginning?

"Currently, we don't narrow down our target audience too much. We hope that anyone interested in makeup or who loves cosmetics will use our products. Therefore, our product development aims to cater to a broad audience who wish to enjoy cosmetics."

CANMAKE is primarily sold in drugstores, variety shops, and mass retail stores. While it's easy to purchase without the constant presence of beauty advisors like in department stores—there’s the benefit of casual shopping—this can also lead to confusion over usage and what to buy.

"Since it's self-service, we do our best to provide instructions on our website and the product packaging whenever space allows. We illustrate how to apply eyeshadow colors, making it more accessible for beginners to understand how to enjoy our products just by looking at the back of the items."

From “Love Cosmetics” Blush to Under-Eye Bag Palettes, the Background of Hit Products

Among the countless hit products created by CANMAKE, many people likely think of its blush.

Starting with the "Cream Cheek" released in 2009, whenever a renewal or new color is launched, CANMAKE's blush often becomes a topic of conversation. How was the vibrant, joyful color of the cream blush developed?

"At the time of its launch, a girly atmosphere and fashion were very trendy. Makeup styles matched the fashion, and applying color to the cheeks in a round shape was popular, but cream blushes were not widely available in the market.

"During a time when powder blushes were the mainstream, we boldly promoted it as a 'Blush Revolution.'

"To dispel the unfamiliar image of cream blush, we introduced its use through in-store panels, trying to encourage people to easily pick it up."

Many also have memories of the "Powder Cheeks."

While the skin-friendly coral shades are popular, the overwhelming feedback was directed towards the PW20 "Lollipop Pink." This sweet pink hue, reminiscent of a faint love, became known as "Love Cosmetics," and urban legends spread about its power to help love blossom.

"CANMAKE's Powder Cheeks have been long-selling products for 27 years. We fully revamped them last year, and they are now sold as 'Newborn Cheeks.'

"Since PW20 is a color that many people remember fondly, we also released colors to match PW20."

When you have loved CANMAKE for many years, you become sensitive to new and limited edition products. The wide variety of cosmetics available is one of CANMAKE's charms, so I decided to ask again about the types of cosmetics they offer.

"We have about 250 staple products in our lineup.

"Since we release new products every month, there are unfortunately instances where even popular items are discontinued to make room in store displays."

One reason CANMAKE's cosmetics become long-selling products is their specialization in various makeup parts.

Popular items include blush, eyeliner, and concealer, but recently cosmetics specifically designed for enhancing under-eye bags have become hugely popular.

"Products for under-eye bags have always been popular. Since around 2010, under-eye bag makeup gained popularity, and CANMAKE launched liquid eyeshadow specifically for this purpose early on.

"Recently, the standard under-eye bag makeup has evolved, and currently, the 'Plumpuku Coordinate Eyes' palette, which specializes in under-eye bag makeup, is gaining popularity. This palette contains different textures of matte, glitter, and pearl finishes, allowing for a variety of looks suitable for different scenes and makeup styles while creating a natural-looking under-eye bag.

"At the end of last year, a product called 'Plumpuku Coordinate Eyes Neo' was released, which enhances under-eye bags even more, and this product also buzzed on social media as a popular item.”

CANMAKE's cosmetics are intertwined with our memories. From the first time we put on makeup, CANMAKE has accompanied us, creating many encounters with "cuteness" through makeup.

Moreover, the thoughts of the team behind the products are strongly reflected in these cosmetics.

"At CANMAKE, the creator consistently manages the product. They decide everything, from the container and contents to packaging copy and product name, all on their own. Therefore, each product is crafted with the love one would have for their own child.

"I believe that the unique character of each team member is reflected in the products, which is a hallmark of CANMAKE."

Finally, Yamaguchi shares that CANMAKE has grown as a brand nurtured by its customers over many years.

"We always strive to make our customers happy, and we want to be a presence that supports daily life, connecting to the joy and confidence from makeup. We hope to remain a brand that can be close to everyone."

True to its concept, since that very first day of makeup, we've gradually built our confidence. Using CANMAKE cosmetics makes us feel somewhat updated; perhaps it's the magic that CANMAKE has sprinkled on us.

This year marks the 40th anniversary of CANMAKE. From the admiration in our student days to the everyday of adulthood, this brand has continually accompanied our lives and will likely keep mesmerizing hearts with its palm-sized magic.