The Revolution of 'KATE' Defining an Era: Makeup Trends from Heisei to Reiwa

Every time a new product is released, KATE's cosmetics become a hot topic, especially on social media.

Many have probably tried at least one of KATE's products, which seem to embody what users want.

Products like eyeshadow, eyebrow powder, and lipstick stimulate our desire for makeup. How has KATE's makeup evolved from the Heisei era, and how is it changing now in the Reiwa era?

We spoke with Mai Wakai, who is in charge of PR for KATE at Kao Corporation, about KATE cosmetics that have walked through time with us.

From the Heisei Era's 'Flash Crush' to Reiwa's 'LipMonster'…KATE Continues to Create Hit Products

KATE, which debuted in 1997, became a hot topic from the moment it was released.

At a time when brown makeup shades were trending, KATE offered a variety of brown lip colors. In an era where concepts like warm undertones and cool undertones weren't yet mainstream, finding the right brown shade became an instant hit among young people.