I visited Japan a month ago and enjoyed my time there. While in Japan, I visited Osaka, Hiroshima, and Tokyo. While on my holiday, I noticed the beauty standard, makeup, and fashion is quite different compared to where I live (Australia).
The beauty standard in Japan is having a tiny build, thin, pale, flawless skin, dark, medium-length hair, A small V-shaped face and a cute aesthetic.
This beauty ideal extends to the concept of "kawaii", or cuteness, which is highly valued in Japanese culture and extends to beauty standards. Looking youthful, innocent, and adorable features are often considered more attractive. A different makeup style differs from our Western makeup style to achieve this ideal.
Overall, the makeup looks more natural, with more pinkie tones and shimmery tones found in Japanese makeup. This results in more of a fresh-faced and subtle look. The foundation is not usually sold in a bottle; instead, it's found in makeup cushions. A makeup cushion is compact with a mirror, which uses a cushion sponge to apply the foundation to the face.
Face contouring is also rare in Japan. Instead, a pink or red blush is applied at the centre of the cheek to create a healthy flush. Shimmering face powders are also very popular and are usually used to create a glow on the face, and this is generally applied on the forehead, nose and chin.
People will also tend to wear a shade lighter foundation than their actual skin colour. Traditionally, pale or fair skin has been considered a symbol of beauty in Japan. This preference for lighter skin tones can be traced back to historical notions of social status.
In Japan, fashion is more modest and uses more neutral colours. I was in Japan during the summer and was surprised to see people wearing jeans, long-sleeved blouses, wide-legged light pants, long skirts and layering pieces such as a turtleneck under a dress during the hottest time of the year. I learned the Japanese are more conservative and do not wear super tight or short clothing.
It's also worth mentioning that while these are some general beauty ideals in Japan, many individuals have their unique preferences and do not necessarily conform to these standards. Beauty is subjective and can vary widely from person to person.
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