30 Years of Beauty Trends in Japan, by Shiseido

From long, coloured hair to tomboy haircuts, and heavy foundation to lighter makeup, fashion's evolution says a lot about the Japanese woman.


WordsManon Baeza

© Shiseido

In a one-minute-long video, Japanese cosmetics and skincare brand Shiseido features Suzuki Setsuko, one of its leading makeup artists. In the video, she uses her expertise to recreate the main Japanese trends of the last thirty years.

From coloured eyelids to excessive foundation, and from glossy lips and long coloured hair to tomboy haircuts, this video offers an opportunity to (re)discover the evolution of fashion and, in the process, to question the notion of femininity, not so distanced from European trends.


More videos from Shiseido are available on its Youtube channel.