YouTube has become the ultimate platform for Japanese beauty and makeup YouTubers to showcase their skills, share expert advice, and attract a global audience.
Japanese culture places great emphasis on “kawaii,” and this is reflected in fashion, makeup, and hairstyles. The obsession with looking youthful and innocent is exemplified by the widespread use of pastel colors, hair accessories, and makeup to achieve a “doll-like” aesthetic. However, the trend is not limited to this and many variations can be seen. Compared to Western society, where beauty is often associated with glamor and color, Japanese beauty culture emphasizes subtlety, harmony, and balance. The goal is to achieve a natural, effortless, yet sophisticated look.
YouTube is the most commonly used social media for information gathering in Japan, as users can easily find video recommendations on topics and products that interest them. When it comes to makeup, YouTube is a good place to find Japanese influencers offering beauty advice, as female influencers are predominant on YouTube. With the removal of restrictions on hiding one’s face in public places in Japan last year, many Japanese have felt the need to rethink their makeup and beauty regimens.
Subscribers: 400K
Noa Sato is a model and YouTuber who also works as a TV personality.
She mainly posts makeup videos on YouTube and is gaining popularity among women in their teens and 20s.
Recently, she has appeared in commercials, published a photo collection and a book, and is expanding her activities.
Subscribers: 519K
Ihara Aoi is a Model/creator, with a total of over 1 million followers on SNS including YouTube, Instagram, and TikTok, she has gained overwhelming support from a wide range of people, not just the younger generation, focusing on fashion, makeup, and lifestyle.
Subscribers: 594M
AKB48 Kashiwagi Yuki’s channel. The channel features cosmetics and makeup videos as well as behind-the-scenes videos that non-fans can enjoy.
Subscribers: 90.6K
The account humorously presents men’s facial wash, lotion, UV care products, and more, holding the top spot in the beauty industry with 900,000 YouTube subscribers and 570,000 followers on TikTok.
Subscribers: 933K
Hausudasuto is a makeup video creator on TikTok, passionately embraced by young women. She affectionately refers to her fans as “Dust-kyo” and maintains close communication with them.
Subscribers: 1.1M
Since her student days, she has been studying unique makeup styles inspired by Marilyn Monroe. Her self-taught tutorials on glamorous makeup, posted on YouTube, have garnered significant acclaim, propelling her to fame as a makeup YouTuber.
Subscribers: 1.27M
Sekine Risa is The original cosmetics YouTuber, who has continued to release a variety of videos focusing on beauty, travel, lifestyle, etc. Her stable reviews and dry personality have made her popular among women of her age group.
Subscribers: 1.4M
Nanako is a beauty Youtube creator. Her “how to” videos, such as petit-price items and eye makeup for single-layered eyes, have gained overwhelming support from the teenage generation. She is active in a variety of fields, including radio personality and cosmetics brand.
Subscribers: 1.76M
The YouTube channel of a Japanese girl group that transmits a lot of private matters such as cosmetic surgery, love talk, nightlife, and so on. Drawing on their activities as an idol group and their experience studying abroad in Korea, a beauty powerhouse, they share the latest beauty information.
Subscribers: 2.06M
Maataso is With the shocking catchphrase, “The miracle of ugly born in Okayama,” Maataso has been at the forefront of YouTube creators since 2017. The “single-layer-to-double-layer makeup videos” that she regularly posts reveal her transformation from a single-layer face to a double-layer gal face in vivid detail. Although she describes herself as “ugly,” she has gained a lot of support for her cheerful and funny style.
YouTube has become the go-to platform for Japanese beauty and makeup YouTubers to showcase their skills, share expert advice, and reach a global audience.
Japanese culture places a strong emphasis on “kawaii,” reflected in fashion, makeup, and hairstyles. The obsession with appearing youthful and innocent is evident in the widespread use of pastel colors, hair accessories, and makeup to achieve a “doll-like” aesthetic. However, this trend isn’t limited to one style, as various interpretations exist. In contrast to Western societies, where beauty often emphasizes glamor and vivid colors, Japanese beauty culture prioritizes subtlety, harmony, and balance. The aim is to achieve a natural, effortless, yet refined appearance.
YouTube is the most popular social media platform for information gathering in Japan, where users can easily find video recommendations on topics and products of interest. For makeup enthusiasts, YouTube serves as an excellent resource for Japanese influencers providing beauty tips, with female influencers dominating the platform. With the removal of restrictions on concealing one’s face in public places in Japan last year, many Japanese have felt compelled to reconsider their makeup and beauty routines.
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