KATE

Since its debut in 1997, KATE has consistently held up "NO MORE RULES." — valuing not only chasing trends of the times but also freely expressing one's own values and expressions through makeup. With its black-based visuals, edgy copy, and high-performing items, the brand has been supported by many users as a "self-makeup brand."

As part of Kao Beauty Brands, with the research and development capabilities cultivated by Kanebo Cosmetics and deep insight into Japanese makeup culture as a backdrop, KATE has refined the Japan-born makeup method called "shadow makeup." The idea of producing facial dimensionality through the balance of light and shadow has spread across various categories — eyeshadow, eyebrows, shading — becoming a major personality of the brand.

Currently, the brand has expanded beyond Japan's drugstores and variety stores to overseas markets centered on Asia. Through cross-online/offline initiatives — KATE ZONE and KATE CHANNEL in the digital space, the experience-type store KATE SHIBUYA, and collaborations with anime and fashion brands — the brand continues to communicate "self-style beauty unbound by rules" to the world as well.

NO MORE RULES. — self-makeup that frees you from rules

Under the slogan "NO MORE RULES.," KATE has proposed an attitude of enjoying makeup that's true to yourself, unbound by trends or fixed ideas. In the "MAKE FORWARD PROJECT" — a project for freely drawing "the self you want to be" through makeup — brand actions such as KATE ZONE, KATE CHANNEL, KATE MAGAZINE, and KATE SCHOOL continue to create opportunities to encounter new versions of yourself.

Shadow-enhancing makeup and "Shadow Enhancing Makeup"

At the core of KATE is "shadow makeup" and "Shadow Enhancing Makeup" — born from the uniquely Japanese aesthetic of light and shadow. By combining eyeshadow, eyebrows, shading, and highlights — and drawing out dimensionality through the contrast of light and shadow — the brand sharpens the impression of the face itself. The global promotion "LIGHTS ON SHADOW." communicates this philosophy to the world, strengthening KATE's position as a brand symbolizing Japanese makeup culture.

Long-lasting lipstick "LIP MONSTER" and other masterpieces

"LIP MONSTER," popular as a "long-lasting lipstick" that keeps the color as it was first applied, is a representative series combining high color payoff, color retention, and moisture. In addition to standard colors, abundant color variations — including limited-quantity colors and web-exclusive colors — cover a wide range of scenes from daily use to special days. Centered on Lip Monster, the brand also develops tint lips and glossy lip items, letting you enjoy creating impressions from the lips.

A KATE world expanded through digital experience and flagship stores

On the brand site, the brand develops many online makeup-experience initiatives — including the LINE official account "KATE MAKEUP LAB.," the smartphone VIRTUAL TESTER, and rankings/HOW TO content. In physical stores, immersive brand experiences are offered through experience-type flagship stores such as "KATE SHIBUYA" — where you can try all colors of Lip Monster and Eye Color.