Mimi Beauty Unveils the 2025 Annual Hit Cosmetics Grand Prix: KATE Takes Top Honors Amidst Evolving Trends

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Mimi Beauty Crowns KATE’s Popping Silhouette Shadow as 2025 Grand Prix Winner

Japan’s influential beauty media, Mimi Beauty, has announced the much-anticipated results of its “2025 Annual Hit Cosmetics Grand Prix.” This prestigious award celebrates the cosmetic products that captured the hearts and feeds of social media users throughout 2025, with the editorial team selecting winners across 11 specialized categories and a coveted overall Grand Prix.

Mimi Beauty 2025 Annual Hit Cosmetics Grand Prix

Mimi Beauty, operating under the inspiring concept of “Beauty makes the world sparkle, together,” has cultivated a massive online presence with over 5.9 million followers across platforms like X, Instagram, YouTube, TikTok, and LINE. Their strength lies in connecting users with new cosmetics and fostering a sense of excitement and discovery. For this special award, their expert editorial team meticulously reviewed products that generated significant buzz on social media, identifying the standout items of the year.

The Stars of 2025: Grand Prix and Category Winners

The ultimate honor, the 2025 Overall Grand Prix, was awarded to KATE’s Popping Silhouette Shadow. This eyeshadow captivated users with its unique approach to eye makeup, sparking widespread conversation online. In addition to the Grand Prix, Mimi Beauty recognized top performers in various beauty segments:

  • Pore Care Category: Biore / Biore Ouchi de Este Massage Face Wash Gel (known for its unique “clog-busting cleansing technology”)

  • Whitening Care Category: Kansou-san / Kansou-san Medicated Moisture Brightening Essence

  • Aging Care Category: ELIXIR / ELIXIR The Serum (featuring ELIXIR’s proprietary “double-speed beauty” component release technology)

  • Dryness Care Category: medicube / PDRN Pink Ampoule

  • Skin Trouble/Acne Care Category: d Program / Lotion EX・Emulsion EX

  • Affordable & High-Performance Category: CANMAKE / Creamy Touch Liner Sheer

  • Hair Care Category: melt / Conditioning Water

  • Inner Care Category: UHA Mikakuto / UHA Gummy Supplement Iron & Folic Acid Acai Mix Flavor

  • Refreshment Category: DOSHISHA / Gorilla no Hitotsukami

  • Durability Category: Chacott COSMETICS / Complexion Creator

  • Coverage Category: MAYBELLINE NEW YORK / SP Stay Cream Pact Foundation

Unpacking 2025’s Beauty Trends: Precision and Instant Gratification

Mimi Beauty’s analysis of the award-winning products reveals two significant trends that shaped the Japanese beauty market in 2025:

  1. Heightened Focus on “Formulation and Technical Prowess”
    Consumers are increasingly scrutinizing the underlying science and innovation behind beauty products. From skincare to hair care and base makeup, the technical sophistication of formulations and product design became a key driver of buzz. For instance, ELIXIR’s “The Serum” with its unique ingredient release technology, and Biore’s “Ouchi de Este Massage Face Wash Gel” utilizing Kao’s proprietary “clog-busting cleansing technology,” resonated deeply with beauty enthusiasts. This trend underscores a growing appreciation for Japanese manufacturers’ distinctive expertise and cutting-edge research.

  2. Surging Demand for “Immediate Results”
    The desire for instant gratification extends beyond traditional skincare and makeup, encompassing gadgets and inner care products. Items that deliver noticeable effects quickly gained rapid traction on social media. A prime example is DOSHISHA’s “Gorilla no Hitotsukami” (literally, “Gorilla’s Grip”), which quickly alleviates leg fatigue and swelling. Similarly, melt’s “Conditioning Water” gained attention for its ability to significantly speed up drying time for long hair. This desire for immediate, tangible benefits is a powerful force in today’s fast-paced beauty landscape.

The overall Grand Prix winner, KATE’s Popping Silhouette Shadow, perfectly encapsulates these trends. It initially gained traction on X among users with specific concerns like “no tolerance for heavy makeup” or “deep-set eyes.” Its ability to address these niche needs with innovative design quickly spread, transforming into a broader viral phenomenon often cited as “X-banned” (meaning, so popular it broke the internet) or used by “idol makeup artists.” This showcases how targeted technical solutions, combined with visible results, can capture widespread attention.

Mimi Beauty’s Vision for the Future

Mimi Beauty is committed to evolving its platform beyond just disseminating beauty information. By providing users with diverse beauty experiences, it aims to become a co-creative media that grows alongside its community. The goal is to create opportunities for everyone to enjoy the transformative power of beauty.

Explore Mimi Beauty’s world and stay updated on the latest trends:

As the Japanese beauty scene continues to evolve, the insights from the Mimi Beauty Annual Hit Cosmetics Grand Prix offer a fascinating glimpse into what consumers truly value. From sophisticated formulations addressing specific concerns to products that deliver instant, noticeable results, these trends are likely to shape the future of kawaii beauty culture, both within Japan and globally, as consumers seek both efficacy and delight in their daily routines.

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Japan, often seen as a country that seamlessly integrates tradition and technology, is a region full of rich culture and technological advancements. It is continuously evolving and propelling towards progress, which has been evident in the latest news emerging from the country. We delve deeper into some of these fascinating developments happening in all facets of Japanese society.

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