Gen Z’s Beauty Revolution: From Skin-First to ‘See-Me’ Cosmetics
Tokyo’s beauty landscape is buzzing with the latest insights from Nomde Beauty, a prominent media platform operated by N.D.Promotion Inc. Their comprehensive “Gen Z Beauty Trend Survey” has not only unveiled the highly anticipated “2025 Nomde Beauty Best Cosmetics” but also cast a discerning eye on the evolving preferences of young consumers, hinting at what’s next for 2026.
This extensive survey, conducted from December 15th to December 21st, 2025, gathered responses from 356 members of Nom de plume’s LINE@ community, spanning junior high students to young adults up to 28 years old. The findings paint a vivid picture of a generation that values both efficacy and personal expression in their beauty routines.
Key Trends Shaping Gen Z’s Beauty Choices
The survey highlighted four dominant trends that encapsulate Gen Z’s approach to beauty:
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Strategic Skincare Shopping: Gen Z consumers are discerning. For essential items like toners, emulsions, creams, and serums, Korean brands, often accessible via e-commerce platforms like Qoo10 and known for their clear ingredient claims, are highly favored. However, for frequently replenished products such as face masks, cleansers, and makeup removers, domestic brands found in drugstores are preferred for their convenience and ease of purchase. As one survey participant aptly put it, “I look for potent ingredients from Korea online, but for daily essentials, Japanese drugstore brands are just so easy to grab on the go!”
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The ‘Bare Skin’ Base Makeup: The era of heavy foundation is fading. Gen Z leans towards a natural, ‘bare skin’ finish. This involves prioritizing tone-up effects and highly moisturizing primers, with concealer used sparingly to target specific areas. The emphasis is on enhancing natural beauty while minimizing skin burden, creating a fresh and effortless look.
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Cosmetics as Visible Statements: Beauty products are no longer just for use; they’re becoming accessories to be seen. The rise of charm-adorned cosmetics signals a shift, transforming makeup into a fashion statement that can be carried and displayed. In the blush category, beyond traditional powders, liquid and balm textures are gaining traction, offering new ways to enjoy makeup’s tactile and visual appeal. Eye makeup, particularly eyeliners, shows a growing demand for precise finishes, reflecting a heightened awareness of overall makeup perfection.
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Combs as Coveted Gifts: In the beauty goods category, combs have secured a steady popularity. Their affordability, practicality, and universal appeal make them an ideal gift choice among Gen Z. This trend suggests a burgeoning culture of gifting everyday beauty essentials, reflecting a thoughtful yet practical approach to presents.
The 2025 Nomde Beauty Best Cosmetics Revealed
Nomde Beauty’s biannual best cosmetic awards, expanded to 12 categories this year, truly reflect the diverse beauty needs of Gen Z. Here are the top picks that captivated young hearts in 2025:
Toner Category
- Rohto Pharmaceutical / Melano CC Medicated Stain Prevention Whitening Lotion
- medicube / PDRN Pink Soothing Toner
- Lalaskin / Suikou Shower Mist
Emulsion/Cream Category
- VT / PDRN+ Capsule Cream 100
- numbuzin / No.1 Pantothenic B5+ Soothing Cream
- BIOHEAL BOH / Probioderm™ 3D Lifting Cream
Serum Category
- medicube / PDRN Pink Ampoule
- SHIMBI METHOD / Derma Serum Glutathione 3%
- innisfree / Retinol PDRN Advanced Serum
Face Mask Category
- Wonjungyo / Moist Up Ready Skin Pack DM
- Clear Turn / Gomenne Suhada Itsu no Mani Mask
- Quality 1st / Derma Laser Vision Pad PRO
Cleansing Category
- DUO / The Cleansing Balm Black Repair
- Biore / Biore The Cleanse Oil Makeup Remover
- ORBIS / Orbis The Cleansing Oil
Base Makeup Category
- tfit / Cover Up Pro Concealer
- La Roche-Posay / UV Idea XL Protection Tone-Up Rose+
- Kansou-san / Suibun-ryoku Skincare Primer
Eye Makeup Category
- CANMAKE / Creamy Touch Liner Sheer 40th
- Heavy Rotation / Coloring Eyebrow EX
- wakemake / Soft Blurring Eye Palette
Cheek & Highlight Category
- CEZANNE / Cheek Brush
- JUDYDOLL / Wagamama Cheek Highlighter
- fwee / Pocket Cheek Palette
Lip Category
- fwee / 3D Volumizing Tint
- Laka / Devil Lip
- Visee / Essence Plump Balm
Hair Care Category
- ululis / Pinkme Water Conc Control Hair Oil
- ReFa / Milk Protein Shampoo/Treatment
- melt / Creamy Melt Powder
Color Contact Lens Category
- Chu’s me / Chu’s me
- Suclair / Suclair
- melady / Milady
Beauty Goods Category
- ReFa / Heart Comb Aira
- Love Chrome / (R)PG Tsuki Premium Black
- JINS / Chugamen Tansyuku Glasses (Mid-face Shortening Glasses)
Nomde Beauty’s 2026 Next Trend Predictions
The experts at Nomde Beauty have also shared their insights into what the future of beauty holds, offering a glimpse into 2026:
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Mini Cosmetics Maintain Momentum: Compact, travel-friendly cosmetics, like those from Korean idol makeup artist brands such as “Tiny Wonder,” are expected to continue their rise. The expansion of the mini-size market, with brands like 2aN and JUDYDOLL offering smaller cosmetics for convenience stores, suggests that the appeal of these pint-sized treasures will only grow.
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Evolved Charm-Adorned Items: The popular key charm cosmetics of this year are likely to evolve further. Playful items, such as Peripera’s keycap cosmetics that blend traditional charms with computer keycaps, are increasing. These items combine design flair with practicality, offering a “twist” on charm accessories. The opening of “Zolita Tokyo” in December, allowing customers to create custom eyewear with various charms, also points to a broader expansion of charm culture.
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Personalized Custom Cosmetics: The trend of “DIY” beauty is accelerating. Brands like fwee with its DIY Pocket Multi Palette (available only at its direct store, Ajito) and KATE, which offered a project to create custom eye palettes, show a strong move towards customization. This push for “make-it-your-own” items, extending beyond cosmetics to custom charm glasses, suggests that personalized beauty experiences will capture even more attention next year.
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Glimmering Glitter Lips: High-shine glitter was a highlight in this year’s Christmas coffrets. The Spring 2026 collections are also showcasing makeup items with an increased focus on sparkle. Glitter lips, in particular, are poised to become a symbolic item for next year’s point makeup, offering a blend of gloss and glamour that instantly elevates any look.
The Future of Kawaii Beauty
The insights from Nomde Beauty’s survey underscore a dynamic shift in the beauty preferences of Japan’s Gen Z. This generation, often at the forefront of ‘kawaii’ culture, is not just consuming beauty products; they are actively shaping trends that prioritize authenticity, convenience, and self-expression. The move towards personalized, ‘see-me’ cosmetics and the thoughtful gifting of practical beauty tools reflect a deeper connection between beauty and individual identity. As these trends continue to evolve, they will undoubtedly influence the global beauty market, bringing fresh waves of innovation and a playful spirit that is uniquely Japanese. The future of beauty, as seen through the eyes of Gen Z, is vibrant, personal, and undeniably exciting.
For more information on N.D.Promotion Inc. and its media operations, please visit https://www.ndpromotion.co.jp/.
