KATE, the No. 1*1 makeup brand, resonates with the spirit of Kabuki and launches global promotion "KABUKE: Be Unconventional."

Kao Corporation (President and CEO: Yoshihiro Hasebe) will launch the global promotion "KABUKE: Be Unconventional." for its global makeup brand "KATE," which resonates with the spirit of Kabuki, Japan's traditional performing art. The promotion will commence on July 8, 2026, in Asian countries and regions including Japan. This promotion, the second installment of KATE's 2026 global promotions, aims to communicate the value of "shadow makeup," born from Japan's unique aesthetic sensibilities, to the world.

Kabuki, under the spirit of "kabuku" (to deviate from the norm), has depicted the essence and emotions of characters through expressions that emphasize light and shadow. This spirit deeply resonates with KATE, which has drawn out inner resolve through "shadow makeup." Through this resonance, we will convey the charm of makeup culture, "shadow makeup," born from Japanese aesthetics, to the world.

Furthermore, as new products embodying the world of this promotion, "KATE Smooth Fit Pressed Powder" and "KATE Real Shade Stick" will be released on July 25, 2026.

Kao positions "KATE" as one of the six brands responsible for the global growth of its cosmetics business, making strategic investments towards building its "Global Sharp Top" business. Through the "KABUKE: Be Unconventional." promotion, we will further strengthen the communication of Japanese makeup culture and brand value, accelerating global growth centered in Asia.

*1 Accumulated sales amount from January 2021 to December 2025 in the makeup market, according to INTAGE SRI+.

About KATE's Global Promotion launched from 2025

Since its launch in 1997, KATE has advocated the brand slogan "NO MORE RULES." and proposed makeup that brings out individuality and confidence, unconstrained by conventional ideas. At its core is "shadow makeup," advocated by KATE, which manipulates light and shadow.

In 2025, KATE fully launched its global promotion to expand "shadow makeup" as a Japanese makeup culture across Asia, where consumers share similar makeup cultures, transcending borders. Promotions linked with representative Japanese anime and music were developed and strengthened as "Japan Culture." Simultaneous promotions were also conducted in various Asian countries and regions such as Thailand, Taiwan, and Hong Kong, aiming to expand global brand recognition. As a result, sales have been strong in Japan and across Asia, contributing to business growth.

2026 Global Promotion Part 2: "KABUKE: Be Unconventional." Overview

As part of its global promotions, KATE continues to communicate the appeal of Japanese makeup culture worldwide. In March of this year, as the first installment of 2026, KATE communicated a new "Japan Culture" through "Beauty x Hero x Fashion" in collaboration with the tokusatsu content "Kamen Rider."

Now, as the second installment, starting in July of this year, KATE will launch the global promotion "KABUKE: Be Unconventional.," resonating with the spirit of Kabuki, a representative traditional Japanese performing art, and an entity that has continuously created new expressions and cultures across eras and domains. Kabuki, under the spirit of "kabuku" (to deviate from the norm), has depicted the essence and emotions of characters through expressions that emphasize light and shadow. This spirit deeply resonates with KATE, which has proposed makeup that draws out inner resolve and undiscovered charms and confidence through "shadow makeup."

For this promotion, Kabuki actor Ukon Onoe has been appointed. Through the expression "a spoonful of blue, hidden in the shadows," inspired by the "blue" used in Kabuki's kumadori (face paint), KATE will communicate the appeal of its "shadow makeup" globally. Starting July 8, 2026, with "KABUKE: Be Unconventional." as the key message, communication proposing "unconventional beauty" will commence. Graphics and commercials featuring Ukon Onoe will be released, along with SNS campaigns. Furthermore, the concept movie "KATE x Kabuki Concept Movie: Blue Shadow Makeup" that explores the roots and stories of Kabuki and "shadow makeup," and the movie "KABUKE: Be Unconventional." depicting their affinity, will be released sequentially.

KATE x Kabuki Concept Movie: Blue Shadow Makeup

KATE x Kabuki "KABUKE: Be Unconventional."

KATE plans to release its third and fourth global promotions in 2026, continuing to communicate "Japan Culture" as a brand representing Japanese makeup culture to Japan and other Asian countries and regions, aiming to become the No. 1 makeup brand in Asia originating from Tokyo.

New Products Embodying "KABUKE: Be Unconventional."

*Uses a no-list price system.

Product Name/Type

Product Features

KATE

Smooth Fit Pressed Powder

All 2 shades

Achieves a transparent and smooth finish.

Instantaneously smooth x pore-correcting for a shine-free look all day,

ultra-thin pressed powder.

● Includes mirror and puff

● Contains hyaluronic acid (moisturizing)

● Allergy tested

● Non-comedogenic tested*

*Test to confirm that it does not easily cause comedones (acne).

Not all individuals will be free from allergies or comedones.

Product Name/Type

Product Features

KATE

Real Shade Stick

All 1 shade

A shade color that creates transparency and realistic natural shadows with a bluish nuance.

● Stick type for pinpoint application

● Smooth application and easy to blend

Release Date/Region

July 25, 2026 / Japan

Scheduled for release in Taiwan, Hong Kong, Thailand, Malaysia, and the Philippines, starting with Japan.

Reference: Kao Cosmetics Business Strategic 6 Brands Driving Global Growth

Related Information

"KATE" Brand Official Website