KATE x Kabuki. Two entities that have continued to create eras, now forging the next era with "Shadow Makeup." Global promotion "KABUKE Be Unconventional." launches July 8, 2026 (Wed).

Global makeup brand "KATE" will launch the global promotion "KABUKE Be Unconventional." in collaboration with Kabuki on July 8, 2026 (Wed). In addition, new products "Smooth Fit Pressed Powder" and "Real Shade Stick," embodying the promotion's worldview, will be released on July 25, 2026 (Sat).

・Special Site: https://www.nomorerules.net/special/kate_kabuki/

Why Collaborate with Kabuki Now?

Since its inception, KATE has proposed makeup that brings out individuality and confidence under the slogan "NO MORE RULES.," unconstrained by existing concepts. At its core is "shadow makeup," born from Japanese aesthetics, which manipulates light and shadow.

A collaboration between a makeup brand and Kabuki may seem unexpected at first glance. However, both have continuously created new expressions beyond eras and domains.

Kabuki, under the spirit of "kabuku" (to be unconventional), has depicted the essence and emotions of characters through expressions that emphasize light and shadow. This philosophy deeply resonates with KATE, which has drawn out inner will through "shadow makeup."

Despite being in different fields of expression, both have continued to express their will and individuality under the spirit of "kabuku" and the philosophy of "NO MORE RULES.". This resonance between the two has made this collaboration possible.

"Shadow Makeup" to the World

"Shadow makeup" is inspired by Japanese aesthetics that find beauty in shadows. By manipulating light and shadow, it creates a sense of three-dimensionality and dramatically changes one's impression. Furthermore, it aims to deliver the driving force to transform into one's desired self by drawing out not only external appearance but also inner will and confidence.

In this collaboration, inspired by the "blue" used in Kabuki's kumadori (face paint), we are promoting shadow makeup with the concept of "adding a spoonful of blue to the shadows." The new products embodying this method are "Smooth Fit Pressed Powder" and "Real Shade Stick." By incorporating blue into the shadows, depth is created, producing a three-dimensional expression that conveys determination.

"KATE" and "Kabuki," who have pursued beauty without being bound by convention.

We are launching a promotion that proposes "unconventional beauty" with the cue "KABUKE," and together with Kabuki actor Ukon Onoe, we will communicate the appeal of KATE's "shadow makeup" and the possibilities of makeup expression globally.

"KABUKE Be Unconventional." Collaboration Message

Do not be stained by convention.

Do not fear being different from others.

Persist in being yourself.

Tradition called that "kabuku."

We say, "NO MORE RULES."

Kabuke, to assert your own will.

Kabuke, to not have your freedom taken away.

Kabuke, to be honest with your desires.

Kabuke, to be beautiful.

KABUKE. Be Unconventional.

NO MORE RULES.

KATE x Kabuki "KABUKE Be Unconventional." 30 seconds: http://youtube.com/watch?v=Utlmy3I8tew

KATE x Kabuki Concept Movie: https://www.nomorerules.net/special/kate_kabuki/

KATE x Kabuki Concept Movie Blue Shadow Makeup Edition: http://youtube.com/watch?v=eAFVx42YQJg

Ukon Onoe Profile

Born into the Kiyomoto school of Kabuki accompaniment music, he aspired to become a Kabuki actor of his own volition. He trained from the age of 3 and made his stage debut at 7. He succeeded to the name Second Generation Ukon Onoe at 12. At 25, he succeeded to the Kiyomoto singing name "Seventh Generation Eiju Tayu Kiyomoto" and began his career in earnest as a "dual-wielding actor and singer" that overturned the conventions of the Kabuki world. He performs a wide range of roles from delicate female characters to powerful male roles, and as a master of dance, he is at the forefront of popular Kabuki. He has also made a name for himself in film and contemporary theater, appearing in the historical drama "Toyotomi Brothers!" and sweeping major newcomer awards such as the Japan Academy Film Prize for Newcomer of the Year, the Yomiuri Drama Award Sugimura Haruko Prize, and the Art Encouragement Prize for New Artists from the Minister of Education, Culture, Sports, Science and Technology. He is a unique performer who carves out a new era while carrying on tradition.

I believe that living without being bound by common sense or concepts is the spirit of the "kabukimono" (unconventional person), and it is the essential spirit of Kabuki that has been passed down to the present as tradition. KATE's "NO MORE RULES." and the spirit of Kabuki both convey the richness of "enjoying oneself as one pleases." I am immensely pleased to have been able to express the spirit of Kabuki and KATE through my body in this collaboration.

Everyone! Put on makeup and become your free self! Let's go! KABUKE!

Product Information

#RawShadow Stick that creates transparency and realistic raw shadows with a bluish nuance shadow color.

KATE Real Shade Stick, 1 shade

・Stick type for pinpoint application ・Draws smoothly and is easy to blend

― Product Features ―

POINT 1. Color design that creates super realistic "raw-like shadows"

POINT 2. Enhances transparency with a bluish nuance

Creates natural shadows without dulling the skin while canceling out yellowness and enhancing skin transparency.

<HOW TO>

Extend the contents by about 2-3mm, apply directly to the bridge of the nose, tip of the nose, jawline, etc., and blend with your finger.

A transparent and smooth finish. A super-thin pressed powder that stays matte all day without shine, with instant smoothness and pore correction.

KATE Smooth Fit Pressed Powder, 2 shades

・Includes mirror ・Includes puff

Contains hyaluronic acid (moisturizing)

◆Allergy tested ◆Non-comedogenic tested*

*Test to confirm that it is difficult to cause comedones (acne).

This does not guarantee that all individuals will not experience allergies or comedones.

― COLOR VARIATION ―

Lavender: Lavender color that tones up with fine blue pearls

Translucent: Clear color that adds natural transparency

― Product Features ―

Super-thin pressed powder that achieves high durability, pore correction, and transparency.

Adopts a new concept* "transparent noise removal" formula that covers skin imperfections with highly transparent powder.

Achieves a transparent and smooth finish! Makeup stays put all day!

*Within KATE

POINT 1. Instant blending powder

POINT 2. High concentration of noise-removing powder that instantly covers pores and shine, and improves makeup longevity.

POINT 3. KATE's thinnest ever at 0.96cm! Compact case with mirror

Container size that challenges the limits of thinness.

Easy to carry and recommended for touch-ups on the go.

Gift Campaign Information

1. X Campaign

【Application Period / Receipt Valid Period】

July 14, 2026 (Tue) 10:00 AM – July 23, 2026 (Thu) 11:59 PM

【How to Apply】

STEP 1: Follow KATE Official X account

STEP 2: Repost the target post

【Prize】

200 winners selected by lottery from applicants will receive the "KATE Shadow Makeup New Product Set" (full size) inspired by Kabuki kumadori.

・Smooth Fit Pressed Powder Lavender

・Real Shade Stick

2. In-Store Campaign

【Application Period / Receipt Valid Period】

July 21, 2026 (Tue) 0:00 AM – August 31, 2026 (Mon) 11:59 PM

【How to Apply】

One entry is possible for each purchase of one eligible KATE product.

STEP 1: Purchase one or more eligible KATE products in a single transaction (including purchases on EC sites).

STEP 2: Access the application page.

STEP 3: Enter required information & upload receipt/purchase details.

【Prize】

100 winners selected by lottery from applicants will receive the "KATE Original Kabuki Brush."

3. My Kao Mall Exclusive KATE x Ukon Onoe COLLABORATION SHOP

【Application Period】

July 21, 2026 (Tue) 10:00 AM – August 17, 2026 (Mon) 11:59 PM

【How to Apply】

STEP 1: Purchase items listed in the collaboration shop for ¥4,000 (tax included) or more.

STEP 2: Enter the coupon code for your desired prize (Cheki or Smooth Fit Pressed Powder Lavender).

【Prize Details】

A total of 20 winners will be selected by lottery to receive a signed, newly shot Cheki of Ukon Onoe or a signed "Smooth Fit Pressed Powder Lavender (full size)."

<Reference>

・KATE

Since its brand launch in 1997, KATE has advocated makeup that is not bound by rules under the slogan "NO MORE RULES.," while establishing a cool and sharp worldview. It proposes makeup that brings out individuality and confidence without being constrained by existing concepts.

Official Website: https://www.nomorerules.net/brand/

・Shochiku Co., Ltd.

Under the mission "To inherit and develop Japanese cultural traditions, contribute to world culture, capture the needs of the times, and deliver rich and diverse content to all generations," Shochiku is a comprehensive entertainment company primarily engaged in film, theater, and real estate/other businesses.

Official Website: https://www.shochiku.co.jp/