The Japanese beauty major has identified KATE as a strategic growth driver within its cosmetics portfolio, and is making “significant investments” to strengthen the brand’s market presence.
According to Iwata Arihiro, brand manager of KATE, the aim is to achieve 1.6 times the total annual global sales revenue — compared to 2023 — by 2030 while doubling the share of overseas revenue.
Since its launch in 1997, the brand has championed the slogan “No More Rules” to empower individuals to express their personality and confidence through makeup, unbound by trends or conventions.
One of its growth initiatives is to broaden the reach of its “Shadow Enhancing Makeup” philosophy.
“Based on a traditional Japanese aesthetic rooted in the beauty of shadows and subtle contrasts, Shadow Enhancing Makeup is a technique to create striking facial dimensions and expressions through the interplay of light and shadow.
“KATE aims to showcase this distinct Japanese makeup culture on the global stage through a series of collaborations, expanding its signature makeup technique to consumers across Asia. The items designed for shading techniques, such as eyeshadow, eyebrow and eyeline, are always the highlight of the brand,” he explained.
In addition, the brand will collaborate with iconic Japanese cultural content to underline the richness of Japanese makeup and the broader essence of Japanese heritage.
A collection of limited-edition products, namely eyebrow powder and eyeliner, featuring packaging designs inspired by the scenes from popular comic-turned-anime series Jujutsu Kaisen and its representative character Satoru Gojo will be available from June 21.
As part of the campaign, a dedicated photo spot featuring Satoru Gojo will be installed at the brand’s global flagship store, KATE TOKYO Shibuya Sakura Stage.
Additionally, a special microsite will be launched on KATE’s official website.
“The campaign will leverage a comprehensive ‘OMO (Online Merges with Offline)’ retail strategy, seamlessly integrating social media platforms such as X, Instagram, and TikTok with in-store experiences and video content, maximising user interaction and engagement.
“To enhance the brand’s value, KATE will also elevate the experience at KATE TOKYO Shibuya Sakura Stage through immersive and unique UX.”
Upcoming collaborations
In July, KATE is slated to unveil a collaboration with Japanese artists said to be popular throughout Asia.
Centred on the theme “Shadow Enhancing Makeup Transcends Dimensions”, this campaign will illustrate how the expert application of highlights and shadows can evoke “stunning beauty that bridges the two- and three-dimensional realms”.
Besides product offerings, including eyeshadow and eyebrow items designed for shading, the campaign will present the process of unlocking one’s individuality and gaining confidence through hyper-realistic visual techniques.
In addition, local brand ambassadors will be appointed in key Asian markets such as Taiwan and Thailand to amplify the cultural narrative and reach of Japanese makeup.
“The details of the artists and ambassadors will be revealed in early July. Renowned figures in Asia will be selected, embodying KATE’s philosophy of unleashing individuality and fostering confidence through collaboration,” Arihiro shared.
On September 5, KATE will introduce its collaboration with Universal Studios Japan.
Together, they will co-create a new attraction called Witches of House 18: Bewitching Mansion of Emotion, as part of the park’s Halloween Horror Nights event.
This marks the first-ever co-development of an attraction between Universal Studios Japan and an official event partner.
“This attraction will deliver a one-of-a-kind experience, unlocking extraordinary surprises and creative freedom that empower guests to express their best selves.”
