Always Together: Being a Supportive Presence
when Taking that Step Forward

In 2025, the makeup brand “MAQuillAGE” celebrated its 20th anniversary. Since its inception in 2005, MAQuillAGE has been providing “beauty a step ahead” and supporting the “continuous provision of excitement and confidence.”
On this occasion, MAQuillAGE is now shifting its communication focus to people in their 20s, introducing a new brand message: “Becoming beautiful together.” What does this renewed focus mean? What will the brand share with this new generation, and how will it continue to evolve? We sat down with Momo Sakakibara, MAQuillAGE’s brand manager, to find out.

In an era of diverse values—where careers, lifestyles, and role models are no longer defined by a single path—MAQuillAGE portrayed the many ideals of modern urban women. The brand communicated their everyday “beauty climax”—updating their beauty to one that they have never experienced before—and supported new choices.

In the 2010s, when “Kawaii” dominated as a value, MAQuillAGE contributed to changing societal perceptions by proposing looks that subtly gave an adult allure. These looks dramatized the everyday lives of adult women, reflecting the evolving values of the time.

Sakakibara:　They are a generation slightly younger than mine. While they grew up in a similar environment, I recognize that they hold slightly different values. Having experienced societal uncertainty firsthand—such as during the COVID-19 pandemic—they value stability and security. They also seem to have a strong desire to grow steadily, step by step, toward what they perceive as the “right way.”
They are also a generation that was educated to respect individuality. Because of this, I get the impression that they feel pressured to “find their own identity.” I think that’s why personal color and body type analysis, and MBTIs (personality tests) are popular. While these tools help people quickly find what suits them, they also risk confining individuals to a narrow definition of what's right for them. We refer to this tendency to seek definitive answers about one's identity as the “cage of individuality.”

Sakakibara:　The 20s desire is for steady growth, step by step. However, we realized that they also waver as there are times that they feel like they may be able to push themselves a little more but find themselves to be anxious at the same time. MAQuillAGE aims to be a presence that will always be there to support, helping them discover a “new self.”
I believe MAQuillAGE has served this role for the past 20 years. I think the DNA of this brand is something that resonates with today's target audience as well. We created this new brand message to help those in their 20s find new possibilities and experience the joy of discovering a “slightly different self” by allowing them to break free from the limitations they may have unknowingly set for themselves.

The word “together” from our new brand message, signifies the connection between MAQuillAGE and its consumers. For example, in popular audition shows, you often hear people say, while it may be difficult to achieve something alone, that something becomes possible through the cooperation of and bonds with peers. I believe the same applies to makeup.
The emergence of terms like “makeup community” and “beauty accounts” reflect a trend in which people connect through social media, advising and inspiring each other as they move toward their own vision of beauty. We see this as a new culture in the makeup category, where consumers enhance each other and find their own version of “beauty.” MAQuillAGE defines this as the “enhance culture” of makeup.

By incorporating beauty ingredients into point makeup, even those for example who choose lip products for lasting color but experienced chapped lips as a result can enjoy both functionality and excitement. As a makeup brand that leverages Shiseido's skin research, beauty gets nurtured every time a product is used, creating a new place for makeup.

Sakakibara:　The first thing I told my team when I became the brand manager was my desire to “create a brand that stays in people's memories.”
In today's fast-paced information society, where many things are quickly forgotten, I want Maquillage to be there for people through those small moments in everyday life where they will look back and think things like, “I'm glad I had Maquillage then,” or “Maquillage gave me courage.”
For the next 20 years, I want MAQuillAGE to continue being a brand that gives confidence and offers excitement to people living in that era.

That said, I also had a strong desire to deliver products that exceed the expectations of those who value MAQuillAGE. While feeling conflicted, I reflected on myself as a user of MAQuillAGE products. During times of self-doubt or uncertainty, I returned to the core values that MAQuillAGE has embraced over the years while also listening to the voices of today's consumers. This process allowed me to confidently engage in product development—one that I was satisfied with. It was an experience where I truly felt I had taken a step forward.
I believe that all of us have a tendency to unconsciously confine ourselves within the cage of individuality. However, if we muster the courage to step outside our comfort zones, we can discover a “new self.” I would be really happy if MAQuillAGE serves as a catalyst for someone taking that step forward in their everyday life.
As beauty trends and norms continue to evolve, I want MAQuillAGE to remain a brand that walks alongside everyone.