What Is KATE?

KATE is a Japanese makeup brand launched in 1997 by Kanebo Cosmetics.
Designed as a self-makeup (drugstore) brand, KATE offers trendy, easy-to-use products at an affordable price point.
Known for being high-quality yet budget-friendly, the brand has long been a favorite among teenagers and young adults in Japan.
KATE is widely available in Japanese drugstores and is loved for its accessible, fashion-forward approach to makeup.

About Kanebo Cosmetics

Kanebo Cosmetics is one of Japan’s leading beauty companies, offering a wide range of brands—from high-end department store labels to casual drugstore products.
Kanebo operates under the Kao Corporation, one of Japan’s “Big Three” beauty groups alongside Shiseido and KOSÉ.
(Kao ranks 7th globally in the beauty industry as of 2025.)

Major Kanebo Brands:

• KANEBO
• LUNASOL
• KATE

Image source: KANEBO Cosmetics official website

The History of KATE

KATE was established in 1997 as a self-makeup brand during a time when Japanese beauty culture was thriving, with bold and expressive makeup trends gaining popularity.

From its early years, KATE launched many hit items, including eyeshadow palettes, liquid foundations, and eyebrow products—some of which remain long-time bestsellers today.
(I personally used their classic items back when I was a student!)

The brand later reintroduced itself as “KATE TOKYO”, expressing its identity as a makeup brand originating from Tokyo and expanding across Asia and the world.

While the “Lip Monster” line is one of its biggest recent hits, KATE has consistently produced buzz-worthy products throughout its history.

Brand Concept

KATE’s brand slogan is:

“No More Rules.”
Break the rules that limit you.

The concept encourages people to escape stereotypes and express who they want to be.
KATE aims to inspire users to enjoy makeup freely, creatively, and without restrictions.

Best-Selling Products

Lips

• Lip Monster Series
  A viral hit known for its incredible long-lasting formula.
  Available in both glossy and matte finishes.

Eye Makeup

• Popping Silhouette Shadow
  A palette that creates dimension through texture differences, not color.
• The Eye Color (Single Shadows)
  108 shades with a wide variety of textures—perfect for building a customized collection.
• Mellow Brown Eyes
  Easy-to-use palette that creates softly defined, larger-looking eyes.
• Double Line Expert
  Ultra-thin liner for drawing natural shadows on the lower lash line or crease.

Eyebrows

• Designing Eyebrow 3D
  A 3-shade powder palette—one of KATE’s most iconic bestsellers.
• 3D Eyebrow Color Z
  An easy-to-apply eyebrow mascara with excellent color variation.

Conclusion

Since its debut in 1997, KATE has embraced the message “No More Rules”, inspiring people to explore and enjoy makeup without limitations.

Affordable yet high-quality, the brand has shaped Japanese makeup trends for decades.
Today, KATE—now “KATE TOKYO”—continues to grow internationally, especially across Asia, where its unique textures and user-friendly formulas are highly praised.

KATE is available in Singapore as well, so if you’re looking to explore Japanese beauty, it’s definitely worth checking out.


Image source: KATE official website