kogao

Illustrations show how Japanese makeup trends changed in the last 25 years, and what’s coming next

The evolution of techniques for chasing Japan’s kogao ideal.

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Do this Japanese cosmetics company’s “small face” masks make a big difference in your beauty?

We test whether Kate’s kogao masks help with one of Japanese women’s most desired beauty goals.

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Can these masks give you Japan’s kogao “small-face” ideal? Let’s find out!【Experiment】

Our team tries to achieve the Japanese beauty goal.

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Maybe they should sell these things in the pet supply section instead of the beauty products corner?

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Mobile purikura comes to your phone with new face-slimming lens

Beauty ideals can be strange things. In Japan, the concept of hattoushin, a perfect 1:8 head-to-body ratio and the idealisation of kogao, or small face, reign supreme.

This obsession with creating a slim face has brought about some weird and wacky contraptions. If you don’t have time to stick to a routine that includes face rollers, cheek-lifting masks and facial exercises, there’s now a quick fix at hand: a lens that slips over your phone camera to give you that kogao look.

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