Ever since its sensational debut in 1997, KATE has been proposing an ever-changing collection of trendy makeup items resonating with the brand motto,

“No more rules.” The keywords for the KATE style are urban, sharp, and cool. Liberated from fixed rules about makeup, KATE invites its users to make themselves up in styles and colors of their very own.

KATE offers fashion-conscious women innovative, trendy products and colors of fantastic quality at moderate prices. Backed by its cool, sharp package design and advertising, KATE has quickly seized the top share of the self-selection makeup market for young women in Japan. KATE is a rising brand in Asia, striking the chord with trendsetting, makeup-conscious women in the dynamic, younger market segments.

Following its debut as the “Brown Collection,” an exclusive lineup for the eyebrows and eyes, eye makeup has remained the hallmark of the brand.

KATE has released a succession of hit products over the years. Recent bestsellers in Japan include POWDER GEL LINER (soared above 1.2 million pieces in its first eight months, in 2007), DIAMOND CUT EYES (surpassed half a million in just three months, in 2009), and FRAME IMPACT MARKER (broke its annual sales target after just two weeks on the market, in 2009).


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