Keiko Chigira, a popular hair and makeup artist.

For many years, she has been active at the forefront of Japan’s beauty industry, working on women’s fashion and beauty magazines, as well as advertising shoots. We interviewed Ms. Chigira, who has recently launched “ifoo,” a new cosmetics brand she produces herself.

From her perspective as a professional who has worked with countless cosmetic products, we spoke at length with her about the current state of the domestic beauty market, the potential of J-Beauty, and the vision she has for her new brand.

Profile

Keiko Chigira

Hair & Makeup Artist

A hair and makeup artist active across a wide range of fields, including magazines, advertising, and beauty features. She is highly regarded for her makeup styles that incorporate the latest trends while naturally bringing out each person’s unique charm. She is also well-versed in base makeup that enhances mature skin and in creating an elegant, healthy glow and translucent complexion.

This Issue’s Theme

Mature Makeup Base Makeup A Sense of Happiness Original Brand J-Beauty

Make every day a little happier and more positive. I want to share the power of makeup.

――Given that you handle a wide variety of cosmetics in your daily work, what do you think is the appeal of J-Beauty?

Japanese cosmetics are highly trusted worldwide, aren’t they? Thanks to manufacturers’ strict quality standards and robust research and development systems, the perception that “Japanese cosmetics are reliable” has become deeply ingrained.

In my actual work, I often use Japanese products, especially foundation. That’s because they offer numerous shades with only subtle differences in tone, allowing for a more nuanced base makeup look. They’re also meticulously formulated to withstand Japan’s climate, such as high humidity, and stay put. I think it’s unique to Japan that there are so many products that truly address users’ needs, incorporating their feedback to meet their specific requirements.

――What are your impressions of recent changes in the Japanese beauty market?

The makeup skills of the average woman have really improved, haven’t they? A major influence has undoubtedly been the rise of video platforms like YouTube and TikTok. Now, if you want to achieve a certain look—like how to apply eyeshadow for a specific style—you can find specific instructions instantly just by searching online.

Back in the day, even we professionals found it extremely difficult to get our hands on global trend information. We’d buy fashion magazines that arrived in Japan half a year after they were released overseas, and we’d rack our brains trying to figure out how to propose our own hair and makeup styles. But today, anyone can access the latest information instantly, with no time lag from the rest of the world. I really feel that times have changed dramatically.

I also feel that women’s actual makeup styles have become much more free and diverse—they enjoy different looks from day to day, matching their makeup to the person they want to be or the clothes they’re wearing.

――In an era like this, what do you value most as a professional hair and makeup artist?

I simply love makeup, and I’ve always approached my work with that passion and given it my all. Now, I feel more strongly than ever that my mission is to convey how makeup can bring happiness and a positive outlook.

Recently, I’m grateful that more and more people are taking an interest in “makeup that radiates happiness,” which is my specialty. Makeup has the power to “cast a spell on yourself.” For example, even if you wake up thinking, “I’m not feeling great this morning,” just applying a little blush can make you think, “Oh, I think I can do this today.”

Even the slightest difference can change your appearance and lift your spirits. And even if you make a mistake, you can just wash it off with makeup remover and try again. I think that’s part of the charm of makeup.

Drawing from my own experience of thinking, “If only there were a product like this,” I propose simple cosmetics that are foolproof.

Based on the experience of thinking, “If only there were a product like this,” we recommend simple cosmetics that are sure to work.

――With your new brand “ifoo,” which debuted in April 2026, you’re also promoting the fun and ease of makeup, aren’t you?

I’d been thinking about creating my own brand for a while. The brand name “ifoo” carries several meanings. One is that it’s makeup that helps you get closer to the person you want to be—like saying, “What if…?” Another is that it’s makeup that, like the wind, stays by your side and gently gives you a push when you’re lacking confidence. And it’s also a play on the name of my beloved cat, “Fuu” (laughs).

――Please tell us about the product features and the points you focused on.

This brand is actually my own “if…” as well. Over my many years working as a hair and makeup artist, I’ve had countless moments where I thought, “If only there were a product like this, doing my makeup would be so much easier.” Those experiences are packed into the concept behind “ifoo.” The idea is that anyone can enjoy doing their daily makeup easily—without ending up with a heavy look or making mistakes. I also made a conscious effort to set prices that make it as easy as possible for people to give the products a try.

I chose a stick-type foundation for a reason: even as a professional, it’s difficult to apply it to the same thickness every time. Base makeup is surprisingly complex. But with this product, you just apply it directly to your face and blend it in. When your base looks good, it really lifts your spirits, so I really hope working women will use it on their busy mornings.

With blush, too, it’s easy to end up applying too much, so I focused on creating a finish that’s sheer yet gives a radiant, happy glow. As for the eyeshadow palette, the cream shades can also be used as highlighters, making it incredibly versatile. We went through numerous prototypes to ensure it had just the right sheer coverage and a moisturizing texture that doesn’t flake off.

As for the lipstick, since my own skin is very sensitive, a key requirement during development was that it wouldn’t irritate even my lips. It also minimizes the appearance of vertical lip lines and can be applied quickly without looking in a mirror.

We’re starting with online sales, but we plan to actively create opportunities for customers nationwide to experience our products through pop-up stores and other events.

ifoo Official Websit▶ https://ifoo-make.com/

Bringing the Appeal of J-Beauty to the World. A Nationwide Effort to Build a Larger Industry. Bringing the Appeal of J-Beauty to the World. A Nationwide Effort to Build a Larger Industry.

――Right now, K-Beauty continues to gain momentum in the beauty market. Now that you’ve launched your own brand, what do you think is essential for J-Beauty to make a major leap forward on the global stage?

Korean cosmetics—particularly skincare products—use ingredients that deliver immediate results and feature catchy, high-impact marketing campaigns. They move quickly, too. Furthermore, their strength lies in the fact that the country is actively cultivating K-Beauty as a global industry as part of its national strategy.

On the other hand, many Japanese cosmetics brands tend to gain popularity gradually through word of mouth. I imagine “ifoo” will likely be one of those brands that grows steadily as well.

But I don’t think we need to forcefully chase after other countries—Japan has its own way of doing things. Since we’re making great products, we should confidently bring them to the world. Since there are many high-quality yet affordable products, the potential for inbound demand is high, and the delicate color palettes characteristic of Japan should certainly appeal to women across Asia as well.

――Differences in regulations between Japan and other countries, such as the Pharmaceutical and Medical Devices Act, have also been pointed out as challenges facing the industry.

It’s precisely because Japanese cosmetics have such strict quality standards that even someone with sensitive skin like me can use them with peace of mind. I hope they continue to cherish this trust and reassurance that are unique to J-Beauty. However, as I realized when I produced my own products this time, it might be worth reconsidering the level of freedom allowed in advertising claims and other areas.

Furthermore, I think it would be ideal if the government established a system to support J-Beauty as an industry.

As one of the hair and makeup artists who understands the appeal of Japanese cosmetics, I hope to contribute to further boosting the popularity of J-Beauty in the future.

Reporting and Text／Kumiko