KATE Launches "KABUKE: Break Convention" Kabuki-Inspired International Campaign

KATE x Kabuki. Two icons that defined their eras are now forging a new age with "shadow enhancing makeup." New products embodying this vision are being rolled out, starting in Japan and extending across other Asian countries and regions.

TOKYO--(BUSINESS WIRE)--Global cosmetics brand KATE will launch “KABUKE: Break Convention,” an international campaign drawing on elements of Kabuki, the traditional Japanese performing art. The campaign debuts on Wednesday, July 8, 2026. As part of the rollout, KATE will introduce two products that embody the campaign’s aesthetic—the KATE Smooth Fit Pressed Powder and KATE Real Shading Stick—available beginning Saturday, July 25, 2026, in Japan and across major Asian markets, including Taiwan, Hong Kong, Thailand, Malaysia, and the Philippines.

Dedicated website: https://www.kate-global.net/my/special/kate_kabuki/

Since its founding, KATE has championed the slogan “NO MORE RULES.,” offering makeup that defies convention and encourages self-expression. At the heart of this vision is KATE’s signature shadow enhancing makeup—a Japanese-born technique that uses light and shadow to create depth and dimension.

The pairing of a makeup brand and Kabuki may seem unexpected at first, yet both share a legacy of boundary‑defying expression that transcends eras. Rooted in the spirit of Kabuku—a refusal to conform—Kabuki has long conveyed essence and emotion through a distinctive interplay of light and shadow. This resonates deeply with KATE, a brand that uses shadow enhancing makeup to draw out inner strength through the same dynamic contrast.

Ukon Onoe is a distinguished “two‑way” performer who forges a modern path while honoring tradition and brings a unique dual artistry to this campaign as both a Kabuki actor and a Kiyomoto‑style singer. Reflecting on the campaign, Onoe notes that KATE’s “NO MORE RULES.” philosophy aligns closely with the spirit of Kabuki, as both share a richness rooted in embracing one’s true self.

The international campaign will launch on Wednesday, July 8, 2026, with key visuals, a concept movie, and a campaign website featuring Ukon Onoe.

KATE’s launch takes the blue tones of Kumadori—Kabuki’s expressive makeup—and uses them to introduce a shadow enhancing makeup look that slips blue into the shadows. By channeling the bold emotional force of blue, the look adds dimension, deepens structure, and conveys a strong sense of will.

The new products that embody this approach are the KATE Real Shading Stick and KATE Smooth Fit Pressed Powder—each designed to add subtle blue nuances to shadow enhancing makeup.

KATE and Kabuki share a legacy of pursuing beauty beyond convention. Through this campaign, KATE will highlight makeup expression unbound by rules, presenting shadow enhancing makeup inspired by Japanese aesthetics to audiences across Asia and around the world.

Product Information

KATE Real Shading Stick

Available in one type. A shade color that creates a sense of transparency and realistic, natural-looking shadows with a hint of blue.

KATE Smooth Fit Pressed Powder

Available in 2 types. For a smooth, translucent finish.
An ultra-thin pressed powder that keeps skin shine-free all day with its instant matte finish and pore-minimizing effect.

Release Date and Regions

Japan: From July 25, 2026
After Japan, products are scheduled to be released in Taiwan, Hong Kong, Thailand, Malaysia and the Philippines.

About KATE

Since its debut in 1997, KATE has been a global makeup brand built on the slogan “NO MORE RULES.” Unconstrained by eras, trends, or convention, the brand champions makeup styles that highlight each individual’s personality and confidence.

About Kao

Kao (TOKYO:4452), a Japan-based manufacturer of cosmetics, personal care and household products, as well as specialty chemicals, creates high-value-added products and services that provide care and enrichment for the life of all people and the planet. Through its brands such as Curél, SENSAI, and MOLTON BROWN cosmetics, Bioré and Jergens skin care products, Oribe hair care products, Attack laundry detergent, and Laurier sanitary products, Kao is part of the everyday lives of people across Asia, the Americas, Europe, the Middle East, and Africa. Combined with its chemical business, which contributes to a wide range of industries, Kao generates about 1,690 billion yen in annual sales. Kao employs about 31,500 people worldwide and has more than 130 years of history in innovation.
Please visit the Kao Group website for additional information.

Media inquiries should be directed to:
Public Relations
Kao Corporation
corporate_pr@kao.com