Japanese make-up brand Kate launches campaign inspired by performing art Kabuki

By Alessandro Carrara | Published: 13-Jul-2026

The Kao Corporation-owned cosmetics brand’s ‘Kabuke: Break Convention’ campaign takes inspiration from the centuries old Japanese performing art Kabuki, and will promote two new launches in July

Kate, the Japanese make-up brand owned by conglomerate Kao Corporation, has unveiled a new campaign inspired by Kabuki, a classical form of Japanese dance-drama.

The ‘Kabuke: Break Convention’ campaign has been rolled out in Japan and other Asian countries and regions, and is promoting two products set to launch on 25 July.

This includes Kate Smooth Fit Pressed Powder and Kate Real Shading Stick.

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Kabuki, which is estimated to date back to back to 1603, is known for its heavily stylised performances, elaborate costumes and colourful make-up.

Inspired by the performing arts philosophy, the campaign’s theme also aims to raise awareness of Japan’s make-up culture through the interplay of light and shadow.

Kabuki actor Ukon Onoe will also feature across the marketing, wearing the same blue hue used in the highly-stylised kumadori make-up.

“Kao has positioned Kate as one of six focus brands for driving global growth within its cosmetics business, and will continue to invest strategically in the brand while strengthening its focus,” a Kao Corporation company statement read.

“Through the campaign, Kao will further strengthen efforts to promote Japan’s make-up culture and the Kate brand value, and accelerate global growth with a focus on Asia.”

‘Kabuke: Break Convention’ is the second international campaign launched by Kate in 2026.

In March, Kate launched a campaign inspired by sci-fi action franchise Kamen Rider, and was centred on the themes of beauty, superheroes and fashion.