The new global campaign celebrates individuality and self-expression, encouraging people to challenge beauty norms with bold, creative makeup.
Global cosmetics brand KATE has launched a new international campaign entitled “KABUKE: Break Convention.” Inspired by elements of Kabuki, the traditional Japanese performing art, the campaign was unveiled on Wednesday, July 8, 2026. It combines KATE’s makeup, based on Japanese aesthetics and emphasizing shadow effects, with the spirit of Kabuki, a traditional Japanese theater that uses makeup to convey the value of individuality and self-expression.
Since its founding, KATE has stood for the slogan “NO MORE RULES.” and offers makeup that defies conventions, empowering people to express their identity and develop self-confidence. At the heart of this vision is the brand’s signature makeup style that emphasizes light and shadow—a technique rooted in Japanese aesthetics that utilizes these elements to create depth and dimension. By sculpting facial features and highlighting inner determination and the unique character of each individual’s expression, KATE positions makeup as a powerful form of self-expression.
At first glance, the connection between a makeup brand and Kabuki might seem surprising. However, both have a long tradition of creating forms of expression that transcend boundaries and eras. Rooted in the spirit of Kabuki – the refusal to be confined by conventional values – a distinctive style emerges, using light and shadow to express character and emotion. This is precisely what defines KATE, a brand that uses makeup that plays with light and shadow to bring out inner strength.
Ukon Onoe is an outstanding, versatile artist who, while respecting tradition, forges new paths and shapes this campaign as a Kabuki actor and Kiyomoto singer. Onoe notes that KATE’s “NO MORE RULES.” philosophy is closely linked to the spirit of Kabuki, as both share a multifaceted approach rooted in embracing one’s true self.
The international campaign was launched under the motto “KABUKE: Break Convention.” On Wednesday, July 8, 2026, KATE released a range of campaign materials—including key visuals, a concept film, and a dedicated website—featuring Kabuki actor Ukon Onoe. With this, KATE presents a distinctive worldview in which the spirit of Kabuki seamlessly blends with the brand’s “NO MORE RULES” philosophy.
For this launch, KATE draws inspiration from the blue tones used in Kumadori —the stylized makeup of Kabuki—to introduce a makeup look that emphasizes the eyes while subtly incorporating blue accents into the eyeshadows. Kumadori is a signature expression of Kabuki, using light, shadow, and color to highlight a character’s essence and emotions. KATE focuses on the powerful impact of the color blue, using this hue to create dimension, enhance depth, and express a strong will.
Products that bring this campaign concept to life will be available in select Asian markets. KATE Smooth Fit Pressed Powder and KATE Real Shading Stick are scheduled to launch on Saturday, July 25, 2026, in Japan and key Asian markets including Taiwan, Hong Kong, Thailand, Malaysia, and the Philippines.
Availability and timing may vary by market.
About Kate
Since its founding in 1997, KATE has been a global makeup brand based on the slogan “NO MORE RULES”. Unaffected by eras, trends, or conventions, the brand champions makeup styles that enhance the personality and self-confidence of each individual.
About How
Kao, a Japan-based manufacturer of cosmetics, personal care and household products, and specialty chemicals, develops high-value-added products and services that enrich the lives of all people and our planet. With brands such as Curél , SENSAI , and MOLTON BROWN cosmetics; Bioré and Jergens skincare products; Oribe haircare products; Attack laundry detergents; and Laurier sanitary products, Kao is part of the daily lives of people in Asia, North and South America, Europe, the Middle East, and Africa. Together with its chemical business, which contributes to a wide range of industries, Kao generates annual sales of approximately 1.69 trillion yen. Kao employs around 31,500 people worldwide and boasts a history of innovation spanning more than 130 years.
For more information, please visit the Kao Group website .
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