KATE Kicks off International Campaign “LIGHTS ON SHADOW.”

As part of its “Global Sharp Top” strategy, Kao has positioned KATE as one of six strategic global growth brands within its cosmetics business, actively investing to expand the brand’s international presence.

Since its debut in 1997, KATE has challenged conventional beauty norms under the slogan “NO MORE RULES.”, empowering individuals to express their personality and confidence through makeup, unbound by trends or convention. The brand pioneered shadow enhancing makeup, drawing inspiration from Japan’s appreciation for beauty in shadows. KATE has established itself as Japan’s No.1^*1 makeup brand and has played a significant role in evolving Japanese makeup culture.

In June 2025, the brand launched an anime collaboration campaign targeting beauty-conscious consumers across Asia who prioritize eye makeup and are drawn to Japanese beauty aesthetics. With the start of “LIGHTS ON SHADOW.”, KATE is taking the next step by blending music and animation into a new form of global cultural storytelling.

Kao, a Japan-based manufacturer of personal care and household products, cosmetics, and 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 Attack laundry detergent, Bioré and Jergens skin care products, Laurier sanitary products, Curél, SENSAI, and MOLTON BROWN cosmetics, and Oribe hair care 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 1,630 billion yen in annual sales. Kao employs about 32,600 people worldwide and has more than 130 years of history in innovation. As an enterprise that provides products people use on a daily basis, the Kao Group takes responsibility to actively reduce the environmental footprint of its products throughout the product lifecycle. This is laid out in Kao’s ESG strategy, the Kirei Lifestyle Plan, which launched in 2019.
Please visit the Kao Group website for additional information.

Vaundy is a 25-year-old multi-talented artist who writes, composes, and arranges all of his music. In addition to his work as a musician, he also designs, directs, and self-produces his music videos. Since his debut, he has emerged as one of the defining artists of Japan’s streaming era. With 17 songs surpassing 100 million streams, he holds the record as Japan’s No.1 solo artist. His influence is also expanding internationally, as his music continues to resonate with audiences worldwide.