Tokyo, July 10, 2025 - Since its launch in 1997, KATE has challenged traditional beauty norms with the slogan “NO MORE RULES.” Beauty can be expressed in every way, free from all constraints, empowering everyone to confidently showcase their individuality through makeup without being tied to trends or boundaries. The concept of “Shadow Enhancing Makeup,” which emphasizes the use of shadows to create depth and dimension, has been the cornerstone of the brand's evolution. Inspired by the Japanese philosophy of beauty that finds elegance in shadows, Shadow Enhancing Makeup focuses on utilizing light and shadow to enhance facial features, transforming looks to be striking and captivating while also revealing inner confidence, allowing everyone to be their best self.

Starting Tuesday, July 15, 2025, KATE will launch a global campaign titled “LIGHTS ON SHADOW.” This campaign aims to illuminate beauty in the shadows, presenting the philosophy of Shadow Enhancing Makeup across various countries in Asia. Using Japan's cultural icons of “anime” and “music” as the core of communication, the campaign features a virtual character named “STARE,” created with realistic CG, and the song “Gyakko-replica-” by renowned artist Vaundy, targeting an Asian audience that values dimensional eye makeup through the play of light and shadow. This campaign reflects that Shadow Enhancing Makeup is a way to confidently express one’s unique charm.

“LIGHTS ON SHADOW” seeks to find beauty in shadows, embodying the essence of Japanese beauty. By controlling light and shadow, KATE creates dimension in the face and enhances looks with powerful radiance. Shadows accentuate light, showcasing beauty with confidence in your own way.

The Virtual Character of KATE conveys the concept of “Shadow Enhancing Makeup” alongside the music of Vaundy, a prominent Asian artist from Japan.

The video under the theme “LIGHTS ON SHADOW” showcases the power of makeup through a striking transformation from 2D anime style to photorealistic 3D, illustrating how shadow-enhancing makeup allows individuals to express their true selves and boost confidence through the interplay of light and shadow. KATE has also developed “STARE,” the brand's original virtual character, using realistic graphic techniques to symbolize the brand's concept in the digital age.

In the Asia region, KATE will introduce ambassadors from famous models in each country to convey the allure of “Shadow Enhancing Makeup” in line with local preferences and tastes. Additionally, the campaign collaborates with the song “Gyakko -replica-” by Vaundy, integrating unique cultural elements of Japan, such as “music” and “anime,” to promote the concept of “Shadow Enhancing Makeup” on a global scale.

Video: http://youtube.com/watch?v=wuMHp1NjLAk

Vaundy, a new influential artist in the Japanese music scene.

Vaundy is a talented 25-year-old artist who writes, arranges, and produces all his work independently. In addition to his role as a musician, he also possesses skills in designing, directing, and overseeing the production of his music videos. He began his music journey in the spring of 2019 by releasing works through YouTube, quickly gaining traction on social media with catchy melodies and diverse genres, reflected in songs like “Tokyo Flash” and “Fukakouryoku.”

Since his debut, he has become one of the standout artists of the streaming era, with 17 songs surpassing 100 million streams, holding the record as the number one solo artist in Japan for total streams. By spring 2025, his total streams exceeded 10 billion across YouTube and various streaming platforms. His digital music continues to chart consistently, with many songs featured in advertisements, films, series, and animations.

Recently, on July 13, he will release the song “Saikai,” the opening theme for the anime The Summer Hikaru Died, and in 2026, he will embark on the biggest tour of his life, covering domes in four major cities in Japan, setting a new record as the youngest solo artist to successfully perform in dome venues.

KATE has appointed “Ton Tawan” as the brand ambassador, showcasing beauty in one's own way.

The campaign “LIGHTS ON SHADOW” features “Tu – Ton Tawan Tantivejakul,” a young actress with a unique charm, as the brand ambassador for KATE Thailand, conveying the idea of “enhancing beauty through light and shadow” with a deep and relatable perspective.

“KATE is a brand with a clear image of coolness and modernity. Although it is a Japanese brand, it is very accessible to the general public, both in terms of skin tones and makeup trends. When I think of KATE, I think of the words 'quality' and 'value' together,” she said.

When discussing the power of makeup, Ton Tawan shared her thoughts: “Makeup is not just about beauty; it helps boost confidence every day. Just a little makeup can make us feel better, like a small power that helps us be happy with ourselves every day.” She also emphasized the importance of dimension on the face when in front of the camera: “Cameras and lighting often make facial details disappear because they capture dimensions differently than the naked eye. Makeup is an essential helper that brings life, adds dimension, and truly enhances the image, especially if we are confident; the resulting picture will look even better.”

When asked about KATE's concept of “enhancing beauty through light and shadow,” she clearly reflected her viewpoint: “The concept of ‘enhancing beauty through light and shadow’ is powerful and positively empowering for users because using light and shadow in makeup is not about changing appearances but about highlighting each person's unique features. It is an acceptance and celebration of individuality through the art of makeup, affirming that we do not need to be like anyone else but can stand out in our own way.”

Thus, Ton Tawan's role in this campaign is not only to represent the brand but also to truly reflect the essence of the “LIGHTS ON SHADOW” concept and to convey KATE's valuable ideas to a broader audience.

Products Reflecting the Concept of “Shadow Enhancing Makeup” - Makeup that Creates Dimension Through Light and Shadow Control

KATE has always prioritized shades that create dimensional shadows, continuously developing products, especially eyeshadows, which are the main items that clearly reflect the concept of Shadow Enhancing Makeup. KATE has held the number one position in the eyeshadow market for an impressive 18 years.

* Based on INTAGE SRI (Jan. 2007 – Dec. 2016), SRI+ (Jan. 2017 – May 2025) considering sales value in the eyeshadow market. KATE remains committed to relentless development to maintain true leadership in eye makeup.