Shu Uemura
A Japanese makeup legend.........By Lindisima Team

Japanese women love to always look beautiful and well made up. In fact, even what is considered as casual in Japan is formal by American standards (does it mean that the Americans have become too casual?). Traditionally Japanese have been western fashion followers, especially branded fashions. That is changing now and Japan is preparing itself to become a major player in the competitive world of beauty and fashion. One of the Japanese businessmen expanding Japan’s reach in this area is the makeup artist and entrepreneur Shu Uemura.

Shu Uemura is in his own right a sort of revolutionary by Japanese standards. His style incorporates some traditional Japanese elements but of course reinterpreted by Uemura-san. His revolutionary act is not his style, but his selection of a career in the fifties that was not traditional by any means. Japan is a country of traditions, established roles and duties. The Japanese society is by no means characterized because of its flexibility. “The nail that sticks out will be hit”, that is the way things have always been in Japan. It is a homogenous society where nobody is different and does not always want to be because being different invites unwanted attention and trouble.  (Related:  Eyelash extensions and Celebrities with eyelash extensions)

While this is largely the case today (despite some recent changes), in the fifties, this was a defining feature of Japan. It was during the fifties when one young man decided to act against the convention and chose to be a makeup artist. Being a makeup artist, to this day in Japan, is not a desirable career for a son. However, this young man was lucky; his family, reluctant in the beginning, eventually supported him. He has probably become the most famous makeup artist of Japan and Shu Uemura is a very familiar name all over the world among beauty-conscious women. Uemura-san was a Hollywood makeup artist during the late fifties.  (Related article:  Makeup trends)

He was also a pioneer among makeup artists by launching his own beauty line, which now not only includes makeup but all type of personal care products as well. Probably, his most famous product in the US is his eyelash curler, but his product line is fairly extensive. Forbes magazine describes him as “not the typical business man”. His life has not been conventional in any sense and that is the reason why it has been full of success. More than a businessman, he seems to be an artist who enjoys creating unique products and presents them in his boutiques in a very unique way. However, he has an extraordinary business sense as well resulting in his tremendous commercial success. His Japanese roots can be seen in his products, his boutiques and the innovative spa treatments that he has developed. His empire has grown from a small cosmetics company in Japan to a global business with more than 90 stores in Japan and more than 70 outside Japan.

Uemura’s newest venture will be a boutique in Covent Gardens in London. It will offer Uemura's versions of Japanese spa treatments such as shittori and tsururi facials. Uemura’s boutiques are simple, yet stylish and almost spiritual. There is ample space to move around and the decoration, as expected from a Japanese artist, is very symbolic and plain. As Japanese culture becomes more popular Shu Uemura’s success will probably only grow and perhaps another Japanese young man interested in this field, traditionally dominated by woman, will have an easier time choosing it. 

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