This article explores the history and significance of white makeup in Japanese culture, including popular brands and types of white makeup, how to apply it, and its increasing popularity among young women. It discusses the origins of white makeup dating back to the Heian period (794-1185) and its iconic use in geisha and maiko culture. White makeup is seen as a sign of beauty and purity, while modern uses include fashion purposes or paying homage to traditional Japanese culture. Popular brands include Shiseido's Perfect Whitening Foundation, Kose's Softymo Speedy Cleansing Oil, Kanebo's Allie Extra UV Gel Base, DHC's Deep Cleansing Oil, and Kose's Sekkisei Lotion. Different types of white makeup include foundation for full coverage, concealer for blemishes, powder for shine protection, blush for color, highlighter for glow, eye shadow for depth & definition, mascara for eyes pop, and lip gloss/