This article examines the history and evolution of beauty standards in Japan, from traditional ideals to modern trends. It discusses popular trends today such as natural makeup looks, light skin tone, large eyes and petite figures; physical appearance and beauty products popular in Japan; and the impact of social media on beauty standards in Japan. There is also discussion of criticism around rigidly enforced beauty standards and discrimination against those who don't conform. Overall, attitudes towards beauty are much more open minded compared to 10 years ago.