This article explores the concept of beauty in Japan and how it has evolved over time. It is based on the traditional Japanese concept of “ikigai” which promotes the idea that beauty comes from within and should be cultivated through spiritual practices. In terms of physical appearance, Japanese women are typically characterized by their petite stature, fair skin, black hair, and almond-shaped eyes. Makeup plays an important role in creating the desired look while clothing styles also play a part in creating a desired look. Cultural ideals such as politeness and humility also contribute to what constitutes beauty in Japan. Social media has had an immense impact on beauty standards in Japan, particularly with the rise of "kawaii culture".