This article explores the history and current beauty standards in Japan, which have been influenced by both Western culture and social media. It discusses physical attributes such as pale skin, large eyes, full lips and a slim figure that are seen as desirable in Japan. The role of makeup, skincare and fashion trends is also discussed, with natural looks being popular for makeup and casual streetwear for everyday wear. Finally, the impact of Western culture on Japanese beauty standards is explored, with some aspects becoming increasingly popular but not necessarily embraced by everyone in society due to cultural differences.