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Business trends

Chinese-style makeup catches eye of young Japanese women

Trends raise interest in cosmetics from Chinese and Taiwanese brands

One of the new makeup trends currently gaining popularity in Japan, and originating in China, is 'sayu' or plain water makeup, focusing on a translucent look. 

TOKYO -- Chinese-style makeup is trending among Japanese teenage girls and women in their twenties, which is also turning a light onto brands from China's mainland and Taiwan.

Makeup trends have a history of cross-pollinating in the Asian region, with the latest no exception. "Chunyu" or pure desire makeup is about innocence, but also allure, while "sayu" or plain hot water makeup emphasizes modesty.

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