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What Is Kao BRCC's "Base Makeup That Leaves Blank Space"? The Ideal Skin Stays the Same, but How It Is Created Evolves

Kao Beauty Research & Creation Center (hereinafter "Kao BRCC") has released the results of its survey on women's makeup habits and attitudes, which it has conducted continuously since 2005.
The survey looks at how young women's attitudes and behavior toward base makeup have changed in an era when makeup trends shift rapidly, mainly on social media.

Based on an analysis of data from the 10 years from 2016 to 2025, the center reports that young people's "ideal skin" has consistently ranked near the top in categories such as "skin with no visible pores," "skin with translucency," and "glowing skin."
On the other hand, it points out that the way base makeup is built to achieve that ideal has changed significantly, with a growing tendency to combine multiple items to even out the skin.

However, since the burden and fatigue of such elaborate makeup have also become apparent, Kao BRCC proposes "base makeup that leaves some blank space," which makes the most of the appeal of bare skin, as a new trend.

The ideal skin stays the same; how it is created changes

According to the Kao BRCC survey, the "ideal skin" that 18- to 24-year-olds aim for with base makeup has barely changed over the past 10 years.
The three items that consistently rank at the top are "skin with no visible pores," "skin with translucency," and "glowing skin."

In particular, "skin with no visible pores" is thought to reflect a strong desire among young people, whose sebum secretion is active, to make their skin look smooth.
Meanwhile, "skin with translucency" and "glowing skin" show a longing for bare skin that looks beautiful in itself.
In the latest 2026 survey, "clear skin" ranked near the top, which is seen as a change in which the need for translucency has come to be expressed as an "impression free of dullness."

10-year trend in the ideal skin texture

On the other hand, there has been a clear change in how "base makeup is built" to achieve this ideal skin.
Over the past 10 years, the use of concealer and face powder has increased significantly.
Base makeup that uses multiple items—covering spots and freckles in detail with concealer, and preventing makeup from breaking down and enhancing correction with face powder—is becoming established.
A likely background is a preference on social media for uniform, flawless skin created with skin-retouching features.

Trend in the use of makeup base, concealer and face powder

Pursuing comfort with "base makeup that leaves some blank space"

As base makeup that pursues flawless skin becomes mainstream, some people also report feeling burdened and tired by the effort.
In response, Kao BRCC analyzes that values are spreading in which people put more weight on "what feels comfortable to me" than on other people's judgments, and reconsider "being true to myself" and "natural beauty" over uniform perfection.

In the 2026 survey, the share of young people who named "freckles and redness" as "features I am fine leaving visible rather than hiding completely when applying base makeup" was 6 to 10 points higher than among middle-aged and older people.
This suggests that young people place more importance on their individuality and naturalness than on correcting flaws.

In response to this shift in values, Kao BRCC's makeup artists propose an approach for future base makeup that is "for myself" rather than "for show."
Instead of applying makeup evenly over the entire face, they recommend "base makeup that leaves some blank space," layering thinly only where needed to bring out the texture of bare skin.

With base makeup that leaves blank space, foundation is not applied evenly over the whole face; it is applied thinly to areas where visible concerns tend to appear (under the eyes and the center of the cheeks), and the face line is deliberately left unapplied.
This blends naturally with the neck and décolleté and creates a relaxed, effortless impression, they say.
Simpler steps also free up time for makeup, making it possible to have base makeup that does not detract from everyday comfort.

Key points of this release

A 3-step base makeup that leaves blank space

Kao BRCC introduces three concrete steps for "base makeup that leaves some blank space," which makes the most of the appeal of bare skin.

Step 1: Apply makeup base thinly and evenly over the whole face

Image of applying makeup base thinly and evenly over the whole face
To smooth out pores and uneven color, apply the makeup base thinly and evenly over the whole face.
Even a high-coverage base is said to improve translucency when finished in a thin layer.

Step 2: Spread the foundation outward from the center of the face

Image of spreading foundation outward from the center of the face
Start applying a small amount of foundation at the center of the face and blend it outward toward the face line.
By "leaving blank space" this way, you get a finish that looks like bare skin.
For areas where pores are a concern, work the foundation in with circular motions of your fingertip, then gently tap with a sponge to finish for a better fit.

Step 3: Finish with powder placed in dots

Image of finishing with powder placed in dots
Place translucent powder in "dots" only on areas that tend to get oily, such as the sides of the nose, the nose wings, the forehead and the arch of the brows.
Do not put powder on the high points of the cheeks or the bridge of the nose, so the natural glow of bare skin shows.
Folding the puff in two to make the surface that touches the skin smaller lets you finish without removing too much glow.

For the final check, it is recommended to step back about 50 cm, the distance of an everyday conversation, and check the overall impression rather than the details.
If coverage is not enough, lightly layer a small amount of the remaining foundation on areas of concern, and if you feel you have applied too much, blend it lightly with toner mist.

A woman checking her finished makeup in a mirror

Recommended items for base makeup that leaves blank space

Kao BRCC also introduces items that help with base makeup that leaves blank space.

Kao BRCC publishes a variety of beauty information on the beauty community site "Kao Beauty Brands Play Park."
Kao Beauty Brands Play Park

*Kao BRCC Color & Makeup Preference Survey: conducted once a year since 2005 (not conducted in 2020). The survey method was an on-site survey from 2005 to 2019 and a web survey from 2021 to 2026. Respondents were aged 18 to 59 (the number of respondents varies by year).

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