How drugstore cosmetic brands become global idols

Canned Tokyo It is a cosmetics brand that has become synonymous with affordability, cute packaging, innovation and the spread of Japanese makeup trends to global borders. For many, this is the first touch point to enter the makeup world. An interesting and low-risk platform for exploring self-expression, finding personal styles and building confidence in adolescence.

In a 2022 survey conducted by NTT COM Online Marketing Solutions, Canmake Tokyo won the first place in favorite cosmetics among Japanese women aged 18 to 29, while women in their 30s ranked second.

Most CanMake products retail for less than 1,000 yen, and the brand pioneered the pharmacy cosmetics industry in Japan. Now, after 40 years of helping people “find Kavai”, let’s take a look at Canmake’s company history and its growth over the years.

Share the beauty since 1985

Canmake’s roots date back to 1918, its parent company, IDA Corporation (also known as the IDA Group). Ida Group also lags behind other popular Japanese makeup brands fiancés, Cezanne, Ducato, Mapepe and Rosy Rosa.

Kohachiro Ida, founder of the IDA Group, ran a wholesale business selling cosmetics and daily necessities while working as a vendor in the Asakusa community in Tokyo. The humble business grew and became a company in 1940. Kohachiro Ida retired in 1949 to take up a consulting position, while Hideo Ida took over as the new president.

Hideo Ida toured Europe and the United States in 1964, launching a new chapter for the company, which will also revolutionize the industry and Japan’s makeup culture. At that time, cosmetics in Japan were often expensive, a commodity operating in the luxury field. Compared to this image, IDA is impressed with products that can be purchased at reasonable prices in supermarkets and pharmacies. This inspired the launch of Cezanne Cosmetics, and later in 1985, Canmake was born.

“We want more people to appreciate makeup easily…delivery[ing] I see spiritual objects every time. ” Fashion Technology News.

Consumers do not have to rely on the ongoing presence of beauty consultants in department stores and have open accessibility on freely browsing makeup counters.

Illustration courtesy of Canmake Tokyo.

Trends over the decades

80s

Canmake launches with a handful of basic but compelling products: a range of lipsticks, eyeshadows, blush, nail polish and Colognes. With the aesthetics of the 80s and the current bubble economy, having a strong accent in every part of the face is a popular look. Looking at the relationship between socioeconomics and makeup trends, a sharp and optimistic look tends to grow to fit in the environment in which it flourishes.

Photo courtesy of @cosme Tokyo.

Canmake attracts trends like trends, blue shades and ruby ​​red lips. The mascara is traditionally black, but also comes in blue. These bold products are affordable, but without sacrificing style or quality, making it easy for people to try and participate in the beauty trend.

90s

In the 90s, the trend was towards thin, tilted eyebrows and exposed lips, characterized by Adjustment Subculture. The emergence of Gyaru counterculture rejects traditional Japanese beauty standards, with its ideal pale skin, black hair and modest style contrasting with tan skin, bleached hair and flashy outfits.

Products that produce pearlescent effects complement tanned skin, so Canmake introduces pearl mascara and nail polish. The “fine lining” comes with an extensive color library and is a versatile feature of eyeliner and lip liner.

2000s

With the advent of the new millennium, these trends continued until the early 2000s. Canmake released a small eye shadow palette “Eye Nuance” in 2001, which contains three interesting shades from a cute circular container. The product grew to one of Canmake’s best-selling products and has been shelved until 2019.

Photo courtesy of Tokyo Canmake.

2010s

In the mid-2000s and mid-2010s, a doll-like face with long fluffy eyelashes became the new ideal. Canmake’s “Quick Eyelash Curler” remains one of the best-sellers of the brand, achieving this more adorable look. The product acts as an all-in-one, primer, mascara and topcoat conveniently built into a single tube. The intense rose blush trend sprouts Canmake’s “loose cheeks” and “cream cheeks” blush, which can create a prominent Undereye area look with the “Four Shiny Eyes” palette, creating a fantasy of big eyes. “Marshmallow Flour” is a very compact and creates a doll-like porcelain finish.

After the 2011 East Japan Earthquake, cosmetic trends aimed at a more natural look. Makeup also reflects an emotion during periods of natural disasters, political instability or economic recession Restraint and practicality. Basic neutral colors (such as Brown) become the expected palette of everyday makeup. The “Cream Touch Lining” creates bold color lines that are stain-proof and can last for hours.

Canmake first released their first TV commercial in 2016.

2020s

Now, in the 2020s, today’s makeup trends focus on radiation and bright eyes. A tone primer makes the skin lit up and can be a natural and beautiful complexion. The new sister product of the popular marshmallow powder, “Abloom Finish Powder” blends five color-corrected shadows into a cute flower-like design for clear matte skin. The design of the “Metalook Mascara” is designed with a special metal comb that features stylish shapes with exquisite outer lashes for added volume.

Award-winning products

Canmake Tokyo’s products have won various awards, including from the well-known beauty review website and retailer Cosme (styled as @cosme). Their best cosmetics award has been a long-term benchmark for Japanese makeup shoppers. The “Eye Magician” liquid eye shadow cream, the “Glowing Luna Pact” foundation and the “Mix Eyebrow” eyebrow palette all won the No. 1 in the 2023 mid-2023 reviews in the individual eyeshadow, foundation and eyebrow powder categories.

This year brought additional winners, winning the newly released “Metalook Mastara Quantity Appearance” at the 2025 Mid-Term Best Cosmetic Awards to win the mascara category.

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