KABUKE: Break Convention debuts on 8th July 2026
Global cosmetics brand KATE will launch its international campaign, “KABUKE: Break Convention,” on Wednesday, 8th July 2026. Drawing on Kabuki, the traditional Japanese performing art, the rollout starts with key visuals, a concept movie and a dedicated website.
Two products anchor the launch. KATE will release the Smooth Fit Pressed Powder and the Real Shading Stick on Saturday, 25th July 2026. Sales begin in Japan and extend to Taiwan, Hong Kong, Thailand, Malaysia and the Philippines.
Since its founding, KATE has used the slogan “NO MORE RULES.” The brand ties that line to self-expression and to makeup that defies convention. At the centre of the campaign is KATE’s Japanese-born shadow enhancing makeup technique.
That method uses light and shadow to build depth and dimension on the face. For the 2026 launch, KATE takes blue tones from Kumadori, the striking Kabuki stage makeup. By slipping blue into shadow areas, the look deepens structure and projects a strong sense of will.
Blue Kumadori look
Ukon Onoe appears in the key visuals, concept film and campaign website. KATE describes Onoe as a “two-way” performer because he works as both a Kabuki actor and a Kiyomoto-style singer. That dual role links a modern path with respect for tradition.
In campaign comments, Onoe said KATE’s “NO MORE RULES.” philosophy matches the spirit of Kabuki because both value embracing one’s true self.
Meanwhile, KATE frames the pairing of a makeup brand and Kabuki as a meeting of two boundary-defying traditions. The campaign text traces that link to the spirit of Kabuku, a refusal to conform. It also points to Kabuki’s use of light and shadow to convey essence and emotion.
Likewise, KATE says the same contrast sits at the heart of its own makeup style. By using shadow enhancing makeup, the brand aims to draw out inner strength through light and dark tones. As a result, the campaign presents Kabuki as both an inspiration and a technique.
Each new product is designed to add subtle blue nuances to shadow enhancing makeup. However, it has confirmed the launch date and the first six markets.
From 8th July 2026, consumers can view the key visual and concept movie online through the dedicated website at kate-global.net. Following the debut in Japan, the wider Asian rollout covers Taiwan, Hong Kong, Thailand, Malaysia and the Philippines.
Through KABUKE: Break Convention, KATE aims to show makeup expression unbound by rules across Asia.
