Discovering beauty in shadows,
A uniquely Japanese aesthetic.
By controlling shadow and light,
KATE creates a three-dimensional effect
and dramatically recreates your facial impression.
Shadow defines the light.
With Shadow Enhancing Makeup,
Reveal your true, fearless beauty.
STARE
A young girl no longer sees her own beauty.
She meets Shadon, the living embodiment of shadow enhancing makeup—and she’s transformed.
SHADON
A mysterious being—the embodiment of shadow enhancing makeup—who gives people the power of shadow enhancing makeup.
Background: The Birth of KATE’s Original Virtual Human
By controlling shadow and light,
creating a three-dimensional effect,
Shadow Enhancing Makeup
dramatically recreates your facial impression.
After deep consideration of who could embody the astonishing beauty of this makeup style,
we arrived at the answer: a “dimension-crossing virtual human” that crosses over 2D and 3D.
Creating a non-existent model—especially one that crosses over both dimensions—was a process full of challenges.
“What kind of personality and story fits a heroine who frees her true self and finds confidence? And what unique creativity can only a dimension‑crossing virtual human bring? Guided by these ideas, we thoughtfully designed her face and form—moving seamlessly between 2D and 3D.”
And that's how our virtual human "STARE" was born—not only to deliver the power of Shadow Enhancing Makeup, she's here to inspire your confidence and help you discover your own charm.”
Alongside her stands SHADON, a mascot created as the embodiment of Shadow Enhancing Makeup.
We hope you’ll shine a light on this cool and charming character as well.
What is your impression of the KATE brand?
KATE is a cosmetic brand with a clear image in cool and modern. Even though it is a Japanese brand, KATE can easily meet the needs of general users. Both in terms of skin tone or makeup trends If you think of KATE, you will think of the word quality and value for money at the same time.
What are your thoughts on KATE’s concept of “enhancing your beauty through light and shadow”?
I feel that this concept is powerful and sends a lot of positive energy to users. Because makeup using light and shadow is to create a dimension for the face without changing the appearance. But helps to bring out the unique strengths more clearly It means that we don't have to change ourselves like anyone. But we can use makeup to drive ourselves to stand out and be our own uniqueness.
Profile
Tontawan Tantivejkul (Tu)
A rising star from GMMTV, graduated with a bachelor's degree from the Faculty of Dentistry, Chulalongkorn University.
She entered the industry in 2020 by acting in a music video and has had many famous works continuously until now.
The work that made her very famous was F4 Thailand (Boys over Flowers) in 2021.
In addition to her outstanding acting, Tu Tontawan was also honored to be a Brand Ambassador and Presenter for world-class brands such as Bulgari, Cartier, Burberry, Dior, Calvin Klein, etc. As for her film work that was made in many countries around the world, it was Lan Ma (How to make a million before granma dies).
In 2025, Tu Tontawan will have work for fans to follow, as she received a leading role in the series The Scarlet Heart Thailand, a famous drama of the year, which is a drama that brings together many famous Thai actors. It is believed that it will definitely be the TV series of the year 2025.
KATE began with "Shadow Enhancing Makeup." inspired by a uniquely Japanese aesthetic—finding beauty in shadow.
Aspiring to be a pioneer in eye makeup, KATE continues to evolve without pause.
With a strong focus on shades that create depth and dimension, KATE’s eyeshadows continue to evolve and have held the No.1 share for 17 consecutive years.*
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*As defined within KATE.
Not only enhancing outer beauty, but also bringing out the beauty within—KATE delivers the confidence and power to become the person you want to be.
KATE expands the possibilities of makeup, breaking free from rules and conventions, and empowers you to express your true self at all times.
Vaundy Gyakko-replica-
It’s an honor to have “Gyakko-replica- featured in this campaign.
This song encourages those who rise to face the light, and I hope it enhances your experience with the commercial.
Profile
About Vaundy
Vaundy is a 25-year-old multi-talented artist who writes, composes, and arranges all of his music. In addition to his work as a musician, he also designs, directs, and self-produces his music videos. Since his debut, he has emerged as one of the defining artists of Japan’s streaming era. With 17 songs surpassing 100 million streams, he holds the record as Japan’s No. 1 solo artist. And his activities have expanded overseas as well.
KATE items that manipulate
shadow and light to create dimension.
Please note that the color and brightness of product images may appear slightly different from the actual product depending on your device.