It's finally warm, but suddenly the weather has turned into a sweaty one, and I'm lamenting the lack of opportunities to wear spring clothes. How are you all doing?

I recently attended the 16th Beauty World, Japan's largest beauty trade fair, held at Tokyo Big Sight from the 13th to the 15th. This completely B2B, closed exhibition featured 515 companies from 14 countries and regions, including cosmetics, esthetics, beauty equipment, and hair-related products.

・Approximately 23,000 people attended on the first day! A total of 58,564 visitors were recorded over the three days.

When I rushed into the venue, I was surprised by the proportion of women! The sight of so many young women gathered there was spectacular. Apparently, over 22,000 people visited on the first day last year, and this year was no exception, with the crowds packed in. (According to a later report, the number of visitors on the first day was even higher than last year, at approximately 23,000.) In addition to business meetings, many visitors were nail technicians, estheticians, and beauty students, all of whom were seen making large purchases at the merchandise booth. Some even had more than enough shopping bags, rolling carry-ons or sending parcels.

The first thing that caught my eye at the venue was the "Onee-san Department Store" booth, the e-commerce site for the magazine "Ane Ageha," with its striking pink and black stripes. Magazine models were posing on stage. The spacious booth was filled with beauty rollers, beauty drinks, and beauty devices designed by the magazine's models, demonstrating the "Ane Ageha" readers' insatiable passion for beauty. There was even a "plastic surgery simulation" session, where friendly chatter could be heard, such as, "Look, this nose. Doesn't this look natural?" I was taken aback by the ageha girls' eagerness to try plastic surgery. Korean cosmetics also seemed as popular as ever, with the word "KOREA" emblazoned across a spacious corner. One standout among the exhibitors was the "Violent Lips" booth. They were showcasing lip stickers favored by celebrities like Gaga and Kyary Pamyu Pamyu. By simply transferring stripes, polka dots, rainbow colors, and more, you can create incredibly unique lip makeup. You can even print photo-realistic dessert patterns directly onto your lips. Other items on display included hair chalk and One Data Two, a convenient way to dye your hair. The company's president, a former makeup artist, personally travels to the US to find and source interesting cosmetics. These items are sure to make you stand out at parties and concerts. Also making an early appearance at the event was Color Secrets, a nail polish line scheduled to arrive in Japan this summer. What's amazing is that these vegan nail polishes are made without any animal-derived ingredients. They're free of toluene, formaldehyde, and DBT, and the use of other chemicals is minimized as much as possible. Despite its size, the colors are surprisingly vibrant and lustrous, and the pearly color is apparently derived from minerals. Available in 48 colors, ranging from pastels to vivid hues, it's a wide variety. I can't wait to see them in stores.

Speaking of nails, the Tokyo Nail Forum, held simultaneously in the adjacent hall, was also buzzing with excitement. Manicurists were stationed at each company's booth, providing nail services to visitors. There were long lines everywhere. Recently, more and more women are getting their nails done at home, not just with coloring but even gel nails. I think the challenge is how to attract customers to salons with "professional techniques that amateurs can't do." Well, I'm incredibly clumsy, so I usually leave my nails to the professionals.

This year, Beauty World Japan recorded a total of 58,564 visitors. The beauty battle among women seems to be heating up. Even though you might think that nothing better will ever come out, beauty advances every day. New standards of beauty that would have been unthinkable even a few years ago are being launched one after another. I'm excited, but also a little scared... Hmm, I'm 99% excited, and I'd like to keep an eye on this further renovation of beauty. No, I won't just be watching, I'll be participating at the forefront!