2004-2008
High-impact, feminine makeup designed to be popular became a trend

Natural colors are popular for makeup, with brown eyeshadow and pink-beige lipstick. "Heavy makeup," which emphasizes femininity while maintaining natural colors, is all the rage. It is common knowledge to casually "enhance" your eyes by framing them, layering mascara, and wearing false eyelashes to make them look bigger, and to add shine to your mouth by layering lip gloss. Furthermore, there has been a rise in the popularity of beauty products, with people making use of non-cosmetics methods such as colored contact lenses and eyelash extensions.