By  on April 9, 2010

In Japanese culture, people want to be cute rather than edgy,” says Osaka-born Hiromi Ueda. The London-based makeup artist recently took a break from studying old movies, books and museums—her usual sources of inspiration—and hit the vibrant streets of Tokyo and Osaka. Her goal: to get a feel for the hottest beauty trends before dreaming up corresponding makeup looks of her own. “Even when they’re playing with a punk look, it has an element of sweetness, like the color pink mixed into the outfit,” says Ueda. From girly Goths to frothy Pepto-Bismol–hued princesses, Ueda snapped dozens of girls whose hair, makeup and fashion clearly indicated their trend allegiances. “They want to get attention and be different, but at the same time, they dress like each other,” she says. “They don’t want to stand out on their own, they want to be part of a group.”


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