The Ephemeral Art of Makeup

Penélope Cruz, Naomi Campbell, Alicia Keys, Scarlett Johansson… This is just a fraction of the celebrities AYAKO has worked with. After leaving Japan in the 90s and moving her base to New York, it didn't take long for her to be sought after by stars and top creators.

"I still cherish the concept sheet from that time. It had several keywords, such as 'JET SETTER,' 'movement and stillness,' 'red, white, and black,' and 'being Japanese.' I created it about eight years ago, but the concept hasn't changed at all since then."

ADDICTION's Second Chapter Begins

This unwavering, consistent worldview is perhaps ADDICTION's charm. The cosmetics, developed with meticulous attention to texture and color based on her experience in makeup artistry, have earned the trust of not only fashion-conscious women but also makeup professionals since the brand's inception. Now, in its sixth year, ADDICTION's second chapter is about to begin.



"After six years, I feel I've realized about 65% of the initial concept, and we've entered a phase of re-examining ADDICTION's core. Realistically, there are space limitations in cosmetic counters, and as we introduce new colors and products, some items must be retired. This means we've reached a stage of returning to the brand's origins and making choices. We've decided to relaunch our collection as an artist brand, curated with truly usable colors."

The Eyeshadow Collection, Born from AYAKO's Signature Smoky Eye

The first installment is the "The Eyeshadow" collection, launching in August. The range of 99 colors is befitting of an artist-led brand. It's an ultimate collection, differentiating basic colors like beige, brown, and black through variations in texture, finish, and color depth. This is a color collection that could only be created by AYAKO, known for her signature smoky eyes.

Even within the single category of brown, there are 22 shades with different finishes, from matte to pearl. She expresses confidence that customers will find exactly the color they're looking for.

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ADDICTION and Fashion

The campaign visual, featuring "it" model Vanessa Moody, captures her looking directly into the lens with her hair slicked back. The smoky eyes, with deep brown "Chocolate High" applied along the lash line and a mauve-toned "Taxi Driver" across the lids, are striking.

Incidentally, her recent favorite is Celine, chosen for important occasions. For work and everyday wear, she favors Rick Owens, Alexander Wang, and Ann Demeulemeester, purchasing new items each season. Wearing clothes from designers with their own unique worlds gives her the power to stay true to herself, unswayed by seasons or trends.

Naming That Understands the Female Psyche

At the end of the interview, I asked about the intriguing color names. The brown that's almost black is "The End," the shimmering neutral beige is "9 1/2," and the cinnamon rose is "Singita" – the unique naming is impressive.



"I often draw inspiration from my favorite movies and music. I also use colors that evoke favorite hotels or places. In fact, due to trademark regulations, some names can no longer be used, so I have to come up with about 10 ideas for each color."

While the naming sometimes presents a challenge, she consistently devises exquisite names drawn from her experiences and repertoire. When asked why she dedicates so much time to this, she offered this thoughtful response:

"Why? Because when a friend asks, 'What's that lipstick color you're wearing?' wouldn't it be much nicer to say, 'It's ADDICTION's My Baby,' rather than just 'Pink Number 3'?"