Kanako Takase never had a dramatic epiphany that she wanted to pursue makeup — instead, the Japanese makeup artist was thrusted into her current role as ADDICTION TOKYO‘S creative director. Since moving to New York City at the age of 22, Takase has done everything from interning with Pat McGrath to dreaming up makeup looks for Roberto Cavalli and Saint Laurent. Now, Takase is ushering in a brand new era for ADDICTION TOKYO — one that’s no longer controlled by outdated beauty rules.
Beauty brand ADDICTION TOKYO is known for providing high quality products to both professional makeup artists and everyday beauty lovers. With its roots in Tokyo, along with Takase’s deep understanding of beauty in practice, ADDICTION TOKYO is setting a precedent for the rest of the Asian beauty market. In fact, Takase’s eccentric outlook is sometimes in direct opposition of the status quo — which is one of the many reasons why she was appointed as the brand’s creative director.
In 2019, Takase thought her experimental portfolio was far too out-there for an established brand like ADDICTION TOKYO — and yet, the makeup artist was unexpectedly offered the role of creative director. Six years after joining the team, Takase has woven her impressive body of work into the fabric of ADDICTION TOKYO. Through her vision, Takase is attempting to make professional-grade makeup accessible to the masses.
Ahead, we speak to Takase about her introduction into the beauty industry, along with the advice her mentors Pat McGrath and Yadim Carranza gave her early on in her career.
On Her Start at ADDICTION TOKYO
At the time, my work was quite intense and didn’t typically align with the “normal” beauty aesthetics that often appeal to the Asian market. So, I was honestly surprised when I received the offer [to be creative director] — but that’s exactly what excited me. It felt like a completely new challenge and something I had never done before.
On Her Interest in Makeup
I don’t have a dramatic or particularly fun story about how I got into makeup. Honestly, it wasn’t a childhood dream or a sudden revelation. However, I do recall a specific moment during my teenage years. I saw an advertisement in a magazine and found myself wondering, “Who created this image? I’d love to see that process.” That spark of curiosity was actually what initially made me think about pursuing makeup in NYC.
On Having Pat McGrath and Yadim Carranza as Mentors
It was an incredible experience — I was very excited about every single shoot with them. One of the most important things I learned was not to be afraid to change the makeup direction on set. They really showed me that it’s all about the chemistry with the team.
On Her Duties as ADDICTION TOKYO’S Creative Director
I’m responsible for directing the overall aesthetic and vision for ADDICTION TOKYO — which includes all seasonal collections, campaign visuals and social media content. I occasionally attend trainings for our makeup artists and personal advisors to ensure consistent brand messaging and expertise.
On Beauty Trends
I truly believe there’s no “wrong” in makeup trends, it’s all about personal expression. However, one thing I personally find challenging is when I see foundation or base makeup that doesn’t perfectly match the skin tone of both the face and neck. [I want to see more] bold lips.
On the Future of the Brand
My hope for the brand is to offer products that enable anyone to seamlessly achieve the polished look and refined techniques of a professional makeup artist. We want to constantly deliver the message that makeup isn’t intimidating, but rather an accessible and fun way to express [yourself] every day.
On Her Personal Goals
In the past, I haven’t focused much on long-term planning or rigid goal-setting. My approach has always been to fully embrace and find enjoyment in the present opportunities and [all of the] challenges I encounter.
