Gyaru broke every rule in Japanese fashion.
In the 1990s, young women rebelled hard, tanning their skin, bleaching their hair blonde, and wearing dramatic makeup and miniskirts.
It was bold, unapologetic, and completely against traditional beauty standards. That rebellious energy defined a generation.
Today, gyaru has evolved. The extremes softened, but the fearless spirit lives on through global communities.
So what is gyaru style, how did it transform, and how can you try it yourself?
Let’s break it down.
What is Gyaru Style and How Gyaru Fashion Evolves Over Time
Gyaru is a bold Japanese fashion subculture that started in the 1990s.
The name comes from the Japanese word for “gal,” and it was all about rebelling against traditional beauty standards.
The Original Look:
- Tanned skin
- Bleached or dyed hair in light colors
- Dramatic eye makeup with false lashes
- Flashy, attention-grabbing clothes
Young Japanese women created this style to reject the conservative “pale skin and dark hair” ideal.
The ’90s version was inspired by California beach culture with deep tans and surfer vibes.
By the 2000s, different sub-styles popped up: hime gyaru (princess style with pink and bows), kogal (school uniform-inspired), and manba (extreme tans with white makeup).
Core Characteristics of Gyaru Fashion
Gyaru has a distinct look that sets it apart. Here’s what makes it recognizable.
Makeup:
- Heavy eye makeup with multiple false lashes
- Dramatic eyeliner extending past the eye
- Light or shimmery eyeshadow
- Nude or glossy lips
- Contoured face for definition
Hair:
- Bleached or dyed in blonde, brown, or bright colors
- Teased or curled for major volume
- Loose waves or updos
- Hair extensions for extra length
Skin:
- Deep tans in classic gyaru (natural or fake)
- Lighter tones in modern versions
- Glowing finish with makeup
Clothing:
- Mini skirts and shorts
- Platform shoes or boots
- Branded pieces mixed with casual wear
- Lots of accessories (jewelry, bags, belts)
- Feminine touches (bows, ruffles, lace)
Attitude:
Confidence is everything. Gyaru celebrates bold self-expression and owning your style unapologetically. The attitude matters as much as the clothes.
Cultural Significance
Gyaru was rebellion disguised as fashion. Japanese women faced strict rules: pale skin, dark hair, modest clothing, and quiet conformity. Gyaru rejected it all.
With tanned skin, bleached hair, and bold outfits, young women challenged what society called “proper” and “beautiful.”
It was empowerment through style, dressing for themselves instead of expectations.
Magazines like “Egg” and “Popteen,” shopping at Shibuya 109, and online communities built strong support networks.
The style pushed dramatic makeup and platforms into mainstream acceptance.
Gyaru peaked in the 2000s, then declined. But its impact stuck. It proved that Japanese women could define beauty themselves and inspired future alternative movements.
Today’s influencers still reference gyaru, keeping its unapologetic spirit alive.
Modern Gyaru: How the Style Lives On
Gyaru isn’t as visible on Tokyo streets as it was in the 2000s, but it hasn’t disappeared—it’s evolved.
Softened Aesthetics
Modern gyaru has toned down the extremes. Deep tans are rare, replaced by natural or lightly bronzed skin. Hair leans toward softer browns and honey blondes.
Makeup stays dramatic but more wearable with fewer lashes and subtler contouring. The rebellious spirit remains, just adapted for today.
Online Communities
Gyaru thrives online. Instagram, TikTok, and YouTube host active communities sharing makeup tutorials, outfits, and styling tips.
Hashtags like #gyarufashion connect fans globally and introduce the style to new generations.
Sub-Style Revival
Certain sub-styles are making a comeback. Hime gyaru appeals with its romantic, princess aesthetic.
Agejo attracts those who love glamorous clubwear. Even manba, once extreme, has dedicated followers embracing its bold, colorful look.
Global Influence
Gyaru has spread beyond Japan. Fans in the US, Europe, and Southeast Asia mix it with local trends.
Online communities make the style accessible worldwide, proving its universal appeal.
Nostalgic Appeal
Japanese beauty brands still sell dramatic lashes, circle lenses, and contouring products for gyaru looks.
Vintage magazines and fashion pieces have become collectibles.
Gyaru may not dominate like before, but it lives on through dedicated communities and fresh interpretations that honor its rebellious roots.
How to Try Gyaru Style Yourself
Gyaru is a bold Japanese fashion featuring dramatic makeup, voluminous hair, and feminine clothing.
Makeup Essentials
- Face: Foundation 1-2 shades lighter than your skin tone.
- Eyes: Brown eyeshadow with white shimmer in the inner corners. White eyeliner on the waterline. Draw individual lower lashes with brown liner. Layer dramatic false lashes that extend past the outer corners.
- Finishing: Peachy-pink blush on cheekbones. Highlighter on cheekbones, nose, and Cupid’s bow. Gradient lips, dark edges to glossy center.
Hair
Tease roots heavily for volume. Create big curls with a large-barrel iron. Lighten hair to brown or blonde (optional). Add bows or decorative clips.
Clothing
- Must-haves: Mini skirts, shorts, crop tops, and off-shoulder styles with ruffles or lace.
- Shoes: Platform shoes (2-3 inches minimum), sneakers, sandals, or boots.
- Accessories: Chokers, layered necklaces, crossbody bags, oversized sunglasses, and decorated nails.
- Balance rule: Short bottoms + modest tops, OR fitted tops + longer bottoms.
Substyles
- Himekaji: Sweet, pink, florals, lace
- Oneegyaru: Mature, sexy, animal prints
- Amekaji: Western casual, denim
- Rokku: Edgy, band tees, studs
Quick Start
- Start with dramatic lashes and one clothing piece
- Practice makeup regularly
- Take photos to check proportions
- Join online gyaru communities
Gyaru requires maintenance and confidence. Start small, build gradually, wear boldly.
Conclusion
Gyaru proved beauty doesn’t follow rules.
From the 1990s Shibuya rebellion to today’s global communities, this style has always been about defining yourself boldly. The tans faded, the look evolved, but the fearless spirit remains.
Try full-time gyaru or just dramatic lashes, your choice. Gyaru was never about perfection, just confidence.
Ready to start? Grab those platforms, tease your hair, and own it. That’s gyaru.
