Gyaru fashion isn't just a trend—it's a cultural movement that challenged traditional beauty standards and reshaped street style in Japan and beyond. With bold makeup, dramatic hair, and ultra-glam outfits, Gyaru fashion emerged in the 1990s and has continued to evolve over the decades. But what exactly is Gyaru, and why has it remained so influential? In this blog post, I'll take you on a deep dive into the world of Gyaru fashion—from its rebellious roots to its modern revival. Whether you're new to Gyaru or a long-time fan, this guide will give you a full picture of what makes this style so iconic.

What is Gyaru Fashion?

Gyaru is a Japanese transliteration of the English word “gal.” It started as a subculture in the early 1990s, largely influenced by Western fashion, beach culture, and a desire to defy Japan's conservative beauty standards.

Gyaru girls (and guys) are known for:

  • Tanned skin (in early styles)

  • Bleached or brightly dyed hair

  • Heavy makeup with dramatic eyeliner and false lashes

  • Flashy, body-conscious outfits

  • Decorative nails and bold accessories

But Gyaru isn't just one look—it's a family of substyles, each with its own flair and rules.

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The Many Types of Gyaru Styles

Over time, different types of Gyaru fashion developed. Here are some of the most well-known substyles:

1. Kogal 

  • Popular among high school girls in the 90s

  • Features school uniforms with short skirts, loose socks, and dyed hair

  • A rebellious twist on the traditional Japanese schoolgirl look

2. Ganguro 

  • Known for deep tans, white eye makeup, and bleached hair

  • The name means “black face” and was a bold rebellion against fair-skinned beauty norms

3. Yamanba / Manba

  • An extreme version of Ganguro

  • White or silver hair, exaggerated makeup, neon clothes

  • Seen as a peak form of self-expression

4. Onee Gyaru 

  • A more mature, elegant version of Gyaru

  • Focuses on sexy, classy, and high-fashion looks

  • Worn by women in their 20s and 30s

5. Hime Gyaru 

  • The princess (Hime) version of Gyaru

  • Inspired by Rococo and Lolita fashion

  • Big hair, pastels, frilly dresses, and tiaras

6. Ora Ora Kei

  • A tougher, edgier version often adopted by Gyaru-o (male Gyaru)

  • Think biker gang aesthetic, skulls, leather, and attitude

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Makeup and Beauty in Gyaru Culture

One of the most defining parts of Gyaru fashion is its iconic makeup style. Here's what it usually includes:

  • Foundation: Lighter shades for contrast (or darker for Ganguro)

  • Eyeliner: Thick black or white liners to enlarge the eyes

  • False Lashes: Top and bottom lashes are essential

  • Circle Lenses: To create a dolly or anime-like appearance

  • Contouring: Used to reshape and highlight the face

  • Nail Art: Long, colorful, and often jeweled nails are a must

Hair and Accessories

Gyaru hair is a showstopper. It's often:

  • Bleached blonde, platinum, or pastel-colored

  • Styled in voluminous curls or teased for height

  • Worn with wigs or extensions for added drama

Common accessories include:

  • Big hair bows or tiaras

  • Statement jewelry

  • Branded handbags

  • Sunglasses—even indoors!

Gyaru Fashion Brands

In its prime, Gyaru fashion was supported by a number of iconic Japanese brands that became synonymous with the style:

  • EGOIST

  • Liz Lisa

  • D.I.A.

  • MA*RS

  • Cecil McBee

  • Ank Rouge

  • JSG (Japanese Street Gal)

While some of these brands have faded or rebranded, others continue to influence modern Gyaru or vintage resale communities.

Gyaru and Japanese Magazines

Magazines played a huge role in spreading Gyaru culture in Japan and worldwide. Some of the most influential Gyaru magazines include:

  • egg magazine – Targeted young rebellious gals

  • Popteen – More kawaii, accessible styles

  • Ageha – For Onee Gyaru and hostess club-inspired fashion

  • Ranzuki – Focused on youthful street-style Gyaru

These magazines didn't just show outfits—they showcased full lifestyles, tutorials, and interviews with popular Gyaru models.

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Gyaru Goes Global: International Influence

In the 2000s and 2010s, Gyaru fashion exploded outside of Japan. Thanks to platforms like:

  • YouTube

  • LiveJournal

  • Facebook Groups

  • Instagram

  • TikTok (recently)

Non-Japanese fans adopted and reinterpreted the style, sometimes blending it with Western or other Asian fashion trends. International Gyaru communities hold meetups and share makeup tips, tutorials, and looks online.

The Decline and Revival of Gyaru

By the late 2010s, Gyaru fashion began to decline in mainstream popularity. Reasons include:

  • Shifting trends toward “natural beauty”

  • The closure of key Gyaru magazines

  • Department stores targeting more neutral aesthetics

But Gyaru never truly died. In recent years, a revival of interest in nostalgic fashion (thanks to Gen Z and TikTok) has brought Gyaru back into the spotlight. Vintage Gyaru looks are trendy again, and OG Gyaru influencers are regaining fans.

Why Gyaru Fashion Still Matters

Gyaru fashion isn't just about clothes or makeup—it's about freedom of expression. It gave people a way to break out of rigid cultural expectations and embrace who they truly are. It's a statement that says:

“I decide what beauty means to me.”

From Tokyo streets to Instagram feeds, Gyaru has left a bold, unmissable mark on fashion history.

Tips for Trying Gyaru Fashion Today

Want to try Gyaru fashion yourself? Here's where to start:

  1. Choose your substyle: Kogal, Hime Gyaru, Onee Gyaru—find what speaks to you.

  2. Study the icons: Follow OG gyarus like Tsubasa Masuwaka, Sakurina, and Kanako Kawabata.

  3. Practice makeup: Focus on eyes, lashes, and contour.

  4. Build your wardrobe: Search for Gyaru brands online or on second-hand Japanese fashion sites.

  5. Join a community: Look for Gyaru Discord servers, Facebook groups, or Reddit threads.

Key Takeaways

  • Gyaru fashion is a bold Japanese subculture that embraces rebellion and self-expression.

  • It includes various substyles like Kogal, Ganguro, Onee Gyaru, and Hime Gyaru.

  • Makeup and hair are essential to completing a true Gyaru look.

  • Once mainstream in Japan, Gyaru has found new life globally through social media.

  • Gyaru is more than fashion—it's an attitude.

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Final Thoughts

Gyaru fashion proves that style can be powerful. It challenges norms, celebrates individuality, and brings together people from all walks of life. Whether you love the over-the-top looks or just admire the confidence it inspires, there's something magnetic about Gyaru that keeps pulling us back in. So, if you've ever wanted to try a look that screams "I'm fearless," Gyaru might just be your perfect fashion soulmate.