By: David Smith
Renowned for her expertise in natural beauty, Japanese makeup artist Yumi Kaizuka has made her mark by collaborating with some of the most celebrated names in fashion and beauty.
From her minimalist touch on high-fashion campaigns to helping emerging beauty brands establish their voice, Yumi’s work exemplifies her philosophy of enhancing natural features while adapting to diverse creative visions. She has worked as a makeup artist for over 18 years, with a major client list that includes Puma, DL 1961, DevaCurl, and more.
Yumi has a long, impressive list of clients, including major fashion, beauty, and lifestyle brands like Cole Haan, DevaCurl, Geoffrey Beene, Sophie Ratner Jewelry, Uniqlo, James Allen, Kiehl’s, Mara Hoffman, Maybelline, Schwarzkopf, and more.
She has also worked on commercial campaigns for Google, IBM, and Instagram and worked on editorial shoots for GQ, INC Magazine, The New York Times, and Variety, among others. She is currently represented by the South James Agency.
Among her many accomplishments, she helped make an impact in the beauty industry with her “natural beauty aesthetic,” which became popular in the mainstream around 2018 and is now an industry mainstay with many brands carving out their own “natural” makeup products. Here are some of her fashion and beauty campaigns.
Defining Mara Hoffman’s Effortless Beauty
Yumi Kaizuka began working with Mara Hoffman in 2021, during the height of the COVID-19 pandemic. Hoffman, the designer, director, and creative force behind her eponymous brand for over two decades, had embraced an effortlessly chic aesthetic that resonated with Yumi’s No-Makeup Makeup expertise.
“Mara’s style was already aligned with my approach to makeup: natural, polished, and radiant,” said Yumi. “During the pandemic, she avoided hair and makeup artists on set due to safety concerns. When I joined, we worked together to craft looks that elevated her brand’s aesthetic without compromising the authenticity she was known for.”
Sadly, Mara Hoffman closed her business in early 2024. Reflecting on the designer’s impact, Yumi adds, “Mara inspired us all. Her vision for fashion and beauty will always leave a lasting legacy, and I’m sure she’ll bring us something inspiring again in the future.”
Bringing Life to Puma’s Black Fives Campaign
Collaborating with Puma on their Black Fives campaign was a particularly meaningful experience for Yumi. “The campaign honored the pre-NBA history of African Americans in basketball, and the historical significance made it so much more than just a fashion project,” Yumi recalls.
Her approach to makeup for the campaign was focused on keeping the models’ features natural yet striking, ensuring they looked timeless on camera.
“I worked with natural light to create a fresh, authentic look that complemented the story we were telling,” she explains. “It was an honor to be part of a project celebrating such an important cultural and historical legacy.”
Partnering with Jones Road Beauty
When renowned makeup artist Bobbi Brown launched her clean beauty brand, Jones Road Beauty, in 2020, Yumi quickly became a part of the story. “I started by creating makeup looks with JRB products on myself and posting them on Instagram,” she says. “Soon after, the team contacted me with the exciting news that Bobbi herself liked my look and video. That led to an offer to create additional videos for the brand.”
The partnership was a natural fit for Yumi, whose preference for clean, glowing skin aligns perfectly with Jones Road Beauty’s minimalist philosophy. “It was a great opportunity to work with a brand that reflects my values and aesthetic,” she says.
Action Meets Elegance in the Geoffrey Beene Campaign
Yumi’s work with Geoffrey Beene was another career highlight—the campaign, which also supported cancer research, featured dramatic, action-filled imagery.
“The shoot involved models performing daring moves, like jumping between buildings, and the final visuals were both dynamic and elegant,” Yumi explains. “It was an honor to contribute to a campaign that was not only visually stunning but also supported a meaningful cause.”
Photo Courtesy: Cristian Candamil / DevaCurl
Dewy Skins for DevaCurl
Yumi’s natural beauty expertise also came into play for her work with DevaCurl, a New York hair care brand renowned for celebrating textured hair. A producer recommended her, and she went on to create two major campaigns for the brand.
“Although the focus was on hair, my goal was to enhance the natural beauty of the models with glowing skin and subtle highlights,” Yumi says. “It was important to me that the talents felt confident and beautiful in front of the camera.”
Yumi credits the success of these campaigns to the collaborative spirit of the team, including photographer and director Cristian Candamill. “We worked together to create images that felt authentic and empowering, and I’m proud of how they turned out,” she adds.
A Legacy of Natural Beauty
Yumi Kaizuka’s ability to adapt to different styles while staying true to her philosophy of natural beauty has made her an indispensable talent in the fashion and beauty worlds.
Whether she’s creating dewy looks for high-profile campaigns or collaborating with a trailblazing brand like Jones Road Beauty, founded by the legendary makeup artist Bobbi Brown. Yumi continues to redefine what it means to bring out someone’s best features while keeping them true to themselves.
Published by Iris S.
