It's Not Just Sara Takanashi—Makeup Is a Tool for Self-Empowerment [Forbes JAPAN]
This column is a full English translation of the article contributed to Forbes JAPAN on February 8th, 2022.
On February 5th, ski jumper Sara Takanashi competed in the women's individual normal hill event at the Beijing Winter Olympics, putting up a remarkable fight to finish in 4th place. However, alongside her performance came a wave of criticism directed at female athletes, with some saying, "Instead of wasting time on makeup, focus on training."
What a baffling statement. And just after hearing this, Takanashi was disqualified for a suit regulation violation. In the mixed team event on February 7th, she, along with four other athletes from Austria, Germany, and Norway, faced disqualification after their jumps.
The checks for these suit regulations are said to be conducted randomly. Some argue that inspections should take place before the jump, or that the rules should be more transparent. Others questioned whether the athletes were pushing the limits of suit size. Amidst all this, my thoughts drifted to makeup.
After an impressive jump, Takanashi must have been devastated to learn of her disqualification. And yet, she bravely took her second jump. I wonder if one of the reasons she could maintain her composure, despite being emotionally stretched to the limit, was because of the ritual of applying makeup—a way to tell herself, "I’m okay."
Makeup: A Switch to Silence the Noise
As a consultant working mainly with top executives, I often provide makeup advice for women and grooming tips for men. Unlike clothing, makeup is a process where you touch your own skin and actively work to present yourself.
When you finish this process, fully aware of the role you need to play, you see a more focused version of yourself in the mirror. For many women, there's a transformative moment when they apply a hint of color to their lips. For men, it might be the act of adjusting their tie just right.
Makeup and grooming involve using your fingertips—one of the most sensitive parts of your body—to touch your face, the place where your internal state is most visibly expressed. It’s a process of fine-tuning yourself. You could call it a routine that stimulates the brain in a positive way, flipping a switch that helps you enter a zone of concentration.
Once you're "in the zone," you feel prepared and confident, and the distracting thoughts like, "What if I look sloppy?" fade away. You're no longer held back by unnecessary doubts and can focus entirely on what really matters. Makeup becomes a switch that silences the noise—a ritual that helps you step into your best self.
Seen in this light, makeup can be considered an essential part of mental preparation, just as important as physical training for athletes. The dismissive comment, "If you have time for makeup, spend it practicing," likely stems from a misunderstanding that self-care is about vanity.
Some might believe that athletes should practice relentlessly, pushing themselves to the point of collapse. But whether in sports or business, having a good "off" allows for a more efficient "on," helping you perform at your highest level. Many people can probably relate to this through their own experiences.
Personally, whether I’m preparing for a big presentation, an important meeting, or even just working from home if I need to stay mentally sharp, I apply makeup—even if I won’t see anyone all day. It’s similar to wearing a suit for a virtual meeting from home. Through these actions, I mentally reset, preparing myself to be "ready."
For Takanashi, makeup—broadly speaking, grooming—is likely a key factor in allowing her to focus wholeheartedly on the task at hand without hesitation. It’s an effective, perhaps even essential, method of achieving peak performance.
The Goal Is To Maintain "I’m Okay"
When working with top executives, I often begin by reassuring them, "Don’t worry, I’m not here to talk about fashion." Looking polished or stylish is just a byproduct. What I aim for is helping them maintain a sense of "I’m okay"—teaching them methods to achieve that. Although it may seem like we're crafting an appearance for the sake of aggression, it’s really about risk management at its core.
These clients already have a burning "fighting spirit" within them, one that doesn't need to be ignited by me. My role is to remove unnecessary elements and prevent them from wasting their valuable energy on distractions.
Makeup and grooming, in particular, provide clients with a crucial moment of self-reflection—time to look in the mirror and notice something about themselves. It’s a method of self-care, a way of tending to oneself.
We’ve seen how critical the mental aspect is for athletes, not just the physical. Many people resonated with Naomi Osaka's mental health journey last year, which is why I was shocked by the criticism aimed at Takanashi.
At the same time, I realized that makeup shouldn’t be seen purely as a sensory practice. There’s a scientific side to it that deserves deeper exploration, both in sports and in business. This realization has given me a new challenge to tackle moving forward.
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