This study was designed to elucidate the processes and dynamics underlying the application of cosmetics by women. I conducted semi-structured interviews with nine Japanese women who do and do not use makeup. By applying the Trajectory and Equifinality Model (TEM) to the interview data, I constructed a model of the chronological order makeup acts generated and analysed the influence of society/culture on personal choices. The analyses revealed that women experience two stages ([passive makeup] [voluntary makeup]) in their relationship with cosmetics and that these serve as cues for different cultural situations. These steps also cause "self-reflection about the value and meaning of makeup" and transform a newly acquired habit into a cultivated acts.
