You’ve heard this one before: In the mid-2000s, a new magazine called Koakuma Ageha was launched, which introduced a new style called Agejo and marked the beginning of a resurgence in Gyaru fashion.
As of 2008, the Gyaru population had grown, and the fashion had become even more popular internationally, branching out into various substyles. The different Gyaru substyles that emerged during this period were diverse and reflected the evolving tastes of young Japanese women. Himegyaru was a more sophisticated and elegant version of the traditional Gyaru style, while Himekaji was a more relaxed and casual version of the same. Onee was a more mature version of the traditional Gyaru style, often characterized by longer hair and more subdued makeup. Rokku was a combination of Gyaru fashion and rock music culture, featuring bold makeup and edgier clothing. Amekaji was a fusion of Gyaru style and American casual fashion, often featuring logo-centered clothing and more laid-back aesthetics.
However, from the late 2000s to the mid-2010s, laid-back fashion became the trend. Gyaru fashion became less popular, and both egg and 小悪魔ageha were forced to cease publication. Gyaru brands either lost momentum following the magazines or were forced to rebrand. In 2014, Arisa Ueno's brand FIG&VIPER caused a stir when she was called "Neo Gal" in the fashion magazine "ViVi". She defended herself that she had never came out and called her own brand Neo-Gyaru. Despite this, much of the gyaru community were outraged that her brand FIG&VIPER could be considered a gyaru brand and as such create a new substyle called Neo Gal.
As Gyaru fashion evolved, it became more diverse and reflected the changing tastes of young Japanese women. However, despite the decline in popularity of the traditional Gyaru style, many of the elements of the fashion, such as bold makeup, false lashes, and flashy clothing, continue to be somewhat popular among youth in Japan and around the world. We can see this with the creation of Gal Unit BLACK DIAMOND in the mid 2010s and even with the newly formed LOALO.