A woman with her hair dyed bright brown and wearing fake eyelashes and dark eyeliner is pictured on the cover of I LOVE mama, a monthly magazine targeting young mothers who want to keep up with the latest fashion trends.

Its popularity has risen since the first issue was published this spring by Inforest Co. in Tokyo. Its circulation now stands at about 200,000 copies.

In the magazine's unique lingo, single moms are called "shin mama" for short and leaders of mothers' groups are dubbed "mama-sa daihyo."