The ever-changing world of beauty is so often highly unpredictable and tentative. Trends come and go with the seasons, and it’s extremely difficult which one will rise next. The world saw a rise in Korean Beauty, also referred to as “K-beauty” within the last 5 years. Their business model revolved around releasing new products quickly, often called a “hyperactive industry”; there was always a new product, with new packaging, and a new use to try out. However, recently, K-beauty has been nudged to the side of the spotlight by Japan.
J-beaty, unlike K-beauty, strived to minimize the number of products used in a typical regimen, by introducing high-quality products with powerful ingredients that would have many uses and would be very effective. Rather than focusing on the physical appeal of their products, like K-beauty does, J-beauty focuses on delivering high-quality, useful products. Because of their new approach to beauty, Japan has caught the eye of the Western world. Their values lie in “seijaku”, “shibui”, and “kanso”-energized calm, understated beauty, and simplicity. These values translate not only into their makeup but also into their skincare products. Many brands in Japan focus on maintaining a smooth complexion, so their products are hydrating and moisturizing
We are already seeing a rise in Japanese beauty brands in America. Tatcha, for example, has recently risen to fame. The company utilizes powerful anti-aging superfoods in almost every product, to ensure that whatever product you use, each one gives your skin the same benefits.
Japan has also dipped its feet into both organic and cruelty-free beauty. Some of their organic beauty brands include F Organics, Ruhaku, and THREE. These brands capitalize on their use of all-natural, organic ingredients that will help the skin heal and look more radiant. Others, more, have gone cruelty-free, the most notable being Shiseido.
As Japanese beauty continues to evolve and grow, we are sure to see more and more brands switching to organic, and cruelty-free products. In the meantime, try out the Silk Cream from Tatcha, or the Extra Creamy Cleansing Foam from Shiseido!