As we all know that the K-beauty is an highly influential position in the global cosmetics industry over the last decade, it’s time to make way for J-Beauty, which keeps gaining ground and inspiring beauty routines of men and women around the world.
Minimalist are technologically advanced, but also influenced by ancient traditions, J-Beauty, which is ultra-popular in the Land of the Rising Sun, has the key elements to address the new skin concerns of Western consumers.
The covid-19 pandemic may have spelled the end of K-Beauty a vision of beauty straight from that country, which, until recently had appeared unstoppable in winning over followers and, perhaps even more significantly, has had a wide-ranging influence on the international cosmetics industry.
But now the K-Beauty approach, based on layering, and in particular on a ten-step beauty routine, seems to be losing ground to a more minimalist, authentic and natural routine, which has been growing in visibility and popularity during the health crisis. And even if K-Beauty later came up with the idea of “skip-care” which, tried to gain acolytes by reducing the full routine to just a few multifunctional products, it is, in fact, J-Beauty (Japanese Beauty) which could correspond best to top concerns of consumers at the moment.
J-beauty is first and foremost gaining in popularity in its homeland, the Land of the Rising Sun. The J-beauty based cosmetics market is expected to grow from 521.9 billion yen (RM18 billion) in 2020 to 554.6 billion yen (RM21 billion) in 2025, with a compound annual growth rate of 1.2% over the period, Global Data experts report.
Sukanyashri Kabali, consumer analyst at GlobalData, says;
“Japanese consumers are extremely health-conscious, which also reflects in their beauty purchases. Consumers are drawn towards products which have a positive impact on health and well-being. “
Trend that is also gaining ground in the West, especially in Europe and the United States, with a clear revival of interest in natural ingredients, especially those from Japan such as rice or rice water, which is as popular in cosmetics as it is on social networks, shell ginger or getto, or ashitaba, among others, which are in line with this desire to combine nutrition, health, and the beauty of the skin.
Men and women are no longer looking to systematically repair the damage suffered by the skin, but to prevent it through various actions and a routine that will help it defend itself against potential aggressions.
While J-Beauty relies greatly on science, and more particularly on a combination of science and nature, as well as on technological advances, it is also about ancient traditions. In this respect, we are seeing the arrival of rituals straight from Japan that focus on prevention, particularly in the fight against the signs of aging.