I get it: all you’ve heard about for the past few years is K-beauty (beauty products or methods deriving from Korea). But 2018 has seen another hero rise up through the ranks to become a new favourite in the industry: J-beauty. If you’re feeling a little confused and wondering, what is J-beauty, I’ve got you covered. Here’s everything you need to know about it, including the best J-beauty products.
Much like with Korean beauty, Japanese beauty focuses on skin first. Their skincare needs come first before makeup, and there’s a definite gravitation toward prevention rather than treatment. “Western culture is more concerned with correcting damages after they have occurred, whereas Japanese beauty care is more about anticipation,” Shiseido’s brand manager, Miyabi Kumagai, told Glamour.
Visit Japan and you’ll find endless streams of sheet masks, deep cleansers, and SPF formulas, but what’s available to buy over here? Some of our favourite brands have Japanese roots, from Shiseido to SUQQU, and the market has introduced several up-and-comers this year, including Shiro and Decorte. Here’s what’s worth paying attention to.