Here's Your Ultimate Guide to Timeless J-Beauty
J-Beauty is known for sticking to timeless products that will look good no matter what is in-trend. They also go by a "less is more" thinking.
For the past decade, the beauty industry and community have been focused on K-beauty. With their take-off in popularity, we were introduced to innovative products such as liquid-powder lipsticks and snail mucin masks. And the hype doesn't seem to be waning.
However, while K-beauty enjoys its time in the limelight, another pioneer of Asian beauty is slowly making its return to our stashes.
Since a few years ago, Japanese skincare and makeup, or J-beauty, has been gaining on its Korean counterparts in both popularity and visibility. In China, demand for J-beauty is on the rise despite the pandemic. According to the Japan External Trade Organization, China’s imports of Japanese cosmetics in 2020 jumped over 30 per cent from the previous year to S$5.8 billion – surpassing the S$4.5 billion from South Korea.
In Singapore, Japanese brands have been steadily making their entrances in the market, or are expanding their operations. Meeth, for instance, is a new luxury skincare outfit based on mineral-rich deep sea water from Hokkaido. Last month, it opened its first brick-and-mortar outlet in Plaza Singapura.
In late 2020, skincare brand MT Metatron – said to be a favourite among doctors and Japanese celebrities – opened its first flagship store in Singapore at Isetan Scotts. And so did high-end skincare line Est.
Recently, Sunohada, a new brand designed specially for sensitive skin, was also launched in Singapore. And health and beauty retailer Welcia-BHG recently announced its plans to bring in more Japanese brands across all beauty categories, seeing it as the best way to spur growth. Some of the brands brought in by the department store include Clé de Peau Beauté, Shiseido, DECORTÉ, Kosé and POLA.
According to a spokesperson of the beauty retailer, “We noticed that a growing number of consumers are seeking more good quality, effective and efficient skincare products to fit into their time-starved lifestyles. J-Beauty’s philosophy of ‘Less is more’ addresses this need. By growing this product segment, BHG hopes to be the one-stop destination to be introduced to J-Beauty brands that offer a minimalistic yet comprehensive skincare routine for any of the customers.”
She adds: “Even when it comes to makeup, J-beauty places the emphasis on looking natural. Nothing too over-the-top, just enough to get one through the day confidently, especially in the new normal.”
Indeed, J-beauty’s minimalism dovetails nicely with the changes in lifestyles and habits brought on by the Covid-19 pandemic. With work- from-home and stay-in days now a way of life, consumers are shifting towards shorter beauty regimens and more straightforward products. In fact, Globaldata’s 2020 Market Pulse Consumer Survey for the Asia- Pacific region found that 75 per cent of consumers consider simplicity of product formulation or packaging to be the top priority, or just as important when purchasing.
She attributes the company’s ability to pinpoint and address consumers’ needs to two things – extensive research and Japanese formulation. “We are not as trend- led as K-beauty. With Sunohada, the focus is more on helping to manage sensitive skin through ongoing care,” she explains.
Masatoshi doesn’t think Japanese and Korean cosmetics are mutually exclusive. After all, there’s no reason why you can’t have both in your beauty regimen.
“From now on, many new high- quality cosmetics products will be produced all around the Asean circle. The entire Asian beauty market is expected to become very active,” he says.
Created for sensitive skin that’s dry and itchy, this skincare line uses the power of enzymes and a unique plant- based ingredient, MTO, to provide round-the-clock comfort and care. The adult line boasts four products: a mist, non-foaming wash, low- foaming wash, and a soothing lotion. All can be used on the face and body, and are free of irritants like alcohol, fragrance and parabens.
The brand’s top performer in Singapore, this facial wash lathers up a thick, luxurious pillow of foam without stripping skin of moisture. An ultra-gentle amino acids-based formula that works even for dry and sensitive skin, it also boasts firming, brightening and soothing benefits.
This cult classic is powered by an illuminating complex EX that contains luxurious elements such as hydrating platinum gold silk essence, clarifying Japanese pearl and smoothing theanine (found in green tea).
Formulated by one of Japan’s leading dermatologist-approved skincare brands, this refreshing lotion promises to increase skin’s moisture level fourfold within an hour of use, giving you smoother skin with tightened pores.
This moisturiser is tailored for combination sensitive skin. It helps to strengthen the barrier function and restore skin’s water-oil balance to prevent clogged pores. Also available in variants for other kinds of sensitive skin types, including those that are acne- prone, dry, and dull and uneven.
This upgraded mascara not only has longer fibres to create dramatic length, but also maintains lift and curl all day. It’s also loaded with six serum ingredients to moisturise, protect and encourage lash growth.
This powder foundation enhances the beauty of bare skin without a heavy, cakey finish, thanks to an innovative formula containing semi-transparent layers of gel that capture light.
This story was first published in the March 2022 issue of Her World.
Text by: Goh Yee Huay/HerWorld