With the world now focusing on the latest innovations from the ‘J-Beauty’ trend, it is fair to say the cosmetics industry in Asia has been stealing the limelight for many years now.
This trend is not a changing of the guard as such, because Japan has for decades been at the forefront of cosmetic innovation, but it has also shared the stage with Korea, whose industry inspired the term ‘K-Beauty’ several years ago.
J-Beauty is a slightly more simple approach to skin care than K-Beauty, with a reduced quantity of ‘steps’ and puts an emphasis on the prevention of skin problems rather than treating or covering them. Women are encouraged to use SPF creams and employ a skin care regime from a young age.
Between them, Japan and Korea have dominated the beauty conversation and spearheaded innovation in terms of format, regime and ingredient technology. Consumers associate the countries with quality and manufacturers everywhere have attempted to mimic the approach and deliver their own take on J-Beauty or K-Beauty.
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