Step aside Korean beauty because J-beauty has just entered the skincare scene. Set to be a seriously big skincare trend for 2018, J-beauty hails from Japan where there is a huge focus on innovation and a new way of thinking for skincare.
Brands like Shu Uemura and Shiseido have dominated the beauty sphere for decades with their tried and trusted formulations, but for a while K-Beauty kept rising to the forefront of trends and pushing Japanese brands out of the way. Well, that’s all about to change as J-Beauty is staging its comback with a huge surge in online searches.
What is Japanese beauty?
Unlike Western beauty, which focusses on quick-fixes for the skin such as blemish treatments, Japanese beauty very much focusses on the overall look and feel of the complexion. It’s all about what will help your skin in the long-term rather than what will treat a specific skin concern in the short-term. It’s the same with the hair too. Rather than achieving one day of radiance, Japanese beauty focusses on getting your hair to its healthiest state possible.
Our edit of the best J-Beauty brands
With Japanese beauty coming back into centrestage, we’re taking a look at our favourite brands and which product from then that you should be investing in.
One of our favourite skincare brands, and not just when it comes down to Japanese beauty, Shiseido leads the way when it comes to innovation.
With incredible formulations and new and exciting treatments you never knew your routine needed, it’s a brand you need to invest in.
Our favourite product is the WASO Clear Mega Hydrating Cream, which has been developed to provide intense hydration for plumped-up, glowing and healthy skin. Part of the WASO collection, which uses amazing natural ingredients such as white jelly mushroom, honey and tofu, the gel-like cream contains white carrot cells which have a huge water content to provide incredibly long-lasting moisture.