Whilst terms such as “K Beauty” and “J  Beauty” are defined as trends, they are robust and long lasting. They represent the thriving beauty markets in Japan and South Korea. Flowing with innovation, refreshing design and a myriad of native botanical ingredients, neither one of these markets should be disregarded in terms of what they can bring to the global industry.

Japanese brands such as DHC and Shu Uemura have been established and thriving across the West for years. The double cleansing method, is a brilliant example of a concept that has stuck around. Japanese beauty brands are focusing on bringing sophisticated offerings to the table. There is more focus on our growing global ageing population and providing skincare formulations to enhance glowing and radiant complexions and deeper hydration.

Pretty Analytics analysed web content on the topic of “J Beauty” from data points collected in Q1 of 2018. “Cleansing”, “Hydration” and “Masks” were jointly the most popular topics and product type focuses mentioned. 

The Power of Japanese Aesthetic – It highlights the growing importance of the ritual and how we make time to invite beauty routines in as an act of self-care.

Consumer sentiment is shifting into the “less is more” mindset. Stepping away from the K Beauty 10-step routine and focusing on fewer targeted products is more in line with the Japanese beauty routine; gaining influence across the Western markets. This follows on to how brands will be continually inspired by Japanese aesthetic and lifestyle. “Traditional Rituals”, “The Nature Approach” and “Minimalism” are three Japanese concepts we expect to be prolific within beauty. 

Pretty Analytics, continues to explore how these aesthetics and attitudes towards life will reflect through beauty and the consumer’s emotional connection with products. This includes Shibui (unobtrusive and the beauty of simplicity) and Kanso (simplicity, no clutter and a minimalist approach).