From sheet masks to snail cream, when it comes to beauty trends it tends to be Korea we look to for new product innovation and fresh formulas. However, as we move into a new year, there’s another Asian country giving Korea a run for its money: its neighbour, Japan. Thanks in part to the recovering Japanese economy, the beauty capital is having a resurgence and a sprinkling of Nipponese brands are set to make their way into our bathrooms and makeup bags.
Millie Kendall MBE, cofounder of BeautyMART and Asian beauty specialist, explains that she’s noticed customers now prefer a more stripped-back routine and prioritise hardworking products that offer style over substance – something Japanese beauty brands excel at. "We are seeing a return to the expert. The makeup artist, the hairdresser and the stylist are all being asked once again for their expert opinion and their tastes and use of product is based on performance, not gimmick. They need well-made products that deliver where there is not room for error, and that’s where Japanese formulations come on," Kendall says. For example, she states how celebrity makeup artist Jillian Dempsey fills her kit with Japanese brands.
As our tolerance for 10-step routines and quirky ingredients – so common within K-Beauty – takes a back seat, J-Beauty’s simpler approach is set to soar. "The quality and manufacturing is really superb and the thing that makes Japanese products so interesting to me is the fusion of natural and high-tech," Kendall points out.
Click through to see the brands and products to watch out for.
Truly deserving of its cult status, one of these all-purpose balms flies off the shelves in Japan every 7.8 seconds. Free from colour or fragrance, the concentrated balm can be used on any dry areas including lips, cuticles and flaky patches. Not at all greasy, it is also a great product if you fancy trying the on-trend glossy eye.
Yu-Be Moisturising Skin Cream, £13.50, available at Amazon
Created by Japanese TV personality Aya Yasuda, this bestselling mascara will give you long, doll-like lashes. The unique brush has bristles shaped into four bobbles in order to lift every lash into place and offer maximum volume. Boosted with five treatment essences – including jojoba seed oil and hyaluronic acid – it simultaneously improves lash condition.
Fairydrops Quattro Mascara, £18.50, available at BeautyMart
Fusing a holistic philosophy, slick formulation and gorgeous packaging, Three is one to watch. Dip your toes into this excellent Japanese brand by trying their hero product, the radiant wand concealer. A winter essential, this will banish dark eye circles and cover up areas of redness in a flash.
Three Radiant Wand Concealer, £25, available at Three Cosmetics
Cleansing is the cornerstone of Japanese skincare and a treasured beauty ritual. Suitable for the most sensitive skin, RMK’s soothing and moisturising formula will remove all the grime and makeup of the day.
RMK Clear Cleansing Milk, £30, available at Selfridges
Ticking the eco-approved and travel-friendly boxes, this powder cleanser is a favourite of ours. Simply mix a small amount of powder with warm water in the palm of the hand and watch it transform into a rich, creamy foam.
DHC Face Wash Powder, £10.50, available at BeautyMart
WASO is the latest innovation from one of the world’s oldest makeup brands, Shiseido. Inspired by the Japanese tradition of Washoku, a concept of making the most of healthy ingredients, it fuses the best of East and West technology. We’ve been loving the Mega Hydrating Cream, which simply does what it says on the tin and utilises carrot extract to deeply moisturise and plump dehydrated skin.
WASO Mega Hydrating Cream, £32, available at John Lewis
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