Japanese beauty, especially skin care, has always been focused on time-honored methods and traditions:
Author:Megan McIntyrePublish date:Mar 12, 2018As a beauty editor, one of the most common questions I hear professionally — from brands, executives, consultants and pretty much anyone in the industry — is "what's the next Korea?" As in, which country is going to revolutionize the beauty world in the way that BB creams and sheet masks once did?
Korean comparisons aside, there is clearly a renaissance of sorts happening around J-Beauty. Makeup artist Troy Surratt, who works with Japanese labs to create his Surratt beauty line, feels that part of this can be attributed to the current social and cultural climate.
Brands like Tatcha look to that history to inform their modern products, using traditional indigenous ingredients like green tea, camellia oil and rice to create minimalist — but still sophisticated — formulas. "The formulas are very spare, and when you work with so few pieces, the quality and precision is paramount," says Tsai. "It's like sushi: Only a few ingredients can be really beautiful if done right.
Shiseido, one of the best-known Japanese brands globally, also looks to other sciences to inform its products. "In 2018, the Essential Energy range was introduced, which features [technology] inspired by neuroscience to regenerate skin," Grant notes.
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