Skin Care

Move Over K-beauty, J-beauty Is the New Thing

Beauty is turning Japanese, we really think so.

by Melanie Rud Chadwick | COMMENT

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As any self-respecting beauty buff can tell you, Korean beauty products have had a major moment in recent years, flooding the American market and sparking a whole slew of new trends and product categories. And while K-beauty isn't going anywhere, there's a newcomer on the block that's also making a big splash: J-beauty. As to be expected, there are some similarities between the two, but there are also significant differences.

"Skin care is deeply rooted in all Asian cultures, but each country has a unique approach," says Tatcha Founder and CEO, Victoria Tsai. Japanese and Korean beauty products both have elegant formulas and innovative textures, she adds, meant for women who are serious skin care buffs (and have the gorgeous complexions to prove it). Still, "Japan is known for innovation in skin care and color, but using time-tested rituals and ingredients at the same time. Trendy items, which are very popular in Korean beauty, don't work for a Japanese audience," explains Tsai.

It's all about a skin-first philosophy, focusing on creating the most gorgeous canvas for any makeup that's to come — which is why the popularity of J-beauty is booming, according to Tsai. "Western beauty has long been focused on makeup, but women are starting to learn that a beautiful painting begins with a beautiful canvas. K-beauty made Asian beauty part of the Western culture, so J-Beauty is a natural next step for beauty lovers who want to take care of their skin."

Intrigued? Get in on the trend with these six standouts.

Image via @tatcha

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