Meaningful, intentional, harmonious. These are the enduring themes you’ll see threaded through J-beauty’s most iconic brands, from Japanese skin care to hair care and makeup. One thing this category won’t do, now or ever? Rush your routine.
“Japanese beauty is never just about quick fixes or products,” says Kyoko Getz, clinical esthetician and director of education at Shiko Beauty, a curated J-beauty retailer that stocks the cult-classics every insider loves. “It’s ritual rooted in centuries of tradition and supported by some of the world’s most advanced skin-care science. It sees skin not as a problem to solve but as something to care for daily, mindfully and respectfully.”
J-beauty brands like Shiseido, Sekkisei, and Clé de Peau Beauté have achieved global recognition over the years. But there’s much more to explore in the world of J-beauty. Below, experts dive deep on this beauty movement and its potential to transform your beauty routine.
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Bioré UV Aqua Rich Daily Hydrating Facial Moisturizer SPF 50
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What is J-beauty?
J-beauty, or Japanese beauty, is “non-invasive, calm and has harmonious feel,” says Nami Onodera, executive director of culture at Tatcha. Hundreds of products and brands fall under this category, but they tend to have a few things in common. “The formulations emphasize hydration, protection, and nourishment,” she says. Rather than TikTok-viral launches or multi-step routines, J-beauty is about “embracing the concept of ‘less is more.’”
Takayuki Morimatsu, President and CEO at Kosé America, Inc., echoes this belief. “Japanese skin care is all about simplicity, gentle formulas, and long-term results,” he says. “ There is a strong emphasis on prevention and maintaining harmony.”
While simplicity defines J-beauty brands, that doesn’t mean the formulas lag behind their competitors. “Japan is known for precision and innovation, but we also carry incredible cultures and traditions that have been passed down for centuries,” says Getz. “I believe that it’s this harmony between heritage and high-tech that makes Japanese skin care so special.”
What are popular ingredients in J-beauty?
Botanical extracts power some of J-beauty’s best-selling launches. “You will often find time-honored ingredients like green tea, rice bran and fermented extracts—things that have been used for centuries—combined with some of the most advanced skincare technologies in the world,” says Getz.
Camellia is another star ingredient in J-beauty, one that’s helped turn Shiseido into a global name. The brand’s exclusive “Power Fermented Camellia+” technology still powers its most recent launches, like the Ultimune Power Infusing Serum, which has been refined four times since its release in 2014 to help promote skin immunity.
Herbs like job’s tears, melothria, and angelica are at the heart of Sekkisei, one of Japan’s most well-known skin-care brands owned by Kosé. Morimatsu says each formula is “guided by centuries of traditional herbal medicine,” then refined through research. According to Morimatsu, this formulation approach has sold more than 69 million bottles of Sekkisei’s signature Lotion since launch. You can now grab a “super big” size of its Save the Blue Lotion.
What does a J-beauty skin-care routine look like?
If you enjoy a dewy finish, you’re in luck; J-beauty is all about that glow. “Moisture and suppleness are often thought after as an ideal skin in Japan,” says Kazuko Tatsumoto, deputy general manager at Albion. For those looking for the ultimate hydration routine, she recommends Albion’s Flora Drip and Infinesse Pump Matrix Milk, followed by the Double Key Advance Serum in the morning and Excia Brightening Immaculate Serum at night.
ALBION EXCIA Brightening Immaculate Serum
During the day, sun care is non-negotiable. “In recent years, summers in Japan have been extremely hot,” says Tatsumoto. “As a result, there is more interest in UV protection than ever before.” Japanese sunscreens are, in a word, elite. With full freedom to use cosmetically elegant filters beyond the limited list approved by the FDA Stateside, even J-beauty’s drugstore sunscreens feel lighter and gentler than you’d expect from your average SPF. Among them, you can’t skip over the Bioré UV Aqua Rich range, Japan’s top seller.
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Bioré UV Aqua Rich Daily Hydrating Facial Moisturizer SPF 50
“The formula is known for its weightless, watery consistency, which absorbs quickly and leaves no white cast or greasy residue,” says Danielle Buob, senior brand manager at Bioré Skincare. “Japanese skin care has a focus on sensory experiences, so products often have refined textures. The Aqua Rich formula is infused with hyaluronic acid for hydration. This supports the Japanese beauty ideal of mochi-hada—skin that is soft, plump, and smooth like mochi rice cakes.”
