As Korean’s skincare and makeup scene continues to dominate, Living360’s Evelyn Richards turns her attention to Japan — the booming beauty powerhouse poised to take centre stage.
On a recent trip to Japan, I became borderline obsessive about hunting down the best J-Beauty products.
Between pharmacy pit stops in Tokyo and late-night TikTok doomscrolling of influencers’ shopping lists (featuring many sunscreens and rice-infused sheet masks), I fell hard.
K-Beauty may still dominate our algorithms, but there’s something about Japanese skincare and makeup that feels like it’s on the verge of becoming huge.
And it’s not just anecdotal. The Japanese beauty market is forecast to be worth £29bn by 2029, according to Mordor Intelligence. This isn’t a microtrend: it’s the future.
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What is the difference between J-Beauty and K-Beauty?
Where K-Beauty built its empire on innovation, 12-step routines and snail mucin sensations, J-Beauty takes a more considered approach with fewer steps and more intention.
“J-Beauty is pared back and barrier-first,” explains Dr Tristan Mehta, aesthetic doctor at Harley Academy. “It centres gentle cleansing, deep hydration and daily PA++++ sunscreen. K-Beauty tends to be more step-heavy and trend-led, often using faster-acting acids and layered actives.”
In other words: J-Beauty is skincare for the long game.
Japanese routines prioritise steady brighteners like tranexamic acid, arbutin and vitamin C derivatives over aggressive exfoliation. The result is calm, luminous skin that looks healthy rather than surface-level glowy. For anyone with sensitive or reactive skin, it’s a welcome shift.
That’s not to say one’s better than the other. In fact, the two industries increasingly influence each other. K-Beauty’s innovation has inspired new textures and ingredient exploration within Japanese beauty, while J-Beauty’s emphasis on long-term skin health and minimalism is reshaping Korean offerings.
Read more: The viral Japanese walking method promises results in 30 minutes
The ingredients that define J-Beauty
According to Dr Mehta, the building blocks of J-Beauty are as follows:
- Multi-weight hyaluronic acid
- Glycerin
- Ceramides
- Squalane
- Urea
You’ll also find rice extracts and ferments (galactomyces, sake filtrates), green tea, camellia oil and allantoin woven into formulas. Brightening typically comes courtesy of ascorbyl glucoside, magnesium ascorbyl phosphate, arbutin and tranexamic acid.
And then there’s sunscreen. Japanese SPFs are famous for their featherlight textures and robust UVA protection (look for PA++++). They layer seamlessly under makeup, without pilling or chalkiness — one of the biggest reasons beauty editors stockpile them when travelling abroad.
The J-Beauty brands to know
Dr Mehta highlights several Japanese brands that are consistently reliable:
- Hada Labo — The hydration hero.
- Curél — Ceramide-rich saviours for sensitive skin.
- Shiseido (particularly Anessa) — Suncare excellence.
- Biore and Skin Aqua — Affordable, elegant daily SPFs.
- Fancl and DHC — Gold-standard cleansing oils.
- SK-II — The prestige ferment pioneer.
- Rohto and Kose — Budget brightening brilliance.
Read more: We reveal the chic ‘it girl’ beauty products actually worth buying in France — plus how much you can save
Our top-rated J-Beauty buys
These are the skincare and haircare heroes I bought in Japan and have repurchased ever since — tried, tested and genuinely loved.
Curél Intensive Moisture Facial Cream
Probably my favourite moisturiser of all time. This light, whipped formula cocoons skin overnight, so you wake up with a guaranteed glowy look.
Buy from Look Fantastic for £22.50.
Rohto Mentholatum — Rohto Melano CC Concentration Measures Essence
The richest vitamin C serum I’ve found — brilliant for brightening and treating dark marks. A tiny amount goes a long way.
Buy from Stylevana for £15.59.
Keana Nadeshiko Pore Care Rice Mask
When skin needs TLC — if it’s sunburnt, dehydrated or stressed, for example — this rice mask restores bounce and comfort.
Buy from Stylevana for £17.27.
Senka Perfect Whip Cleansing Foam
The cleanser every cool Japanese girl swears by. It froths into a rich, cloud-like foam that elevates your entire routine.
Softymo Speedy Cleansing Oil Pump
Breaks down makeup and SPF in seconds thanks to a nourishing blend of five different oils.
Buy from Stylevana for £11.59.
Shiseido Fino Premium Touch Hair Mask
You might have seen this hair mask all over your TikTok FYP, and for good reason — it truly does provide silky, soft hair after washing.
Buy from Stylevana for £12.99.
Shiseido Exclusive Ultimune Power Infusing Eye Concentrate
Brightening, smoothing and beautifully layerable under makeup.
Buy from Look Fantastic for £54.
Shu Uemura Art of Hair Ultimate Reset Masque
A deeply nourishing mask that transforms damaged hair.
Buy from Look Fantastic for £64.
Clé de Peau Beauté Softening Cleansing Foam
Indulgent, creamy and impossibly chic — it leaves skin soft, clean and never stripped.
Buy from Look Fantastic for £55.
Surratt Artistique Blush
Finely milled and effortlessly blendable, it delivers that lit-from-within flush J-Beauty does so well.
Buy from Look Fantastic for £30.
Feature image: Evelyn Richards
