In recent years, Korean beauty – or K-beauty – brands have led the sector, pioneering trends such as sheet masks, snail creams and the make-up cushion. Now, however, it’s the turn of Japan and “the sleeping giant of the beauty industry, ‘J-beauty,’ has woken up,” according to the Financial Times in April 2018.
Buoyed by a resurgence of global interest in the characteristic pared-down Japanese aesthetic, and driven by a shrinking domestic market, a handful of Japanese retail brands – in cosmetics and beyond – are rapidly expanding abroad.