Japanese Beauty or J-Beauty for short refers to mostly skincare products made in Japan that follow the traditional Japanese beauty philosophy.
Some consider color cosmetics to be a part of J-beauty as well but the term applies mostly to skincare.
J-Beauty has been extremely popular around the world for at least 2 decades starting with the BB cream and started gaining mass acceptance in North America around 2010.
There are many reasons why the beauty world is embracing J-Beauty:
- Focus on the “dewey skin” look or in other words, a focus on a healthy glow
- Use of more natural ingredients based on traditional eastern medicine
- Use of innovative ingredients like Kirei’s own Meshimakobu Mushroom, or sometimes curious ingredients like snail mucus (not found in Kirei)
- Focus on delivering pigment-free, hydrated skin that does not rely on makeup (Asian women tend to have oily skin thus less make up is always better)
From a cultural perspective, the Japanese love to spend time taking care of their skin (both men and women) and tend toward the idea of minimalism – minimal makeup or no makeup at all.
For example, for the most part, Japanese women do not believe in contouring. This trend of solving problem areas at the root through a holistic routine instead of covering up problems through makeup seems to be something North American people are starting to embrace.