The global cosmetics, beauty and wellness industries are continuously evolving, with different regions showcasing their unique approaches to consumer tastes and changing demands, from skincare to wider trends including fashion and healthcare products. Recently, the rise of so-called J-Beauty has captured international attention, symbolizing a cross-sector confluence of innovation, tradition and meticulous craftsmanship that is distinct to Japanese culture. In this special feature, we delve into the diverse fields contributing to this trend, profiling key industry players and exploring how Japan is today reshaping global beauty and fashion standards.
Cosmetics
Japanese cosmetics have long been admired for their quality and effectiveness. Companies like Cathy Chemical Industry are at the forefront of this trend. Hiroyuki Harada, president of Cathy Chemical Industry, emphasizes the importance of personalized skincare solutions facilitated by digital technologies. “Our beauty staff are constantly communicating with customers to find a solution. They take a look at the customer’s skin and ask questions about their lifestyle or eating habits to make the best proposal,” Harada explains. This personalized approach, combined with digital tools to educate staff, ensures that customers receive tailored skincare advice, enhancing the effectiveness of product selection. Midori Miyazaki, president of DHC Corporation, attributes the success of her company’s award-winning Deep Cleansing Oil to its organic ingredients. “One of the keys to our great success is the utilization of organic olive oil from Spain. It maximizes cleansing capacity while reducing facial stimulation,” she says. This emphasis on natural ingredients and minimizing skin irritation aligns with the broader J-Beauty philosophy of gentle, effective skincare.
Health and Wellness
The intersection of health and beauty is another defining feature of J-Beauty. Takashi Tajima, president and CEO of Naturally Plus, highlights the growing acceptance of supplements in Japan. “With increasing health consciousness, supplements have become more mainstream. Our high-quality supplements, like Super Lutein and Izumio hydrogen-infused water, support our customers’ healthy lifestyles,” Tajima notes. The company has leveraged functional food labeling to clearly communicate the benefits of its products, appealing to health-conscious consumers.
Brands like Naturally Plus are also increasingly focusing on preservative-free products, recognizing the demand for purity in skincare and health supplements. Such an approach caters to consumers looking for safer, more natural options while helping build a loyal customer base both domestically and internationally.
For instance, “Glyloid”, a product by MP Gokyo Food & Chemical, showcases how traditional ingredients can be reimagined through innovation. President Hidemitsu Wakita explains, “GLYLOID, purified tamarind seed gum, has a unique viscosity similar to honey. It’s used in sauces, dressings and low-fat mayo, offering a stable, natural alternative to chemical emulsifiers.” This innovative product also has applications in the cosmetics industry, aligning with the trend towards conscious beauty.
Fashion
Japanese fashion is renowned for its attention to detail and quality, characteristics that are gaining traction globally. Takuya Murayama, president of SB Planning, discusses the appeal of Japanese fashion overseas. “The Japanese have been very particular about creating goods with minute details. This detailed mindset is welcomed by high-fashion countries like France or Italy,” he explains. This meticulous approach, rooted in the Japanese manufacturing mindset of monozukuri, or craftsmanship, is driving the popularity of Japanese apparel internationally.
Environmental sustainability is another critical concern in the fashion industry. Murayama notes the shift towards more environmentally friendly practices, such as locally contained production to reduce transportation footprints. “This type of production is a way to contribute to lessening environmental burdens,” he says. Companies like SB Planning are leading the charge in creating high-quality, sustainable fashion that appeals to conscious consumers worldwide.
Takahiko Takaura, president of Marutaka Iryo, also emphasizes the importance of durable recyclable fashion products and their impact on society. “Our products are pretty durable and often resold as recyclable products. However, we have not been reselling the recycled product ourselves. Moving forward, we plan to set up our own shops for recycled products, and we aim to offer durable recycled products tailored to different communities at affordable prices,” he explains.
Uniqlo, Japan’s flagship global retail giant, exemplifies this trend by emphasizing a philosophy that promotes versatile, high-quality and sustainable clothing. The company’s initiatives, such as recycling old clothes and using environmentally friendly materials, underscore Japan’s commitment to responsible fashion.
Whilst Japanese fabric and clothing makers follow Uniqlo’s lead on sustainability, the sector at large is characterized by traditional craftsmanship but with a growing adoption of cutting-edge technology to improve operational efficiencies. Maruhisa, led by President Kiminobu Hiraishi, exemplifies this approach. The company started as a producer of tabi socks and has evolved to meet modern demands. “We are characterized by the development of fabrics in our own factories, and we handle all genres of clothing,” Hiraishi states. This ability to adapt and innovate while maintaining traditional craftsmanship has become a hallmark of Japanese manufacturing more widely.
Retail and E-commerce
The rise of e-commerce has transformed the retail landscape, enabling Japanese companies to reach global audiences. Takahiro Goto, president and CEO of Shinnihonseiyaku, contrasts J-Beauty with the more elaborate K-Beauty routines. “Japanese beauty embraces a simpler approach with a focus on high-quality products,” he says. This simplicity, combined with the use of e-commerce platforms, allows Japanese beauty brands to appeal to international consumers seeking effective, straightforward skincare solutions. Nanga Inc., an outdoor apparel company, has also adapted to the e-commerce boom.
President Tomoyuki Yokota describes the company’s dual approach: “We provide products exclusive to online sales and retain an offline (in-store) presence to ensure comprehensive customer engagement. It has only been six years since we started our online sales platform but since its establishment, we’ve made efforts to make sure our entire product lineup is available online. Having said this, there is more that we can do as our platform is currently only available in Japan.” When it comes to brand recognition and global expansion, while the company does not offer overseas shipping through its e-commerce store, it has made steady efforts to be present at trade shows and exhibitions, including in New York and Paris. The global eyewear market is also expanding, and Japanese companies like EYEVAN Inc. are capitalizing on this trend by focusing on personalized, high-end products.
Noriyuki Yamamoto, president and CEO of EYEVAN, emphasizes the importance of in-store experiences in tandem with harnessing the added opportunities that come with e-commerce. “We offer eye examinations and adjustments that cannot be experienced online. Customers can customize their eyewear in terms of color or patterns at our flagship stores,” Yamamoto explains. This focus on personalized, luxurious eyewear ensures that customers receive products tailored to their unique preferences and needs.
Demographic shifts
Japan’s aging and shrinking population presents both challenges and opportunities for J-Beauty businesses and other fashion brands, manufacturers and retailers. Hiroshi Ueno, president of Intermestic Inc., highlights the need for experienced employees in the eyewear industry. “Our products require technical expertise, and the perpetual accumulation of technology is important,” he says. The aging population also represents a market for products that cater to their specific needs, offering opportunities for growth.
This demographic shift also influences product development and marketing strategies. For instance, cosmetics companies are focusing on antiaging products and targeting older consumers with specific skincare needs. Additionally, fashion brands are creating lines that cater to mature customers, emphasizing comfort and elegance.
As a result of this shift, rebranding and cultural repositioning are strategies Japanese companies are using to stay relevant in a competitive market. Yoshihide Kanzaki, president of TOA Inc., explains the recent rebranding from Nihon Kolmar. “The new name reflects our philosophy of ‘Total Outsourcing Access’ – or ‘TOA’– emphasizing our commitment to quality and sustainability,” Kanzaki states. This shift aims to better position the company in a market where consumer awareness of sustainability is growing.
The Future of J-Beauty
The rise of the J-Beauty trend and its pillar industries is a testament to the innovation, quality and craftsmanship inherent in Japan. From cosmetics and fashion to manufacturing and retail, Japanese companies are setting new standards in the global consumer markets. As these sectors continue to evolve, driven by both tradition and cutting-edge technology, J-Beauty is poised to remain a significant influence in the world of beauty and beyond.
The fusion of monozukuri, sustainability and personalized customer experiences is at the core of this appeal. As consumers worldwide seek products that align with their values and lifestyle preferences, Japanese brands are well-positioned to meet these demands.
All interviews were conducted by The Worldfolio and can be found at www.theworldfolio.com.
This article was done in paid partnership with Worldfolio and edited by Newsweek staff. The content has been supplied by Worldfolio.
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