April 24, 2024

5 new J-Beauty brands you need to know about

The Japanese cosmetics industry is expected to be valued at an incredible $45. 64 billion by 2020 and its popularity is steadily increasing in the Western arena.

As someone who wants to know all the tips, tricks and hacks when it comes to skincare, I’m looking to the latest coming out of Japan and I’m clearly not the only one.

It’s no secret that Korean beauty still has monopoly over current beauty trends and the past few years, but lest we forget about the principles of the underdog, Japanese Beauty, more commonly referred to as J-Beauty.

We’re already exposed to the brilliance of Shiseido, DHC and SKII, but what’s next? With the Japanese beauty market set to expand, these are some of the beauty brands to watch this coming year.

Hada Labo

Tell me more: It’s Japan’s number one skincare brand consisting of cleansers, serums, moisturisers and masks, and they’re launching in the UK. Infused within the products are Super Hyaluronic Acid, which is their unique formula of 3 types of hyaluronic acid. Macro Hyaluronic Acid holds in moisture, Hyaluronic Acid Plus provides twice the amount of hydration than the standard hyaluronic acid, and Micro Hyaluronic Acid penetrates deep into the skin’s surface to maintain moisture.


Tell me more: Based on the Japanese concept of transient, imperfect and impermanent beauty, otherwise known as Wabi Sabi, Warew sticks to traditions passed down through the generations. Beauty emanates from the inside out according to Warew’s philosophy. Cleansing, conditioning, nurturing and special care are the main steps for this skincare routine. The cleansing oil which turns into a rich, creamy foam is a personal highlight.


Tell me more: An updated, progressive take on J-Beauty where all of the superfoods we love dearly are infused into a honey matcha cleanser, a green pulp paste face mask and kale, lingonberry and chia moisturiser. Following a condensed regime, Rooki classes skincare into two categories: Rooki Basics which are the must haves, and Rooki Perfectors which are more targeted remedies. The Honey Matcha cleanser is a favourite, acting as both a transparent, lightweight cleanser and face mask if left on a little while longer.


Tell me more: It’s bespoke skincare, with specific ingredients in each serum: Brighten, Drench, Re-gen and Resist. The serums vary in consistency and texture, from a thicker white cream, to lightweight creams and also a more lightweight gel, these serums contain ingredients for specific skin conditions. The Drench Intense Hydration Serum is a perfect partner for acne-prone skin, containing a formula of triple Hyaluronic Acid.

Botanicals Signature

Tell me more: This Australian skincare and lifestyle brand is deeply inspired by J-Beauty traditions, even from the traditional Japanese Washi paper. It’s environmentally friendly and hand made in the small village of Ogawa, Japan. From the neroli and rosemary based facial oil to the detoxifying white tea moisturiser, there’s a serum, oil and moisture that may take your fancy. The healthy glow hair oil has an amazing combination of argan oil, rosemary leaf, olive fruit and sea buckthorne berries is a penetrating and moisturising hair oil that is a personal highlight.

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