The Renaissance Of J-Beauty

The arrival of new luxury Japanese skincare brands here marks a resurgence for the sector, which has quietly returned to the spotlight after years of K-beauty domination, writes Nafeesa Saini.

- Nafeesa Saini

It has spawned foaming facial masks, 10-step routines and snail slime serums that have dominated Instagram, beauty aisles and headlines. K-beauty is the disruptive, trend-led phenomenon brought on by hallyu, the global popularity of South Korean pop culture that encompasses everything from movies to music to food. The numbers are staggering; according to a report by Allied Market Research, the global K-beauty industry is forecast to reach US$21.8 billion (S$28.9 billion) by 2026.

But its eclipse may soon be shared by Japanese beauty, its more established counterpart that has been discreetly yet steadfastly growing. Now, a new day has come for the industry. Japan is officially taking back the spotlight with a fresh wave of beauty brands that have expanded into Singapore.

BOUND BY TRADITION

Where K-beauty is known to focus on the novel, such as snail mucin and snake venom essences, its Japanese counterpart uses everyday indigenous ingredients that have nourished its people’s health and complexions for years. Beauty traditions are drawn from age-old rituals and beliefs that regard well-cared-for skin as the cornerstone of beauty.

The Japanese were among the first to discover the benefits of rice water. Legend has it that geishas would bathe in milky leftover rice water to soften their skin and hair. Today, rice extract is used to calm inflammation and boost the production of hyaluronic acid in skin. Other ingredients of the traditional Japanese diet, such as matcha and seaweed, are seen as restorative for one’s internal and skin wellness.