The Return Of J-Beauty
Her World Singapore|March 2022
It may have been eclipsed for a time by the novel offerings coming out of Korea, but Japanese beauty brands are enjoying a comeback, fuelled by fresh appreciation for the simplicity and dependable quality of their products.
Goh Yee Huay
The Return Of J-Beauty

For a long time now, much F of the beauty industry's spotlight has been trained on K-beauty and its array of novel, buzzy products, like liquid-powder lipsticks and snail mucin masks. While its popularity shows no signs of waning, one of the pioneers of Asian beauty is making a discreet return from the sidelines to prominence.

Since a few years ago, Japanese skincare and makeup, or J-beauty, has been gaining on its Korean counterparts in both popularity and visibility. In China, demand for J-beauty is on the rise despite the pandemic. According to the Japan External Trade Organization, China's imports of Japanese cosmetics in 2020 jumped over 30 per cent from the previous year to S$5.8 billion surpassing the S$4.5 billion from South Korea.

In Singapore, Japanese brands have been steadily making their entrances in the market, or are expanding their operations. Meeth, for instance, is a new luxury skincare outfit based on mineral-rich deep sea water fro Last month, it opened its first brick-and-mortar outlet in Plaza Singapura. Late in 2020, skincare brand MT Metatron said to be a favourite among doctors and Japanese celebrities - opened its first flagship store in Singapore at Isetan Scotts. And so did high-end skincare line Est. Recently, Sunohada, a new brand designed specially for sensitive skin, was also launched in Singapore. And health and beauty retailer Welcia-BHG recently announced its plans to bring in more Japanese brands across all beauty categories, seeing it as the best way to spur growth.

J-BEAUTY IS TIMELESS AND FUSS-FREE. ITS PHILOSOPHY HAS ALWAYS BEEN LESS IS MORE.

AMANDA NG, HEROINE MAKE ASSISTANT BRAND MANAGER

THE MANY DRAWS OF J-BEAUTY

This story is from the March 2022 edition of Her World Singapore.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the March 2022 edition of Her World Singapore.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM HER WORLD SINGAPOREView All
Looking Ahead
Her World Singapore

Looking Ahead

Here are three national policies that are making an impact on our lives.

time-read
1 min  |
November 2024
How Did Some Of The World's Iconic Chronographs Become So Famous?
Her World Singapore

How Did Some Of The World's Iconic Chronographs Become So Famous?

Karishma Tulsidas answers.

time-read
2 mins  |
November 2024
What Are Some Fun And Interesting Ways To Wear A Leather Jacket?
Her World Singapore

What Are Some Fun And Interesting Ways To Wear A Leather Jacket?

Lena Kamarudin answers.

time-read
1 min  |
November 2024
Is My Adult Acne Caused By Hormonal Changes?
Her World Singapore

Is My Adult Acne Caused By Hormonal Changes?

Quinn Chen answers.

time-read
2 mins  |
November 2024
Is It Ever A Good Idea To Engage In Online Discourse?
Her World Singapore

Is It Ever A Good Idea To Engage In Online Discourse?

Sarah Bagharib answers.

time-read
2 mins  |
November 2024
Breaking Down The Benefits Of Hyaluronic Acid
Her World Singapore

Breaking Down The Benefits Of Hyaluronic Acid

Here's why this popular skincare ingredient is a potent fix for dehydrated complexions.

time-read
4 mins  |
November 2024
Heritage in a Bottle
Her World Singapore

Heritage in a Bottle

Crafted by Swiss perfumer Christine Nagel, Barenia is the first chypre fragrance from Hermes, a seductive scent that is a dance between the delicate butterfly lily and the vibrant burst of miracle berry.

time-read
1 min  |
November 2024
BEST IN CLASS
Her World Singapore

BEST IN CLASS

MOVING AWAY FROM INTRODUCING ENTIRELY NEW PRODUCTS, BRANDS SUCH AS SHISEIDO, CLE DE PEAU BEAUTE AND SULWHASOO HAVE CHOSEN TO GO BACK TO THE DRAWING BOARD TO ELEVATE TRIED-AND-TRUE FORMULAS. THESE ICONIC CLASSICS ARE MORE EFFICACIOUS AND LUXURIOUS THAN BEFORE.

time-read
4 mins  |
November 2024
Sneak Peek
Her World Singapore

Sneak Peek

We've got our sights set on these new must-haves that promise to breathe new life into tired-looking eyes.

time-read
2 mins  |
November 2024
ACTS OF SERVICE
Her World Singapore

ACTS OF SERVICE

Beauty brands are enticing customers with a range of in-store treatments and services that offer expert tips, demonstrations and pampering.

time-read
4 mins  |
November 2024