Products from Japan’s Prossence to Korea’s Sulwhasoo, Innisfree, and Laneige have had a significant impact on global skincare routines, and now beauty from China is entering the scene.
The beauty trends from Japan and Korea that captivated the world have lost some of their former influence. “J-beauty” took a minimalist approach, emphasizing less-is-more, whereas “K-beauty” emphasized multi-step routines and fashionable trends. Both significantly impacted the beauty industry and set a new standard for skincare globally, but their influence is now waning.
J-beauty has been dedicated to simplicity and effectiveness for a long time. David Yu, co-founder of Prossence, a skincare brand inspired by K-beauty, states that J-beauty “rely on a few high-quality products with mild ingredients that work well together”, an ideal for those who want “an effective, uncomplicated routine that is gentle on the skin and works well in the long term”. In the traditional J-beauty style, brands like Shiseido have promoted formulas that focus on hydration, keeping the skin healthy without overdoing it – no unnecessary extras, just lasting results.
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The worldwide popularity of J-beauty and K-beauty can be attributed to their methods and rich cultural backgrounds. With its emphasis on quality and tradition, J-beauty became the preferred choice for those seeking genuine and reliable skincare. Brands like Shiseido and SK-II didn’t just create products, they built icons: well-known names that have earned a reputation for their commitment to enduring, straightforward excellence.
On the other hand, Korean beauty experienced a surge in popularity thanks to its trendy and innovative approach, with the Korean wave (think K-pop idols and K-dramas) spreading the message of flawless skin globally. K-beauty’s routines are centered around consistently caring for the skin, a stark contrast to the Western approach of “get results now.” As Yu explains, “K-beauty is all about building a healthy skin barrier over time, focusing on gradual results with gentle, hydrating products, unlike Western skincare.”
Here, it’s all about building up hydration daily to fortify the skin for the long term. Yu notes that in Korea, skincare is viewed as a soothing wellness practice.
Together, Japanese beauty and Korean beauty significantly impacted the global market, each introducing a new and culturally diverse approach to skincare.
As Giselle Go, former Harper’s Bazaar Singapore editor and co-founder of Damdam, notes, K-beauty is notable for its “playfully innovative products, multi-step routines, and rapid product turnover”. It’s skincare that is both lavish and enjoyable – turning daily routines into personal spa experiences.
With its rich history, J-beauty is centered around “simplicity, minimalism and a deep respect for skin health over the long term”, according to Go. Unlike K-beauty, which frequently introduces new trends, J-beauty takes a more gradual approach, prioritizing balance and effectiveness with a smaller range of high-quality products that preserve skin integrity. By utilizing traditional ingredients such as rice and green tea, Japanese brands have created a sense of “quiet luxury” in the skincare industry.
But J-beauty’s appeal goes beyond its simplicity – the category is also celebrated for its emphasis on quality and tradition, now infused with a modern twist through clean beauty. Go shares how her brand blends “the authenticity of Japanese skincare rituals with modern, clean beauty principles”, creating products that are both gentle and effective. Damdam crafts its formulas using sustainably sourced Japanese ingredients – including land rehabilitation and soil health – which maintain their high quality.
Western skincare has traditionally focused on addressing visible problems with potent ingredients such as retinoids and acids. While effective, these ingredients can be harsh if not used properly. However, Western brands are now incorporating a preventive approach, inspired by K-beauty, which prioritizes skin health over treating issues as they appear.
Now, these dominant global skincare companies are facing a slight imbalance in their market position. The growing popularity of Western brands offering minimalist and multi-step routines with a “locally sourced” twist has altered consumer preferences. These smaller, independent brands are highlighting locally-sourced ingredients and environmentally-friendly practices, which are resonating strongly with consumers who value authenticity and eco-friendliness. Furthermore, the beauty industry is a highly competitive market with numerous new entrants constantly emerging.
The influence of J-beauty and K-beauty on Western beauty standards is undeniable. Yu notes how items initially exclusive to K-beauty, such as essences, sheet masks, and hydrating serums, have become fundamental components of skincare routines.
“Now widely used for their hydrating and calming properties,” he notes. Then there’s the “glass skin” phenomenon – everyone from brands to influencers has pursued that dewy, radiant complexion that appears to radiate from within.
To stay ahead of the competition, J-beauty and K-beauty are evolving. Japanese brands are creating sophisticated solutions that remain faithful to their minimalist philosophy while addressing specific concerns. K-beauty is moving towards a trend called “skinimalism” – the fusion of skin care and minimalism that encourages streamlined routines with only the most essential products. As consumers become increasingly concerned about the environmental impact of an endless array of beauty products, brands are introducing multi-purpose products that reduce clutter and still yield effective results.
Bringing a blend of traditional herbal ingredients and modern biotechnology, some products are winning over fans. Meanwhile, independent and regionally-based brands around the world are strengthening their offerings with products that promise a “farm-to-face” approach. These smaller companies are attracting customers who seek skincare that is not only effective but also reflects their values. From the US to Australia, brands are sourcing locally, supporting artisanal and sustainable practices that appeal to environmentally-conscious buyers.
In this highly competitive market, K-beauty and J-beauty brands must do more than rely on their heritage and innovative products to stay ahead – they also need to tap into the authentic, community-driven appeal that is currently captivating today’s consumers.
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This article was first published in the South China Morning Post (www.scmp.com), a leading news source covering China and Asia.
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