Thanks to the current lifestyle climate, which is geared towards self-care and wellness, Japanese beauty, or J-beauty as it has become known, is having a moment. “Japanese beauty philosophy is very close to a healthcare philosophy,” says Shiseido brand manager and all-round Japanese beauty expert Miyabi Kumagai. “Japanese beauty care is about long-term anticipation and prevention when it comes to the complexion, rather than instantaneous, emergency cures, which tend
to be superficial and short-lived.” In 2017, Japanese beauty brands’ exports were up 30 per cent year on year. In fact, they are expected to exceed $2.75 billion this year, according to Victoria Buchanan, a strategic researcher at The Future Laboratory. “This would set a record for the fifth year in a row,” she says. And the effect is being seen in beauty halls nationwide. “There has definitely been an increase in the sales of Japanese skincare brands,” says Jo Osborne, head of concessions & beauty buying at Harvey Nichols. “This shows us that women are seeking out products that are leading the way in innovation, which is something Japan is known for.” | |

Jun 4th 2018

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