Meaningful, intentional, harmonious. These are the enduring themes you'll see threaded through J-beauty's most iconic brands, from Japanese skin care to hair care and makeup. One thing this category won't do, now or ever? Rush your routine.
“Japanese beauty is never just about quick fixes or products,” says Kyoko Getz, clinical aesthetician and director of education at Shiko Beauty, a curated J-beauty retailer that stocks the cult-classics every insider loves. “It's ritual rooted in centuries of tradition and supported by some of the world’s most advanced skin-care science. It sees skin not as a problem to solve but as something to care for daily, mindfully and respectfully.”
J-beauty brands like Shiseido, Sekkisei, and Clé de Peau Beauté have achieved global recognition over the years. But there's much more to explore in the world of J-beauty. Below, experts dive deep on this beauty movement and its potential to transform your beauty routine.
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Meet our experts
| Kyoko Getz | Clinical aesthetician and director of education at J-beauty retailer Shiko Beauty |
| Nami Onodera | Executive director of culture at Tatcha |
| Takayuki Morimatsu | President and CEO at Kosé America, Inc. |
| Kazuko Tatsumoto | Deputy general manager at Albion |
| Carla Ferrario | Director of marketing at Curél Japanese Skincare |
| Danielle Buob | Senior brand manager at Bioré Skincare |
| Rika Yamada | Marketing director at Perfect One |
| Miki Ishida | Hair and makeup artist based in Tokyo |
| Jasmin Ortega | Brand director at NatureLab.TOKYO |
| Anh Co Tran | Celebrity hairstylist and global creative director of Milbon |
| Daniel Martin | Celebrity makeup artist and global director of artistry at Tatcha |
| Benjamin Puckey | Celebrity makeup artist and global colour director of Clé de Peau Beauté |
What is J-beauty?
J-beauty, or Japanese beauty, is “noninvasive, calm, and has harmonious feel,” says Nami Onodera, executive director of culture at Tatcha. Hundreds of products and brands fall under this category, but they tend to have a few things in common. “The formulations emphasise hydration, protection, and nourishment,” she says. Rather than TikTok-viral launches or multistep routines, J-beauty is about “embracing the concept of ‘less is more.’”
Takayuki Morimatsu, president and CEO at Kosé America, echoes this belief. “Japanese skin care is all about simplicity, gentle formulas, and long-term results,” he says. “There is a strong emphasis on prevention and maintaining harmony.”
While simplicity defines J-beauty brands, that doesn’t mean the formulas lag behind their competitors. “Japan is known for precision and innovation, but we also carry incredible cultures and traditions that have been passed down for centuries,” says Getz. “I believe that it’s this harmony between heritage and high-tech that makes Japanese skin care so special.”
What are popular ingredients in J-beauty?
Botanical extracts power some of J-beauty’s best-selling launches. “You will often find time-honoured ingredients like green tea, rice bran, and fermented extracts—things that have been used for centuries—combined with some of the most advanced skin care technologies in the world,” says Getz.
Camellia is another star ingredient in J-beauty, one that’s helped turn Shiseido into a global name. The brand’s exclusive Power Fermented Camellia+ technology still powers its most recent launches, like the Ultimune Power Infusing Serum, which has been refined four times since its release in 2014 to help promote skin immunity.
Herbs like Job’s tears, Melothria, and angelica are at the heart of Sekkisei, one of Japan’s most well-known skin care brands owned by Kosé. Morimatsu says each formula is “guided by centuries of traditional herbal medicine,” then refined through research.
Herbs like Job’s tears, Melothria, and angelica are at the heart of many formulas, guided by centuries of traditional herbal medicine. While brands like Sekkisei are popular in Japan, UK shoppers can explore accessible alternatives such as Hada Labo Tokyo which uses long-chain and short-chain hyaluronic acids to deeply hydrate skin.
What does a J-beauty skin care routine look like?
If you enjoy a dewy finish, you’re in luck; J-beauty is all about that glow. “Moisture and suppleness are often sought after as an ideal skin in Japan,” says Kazuko Tatsumoto, deputy general manager at Albion. For those looking for the ultimate hydration routine, try the Beauty of Joseon Glow Replenishing Rice Milk Toner or the TIRTIR Milk Skin Toner, followed by the MIXSOON Bean Essence in the morning and Beauty of Joseon Glow Deep Serum at night.
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During the day, sun care is nonnegotiable. “In recent years, summers in Japan have been extremely hot,” says Tatsumoto. “As a result there is more interest in UV protection than ever before.” Japanese sunscreens are, in a word, elite. With full freedom to use cosmetically elegant filters beyond the limited list approved by the FDA for the US market, even J-beauty’s drugstore sunscreens feel lighter and gentler than you’d expect from your average SPF. Among them, you can’t skip over the Bioré UV Aqua Rich range, Japan’s top seller.
“The formula is known for its weightless, watery consistency, which absorbs quickly and leaves no white cast or greasy residue,” says Danielle Buob, senior brand manager at Bioré Skincare. “Japanese skin care has a focus on sensory experiences, so products often have refined textures. The Aqua Rich formula is infused with hyaluronic acid for hydration. This supports the Japanese beauty ideal of mochi-hada—skin that is soft, plump, and smooth like mochi rice cakes.”
Along with elevated UV protection, Japanese skin care emphasises cleansing and moisture layering. Double-cleansing routines are as popular in J-beauty as in K-beauty, and when it comes to cleansing, Japanese formulas place “great importance on avoiding friction by touching the skin gently, while providing ample hydration to maintain clarity and a smooth, moisturised feel,” says Rika Yamada, marketing director at Perfect One. For the ultimate J-beauty cleanse, try pairing Shiseido's Clarifying Cleansing Foam and Shiseido's Perfect Cleansing Oil.
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There’s no set number of steps post-cleanse, but the focus is on light layers to lock in moisture without overwhelming your complexion. Carla Ferrario, director of marketing at Curél Japanese Skincare, says the brand uses a “double moisturisation” approach similar to double cleansing. The first step is the Hydrating Water Essence, which calms, relieves tightness, and preps the skin. She recommends following it with Curél’s popular Intensive Moisture Cream. “It has an amazing texture that is a joy to use,” she says. “This layered approach ensures deep and lasting moisture.”
For the rest of your Japanese skin care lineup, we asked experts to share the products you may not have heard of before but everyone should know. Miki Ishida, a hair and makeup artist based in Tokyo, says nothing tops Shiseido’s Asia-exclusive line of D Program lotions and emulsions, available on retailers like YesStyle. “Models visiting Japan always ask, ‘What is this?’ when they try it,” says Ishida. “With continued use, your skin will become supple. I always carry one with me when I travel.” She also keeps Naia’s Sake Kasu Essence Mask in her kit. “It’s a brand from Noto, Ishikawa Prefecture, that uses natural ingredients,” she says. “This mask uses the benefits of aged sake and is gentle on skin.” While some of Ishida’s go-to's aren’t widely available in the UK, Glamour’s Beauty Commerce Writer Shani Cohen, who recently travelled to Japan, recommends the Biodance Bio-Collagen Real Deep Mask as a hydrating alternative that leaves skin plump and supple.
Another popular mask is the famous Dr. Medion Spaoxy Gel Mask, a frothy blend of powder and gel that produces CO₂ when mixed. “CO₂ masks are very popular in Japan, but this one is the original and hands-down the best,” says Getz. “Dr. Masato Hiki originally created this over 25 years ago to help heal bedsores and wounds. The CO₂ increases circulation and boosts collagen production.” While Getz also praises sake-infused formulas like Dassai’s Facial Mask and advanced serums such as the Sophistance Flawless Microbiome Retinol, Glamour’s Beauty Commerce Writer Shani Cohen recommends UK-accessible swaps: the CO2Lift Carboxi Treatment Mask for that same CO₂ boost, the Beauty of Joseon Centella Asiatica Calming Mask for soothing care, and the Haruharu Wonder Black Rice Night Knight Retinol Serum for a gentle age-supporting step she’s been loving.
What is Japanese hair care best known for?
J-beauty doesn’t stop at skin care; Japanese hair care is also known for its minimalist approach and its focus on both scalp and hair health, says Jasmin Ortega, brand director at NatureLab.Tokyo. Japanese hair products feature the same nature-derived ingredients you’ll find in J-beauty serums and moisturisers, like green tea, sake water, rice water, and camellia oil. They’re modernised with pairings like exosomes and biomimetic peptides, says Ortega. For a glimpse at what makes J-beauty hair staples special, she recommends the brand’s Perfect Clean 2-in-1 Scalp Scrub and Clarifying Shampoo, which is packed with probiotic sake water. “It's a pillar in our scalp care ritual,” she says.
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“In Japan, healthy, silky hair is really important, so consumers seek products that have high-quality, rare ingredients in order to achieve these goals,” says Anh Co Tran, celebrity hairstylist and global creative director of Milbon. Milbon’s salon-use hair care focuses on ingredients like pearl peptides, spring water algae extract, and black truffle to repair and nourish hair. Tran says Milbon’s top sellers are products that can “easily create effortless, natural looks without ever weighing down the hair—something of significant importance for styling in Japan.” His top picks include the Milbon Monochromatic Froth Blow Out Foam to “achieve that sleek hime look” (the word hime means “princess” and refers to a distinct face-framing cut with a long history in Japan), Velvet Texturizing Cream for “natural sheen and definition,” and Puff Finishing Paste for “air, body, and bounce.”
“While Tran’s favourites aren’t easy to get hold of in the UK, when I travelled to Japan the one product I saw everywhere was the Shiseido Fino Premium Touch Hair Mask - lining drugstore shelves, stacked high in Cosme and Don Quijote, and filling shopping baskets left and right. It’s easily one of the most popular masks in Japan, and since I started using it myself, my hair has been noticeably shinier, softer, and far more nourished. The best part? You don't have to travel to Japan to get it as it's on Amazon.” - Shani Cohen, Glamour’s Commerce Beauty Writer
What’s trending in Japanese makeup?
Trending might not be the right word to describe Japanese makeup, where there remains an emphasis on quality over speed. “Brands focus on developing the right product until it is completely perfect,” says Benjamin Puckey, celebrity makeup artist and global color director of Clé de Peau Beauté. “There’s an attention to detail and texture that enhances rather than masks. Recently in Japan, I have been seeing a lot of luminous, diffused shimmer that blends into the skin rather than sitting on top.” Popular products also emphasize cream-to-powder textures, lasting color, and lightweight base products with built-in skin care. “Lips are softer and more blurred, with tints and balms that hydrate as they add color,” says Puckey.
Clé de Peau Beauté is the epitome of luxury Japanese makeup. Try the Luminizing Face Enhancer highlighters, which are infused with opal powder that melts as you buff it in. Puckey also loves the Eye Colour Quads, which have a luminous finish and “condition the skin around your eyes while you wear them.” For skin prep, he swears by the sensitive-skin-friendly D Program line that Ishida also loves. “I also use Clé de Peau Beauté’s luxurious body cream on clients because it leaves skin like silk and gives a beautiful sheen,” he says. “I always get asked about it.”
While Japanese makeup brands don’t churn out launch after launch, there are still plenty of other gems to shop. Daniel Martin, celebrity makeup artist and global director of artistry at Tatcha, loves the Addiction Tokyo Eyeshadow Palettes (alternative SUQQU Signature Color Eyes Eyeshadow) paired with a drugstore staple, the Canmake Waterproof Slim Liquid Eyeliner. “It has an incredible slim felt tip for precision application,” he says. He also loves the Shiseido Eyelash Curler, which is “great for any eye shape,” Uzu by Flowfushi Mote Mascaras, and the Koh Gen Do Maifanshi Moisture Concealer. “The mascaras have so many fun colour options that pop, and the Koh Gen Do concealer formula rivals any other cream concealers,” he says. For skin prep, his essentials are the Tatcha Serum Stick and the can’t-live-without Indigo Calming Cream. “The serum stick is my everything to hydrate, fix makeup, and use as a mixing medium,” he says.
Save when you shop for the best J-beauty products with our Sephora discount codes.
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And if you have any room left to spare in your makeup bag, stock up on Ishida’s favourite Love Liner Liquid Eyeliner. “It glides smoothly, creates delicate lines, stays on really well, and fits perfectly between lashes,” she says. Like all the best J-beauty finds, it’s anchored in tradition. “The eyeliner tip is crafted using the traditional hand-kneading technique of Nara’s brush makers,” says Ishida. “The birthplace of brush-making."
Sarah Y. Wu is a beauty editor, copy director, and consultant based in Berlin, Germany.
This story originally appeared on GLAMOUR US.
