K-beauty has some competition this 2019. According to British Vogue, the worldwide beauty trend may not be dying down just yet, but some people are already looking for what’s next. The top candidate for this is J-beauty.
How is this different from K-beauty though? Mintel global analyst Kirsty Doolan told British Vogue that Japanese people prioritize facial skincare over cosmetics. “As a comparison, a Japanese consumer will spend an average of $114 per year on facial skincare compared to $46 for colour cosmetics,” she said.
Bustle also noted that both K-beauty and J-beauty put importance onto skincare because they believe in preventing skin problems rather than treating them once they occur. But unlike K-beauty, which has a 10-step skincare routine, J-beauty is said to only have six steps at most if you’re doing it at home.
In terms of makeup, J-beauty calls for more minimalist and natural looks. According to Vox, you’d rarely see contour kits at cosmetics shops outside of Harajuku or Tokyo. What you’ll find are usually the basics like eyelash curlers, eyeshadows, blushes, lipsticks, and base makeup.
Looking at how the world welcomed K-beauty, J-beauty has the potential to become bigger than before this year. If you’re looking to switch your routines, here are some Japanese brands and products you can buy in the Philippines.
Canmake Cream Cheek Clear Type
One makeup trend Japan is known for is placing blush on the high points of their cheeks to create a “sick” look. Get the Gloss also noted that the orange blush trend actually started here too. One popular product is the Canmake Cream Cheek, which comes in various shades like red, pink, and orange. What’s iconic about this is it has a gel-type formula that easily blends into your skin, and also gives it a dewy look for hours. Available at Landmark Makati.
Hada Labo Hydrating Lotion
Facial lotion, also known as “skin conditioner,” is a watery toner used after applying moisturizer. This is popular in Japan because of how it adds more hydration and softness to one’s skin. The usual go-to is this one from Hada Labo, which contains four types of hyaluronic acid that works to hydrate the skin from the outer and inner layer. Available at Watsons.
SK-II Treatment Essence
The Japanese can’t get enough of skin hydration, and we’re not mad about it. Tokyo Treat explained it’s a cross between a toner and serum which helps in cell regeneration, combats dryness, and soothe redness. For this, you can use SK-II’s Treatment Essence, which contains 90 percent Pitera to ensure the optimization of the skin’s renewal cycle. Available on Sephora PH.
Heroine Make Smooth Eyeline 01 Jet Black
According to Tsunagu Japan, a Japanese woman’s everyday eye look includes basics like mascara, eyebrow pencil, and eyeliner. They use the latter to add dimension to their eyes, not necessarily to create a dramatic winged liner. Some also utilize to make their eyes appear bigger or make their overall look softer. If you want a product that’s going to last the entire day without any smudging, check out Heroine’s eyeliners. Available on Tokyo Beauty PH.
Lululun Nature Care Face Mask Smooth Gold
Just like in South Korea, cosmetic stores in Japan have several sheet mask brands. Japan Web Magazine noted this is the top-selling product among tourists because not only does it have skincare benefits, they also come in cute variants (e.g. animal faces). One popular brand is Lululun, which is a thick mask containing ingredients that target certain skin concerns like dryness and redness. This one in particular is formulated with silk amino acids extracted from Thai golden silk which improves skin’s elasticity and suppleness. Available at Beauty Bar.
Bioré Cleansing Oil
We all know Bioré for its water-based sunscreen, but have you tried their cleansing oil? Our former editor used to tell us this could easily melt off makeup and even waterproof eyeliner—and she was right. In J-beauty routines, double cleansing is a must and oil should be your first step as it emulsifies any product on your face, making it easier to wash away later on. Available on Beauty MNL.
DHC Eyelash Tonic
Another Japanese eye makeup staple for some are fake eyelashes, or simply products that help in growing/thickening their lashes. The latter includes products like DHC’s Eyelash Tonic which contains botanical extracts that nourish, strengthen lashes to prevent loss, and aid in lengthening them. It comes with a wand for easy application and it’s recommended to use this before mascara. Available on Japanichi.
Art by Tricia Guevara
For the latest in culture, fashion, beauty, and celebrities, subscribe to our weekly newsletter here
Follow Preen on Facebook, Instagram, Twitter, YouTube, and Viber
Related stories:
Why Japanese skincare is the simpler Korean 10-step routine
Shop these Korean and Japanese brands on your next makeup haul
When the world of Reddit meets the world of beauty
K-beauty brands should seriously expand their shade range