J-Beauty Evolution: Tradition Meets Innovation

The global beauty, cosmetics and wellness industry is constantly evolving, with different regions presenting their own unique take on consumer tastes and changing demands, from skincare to broader trends including fashion and healthcare products. Recently, the rise of so-called J-Beauty has captured international attention, symbolizing the cross-sectoral blend of innovation, tradition and meticulous craftsmanship that is characteristic of Japanese culture. In this special, we delve into the different fields contributing to this trend, profiling key industry players and exploring how Japan is currently reshaping global beauty and fashion standards.

Cosmetics

Japanese cosmetics have long been admired for their quality and effectiveness. Companies like Cathy Chemical Industry are at the forefront of this trend. Hiroyuki Harada, president of Cathy Chemical Industry, emphasizes the importance of personalized skincare solutions, which are made possible by digital technologies. “Our beauty staff constantly communicates with customers to find a solution. They look at a customer’s skin and ask questions about their lifestyle or eating habits to provide the best offer,” Harada explains. This personalized approach, combined with digital tools to educate staff, provides customers with tailored skincare advice, making product selection more effective. Midori Miyazaki, president of DHC Corporation, attributes the success of his company’s award-winning Deep Cleansing Oil to its organic ingredients. “One of the keys to our great success is the use of organic olive oil from Spain. It maximizes the cleansing ability while reducing stimulation of the face,” he says. This emphasis on natural ingredients and minimizing skin irritation is in line with J-Beauty’s broader philosophy of gentle, effective skincare.

Health and well-being

The intersection of health and beauty is another hallmark of J-Beauty. Takashi Tajima, president and CEO of Naturally Plus, highlights the growing acceptance of supplements in Japan. “As health awareness grows, supplements have become more popular. Our high-quality supplements, such as Super Lutein and Izumio Hydrogen Water, support our customers’ healthy lifestyles,” Tajima notes. The company has used functional food labels to clearly communicate the benefits of its products, appealing to health-conscious consumers.

Brands like Naturally Plus are also increasingly focusing on preservative-free products, recognizing the need for purity in skincare and health supplements. This approach meets the needs of consumers looking for safer, more natural options, while helping to build a loyal customer base both domestically and internationally.

For example, “Glyloid,” a product of MP Gokyo Food & Chemical, shows how traditional ingredients can be reimagined through innovation. President Hidemitsu Wakita explains: “GLYLOID, a purified gum from tamarind seeds, has a unique viscosity similar to honey. It is used in sauces, dressings, and low-fat mayonnaise, offering a stable, natural alternative to chemical emulsifiers.” This innovative product also has applications in the cosmetics industry, which is in line with the trend of conscious beauty.

Fashion

Japanese fashion is known for its attention to detail and quality, traits that are gaining popularity around the world. Takuya Murayama, president of SB Planning, discusses the appeal of Japanese fashion abroad. “The Japanese are very particular about creating goods with minute details. This detailed approach is welcomed in high-fashion countries like France and Italy,” he explains. It’s a meticulous approach, rooted in Japan’s manufacturing mindset monozukurii.e. craftsmanship, is the driving force behind the popularity of Japanese clothing around the world.

Environmental sustainability is another important issue in the fashion industry. Murayama sees a shift toward more eco-friendly practices, such as local manufacturing to reduce the transportation footprint. “This type of manufacturing is a way to reduce the burden on the environment,” he says. Companies like SB Planning are leading the way in creating high-quality, sustainable fashion that appeals to conscious consumers around the world.

Takahiko Takaura, president of Marutaka Iryo, also emphasizes the importance of durable, recyclable fashion products and their impact on society. “Our products are quite durable and are often resold as recyclable products. However, we do not resell recycled products ourselves. In the future, we plan to open our own recycled product stores and aim to offer durable recycled products tailored to different communities at affordable prices,” he explains.

Uniqlo, Japan’s flagship global retail giant, exemplifies this trend, emphasizing a philosophy that promotes versatile, high-quality, and sustainable clothing. The company’s initiatives, such as recycling old clothes and using eco-friendly materials, underscore Japan’s commitment to responsible fashion.

While Japanese fabric and apparel manufacturers are following Uniqlo’s lead on sustainability, the sector as a whole is characterized by traditional craftsmanship, but with increasing adoption of cutting-edge technology to improve operational efficiency. Maruhisa, led by CEO Kiminobu Hiraishi, exemplifies this approach. The company began as a maker of tabi socks and has evolved to meet modern demands. “We are characterized by developing fabrics in-house, and we cover all types of garments,” Hiraishi says. This ability to adapt and innovate while maintaining traditional craftsmanship has become a hallmark of Japanese manufacturing more broadly.

Retail and e-commerce

The rise of e-commerce has changed the retail landscape, allowing Japanese companies to reach a global audience. Takahiro Goto, president and CEO of Shinnihonseiyaku, contrasts J-beauty with the more elaborate K-beauty routines. “Japanese beauty takes a simpler approach, focusing on high-quality products,” he says. That simplicity, combined with the use of e-commerce platforms, allows Japanese beauty brands to reach international consumers looking for effective, simple skincare solutions. Nanga Inc., an outdoor apparel company, has also adapted to the e-commerce boom.

President Tomoyuki Yokota describes the company’s dual approach: “We provide products exclusively for online sale and maintain an offline (in-store) presence to ensure comprehensive customer engagement. It’s only been six years since we launched our online sales platform, but since its inception, we’ve made efforts to ensure that our entire product offering is available online. However, we can do more because our platform is currently only available in Japan.” In terms of brand recognition and global expansion, while the company doesn’t offer overseas shipping through its e-commerce store, it has made steady efforts to have a presence at trade shows and exhibitions, including in New York and Paris. The global eyewear market is also growing, with Japanese companies like EYEVAN Inc. capitalizing on this trend by focusing on personalized, high-end products.

Noriyuki Yamamoto, president and CEO of EYEVAN, emphasizes the importance of the in-store experience, combined with the additional capabilities of e-commerce. “We offer eye examinations and prescriptions that cannot be experienced online. Customers can customize their glasses by color or pattern in our flagship stores,” Yamamoto explains. The focus on personalized, luxury eyewear provides customers with products tailored to their unique preferences and needs.

Demographic changes

Japan’s aging and shrinking population presents both challenges and opportunities for J-Beauty and other fashion brands, manufacturers and retailers. Hiroshi Ueno, president of Intermestic Inc., emphasizes the need for experienced workers in the eyewear industry. “Our products require technical expertise, and the continued accumulation of technology is important,” he says. The aging population also presents a market for products that meet their specific needs, offering opportunities for growth.

This demographic shift is also influencing product development and marketing strategies. For example, cosmetics companies are focusing on anti-aging products and targeting older consumers with specific skin care needs. In addition, fashion brands are creating lines aimed at mature customers, emphasizing comfort and elegance.

As a result of this change, rebranding and cultural repositioning are strategies that Japanese companies are using to remain relevant in a competitive market. Yoshihide Kanzaki, president of TOA Inc., explains the recent rebranding from Nihon Kolmar. “The new name reflects our philosophy of ‘Total Outsourcing Access’ – or ‘TOA’ – emphasizing our commitment to quality and sustainability,” Kanzaki says. This change aims to better position the company in a market where consumer awareness of sustainability is growing.

The Future of J-Beauty

The growth of the J-Beauty trend and its pillars is a testament to the innovation, quality and craftsmanship that are inherent to Japan. From cosmetics and fashion to manufacturing and retail, Japanese companies are setting new standards in global consumer markets. As these sectors evolve, driven by both tradition and cutting-edge technology, J-Beauty is poised to remain a significant influence in the world of beauty and beyond.

Fusion monozukuriSustainability and personalized customer experiences are at the heart of this appeal. As consumers around the world seek products that align with their values ​​and lifestyle preferences, Japanese brands are well-positioned to meet these demands.

All interviews were conducted by The Worldfolio and can be found at www.theworldfolio.com.

This article was written in paid collaboration with Worldfolio and edited by Newsweek staff. Content provided by Worldfolio.

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