Japanese Beauty Market Research | J Beauty

Japanese Beauty Market Research

Think science combined with nature

Science and nature are the origins of key ingredients that have been used in Japanese rituals for centuries lifted by innovative technologies and stellar research and development. Beauty and wellness have long been important parts of Japanese culture. Japanese beauty and skincare products bring these ingredients to all ethnicities and age groups. Here’s a look at some popular J-beauty products:

Japanese Beauty Products


Shiseido is a multinational Japanese company. They manufacture hair and skincare products, fragrances and cosmetics. Founded in 1872, Shiseido is one of the oldest cosmetic companies in the world. It is the largest cosmetic company in Japan and the fifth largest in the world. Their products are available only at select department stores.


SK-II is a J-beauty brand launched in 1980. Japanese scientists developed the brand in the 1970s. They were exploring the use of more natural ingredients. P&G acquired the brand in 1991, along with its purchase of Max Factor. Soon afterward SK-II expanded sales from Japan to Korea, Taiwan, and Hong Kong. The brand hit shelves in the Uk in 2000 and made its way to the US.

J-Beauty Opportunities

“J-beauty,” the sleeping giant of the cosmetic industry, has woken up. Its key competitor is “K-beauty” or Korean beauty. The latter has the advantages of efficiency and manufacturing speed. However, K-beauty can’t contend with Japan’s far more elaborate and delicate beauty routines. It also cannot compete with their long-term investment in technology. Japan’s obsession with beauty also makes it difficult for K-beauty to compete.

The Japanese beauty industry dates back to the sixth century. Elements like the original red lip are Japanese. Another Japanese factor is calligraphy style makeup brushes. The use of rice powder as a makeup mattifier and setter is also Japanese in origin. Much of what is exciting in K-beauty came from Japan. Japanese beauty manages to wed the old and new with ease.

Japan has had a foothold in the US market for decades. The hunger for their products remains. Brands like Shiseido have invested in innovation, and Japan’s R&D is estimated to be two years ahead of that of the US.  One of the innovations under development is artificial skin technology. This second skin, made from a durable elastic polymer, sits under makeup or UV. Users dab it on like a lotion, and it makes wrinkles disappear.

So what sets J-brands apart from their Western competitors? Japanese science and technology enable the efficacy of their products. Their textures are also of a higher quality. This is especially true of creams, SPF products, and foundation. Japanese products can also be used in conjunction with those of the West. Beauty addicts in the West can, therefore, add a product or two from Japan to their existing skincare regimens if they’re not ready to go full J-beauty.

About Us

SIS has in-depth experience in conducting market research and strategy consulting for J Beauty brands entering the US American, European and Asian markets.  The following are our highlights:

  • Focus Group and Product Testing center in New York City
  • Coast-to-Coast Qualitative and Quantitative Research capabilities in the United States
  • Full-Service Research capabilities in the United Kingdom and Europe
  • On-Staff Beauty Experts
  • Bilingual English-Japanese speaking staff
  • Over 40+ years experience in Global Beauty Market Research
Japanese Skin Care Market Research