J-Beauty is the skin care trend to watch

Korean beauty (K-beauty) has long become a staple in the skin care aisle, especially for its innovation, but there’s recently been a rise in Japanese beauty (J-beauty), which has an increased emphasis on protecting the skin barrier with a simplified routine using more targeted ingredients. J-beauty routines usually involve fewer steps, all focused on enhancing natural beauty and achieving “mochi skin,” which is soft and pillowy like the Japanese rice cake it’s named after. In other words, the goal is for skin to be bouncy and hydrated—a contrast to K-beauty’s goal of first achieving glass skin that’s unnaturally smooth, poreless, and reflective, and then butter skin, which still emphasizes plumper and smoother skin—but actually celebrates the skin’s natural textures.

With its more simplified routine, J-beauty often involves concentrated serums to target specific skin needs or concerns. It also focuses on taking care of the skin instead of trying to fix damage later, which is why there’s more emphasis on applying sunscreen daily. 

Key concepts and ingredients

Many of the formulas of J-beauty products are underpinned by the concept of kirei sabi, which originates in Japanese tea ceremonies. The concept “kirei” roughly translates to “well-proportioned beauty,” and in J-beauty this translates to a focus on time-tested ingredients and a pared-down routine that supports long-term skin health. In addition, “sabi” is marked by embracing the beauty that comes with age and the impermanence of life.

Some popular J-beauty brands include Shiseido, SK-II, DAMDAM, and Tatcha—many of which are increasingly available in the United States at major retailers like Ulta and Sephora, and focus on hydration and protection. One key ingredient in these products is kojic acid, a byproduct from the fermentation of rice and other grains that is used to improve the appearance of uneven skin tone. More broadly, J-beauty products often use fermented extracts, which help increase the absorption and potency of key ingredients.

J-beauty products also use rice bran, which is high in antioxidants like vitamins E and C as well as squalane, an ingredient in moisturizers that mimics the skin’s natural oils. It helps hydrate, protect the skin from UV damage, and evens out the complexion. J-beauty also uses green tea for soothing the skin, konjac for exfoliation, and licorice root and yuzu for brightening. 

In addition, camellia oil, used by geishas to remove their makeup, is also a common key ingredient in J-beauty, and great for improving skin texture and hydrating the skin without clogging pores—especially because its composition mirrors the skin’s natural oils.

Key steps in a J-beauty routine

J-beauty starts with cleansing, usually a double cleansing. Many routines recommend starting with an oil cleanser to remove sebum, makeup, and sunscreen, followed by a water-based cleanser to remove dirt and impurities without drying out the skin. The Camellia Cleansing Oil from Tatcha is designed to cleanse the skin without stripping away natural moisture, all in one step. Another option is the Deep Cleansing Oil from DHC, which contains olive oil, rosemary leaf oil, and vitamin E.

The most important step is hydration, which improves absorption of other products, using lightweight products that aren’t overly heavy. This usually involves ceramides, which help strengthen the skin barrier and prevent moisture loss. One popular option is the Mochi Mochi Luminous Cream from DAMDAM, which is made with antioxidant-rich shiso leaf and phytic acid. 

Toners are usually water-based to maximize absorption and wear well under makeup and other products. A popular favorite is the Facial Treatment Essence from SK-II, which includes key ingredients that stimulate the production of hyaluronic acid and help reduce the appearance of redness caused by dryness.

This step is typically followed by a serum or essence to target skin needs, usually with a few specific active ingredients like vitamin C and hyaluronic acid. The Brightening Serum from Tatcha is made with time-release vitamin C as well as Japanese plum, which helps support collagen production and boost antioxidant protection.

Many J-beauty formulas are lightweight and meant to absorb quickly, sun protection included. Japanese sunscreens in particular are designed to protect against UV damage and environmental stressors, an essential step regardless of your skin type or needs. A great option is the Ultimate Sun Protector Lotion from Shiseido, which has SPF 60 and active ingredients like licorice root and green tea extract. Another popular option is the UV Aqua Rich SPF 50 from Bioré, a water-based sunscreen with UVA and UVB protection designed to absorb quickly without clogging pores.

J-beauty products are designed to support long-term skin health over time through hydration, protection, and nourishment. With products becoming more available at major retailers in the United States, there are even more opportunities to test out these products and find what works for you.