After the advent of KBeauty, which has gained a very influential position in the global cosmetics industry over the past decade, it is time to give way to JBeauty, which continues to gain ground in the world . Minimalist and technologically advanced, but also influenced by ancestral traditions, JBeauty, ultra popular in the Land of the Rising Sun, has the key elements to respond to the new skin concerns of European and North American consumers.
The covid19 pandemic and the search for more natural skin may have hastened the end of KBeauty (short for Korean Beauty), a vision of beauty straight from this country, which until recently seemed unstoppable in gaining followers and, perhaps even more importantly, she had a great influence on the international cosmetics industry. The KBeauty approach, based on layering, and in particular on a beauty routine in ten steps, seems to be losing ground in favor of a more minimalist and natural routine, which is gaining in visibility and popularity during the health crisis.
And even if KBeauty then had the idea of ”skipcare” which, trying to gain acolytes by reducing the whole routine to a few multifunctional products, it is in fact JBeauty (Japanese Beauty) which could better correspond to the main concerns of consumers right now. Big in Japan and elsewhere and because “we are always our best supporters”, JBeauty is gaining popularity above all in its homeland, the Land of the Rising Sun. The JBeauty-based cosmetics market is expected to grow from 521.9 billion yen in 2020 to 554.6 billion yen in 2025, with a compound annual growth rate of 1.2% over the period, report experts at GlobalData. “Japanese consumers are extremely health conscious, which is also reflected in their purchases of beauty products.
Consumers are drawn to products that have a positive impact on health and wellness, ”says Sukanyashri Kabali, consumer analyst at GlobalData. And this is a trend that is also settling in the West, especially in Europe and the United States, with a clear resurgence of interest in natural ingredients, particularly Japanese such as rice or rice water, also popular in cosmetics than on social networks , ginger or jet shells, or ashitaba, among others, which are part of this desire to combine nutrition, health and beauty of the skin.
This can be seen through the trends emerging around the world, including the rise of prebiotics in cosmetics. Men and women no longer seek to systematically repair damage to the skin, but to prevent it through various actions and a routine that helps it defend itself against possible attacks.
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