Japanese beauty, also called J-beauty, has surged in popularity after it captured consumers' attention in India.
J-beauty brands and products are centred around traditional and natural ingredients that enhance the skin's beauty with less reliance on makeup.
The predicted surge of the beauty industry within India has pushed J-beauty brands to target this new demographic through marketing and campaigns.
J-Beauty shares similarities with Korean beauty (K-beauty) and introduced revolutionary products like oil cleansers. While K-beauty relies on eye-catching product assertions, trendy ingredients, unconventional packaging, and quick results, J-beauty emphasises efficiency, enduring effects of formulations, and refined packaging akin to Western beauty goods.
The rise of rapid urbanisation, alongside competitive workplaces and the influence of social media, has caused interest in personal appearance to grow significantly.
“J-beauty places importance on preventative measures instead of fixing the damage, starting skincare and haircare routines at a young age," added Mani Bhushan Shukla, consumer analyst at GlobalData.
"It sets itself apart from the former by embracing a more streamlined approach with fewer products, resembling western beauty regimes."
Consumers in India have been found to value easy-to-use skin and hair care products that better manage their time, causing J-beauty to capture their attention.
According to GlobalData's Q4 2023 consumer survey, 66 percent of female consumers in India stated that their choice is influenced by how well the product/service aligns with their time and money constraints when buying products.
"Recognising the increased demand for natural and organic products in India, J-beauty manufacturers have rolled out new formulations to meet the preferences of the discerning consumer base," stated Shukla.
The appeal of J-beauty products has risen due to the widespread interest in effective beauty products that require minimal time and effort.
"Japan has become a trusted and respected player in the global market," expressed Gabriel Godad, consumer business development manager at GlobalData.
"The Japanese cosmetics industry has gained worldwide recognition for its pursuit of quality."
Social media's role within the beauty industry is prominent, with 61 percent of survey respondents affirming that social media or YouTube influenced their purchase decisions.
