It is hard to have a conversation about the beauty industry in 2025 without mentioning the K-Beauty surge, with products, brands and rituals born in Korea taking over Western cosmetics markets and showing no signs of slowing down.
While the K-beauty takeover was a long time coming, first worming its way into Western routines through the introduction of BB creams in 2011, another Asian market is making its move after playing the long game.
Japanese products from heritage brands such as Shiseido, Tatcha and Clé de Peau have been staples in beauty cabinets for years, often without consumers even recognising their origins.
Now, J-beauty is stepping into the spotlight – but is there room for both in the Western hemisphere?
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