J-Beauty: Why Japan is set to topple K-Beauty in 2018

By Sarah Parsons 7-Nov-2017

A surge of investment from Japanese cosmetics brands in the west is a threat to the global phenomenon that is Korean skin care and make-up

The K-Beauty movement has been unlike any other in the beauty industry.

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Let’s go back to 2011: K-Beauty BB Creams have just been introduced to western consumers, but snail extract, ten-step skin care routines and sheet masks are still far on the horizon.


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