Organic/natural is a key trend in the beauty industry across the globe. Consumers have higher demands for healthier, safer and more ethically conscious products, which has resulted in the strong growth of organic/natural cosmetics. Japan, Asia’s second largest beauty market, is no exception. While the market remains small in size, there are many brands and products entering this arena, and retailers are actively promoting organic/natural products.
Changing consumer demands in Japan
Since the 2011 earthquake and tsunami that severely hit Japan’s Tohoku region, Japanese consumers’ values and preferences have seen significant changes. It is believed that Japanese consumers now place
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