If you've had your eye on the beauty industry recently, you'll know that Korean K-beauty has grown tenfold in popularity thanks to its gentle yet effective glass-skin formulas. However, Japanese J-beauty's scientific technology beauty buys are not to be overlooked – here's why.
Making home to the likes of the best face moisturisers and some of the best facial sunscreens, Japanese skincare prioritises minimalist routines of science-backed formulas that focus on the long-term health of your skin. Much like Korean skincare buys, J-beauty is the definition of innovation with its use of advanced technologies - but in contrast to the 'more is more' K-beauty ethos, J-Beauty is centred around simple regimens and calming ingredients, making it an ideal choice for mature skin that's experiencing hormonal changes.
