Chloe Takahashi
Cosme Hunt, USA

Abstract

Since we, Cosme Hunt, started introducing J-beauty on our website in 2017, J-beauty has been featured in many media all over the world because of its high quality and different characteristic from western brands. When I first recognized that J-beauty started to be covered by world-class media was around the end of 2017, and in 2018 we were covered as the first J-beauty curated media in the beauty magazine called “Beautymatter” based in NY. This year 2019, as J-beauty gets more exposure, Sephora in the U.S. featured some Japanese brands on their first page such as SK-Ⅱ、SHISEIDO and Tatcha.

THE RISE OF J-BEAUTY 2019

Since we, Cosme Hunt, started introducing J-beauty on our website in 2017, J-beauty has been featured in many media all over the world. When I first recognized that J-beauty was covered was around the end of 2017 on some US digital magazine, and in 2018 we were covered as the first J-beauty curated media in the beauty magazine called “Beautymatter” based in NY. This year 2019, as J-beauty gets more exposure, Sephora in the U.S. featured some Japanese brands on their first page such as SK-Ⅱ、SHISEIDO and Tatcha.

So what is exactly J-beauty? Let’s dig a little bit deeper to know the basis of J-beauty before we jump in to the detail.

When people talk about J-beauty, it is described as minimal, simple and sophisticated. J-beauty is also likely to have high quality and high price. Recently there are more brands coming up that are affordable and easy to reach for millennials.

For skincare, Japanese skincare ritual can be divided by 4 steps of makeup remover, face cleanser, toner and essence. In terms of J-beauty cosmetics, there are a lot of eye makeup tools such as eyeliner, mascara and eyelash curler ...