Finally, looking forward to the “hometown” Japan officially opening up to the outside world and the local 0+3 isolation policy, is everyone ready to return home at any time? In addition to arranging the best star-rated hotels and booking difficult restaurants, of course, there is also a never-ending shopping list! As a beauty enthusiast, besides stocking up at the drugstore, you absolutely cannot miss the rising popular niche beauty brands in Japan in the past two and a half years. Here are 5 new favorites on the Japanese girls’ beauty table for you to make the most meticulous shopping preparations!
Shiseido’s healing series BAUM
BAUM is a new brand launched by the leading Japanese beauty group Shiseido, positioning itself as a high-end skincare brand with a focus on sustainability. The brand name means “tree” in German, and all products contain essences from different parts of trees such as trunks, bark, leaves, fruits, roots, bringing the powerful water storage and self-defense capabilities of trees to the skin, even the scent is filled with a healing forest atmosphere.
In addition to the natural ingredients in the formula, the product packaging is also very particular. The brand has collaborated with Japanese furniture manufacturer Karimoku to use the waste wood generated in production as part of the packaging, handcrafted by people. Other packaging materials besides wood are also made from different environmentally friendly recycled materials, giving back to nature.
Japanese medical-grade OSAJI
OSAJI in Japanese refers to the shogun or imperial physician during the Edo period. The founder of the brand once developed a skincare brand due to mental stress, and through his professional background and personal experience, he developed a skincare brand that is natural, safe, and has a therapeutic mist effect.
The brand’s product range is quite extensive, ranging from skincare, hair care, makeup to perfume, and fragrances. It is roughly divided into four major series: muku without added fragrance, sou with citrus fragrance, ibuki with a forest scent, and ikoi with a floral scent. All products are packaged in a simple Japanese style, greatly loved by young Japanese women.
Japanese beauty blogger developed La Peau De Gem Beauty
There are many Japanese open-shelf beauty product brands, and the recent popular choice is definitely the brand La Peau De Gem launched by Ishida Ichihane, who has nearly 150,000 followers on Instagram. Although Ishida Ichihane is not a high-value girl, her natural and unique lifestyle aesthetics have successfully attracted a large number of fans. After the fashion brand La Peau De Gem achieved unprecedented success, it developed the beauty line La Peau De Gem Beauty.
La Peau De Gem’s signature product is its smooth and highly shimmering single-color eyeshadow, which rivals high-end brands in terms of makeup selection but looks natural and long-lasting. The key is the affordable price that even budget-conscious girls can easily afford, no wonder the product is constantly restocked and sold out for a long time. In addition to eyeshadows, the newly launched lipsticks are also a must-have for Japanese girls, with a smooth and moisturizing texture, high color payoff, making it a sincere work with excellent value for money overall.
Epidemic City Weirdo Enters the UK Athletia
The pandemic has dealt a heavy blow to the Japanese economy and retail industry, but Athletia is definitely a strange phenomenon in the epidemic market. Born in the early days of the pandemic in 2020, it has become popular in Japan and then expanded into the UK. Athletia is a skincare brand under the Kanebo Group, with its minimalist and high-value packaging successfully attracting consumer attention. Coupled with a brand concept of relaxation and stress relief, it has already gained attention shortly after its launch.
Athletia’s products are all made from organic natural ingredients, with ingredients grown in-house without the addition of chemical fertilizers, making it a true clean beauty brand. The brand’s best-selling product is the balancing oil, which was crowned the champion of essence products in the first half of 2020 by the local authoritative beauty magazine “Beauty”. If you are looking to purchase highly moisturizing and nourishing products, you definitely shouldn’t miss out!
Japanese fresh and WOLF
In Japan, the highly renowned N Organic in the organic skincare industry launched a makeup series called & WOLF in 2020, which also possesses a natural and fresh DNA. It immediately gained a following of brand fans. Like N Organic, & WOLF focuses on organic ingredients and incorporates specially formulated beauty ingredients into cosmetics.
& WOLF cosmetics use exclusive beauty ingredients that are all N organic, even the scent is infused with the most attractive citrus essential oil fragrance from N organic, bringing gentle and non-irritating cosmetics suitable for sensitive skin, as well as a healing aroma, elevating the makeup experience to another level.
