Japanese Beauty (J-Beauty): What It Is & Top Brands

You have probably heard all about K-Beauty, also called Korean beauty or Korean skin care, but J-Beauty is newer to the American skin care scene. Also called Japanese beauty, Japanese skin care, or even “mochi skin,” J-Beauty is an up-and-coming trend in the US. Learn more about what J-Beauty is, what its benefits are, and see if it could be right for your skin type here.

J-Beauty, which stands for Japanese beauty, is a skin care philosophy with roots in traditional Japanese culture . It emphasizes simplicity and a minimalistic approach to skin care , aiming to enhance one’s natural beauty without the complex, multi-step approach that some other skin care trends use.

Rooted in the idea of “kirei” – a Japanese term that means clean, pure, and beautiful – J-Beauty prioritizes the use of natural, time-tested ingredients to maintain healthy, radiant skin for the long-term, rather than relying on quick fixes.

J-Beauty and K-Beauty do share many similarities – such as their focus on healthy, glowing skin and innovative formulations – but they also differ in a few key ways. While J-Beauty emphasizes simplicity, with a minimalist approach, K-Beauty is known for its elaborate multi-step routines that cater to a wide range of specific skin concerns.

The ingredients emphasized in each skin care trend also differ, with J-Beauty favoring traditional Japanese components like rice bran , green tea , and camellia oil , while K-Beauty often includes some more interesting, trend-driven ingredients such as snail mucin and fermented extracts.

Even their packaging reflects their philosophies, with J-Beauty often opting for elegant, understated designs, whereas K-Beauty tends to use more playful, colorful packaging.

Similarly, K-Beauty’s focus on “ glass skin ” has some similarities and differences from J-Beauty’s focus on “mochi skin.”

Glass skin is characterized by skin that looks smooth, poreless, and reflective, like a piece of glass. According to many K-Beauty trends, achieving this look typically involves a multi-step routine with layers of hydrating toners, serums, and essences, focusing on deep hydration.

In contrast, mochi skin is rooted in J-Beauty and is inspired by the soft, plump texture of mochi, a traditional Japanese rice cake. Instead of emphasizing shine and translucence, mochi skin is all about achieving a bouncy, cushion-like texture that feels supple and hydrated. The focus is less on layering products and more on maintaining a simple but effective regimen that nurtures the skin’s natural barrier with high-quality ingredients like rice bran, green tea, and camellia oil.

While both trends emphasize healthy, hydrated skin, glass skin highlights a glossy, dewy appearance, whereas mochi skin emphasizes softness, smoothness, and a naturally hydrated finish.

J-Beauty typically relies on traditional, nutrient-rich ingredients that can offer several benefits to the skin at the same time. Some of the most notable Japanese skin care ingredients include:

• Rice bran. This J-Beauty staple is used to deeply hydrate the skin and impart strong antioxidant benefits, making it a beneficial moisturizing and anti-aging ingredient.

• Green tea (Camellia sinensis). Packed with antioxidants, green tea soothes and protects the skin from environmental damage.

• Camellia oil. Also called tsubaki oil or camellia japonica seed oil, this moisturizing ingredient is lightweight and rich in fatty acids to hydrate and nourish the skin without clogging pores.

• Konjac. Made from the natural fibers of konjac root, konjac sponges are a popular J-Beauty tool used to gently exfoliate the skin.

• Licorice root extract. Known for its calming and brightening properties, licorice root is often used in J-Beauty formulations to brighten and even skin tone.

• Silk extracts. Two key proteins found in silk extracts, sericin and fibroin, can benefit the skin. Sericin forms a protective layer over the skin, aiding in hydration, while fibroin helps to repair skin cells and balance moisture levels.

• Yuzu. This Japanese citrus fruit is high in vitamin C and can help to hydrate and brightens the skin. 

J-Beauty’s focus on simple, yet effective skin care routines come along with a number of benefits that are attracting many Americans to this skin care philosophy. A few key benefits that J-Beauty has to offer include:

• An emphasis on long-term skin health, not just “quick fixes.”

• Use of high-quality, natural ingredients with years of proven benefits.

• Minimalist routines can save time and money.

• Gentle enough for sensitive skin.

• Deep hydration without heaviness.

• A focus on skin protection and nourishment and is rich in antioxidants.

Although J-Beauty has many benefits, there are a few downsides to consider:

• Limited availability. Some J-Beauty brands are harder to find in the US compared to K-Beauty brands.

• Higher cost. Many J-Beauty products are considered premium, which can make them pricier.

• Not always customizable. The minimalist approach that J-Beauty takes may not address specific concerns like acne or hyperpigmentation as effectively as multi-step routines.

Although J-Beauty brands are less popular in the US compared to K-Beauty, a few have gained a following and continue to create innovative products:

• Shiseido is one of the best-known J-Beauty brands in the US and is particularly known for its anti-aging skin care products.

• SK-II. Famous for its Facial Treatment Essence, this brand uses Pitera™, a yeast-derived ingredient that improves skin texture and clarity.

• Tatcha. This brand puts a modern spin on traditional Japanese ingredients, offering J-Beauty starter sets to those new to simplistic Japanese beauty skin care regimens.

• Hada Labo. Translating to “skin lab,” Hada Labo offers some of the most affordable Japanese skin care products available in the US.

• DHC. Known for its Deep Cleansing Oil, DHC includes olive oil and other natural ingredients for gentle cleansing and hydration.

Outside of dedicated Japanese beauty brands, some products contain many of the same beneficial ingredients that you’ll find in J-Beauty products. Some alternatives to consider if you’re having trouble finding a J-Beauty brand you love in the US include:

Traditional Japanese skin care routines only contain 3 to 4 steps, keeping with their simple and minimalist philosophy. An example 3-step J-Beauty skin care routine looks similar to this:

1. Cleanse. J-Beauty routines often focus on double-cleansing to ensure the skin is free of dirt, makeup, and other impurities. However, double-cleansing is not always necessary and can cause dryness if you already have dry skin. 
2. Moisturize. Similar to Korean skin care, Japanese skin care emphasizes ultra-hydrated, dewy, and healthy-looking skin. Ingredients like hyaluronic acid, rice bran, and camellia oil are often used to hydrate the skin.
3. Protect. This step refers to sealing in moisture and keeping the skin protected from UV damage and other environmental stressors. Many common J-Beauty ingredients contain potent antioxidants. 

There are many great ingredients and concepts in traditional Japanese beauty practices. However, as with K-beauty and other beauty trends and philosophies, the best approach is to incorporate parts of it that best work with your unique skin type.

Find out your Baumann Skin Type first, then choose J-Beauty products and ingredients that are a good fit for you. 

1. Baumann L. Antiaging Ingredients in Ch. 37 of Baumann's Cosmetic Dermatology Ed 3. (McGraw Hill 2022)
2. Baumann, L. Ch. Cosmeceuticals and cosmetic Ingredients (McGraw Hill 2015)
3. Chen, L. H. H., Chen, I. C., Chen, P. Y., & Huang, P. H. (2018). Efficacy of rice bran fermentation in cosmetics and skin care products. Biosci. j.(Online), 1102-1113.
4. Zamil, D. H., Khan, R. M., Braun, T. L., & Nawas, Z. Y. (2022). Dermatological uses of rice products: Trend or true?. Journal of Cosmetic Dermatology, 21(11), 6056-6060.
5. Fan, L., Wang, H., Zhang, K., Cai, Z., He, C., Sheng, X., & Mo, X. (2012). Vitamin C-reinforcing silk fibroin nanofibrous matrices for skin care application. Rsc Advances, 2(10), 4110-4119.
6. Hari, A. S., & Kandasubramanian, B. (2024). Silk Biopolymer in Cosmetics: Efficacy, Utilization and Commercial Perspectives. In Engineering Natural Silk: Applications and Future Directions (pp. 155-176). Singapore: Springer Nature Singapore.