What is J-Beauty?

J beauty is short for Japanese Beauty, Japan has a long history in skincare that involves just a few methodical steps, rather than an endless routine of a million products.

So much of what is exciting in K-beauty was actually discovered to have been originated from Japan.

J beauty focuses on the skin first and prevention of damages rather than treating damages on the skin. J beauty is huge on protection of the skin.

Whereas, other skincare cultures are more concerned with correcting damages after they have occurred, whereas Japanese beauty care is more about anticipation.