J-beauty is K-beauty’s minimalist opposite, and could be the next beauty trend for young consumers.

J-beauty is K-beauty’s minimalist opposite, and could be the next beauty trend for young consumers. Products from Shiseido, Tatcha, and other Japanese beauty brands are simple and intentional. Rather than being designed with Instagram in mind, J-beauty is designed for the five senses with a Less Is More mantra. K-beauty’s “gimmicky face masks” and “unnecessary packaging” are replaced with scientifically proven and to-the-point formulas and packaging for young consumers who are increasingly obsessed with self-care. (Refinery29)