WTF is... J-beauty anyway?
K-beauty's more restrained older sister
So… WTF is it?
It’s a skincare ethos and methodology that originated in Japan.
How do you pronounce it?
Easily.
What’s the point of it? I mean, what does it actually do?
The Korean and Japanese skincare methodologies are similar and advocate for multiple thin layers of products with an emphasis on hydration and the prevention of skin-ageing.
J-beauty is based on more traditional methods than K-beauty and has a slightly more refined approach that rewards a consistent routine/products used over many years.
How does it work?
TLDR: take K-beauty and knock off/combine a few steps.
The ‘classic’ routine is around 8 steps.
They are:
First cleanse (oil)
Second cleanse (water - usually foam)
Exfoliator - this is an optional part of the routine and often takes the form of a powder rather than a liquid, sometimes incorporated into the second cleanse.
Toner - which is called ‘lotion’ in J-beauty. Because…
Essence or serum
Eye care (cream/gel)
Moisturiser/oil
SPF (daytime)/sleeping pack (night time)
Some routines will have additional steps for specific skin ‘treatments’ e.g. applying blemish patches or a facial mist or administering a facial massage.
In addition to the actives that you’d expect in skincare, ingredients widely seen in (and mostly specific to) J-beauty are:
Green tea
Camellia (Tsubaki) oil and extract
Rice bran
Sake
Yuzu
Wakame
The products also have a wide range of textures and consistencies.
And why would someone want it?
J-beauty is a (slightly) simpler approach to layering skincare than K-beauty. There are also more established luxe Japanese skincare brands (Shiseido, SK-II, Clé de Peau) and a longer heritage in the industry - Chizu Saeki was a skinfluencer way before skinfluencers were a thing.
If K-beauty is the bottomless brunch of skincare, J-beauty is midnight cocktails at the Connaught.
How much is it?
There are many fantastic Japanese drugstore brands, as well as some seriously spendy shiz. So anything from £3/$5 to £££££££.
Does it hurt?
At-home skincare shouldn’t hurt more than a slight sting or tingling for a second. If you feel a tingling or (worse) burning sensation, either:
Your products are too harsh for your skin type
Your method is too harsh. There’s no need to scrub away at your face
Both of the above
Have I had it?
I stumbled across Chizu Saeki and the concept of J-beauty many, many years ago. At the time, the products and paraphernalia required (those super-specific cotton squares) were much harder to obtain than they are now.
In 2014, I went to Tokyo for the first time and came back with a full suitcase of skincare, haircare and cosmetics. A love affair was born.
K and J beauty products are now v easy to find, either online or in Asian supermarkets in UK/US cities.
Would I have it?
I still have a lot of Japanese skincare products in rotation - I prefer Japanese skincare brands to K-beauty, which is an entirely personal preference.
J-beauty also has amazing gadgets and tools. I won’t be without Japanese lash combs, curlers and hair clips.
I gave this one a miss though 😬
Should you have it?
There will definitely be J or K-beauty products that are better and cheaper than anything you’re currently using.
The trick is finding which are right for you. J-beauty is definitely less accessible than K-beauty (the latter tends to have English and Korean language packaging) and can sometimes require the use of Google Translate to navigate the methods and ingredients.
But if you commit:
Anything else I think you should know?
Disclaimer: ‘WTF is…’ guides are intended to be a 3-5 minute introduction to a topic. They are, by their nature, not exhaustive.
If you have a concern that I’ve irresponsibly included/omitted information, don’t hesitate to get in touch to let me know and I’ll take a look.
Reminder that any cosmetic work undertaken should be in accordance with The 6 rules of cosmetic work. Here they are, in case you missed them the first time…
