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What is J-Beauty? Your Ultimate Guide to Japanese Skincare By now, you may have noticed the term “J-Beauty” in headlines of beauty magazines. Or perhaps your favorite beauty guru has talked about it on YouTube. It’s the biggest trend in beauty right now. So, why is everyone so obsessed about J-Beauty? Whether you’ve heard about it or not, you’ve come to the right place. Because we have compiled an ultimate guide on J-Beauty, covering what defines J-Beauty and how the Japanese skincare routine is different from the K-Beauty routine and more. Here’s what you’ll learn about J-Beauty in this post....

In Unity with the COVID-19 mask guidelines and appreciation for all essential workers during this pandemic, 20% of your purchase will be donated to buy masks for frontline Care workers.  

We're so excited to be launching a selection of our brands at one of the biggest beauty trade shows in the world, Cosmoprof North America (CPNA) on July 28-30, 2019.  This beauty event, at the Mandalay Bay Convention Center in Las Vegas, hosts more than 40,000 visitors and approximately 1,415 exhibitors.  As a J-Beauty destination for the U.S., we will be showing our very first, highly curated selection of Japanese beauty brands at the show at booth #38189. Japan has long been known for timeless beauty routines and the most advanced skincare products rooted in centuries of research and technology....