While many people are drawn to the trendy appeal of Korean cosmetics and the alluring world they create—making you want to pick them up on impulse—I imagine there are also plenty who feel that, when it comes to daily skincare and base makeup, “Japanese cosmetics are still the most reliable.”

For this article, we interviewed Rin (in her 20s), Momi (in her 30s), and Natu (in her 40s), who run the Instagram account “The Three Cosmetics-Crazy Sisters (@cosme_sanshimai).” We asked them about the essence of J-Beauty, how it differs from K-Beauty, how their views on cosmetics vary by generation, and what they expect from Japanese cosmetics in the future.

Translated with DeepL.com (free version) 

We spoke with the “three sisters who are crazy about cosmetics,” who are in their 20s, 30s, and 40s.

These three women post on Instagram under the account name “Three Sisters Obsessed with Cosmetics.”
Even though they all love beauty, their areas of expertise and criteria for choosing cosmetics differ slightly.

Their conversations were filled with trust in J-Beauty, the excitement they feel about K-Beauty, and tips on how Japanese brands can become even more popular in the future.

First, let’s take a look at each of their perspectives on cosmetics through their actual makeup bags and favorite items.

The contents of their real-life makeup bags also reveal each of the three women’s unique perspectives on cosmetics.

Looking inside the three women’s makeup bags, each one’s unique approach to cosmetics was evident.

Rin (in her 20s) focuses on color and portability; Momi (in her 30s) prioritizes a sense of happiness and ease of touch-ups; and natu (in her 40s) emphasizes a polished look and products that even out her skin tone.

According to the three of them, the essence of J-Beauty is “sincerity” and “ease of use for everyone.”

So, what does “the essence of J-Beauty” mean to these three women?
The keywords that emerged consistently were sincerity, research capabilities, and meticulous craftsmanship.

Rin (in her 20s) says that if she had to describe her impression of Japanese cosmetics in one word, it would be “serious” and “sincere.” She says she senses the attention to detail characteristic of Japanese brands not only in the formulations but also in the container design and the measures taken to ensure quality.

According to Momi (in her 30s), the appeal of Japanese cosmetics lies in the “positive impression” they create and their “skill at achieving a natural look.” She says that many eye shadows and base makeup products offer natural color payoff and finishes, making them easy to use even for beginners.

On the other hand, natu (in her 40s) says she senses that J-Beauty is rooted in the desire to “save someone” or “make someone happy.”

Rather than seeking flashy, dramatic results, it’s about being attuned to the daily needs of your skin and lifestyle.
It’s carefully designed so that many people can use it with confidence.

That, it seems, is where J-Beauty’s greatest strength lies.

The appeal of K-Beauty lies in its speed, presentation, and the thrill it brings

At the same time, all three of them clearly recognize the appeal of K-Beauty.

Rin (in her 20s) highlighted the speed at which K-Beauty incorporates trending ingredients and the appeal of its packaging. She also noted that there’s a wide range of colors available, and many products allow her to enjoy them without being too restricted by her personal color palette.

Furthermore, for Momi (in her 30s), K-Beauty is something that “makes her heart flutter just by looking at it.”

Whether it’s cosmetics that let you “go all out” like idol makeup or eyeshadows that create an artistic finish, she says she reaches for these products on days when she wants to really enjoy putting on a full face of makeup.

Natu (in her 40s) summed up the appeal of K-Beauty as “price,” “how quickly it picks up on trends,” and “how it’s presented.”

On product pages and social media, it’s immediately clear who the products are meant for and what makes them appealing.

The strength of K-Beauty seems to lie not only in the products themselves but also in their ability to make them look easy to choose.

J-Beauty for everyday use, K-Beauty for my mood and the latest trends

So, how exactly do these three women differentiate between J-Beauty and K-Beauty in their daily routines?

One thing they all had in common was that they tend to choose J-Beauty for everyday use. They seem to have particularly strong trust in Japanese cosmetics when it comes to skincare and base makeup.

Rin (in her 20s) says that while she’s curious about K-Beauty and buys some products, she actually ends up using them surprisingly rarely in her daily routine.

However, she recognizes that K-Beauty excels in the category of soothing products—such as those containing centella asiatica—and says she sometimes incorporates them when her skin is acting up.

Momi also says she generally sticks to J-Beauty for skincare. When it comes to makeup, she often chooses K-Beauty on days when she wants to try trendy looks, and J-Beauty for her daily routine or on days when she doesn’t want to make a mistake.

J-Beauty for daily skincare and when she wants to avoid mistakes.
K-Beauty for days when she wants to lift her spirits or incorporate the latest trends.
It’s not a matter of one being better than the other; all three women flexibly switch between the two depending on their goals and mood.

What Women in Their 20s, 30s, and 40s Look for in Cosmetics

The appeal of the “Three Cosmetics-Crazy Sisters” lies in the fact that they offer perspectives from their 20s, 30s, and 40s, respectively. Even among beauty enthusiasts, the role people expect from cosmetics changes depending on their age group.

For Rin (in her 20s), the key words are “affordable yet high-quality products,” “cute items,” and “trends.”
She also notes that there’s a strong tendency to categorize oneself—using personal color analysis, body type analysis, MBTI, AI assessments, and the like—to choose what suits them best.

Momi (in her 30s) says, “This is a generation with such diverse life stages that it’s hard to sum up in a single phrase.” Those raising children seek shorter work hours, while those who have advanced in their careers may turn their attention to luxury skincare or high-end beauty products. Furthermore, she notes that once people reach their 30s, they start to take notice of the term “aging.”

What natu (in her 40s) is looking for is something that produces a beautiful finish without requiring any special techniques—and something that looks like it took a lot of effort.

In their 20s, women choose products based on what “suits them” and what’s “cute”; in their 30s, they incorporate time-saving products and high-end cosmetics to match their life stage; and in their 40s, they seek products that make them look put-together without requiring any special techniques.

The role women expect from cosmetics changes slightly with each generation.

In Part 1, we asked each of the three women about their perspectives on cosmetics, as well as the appeal of J-Beauty and K-Beauty and how they use them differently.

In Part 2, while introducing the J-Beauty must-haves that these three women actually trust, we’ll consider what’s needed for Japanese cosmetics to become even more popular in the future.

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Planning, Reporting, and Text by Mai Kaneko