Driven by the expansion of inbound tourism and the rise of K-Beauty, Japanese beauty brands are now being forced to redefine the “reasons why consumers choose them.” What do international consumers expect from Japanese products, and what are the triggers and barriers to purchase?

In this interview, we spoke with Ms. Minami, a South Korean-born planner and beauty influencer who is well-versed in beauty trends in both Japan and South Korea and currently lives in Japan, about the value and challenges of J-Beauty based on her firsthand experience.

We delve into the core of marketing that moves the hearts of foreign consumers—beyond mere “high quality.”

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INTERVIEWEE PROFILE

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ーーSince moving to Japan, have you made any changes to your beauty routine due to the change in environment?



What surprised me most about coming to Japan was the intense UV rays and the suffocating humidity with no escape.

Unlike the summers I experienced in South Korea, Japanese summers feel like my skin is burning in real time. In such sweltering heat, not only is my skin irritated, but it’s also difficult to keep my base makeup in place, so I began to seek out products with exceptional “long-lasting power.”

It was here that I first experienced firsthand just how incredible the staying power of Japanese base makeup technology is.

What’s most impressive is the technical prowess that simultaneously achieves “sebum-control technology” and a “thin film.” I used to think that the only way to maintain perfect base makeup was to “apply it thickly” and “set it,” but I still remember being amazed that it could look so flawless with such a thin film and yet stay in place so well!

I was just as impressed by the sunscreen.

The biggest change in my skincare routine has been moving on from toner pads and adopting the Japanese-style “large-capacity daily masks” as a regular part of my regimen.

At first, I wasn’t used to box-type sheet masks and had some reservations about hygiene, but once I actually tried them, I was captivated by how they felt.

They provide amazing hydration in just a few minutes while leaving the skin’s surface feeling refreshed, so now I use them almost without fail before applying makeup or while blow-drying my hair! I’m convinced they’re a quintessential J-Beauty product that’s a lifesaver for the skin of busy modern people.

ーーWhat beauty habits are common sense in Japan but seem interesting to people in South Korea?

While Japan’s skincare routines are highly sophisticated in both “preventative” and “protective” care, as someone accustomed to preventative care, I was particularly struck by the concept of “protective” care. There were two habits that surprised me in particular.

The first is the proactive use of vitamin C.

I was impressed by how firmly established the concept is—not just for skin brightening, but also for “pore care” and “morning antioxidant care.” It’s interesting how incorporating it in the morning allows for proactive skin-brightening measures, and I also learned for the first time since coming to Japan about the beauty practice of taking vitamin C frequently to maintain a consistent level of vitamin C in the bloodstream throughout the day.

I believe this mindset is reflected in products like liposomal vitamin C, which made me feel that vitamin C skincare is truly advanced here.

And the second point is the regular use of sun umbrellas.

I was surprised to learn that this has become established not just as a way to beat the heat, but as the “most effective anti-aging care” for preventing heat-induced aging and skin sensitivity. In South Korea, sun umbrellas aren’t very common yet—and they were even less so when I lived there—so I used to think that as long as I had some shade, that was good enough.

Since coming to Japan, I’ve come to understand the functionality of sun umbrellas themselves and have learned how to use them effectively in combination with sunscreen.

ーーWhat do you think is particularly outstanding about Japanese cosmetics?


“The technological prowess of UV products.”
I think Japanese sunscreen technology is truly remarkable.

In South Korea, many products focus on “comfort during use,” but I feel that Japanese products not only prioritize comfort but also emphasize “skincare-like benefits” and “effective sun protection.”

I was particularly surprised to learn about technology that makes the protective barrier stronger in response to sweat and heat. It really hits the mark. On hot days, I always reach for products that incorporate this kind of technology.

ーーConversely, are there any issues you see with Japanese cosmetics?

I believe we need to adopt a more global perspective in marketing and product design. While J-Beauty products are world-class in terms of quality, I feel there are challenges when it comes to communication.

Take foundation product lines, for example.
There are many products with high saturation or a strong yellow undertone that don’t match my skin tone, so even when I came across a foundation with appealing marketing copy while shopping, I’d think, “The color probably won’t suit me anyway.”

This isn’t limited to foundation; I’ve had the same thought in other product categories as well. Given the sheer volume of inbound demand and the popularity of overseas cosmetics, I always feel it’s a waste when people who’ve taken an interest in a product end up not using it.

I’ve also noticed challenges regarding the accessibility of information on drugstore shelves. With so much information available, it’s extremely difficult for foreign visitors who don’t understand Japanese to find products that suit them.

I realize it’s difficult to design store displays exclusively for foreign tourists, but since most people decide in advance what they want to buy—thinking, “I want to buy this when I go to Japan!”—before arriving, I think it would be great if we could effectively promote products at that exact moment. It’s a crucial form of communication to help customers understand what sets our brand apart from competitors, present information that boosts their desire to purchase, and build clear brand awareness.

Since the popularity of many products is often driven by spontaneous word-of-mouth from tourists, I also feel it’s crucial for brands to proactively disseminate accurate information and promote their offerings to international audiences.

ーーWhat is the “unique value” that is specific to Japan?

I believe their “technique for working with powder” is simply unmatched.

The “moist, translucent finish” found in Japanese eyeshadows, highlighters, and blushes is truly one-of-a-kind.

The watercolor-style color payoff—which blends into the skin and seems to bloom from within—is a charm you can only find in J-Beauty.

Not only are their pressed products excellent, but their technology for blending powder into liquid formulas is also outstanding. I believe this technology is what makes our sunscreen milk feel so great to use.

To be chosen by tourists with limited space in their luggage, the product must be prioritized over other items. To achieve this, it’s crucial to first convince them that it offers “a quality they absolutely cannot find in their home country.” However, I’m confident that if we can guide them to the point where they actually experience the unique texture of Japanese cosmetics firsthand, the likelihood of purchase will increase significantly.

To Maximize the “Potential” of Japanese Brands

What this interview highlighted was J-Beauty’s “overwhelming technical assets” and the “communication gap” in the global inbound market.

To encourage consumers to actively seek out products beyond language barriers and, among countless options, “prioritize our products even if it means competing for limited space in their suitcases,” a meticulous strategy based on the target audience’s psychology is essential.

【Contact Information】

The ampule International Business Division is also strengthening its solutions for inbound tourism.
Please feel free to contact us at the address below with any inquiries or questions regarding our international support services.

ampule International Business Division
Email: ampule.global@trenders.co.jp