In Part 1, we spoke with Rin (in her 20s), Momi (in her 30s), and Natu (in her 40s)—who post as the Instagram account “Three Sisters Obsessed with Cosmetics (@cosme_sanshimai)”—about the appeal of J-Beauty and K-Beauty, how they use them differently, and their views on cosmetics across generations.

What emerged from their conversations was a deep trust in J-Beauty. They say that for their daily skincare and base makeup, they often choose Japanese cosmetics because they appreciate the research behind them, their ease of use, and how well they cater to their skin’s needs.

In this second part, the three of them introduce the J-Beauty must-haves they actually trust. We’ll also explore the “communication skills” needed to ensure Japanese cosmetics continue to gain popularity in the future.

J-Beauty Must-Haves Chosen by Three Women

Here, we’ll introduce the J-Beauty must-haves that these three women truly trust.

The selected items each embody, in their own way, the qualities we’ve discussed so far: “integrity,” “ease of use,” and “a commitment to your skin and lifestyle.”

◆J-Beauty Must-Haves Chosen by Rin (in her 20s)

・Elixir / Retino Power Wrinkle Cream ba
Rin (in her 20s) says, “Shiseido’s retinol is in a league of its own.” She explains that she senses the brand’s sincerity not only in the depth of its research but also in the container design that protects the product’s contents and the brand’s thoughtful approach to addressing users’ concerns.

・Ihada / Medicated Moisturizing Lotion
For Rin (in her 20s), who struggled with severe skin irritation during her college years, this is her “life-changing skincare product.” She says she could sense the brand’s passion for research in its formula—which contains highly refined petroleum jelly yet feels light and easy to use.

・Maquillage / Essence Liquid EX
A product that surprised her with its skincare-inspired concept of “enveloping foundation in serum.” She says she senses the essence of J-Beauty in its high functionality, which combines coverage, a lightweight feel, and long-lasting wear.

◆J-Beauty Must-Haves Selected by Momi (in her 30s)

・FAS / FAS The Clear Cleansing Gel
Formulated with fermented honey from Kyoto, this product captivates with its concept of smoothing the skin while removing makeup. She says she feels the essence of J-Beauty in its formulation, which makes full use of Japanese ingredients.

・Cosme Decorte / Rouge Decorte Tint & Plump
A lipstick that combines a pleasant application feel with tint and plumping effects. She says she loves its natural finish, which is typical of Japanese cosmetics.

・Lunasol / Eye Coloration N
Its appeal lies in the beauty of its pearls and glitter, natural color payoff, and a design that’s easy to use even for beginners. Its versatility—suitable for any occasion—is another hallmark of J-Beauty.

◆J-Beauty Must-Haves Selected by natu (in her 40s)

・Cosme Decorte / Liposome Advanced Repair Serum
A product cited as a timeless classic that has been beloved for many years. People say the formulation, which utilizes liposome technology, reflects the research capabilities characteristic of Japanese cosmetics.

・POLA / B.A Lotion
A lotion she first used in her 20s and was deeply impressed by. While touching on the background of the POLA brand, she notes, “I feel that many J-Beauty products are created more for others than for oneself.”

・Albion / Amphiness Brightening Concentrate Milk
Selected as a product that embodies Albion’s unique beauty culture, which pioneered the concept of a “pre-lotion.” It’s an item that captures the essence of Japan’s distinctive skincare culture.

What J-Beauty Needs Going Forward Is the “Power to Communicate”

All three place strong trust in the quality and research capabilities of Japanese cosmetics.
At the same time, they felt a sense of frustration that these merits weren’t being fully conveyed to consumers.

The Frustration of Wanting to Communicate but Not Being Able to Fully Do So

As communicators, they find restrictions on advertising expressions particularly challenging. They say that even with products they genuinely believe are excellent through PR, there are times when they can’t fully convey what they want to say.

What is communicated directly overseas often becomes indirect in Japan. Precisely because we are confident in our quality, the challenge we face is that we are unable to fully convey its appeal.

natu (in her 40s) pointed out that Japanese brands could be more explicit about “who their products are intended for.”

He notes that trying to appeal to everyone can sometimes result in failing to resonate with anyone at all. To make the most of the research capabilities and meticulous craftsmanship that Japanese brands possess, he suggests it might be better to tailor messaging to more specific concerns and target audiences.

What Momi-san looks for is that “spark of excitement” in a brand’s aesthetic and packaging. She explains that because the quality is so high, the way the product is presented—to encourage people to pick it up in the first place—is crucial.

It’s not just about creating great products—it’s about conveying their appeal instantly. Perhaps what J-Beauty needs going forward is to change the way it presents itself so that its ingredients, technology, and brand philosophy resonate intuitively with consumers.

However, one thing all three of them agreed on was their hope that Japanese brands would continue to uphold the sincerity that sets them apart.

Through this interview, it became clear that all three women place deep trust in J-Beauty.

The peace of mind that comes from daily use, formulations designed to address specific skin concerns, and the comfort that allows for long-term use—their words convey their appreciation for the sincere craftsmanship that Japanese cosmetics have cultivated over time.

On the other hand, just like K-Beauty, presentation styles that intuitively make you think, “I want that,” and a captivating aesthetic are also essential attractions in today’s world.

J-Beauty doesn’t need to become like K-Beauty. However, there is still room to convey the value embedded in its research and quality in a way that is more accessible and intuitive.

Staying true to its integrity while finding ways to communicate more effectively.
J-Beauty will continue to expand its appeal by staying attuned to people’s daily skin care needs and emotional well-being.