Our Official Guide to J-Beauty

Do you view taking care of your skin as a chore? An act of twice-daily drudgery? What if we told you there’s a method of skincare that not only feels like a mini-spa experience but could also show real, beautiful results? No 10-step regimen required!

In Japan, women with the most beautiful skin rely on a simple, easy-to-commit-to regimen that results in a noticeably glowy, refined, younger-looking complexion. 

Imagine investing just a few more minutes of your time each day and waking up with your most beautiful skin ever. Here’s how J-beauty will change the way you think about your skin.

I’ve Heard of K-Beauty. What’s J-Beauty?

Korean skincare (K-beauty) gets a lot of hype because it’s ultra-modern. You may have heard of Korean 10-step regimens and snail slime, all in the name of attaining “glass skin” that looks great even without makeup.

Like Korean skincare, Japanese skincare is focused on treating your skin like the precious feature that it is. But the Japanese philosophy of skincare differs in a couple of key ways:

Honoring the process

Since all those lovely treatments will work so much better on pure, clean skin, Japanese women are fanatical about cleansing. They take the time to massage an oil cleanser into their skin, letting the warmth and friction from their hands work their magic to relax the facial muscles and melt makeup. Later steps, like a second cleanse and a hydrating essence, get their full time and loving attention—and it pays off. This is skincare for the long term, nothing gimmicky about it.

Time-tested ingredients

Sure, high-tech elements like micronized collagen, rice peptides, sodium hyaluronate and coenzyme Q10 are must-haves in many of our Japanese skincare products. But you’ll also find good, old-fashioned botanicals like organic olive oil, ginseng and rosemary, lending their rich, nourishing benefits to your skin just like they’ve done for Japanese women for centuries.

Walk Me Through It!

First, a true Japanese skincare regimen starts with double cleansing. As in washing your face twice. You read it right! It’s the only way to get your skin truly, deeply clean without stripping it of its natural oils, so that all of your products will work that much more effectively.

Step 1: Oil cleanse

Oil-based cleanser rids skin of impurities that can only be broken down with oil, such as makeup, sebum and sunscreen. Ours gently rinses away with no residue, leaving skin soft and nourished, never stripped. Apply withdry hands, then massage onto dry face. Rinse thoroughly.

Step 2: Lathering cleanse

Water-based cleanser lathers away impurities that dissolve in water, such as sweat and pollution. A gentle formula will do the job without drying out your skin. Even more importantly, this step clears the way for the rest of your skincare routine. Wet face with lukewarm water. Create lather in palms, then massage face to cleanse. Rinse thoroughly.

Step 3: Toner

Next comes a pre-moisturizing toner, which adds a layer of hydration. To reflect this, Japanese women call toner “lotion.” Unlike many American toners, which are used to clean the skin and can contain drying alcohols, Japanese toners are richly hydrating. They may contain nourishing, calming ingredients like aloe and licorice root [Mild Lotion II], or gentle exfoliants like alpha hydroxy acids [Super Collagen Mist].

Step 4: Targeted treatments

Here’s where you might add a daily extra, such as an undereye roll-on treatment to tighten and brighten [Beauty Lift Eye Care Essence Roll-On], an eye cream with sodium hyaluronate to lock in moisture [Concentrated Eye Cream], or an essence containing micronized platinum and silver to intensify absorption [Platinum Silver Nanocolloid Milky Essence].

You might also give your skin a little extra love with a sheet mask drenched in brightening alpha-arbutin [Alpha-Arbutin White Mask] or vitamin C [Bio Cellulose Mask]—millions of Japanese women make a mask a twice-weekly must.

Step 5: Moisturizer

On skin still damp from toner, glide on a moisturizer. For day, you’ll want a quick-absorbing lightweight milk [Rich Moisture] that hydrates with royal jelly extract, olive oil and squalane—or a potent cream powered with epidermal growth factor peptides [EGF Cream]. In the evening, while skin rests and renews, reach for a rich cream [Extra Nighttime Moisture] enriched with antioxidant organic olive oil. Or try an all-in-one gel [Astaxanthin All-in-One Collagen Gel] that tones, hydrates and brightens in one step with powerful, age-fighting freshwater algae and collagen. 

See? Not so complicated. There’s a reason Japanese beauty is having a moment—it feels great, and it works. Try a regimen for yourself for 3 days and see for yourself!

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