Breadcrumbs ![J-Beauty Is Trending & Here’s Everything You Need To Know](https://media.sheerluxe.com/HxURLErU220_yhmlH3rcEKJttqs=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-site-assets-131126-hero-j-beauty.png) ![J-Beauty Is Trending & Here’s Everything You Need To Know](https://media.sheerluxe.com/XJtlvuki1KJPfbebmwv78lBMq6U=/400x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-site-assets-131126-hero-j-beauty.png) Images: @SUQQU_Official; @SHIRO_Japan; @Tatcha [Beauty](/beauty) / 13 November 2026 # J-Beauty Is Trending & Here’s Everything You Need To Know K-Beauty might be all the rage, but there’s another East Asian beauty scene worth getting to know. J-Beauty – or Japanese beauty – has a rich heritage of its own, bringing together longstanding brands, innovative formulas and a more ritual-led approach to everything from skincare and make-up to haircare. Some of its best-known names have been around for more than 150 years, while others are behind the viral products you see all over social media. From established names to exciting new launches and treatments, here’s what’s worth knowing… ByJenn George / [ Save To My Favourites ](/user/login?destination=/markdownify/node/54870) Images: @SUQQU_Official; @SHIRO_Japan; @Tatcha All products on this page have been selected by our editorial team, however we may make commission on some products. [ ![](https://media.sheerluxe.com/uectCF05w24KO1F8nfqLiFfFBC4=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-131126-j-beauty-shiseido.jpg) ](https://www.instagram.com/shiseido/) @Shiseido ## THE HERITAGE BRAND ### Shiseido Founded in 1872, Shiseido began life as Japan’s first Western-style pharmacy, bringing together Eastern philosophies and Western science – an approach that continues to inform its formulas today. More than 150 years on, it’s become one of the world’s most recognised beauty brands, with a strong line-up of best-sellers across skincare and make-up. Among the stand-outs are its [Ultimune Power Infusing Serum](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fultimune-power-infusing-serum-UK200054871.html), known for its skin-strengthening benefits, and its glow-giving [foundation](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Fcomplexion%2Ffoundation%2Frevitalessence-glow-foundation-MUK200040730.html), which delivers a fresh, radiant finish. *Visit* [SHISEIDO.CO.UK](https://www.shiseido.co.uk/gb/en/) [Ultimune Power Infusing Serum, £130](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fultimune-power-infusing-serum-UK200054871.html) [Revitalessence Glow Foundation, £53](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Fcomplexion%2Ffoundation%2Frevitalessence-glow-foundation-MUK200040730.html) [Benefiance Wrinkle Smoothing Eye Cream, £75](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fskincare%2Feyecare%2Feye-treatment%2Fbenefiance-wrinkle-smoothing-eye-cream-MUK200040624.html) [Colorgel Lip Balm, £34](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fcolor-gel-lip-balm-UK200028141.html) [ ![](https://media.sheerluxe.com/xRb-jTt-jhyqc4cmPwuSjNsSt8c=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-131126-j-beauty-curel.jpg) ](https://www.curel.com/en-gb/homepage/) @Curel_Japanese_Skincare ## THE SENSITIVE SKINCARE ### Curél While much of Japanese and Korean skincare takes a gentle, barrier-first approach, Curél has a particular focus on those prone to dryness and sensitivity. Launched in Japan in 1999 following extensive research into ceramides – naturally occurring lipids that help maintain the skin barrier and lock in moisture – the brand’s formulas are designed to replenish hydration, support the barrier and soothe dry, sensitive skin. Since arriving in the UK in 2019, Curél has built a loyal following, with its [Deep Moisture Spray](https://www.awin1.com/cread.php?awinmid=2082&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.lookfantastic.com%2Fp%2Fcurel-deep-moisture-spray-for-dry-sensitive-skin-144ml%2F17899682%2F) becoming a desk-side and in-flight staple for many beauty editors. *Visit* [CUREL.COM](https://www.curel.com/en-gb/homepage/) [Deep Moisture Spray, £19.50](https://www.awin1.com/cread.php?awinmid=2082&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.lookfantastic.com%2Fp%2Fcurel-deep-moisture-spray-for-dry-sensitive-skin-144ml%2F17899682%2F) [Intensive Moisture Facial Cream, £22.50](https://www.awin1.com/cread.php?awinmid=2082&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.lookfantastic.com%2Fp%2Fcurel-intensive-moisture-facial-cream-for-dry-sensitive-skin-40ml%2F15063124%2F%3Fbvstate%3Dpg%3A40%2Fct%3Ar) [Makeup Cleansing Oil, £16.50](https://www.awin1.com/cread.php?awinmid=2082&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.lookfantastic.com%2Fp%2Fcurel-makeup-cleansing-oil-for-dry-sensitive-skin-150ml%2F15063132%2F%3Fbvstate%3Dpg%3A3%2Fct%3Ar) [ ![](https://media.sheerluxe.com/6-ZTx_4XfRYoM919GTiebv_h08Q=/1920x0/smart/filters:no_upscale()/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-131126-j-beauty-tatcha.jpg) ](https://www.instagram.com/tatcha/?hl=en) @Tatcha ## THE HERO SKINCARE ### Tatcha Rooted in Japanese beauty rituals, ingredients and traditions, Tatcha has built a following well beyond its home market. Its international appeal may in part be down to founder Vicky Tsai, who is half-Japanese and half-American, and her understanding of both Eastern and Western approaches to skincare. The brand is known for its luxurious, sensorial textures, designed to turn everyday routines into more of a ritual. Rice, green tea and algae feature throughout the range, including in the much-loved [Rice Polish](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fthe-rice-polish%253A-classic-UK200034617.html) – an innovative powder-to-foam exfoliating cleanser – and the [Dewy Skin Cream](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fthe-dewy-skin-cream-UK200034625.html), a rich moisturiser so popular that the brand claims a pot is sold every minute. *Visit* [TATCHA.CO.UK](https://www.awin1.com/cread.php?awinmid=29429&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.tatcha.co.uk%2F) [The Dewy Skin Cream, £69](https://www.awin1.com/cread.php?awinmid=29429&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.tatcha.co.uk%2Fproducts%2Fthe-dewy-skin-cream) [The Rice Polish, £65](https://www.awin1.com/cread.php?awinmid=29429&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.tatcha.co.uk%2Fproducts%2Fthe-rice-polish-classic) [Luminous Dewy Skin Mist, £48](https://www.awin1.com/cread.php?awinmid=29429&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.tatcha.co.uk%2Fproducts%2Fluminous-dewy-skin-mist) ## THE NEWEST IMPORT ### TAKAMI New to the UK this year but already well established in Japan, TAKAMI is a skincare brand rooted in dermatological expertise and a long-term approach to skin health. Born out of a clinic, its products draw on years of patient-first knowledge, with a focus on ‘Kakushitsu Beauty’ – a philosophy focused on caring for the skin’s outer barrier rather than aggressively stripping it back, while still delivering visible results. Its hero product, the [Skin Peel](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fdaily-renewing-soft-peel-UK200064986.html), is gentle enough for even sensitive complexions and is loved for its ability to smooth texture and boost radiance. Since launching, it has sold more than 18 million bottles. *Follow* [@TAKAMI](https://www.instagram.com/takami/) [Daily Renewing Soft Peel, £35](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fdaily-renewing-soft-peel-UK200064986.html) [Barrier Essential Milk, £35](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fbarrier-essential-milk-UK200064994.html) [Micro Gel PGA+HA, £39](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmicro-gel-pgaha-UK200064995.html) [Golden 5C Brightening Serum, £58](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fgolden-5c-brightening-serum-UK200064991.html) [ ![](https://media.sheerluxe.com/GFz2lbMCAwiBunWlEF5-aL37FPw=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-131126-j-beauty-takami.jpg) ](https://www.instagram.com/takami/?hl=en) @TAKAMI ## THE UNIQUE TREATMENT ### Japanese Head Spa This is a far cry from your usual trip to the hairdresser. A Japanese head spa is a multi-step treatment dedicated to the hair, scalp and mind, combining everything from a detailed consultation and scalp analysis to a deep cleanse, massage and water-therapy session. The latter often involves a halo-shaped device that gently circulates water over the head, alongside targeted hair treatments and a neck and shoulder massage. Usually carried out on a fully reclining bed, the experience is as much about switching off as it is caring for your hair. Sessions can last up to two hours, finishing with a blow-dry that leaves you feeling thoroughly relaxed and looking polished. *Visit* [HEADSPALONDON.COM](https://headspalondon.com/) [ ![](https://media.sheerluxe.com/75u9S4GV-SmgdL_18o_2zpK8Soc=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-131126-j-beauty-head-spa.jpg) ](https://headspalondon.com/) The Vault Stock [ ![](https://media.sheerluxe.com/5gYAn7qlsjAuzH8H_UHEkHVv-9A=/1920x0/smart/filters:no_upscale()/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-131126-j-beauty-shiro-perfume.jpg) ](https://shiro-shiro.uk/collections/shiro-perfume) @SHIRO_Japan ## THE CULT FRAGRANCES ### SHIRO If any fragrance brand captures the spirit of Japan, it’s SHIRO. While the range spans everything from skincare to make-up, it’s the scents that have earned the brand its cult following. The aesthetic is understated, the blends are sophisticated and the finished products are delicate without being forgettable. Each one feels effortless to wear, yet has a distinctive quality that stays with you. It may not be a household name just yet but SHIRO is certainly one to know. *Visit* [SHIRO-SHIRO.UK](https://shiro-shiro.uk/collections/shiro-perfume) [Smoked Leather Eau De Parfum, £131](https://shiro-shiro.uk/products/smoked-leather-boxless100ml-50ml) [Bon Wood Eau De Parfum, £131](https://shiro-shiro.uk/products/shiro-perfume-br-bon-wood-boxless-100ml-50ml) [Salt & Waves Body Mist, £38](https://shiro-shiro.uk/products/2026-salt-waves-body-mist-extra-cool) [ ![](https://media.sheerluxe.com/OFffx5DFBnkVekwiQQcSO2_1ECo=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-131126-j-beauty-honey-haircare.jpg) ](https://www.instagram.com/andhoney_japan/) @AndHoney_Japan ## THE BEST-SELLING HAIRCARE ### &Honey Compared to skincare and make-up, Japanese haircare tends to get less attention but &Honey is helping to change that. As the name suggests, honey is at the heart of the formulas, chosen for its nourishing and moisturising properties, with the range designed to leave hair feeling soft, smooth and hydrated. Expect rich, indulgent textures and playful packaging, alongside some impressive numbers: more than 130 million products have been sold globally, making &Honey one of Japan’s biggest haircare success stories. *Follow* [@ANDHONEY\_JAPAN](https://www.instagram.com/andhoney_japan/) [Deep Moist Shampoo, £15.99](https://www.awin1.com/cread.php?awinmid=2041&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.boots.com%2Fandhoney-deep-moist-shampoo-1-0-440ml-10374621) [Deep Moist Treatment, £15.99](https://www.awin1.com/cread.php?awinmid=2041&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.boots.com%2Fandhoney-deep-moist-treatment-2-0-445g-10374622) [ ![](https://media.sheerluxe.com/vPXUAChq5cKnIil3efwZeYm7pMY=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-131126-j-beauty-suqqu.jpg) ](https://www.instagram.com/suqqu_official/) @SUQQU_Official ## THE LUXE MAKE-UP ### SUQQU Founded in 2003, SUQQU has a strong skincare offering – including its signature ‘Gankin’ massage, which you can often experience at its in-store counters – but it’s the make-up that has really put the brand on the map. Known for its luxurious formulas and beautifully crafted textures, its finely milled powders are particularly sought after, from eyeshadows to blushers. Many feature stunning gradients of colour inspired by Japan’s changing seasons, making them as beautiful to look at as they are to wear. *Follow* [@SUQQU\_OFFICIAL](https://www.instagram.com/suqqu_official/) [Signature Color Eyes Eyeshadow, £50](https://self-ap.selfridges.com/qe/camref:1100loTp9/destination:https%3A%2F%2Fwww.selfridges.com%2FGB%2Fen%2Fproduct%2Fsuqqu-signature-color-eyes-eyeshadow-palette-62g_R03732471%2F%23colour%3D02%2520Youkouiro) [The Foundation, £81](https://self-ap.selfridges.com/qe/camref:1100loTp9/destination:https%3A%2F%2Fwww.selfridges.com%2FGB%2Fen%2Fproduct%2Fsuqqu-the-foundation-30g_R04696755%2F%23colour%3D130) [Blurring Color Blush, £40](https://self-ap.selfridges.com/qe/camref:1100loTp9/destination:https%3A%2F%2Fwww.selfridges.com%2FGB%2Fen%2Fproduct%2Fsuqqu-blurring-colour-blush-64g_R04359670%2F%23colour%3D003%2520%2520Yuunami) [ ![](https://media.sheerluxe.com/HOfvuNvutI1VVmxDUvzyNx_yeuk=/1920x0/smart/filters:no_upscale()/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fsl-131126-j-beauty-de-de-peau.jpg) ](https://www.cledepeaubeaute.co.uk/) @CleDePeauBeaute ## THE BEAUTY ICON ### Clé De Peau Clé de Peau doesn’t do understated. With its opulent packaging and luxurious feel, the brand’s products look every bit as premium as their price tags suggest. But there’s plenty of substance behind the glamour too. The name translates as ‘the key to skin’s beauty’, with the brand built around a scientific approach to ‘skin intelligence’. Drawing on more than 40 years of skin cell research, its formulas use carefully developed, high-performance ingredients to deliver impressive results. And while its skincare is a major draw, the make-up deserves attention too – particularly the [concealer](https://www.awin1.com/cread.php?awinmid=2082&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.lookfantastic.com%2Fp%2Fcle-de-peau-beaute-concealer-stick-5g-various-shades%2F13632854%2F), a long-time favourite among make-up artists. *Visit* [CLEDEPEAUBEAUTE.CO.UK](https://www.cledepeaubeaute.co.uk/) [Beauté Concealer, £62](https://www.awin1.com/cread.php?awinmid=2082&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.lookfantastic.com%2Fp%2Fcle-de-peau-beaute-concealer-stick-5g-various-shades%2F13632854%2F) [Beauté Le Sérum, £295](https://www.awin1.com/cread.php?awinmid=2082&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.lookfantastic.com%2Fp%2Fcle-de-peau-beaute-le-serum-various-sizes%2F16533345%2F) [Skin Beauty Enhancer, £84](https://harrods.prf.hn/click/camref:1100l5D4tv/destination:https%3A%2F%2Fwww.harrods.com%2Fen-gb%2Fp%2Fcle-de-peau-beaute-skin-beauty-enhancer-illuminating-serum-in-primer-38ml-000000000000315164) --- ### SHOP THE BESTSELLERS ![Anti Ageing Super Hydrator from Hada Labo](https://media.sheerluxe.com/Km-wzOfzQugwWwureyvzPIlEoMQ=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F11%2Fhada-labo-tokyo-anti-ageing-super-hydrator-ps1899.png) [#### Anti Ageing Super Hydrator](https://www.awin1.com/cread.php?awinmid=127687&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.superdrug.com%2Fskin%2Fface-skin-care%2Fanti-ageing-face-cream%2Fhada-labo-tokyo-anti-ageing-super-hydrator-150ml%2Fp%2F795470) ##### Hada Labo, £14.24 *(was £18.99)* [ Flag this item ](/user/login?destination=/markdownify/node/54870 "Add product to my favourites") ![UV Aqua Rich Watery Essence Sunscreen from 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