(Image: left, Innisfree; right, Naris Cosmetics)

In recent years, interest in Korean skincare has grown exponentially in Italy as well. This success is due to a winning mix of pop culture, marketing strategies, and the central role of beauty influencers . Social media has made ten-step routines, sheet masks, and products with irresistible packaging go viral, bringing K-Beauty into the global spotlight.

On the other hand, its cousin J-Beauty , the skincare brand from Japan, is still little known globally beyond a few major cosmetics brands. Historically, most Japanese brands have focused solely on the domestic or, at most, Asian markets; however, there is a growing desire in Japan to expand beyond its borders and reach an ever-wider audience. Hence Fujihada's mission: to introduce J-Beauty brands to the European market.

But are Korean and Japanese skincare the same thing? Let's explore the similarities and differences together.

A dynamic and global market

The Korean cosmetics market is constantly expanding and easily welcomes new brands, thanks in part to extensive financial support from the local government, which actively promotes the creation of new brands and their participation in trade fairs and events, both domestically and abroad. Korean companies, despite operating in a country with a relatively small population, have been aiming for internationalization from the outset.

Competition is fierce, and to stand out, Korean brands adopt creative strategies: some even start with the design of the advertising campaign and then develop a specific product.

Routines: Layering vs. Essentiality

The Korean routine is known for its overall complexity and the use of multiple, lightweight, easily layered products. Here are 10 typical K-beauty steps you might already be familiar with:

• Double cleansing
• Exfoliation
• Tonic
• Essence
• Serum
• Fabric mask
• Eye contour
• Moisturizing cream
• Sunscreen

The use of all these layers creates the now famous glass skin effect, skin so smooth, shiny and hydrated that it looks like glass.

Japanese skincare: balance, simplicity, effectiveness

Japanese skincare, on the other hand, is generally based on a more essential and minimalist approach, sometimes requiring only 3-4 steps in total . The final effect is more natural and seeks a simple and effortless beauty , imperfect but genuine, founded on the union between external appearance and physical and psychological well-being.

The key is balance : fewer products, but maximum attention to the quality of raw materials and safety. The goal is not just immediate aesthetic results, but also prevention of signs of aging and strengthening the skin barrier.

Due to the unique environment in which it developed, Korean skincare needs to be as fast and dynamic as possible: for this reason, K-beauty brands often aim for an effect that is as immediate as possible, with products that contain highly concentrated active ingredients.

This approach, however, can prove to be a double-edged sword, especially for those with sensitive skin : an excessive concentration of active ingredients can be too aggressive and damage the skin's natural balance, causing unexpected reactions and rashes.

On the other hand, J-Beauty tends to be less focused on instant results and more on ritual and consistency : skincare is something to be dedicated to every day and every evening, with a few carefully selected products. This way, the results will be clear and long-lasting, and it will be possible to prevent unexpected problems as much as possible.

This article is obviously about generalizations: the world of skincare is vast and very varied, even within individual countries.

In conclusion, we can say that both philosophies have a lot to offer: Korea and Japan have excellent products, the result of research and innovation, but a different approach to skincare.

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