Japanese Beauty & Skincare

Why I Switched From K-Beauty To J-Beauty

Last Updated on 2022-11-01 by Teni

Japan is my home, and I have made plenty of visits to Korea in the past. The reason why I switched from K-Beauty to J-Beauty is very simple. It all comes down to three things: convenience, cost, and ingredients.

Before I get into the topic at hand, I want to stress that this post is in no way an endorsement of any belief that Japan is “better” than Korea.


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Teni Wada | Baby Kaiju Blogさん(@wadateni)がシェアした投稿

Etude House was once my go-to K-beauty brand. Whenever  I’d take a trip to Seoul, I stocked up on my favorite products and bought  gift sets. (FWIW, my top 3 favorite Etude House products: Moistufull Collagen Tone & Emulsion, Face Blur, and Double Acting Baking Powder Pore Cleansing Foam.)

I tried many alternatives, like trips to Tokyo’s Koreatown Shin Okubo or buying things from Sephora.

In the end,  Japanese products that I could easily find in my drugstore seemed to be the most reasonable and most affordable option.

Once I started shopping for Japanese products, one thing that I immediately noticed is that a majority of the products were “all-in-one” (オールインワン | o-ru in wan). How convenient! I loved that Japanese products tend to minimize the time needed to give your skin some TLC.

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忙しい働くママの味方は朝用マスクです!最近ハマってるのはボタニカルエステです。オールインワンシートマスクなので、55秒で洗顔から化粧下地までを済ませます! __________ I love morning sheet masks, and my latest obession are these from Botanical Este. All you need is 55 seconds and you’re good to go because each mask is a 7 in 1 product: cleanser/toner/serum/emulsion/cream/face pack/primer! What’s more, the masks are made in Japan with 100% natural cotton and contain 20 botanical ingredients like aloe, mint, honey, and rose hip. Find out more about these masks and my other Japanese beauty picks for fall over on thewagamamadiaries.com. Link in bio! Do you use a morning mask? __________ #babykaijublog #asianbeauty #asianskincare #skincare #beauty #sheetmask #japaneseskincare #jbeauty #goodmorning #japanblog #japanblogger #morningmask #japaneseblogger #momtips #beautifulskin #organicbeauty #busymom #naturalskincare #healthyskin #ボタニカルエステ #スキンケア #朝用マスク #美容好きな人と繋がりたい#ボタニカルマスク#オーガニック#日本製#オールインワン#コスメ好きな人と繋がりたい#ワーキングママ#働くママ

Teni Wada | Baby Kaiju Blogさん(@wadateni)がシェアした投稿 –

I rarely have time for a full skincare routine. (Then again, who does?) A spontaneous weekend trip to Seoul? Not gonna happen anytime soon. On top of that, I barely have the freedom to wander aimlessly around drugstores now that my little Kaiju is mobile and aware of her surroundings. So, I like to take my search for skincare products online.

Now, since I do the bulk of my shopping online, I could always get my favorite Korean products online, which brings me to my next point….


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Teni Wada | Baby Kaiju Blogさん(@wadateni)がシェアした投稿

I loved going to Seoul seasonally, stocking up on my usual products and buying new things to try out, all courtesy of a favorable exchange rate.

But, while I was raving about the prices of Korean products, I was oblivious to a new trend in Japan. Puchi pura (short for プチプライス | puchi puraisu, “low priced”) is a buzzword you’ll see on skincare products and cosmetics all over Japan.

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Teni Wada | Baby Kaiju Blogさん(@wadateni)がシェアした投稿

These affordable products are all about cost performance (コスパ | kosupa) and are a great way to try the latest beauty trends without breaking the bank.

Another appealing point of shopping for J-beauty is furoku (付録), free swag that routinely accompanies Japanese beauty and fashion magazines. You normally make up the cost of the magazine with the free products. 

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Plus, there’s always a special booklet with detailed instructions on how to create the latest makeup looks or how to adapt your skincare routine to the seasonal changes.

However, the best thing that I love about shopping in Japan is the ability to earn points! I also earn Rakuten points thanks to my Raxy beauty box subscription, which is another fantastic way to try new J-beauty products on a budget!

READ: How To Earn Points In Japan Like A Boss



So far, I’m enjoying my Raxy subscription, and I love trying new Japanese products. Whether it’s an established brand or a relatively unknown brand, I know that (for the most part), I will encounter quality products that suit my budget and routine.

Being able to read the ingredient label is a huge factor in why I switched from K-beauty to J-beauty. If a new product catches my eye, I just read the label to see what’s in it. Then, I head to @cosme to check out the reviews.

READ: How To Talk About Cosmetics and Skin Care Products in Japanese

After all, the skin on our face is very delicate. You definitely want to be sure that what you’re putting on your skin won’t cause a rash — or worse.

Made in Japan 

But, when it comes to ingredients, the  “made in Japan” (日本製 | nihonsei) label is perhaps the most appealing quality of J-beauty products. “Made in Japan” is a simply a celebration of the country’s high manufacturing standards, rich natural resources, and regional delights.

Japan is a country of former feudal kingdoms; even today, residents of those areas take pride in their regional history and its abundant resources.

For example, the island of Oshima is home to Japan’s largest camellia garden. It produces its own brand of camellia oil products.

Hokkaido lavender makes frequent appearances in hand/body creams and facial masks, while Kanazawa gold leaf adds more than bling to beauty products — gold is a legit ingredient that has anti-aging benefits and brightens the skin!

I recently bought a new set of face masks that use the burdock root (ごぼう|gobou) grown in Nara Prefecture. Looking forward to the results!

I still dabble in K-beauty, especially in my new career as a brand consultant! I got my start with a Lagom Korean Beauty Skincare Review. And, to end the year, here are 5 K-Beauty Brands I Tried in 2020

What are your thoughts on J-beauty? What are your favorite Japanese cosmetics and skincare brands?

Why I Switched From K-Beauty To J-Beauty

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