J-Beauty: Japanese Skincare Routine & Products (2025)

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J-Beauty: Japanese Skincare Routine & Products (1)

J-Beauty: Japanese Skincare Routine & Products

When Shiseido first opened its doors in 1872, terms like “J-Beauty” were completelynonexistent. What did exist, however, were ancient ingredients, like reishi mushroom and camellia oil, that werelong celebrated by our ancestors as staples in a traditional Japanese skincare routine. Today, these traditionalherbs and oils remain coveted ingredients across Japanese beauty products.

Modern Japanese skincare and beauty products, now popularly referred to as J-Beauty, are theculmination of centuries of Japanese tradition and decades of modern innovation. The result is skincare that notonly softens and brightens the skin but also strengthens and protects. Here’s why J-Beauty has become a globalphenomenon and how to start your own Japanese skincare routine.

What is J-Beauty?

J-Beauty is short for Japanese beauty, an umbrella term for Japanese skincare and beautyproducts that’s gained popularity over recent years. As the skincare industry has begun to focus less onair-brushed perfect skin and more on skin that’s truly healthy, the soothing botanicals and ritual-like steps ofAsian skincare have become mainstays in an anti-blemish or anti-aging routine.

Similar to K-Beauty, which derives from Korean skincare, the emphasis on J-Beauty is splitbetween the actual Japanese beauty products and the Japanese beauty regimen steps with which they’re applied. AJapanese skincare routine is paired down to five or six steps that focus on skin softening and hydrating.

What Factors Define J-Beauty?

J-Beauty infuses history and tradition with modern science to create a one-of-a-kindskincare regimen that’s both historically and clinically effective. Factors that specifically define J-Beautyare the emphasis on the skin, for which Japanese beauty products aim to clear blemishes, fade dark spots,provide all-day hydration, and protect from environmental stressors like harmful sun rays.

The origins of Japanese skincare stem from the age of the Geishas, who honed a simplisticskincare routine with readily-available ingredients like green tea and camellia oil. As their original Japanesebeauty regimen steps passed down from generation to generation, modern skincare enthusiasts paired authenticingredients with Western science to set new standards for the beauty industry.

How to Create a Japanese Skincare Routine

J-Beauty has graced the cover of leading beauty magazines.It has helped pioneers in the Japanese skincare space, like Shiseido, enter every corner of the world.It’s now easier than ever to begin a Japanese skincare routine, no matter where you are in the world.Here are the six essential steps to creating your very own Japanese skincare routine for hydrated,healthy skin.

Step 1: Cleanse

The first step in a J-Beauty regimen is to cleanse the skin. Cleansing washesaway makeup, dirt, and other impurities from the surface of the skin to create a fresh base for skincare thatdoesn’t strip away vital moisture. If you wear makeup, particularly waterproof or long-wearing mascara orlipstick, the first step to cleansing the skin is to dissolve any makeup residue.

Instant Eye and Lip MakeupRemover is formulated with Xylitol to retain essential moisture in the delicate eye and lip areas.Simply saturate a cotton pad and gently swipe over the makeup you want to remove.

All skin types will love ClarifyingCleansing Foam, a creamy foam cleanser that requires just a dime-size amount to enhance skin claritywith signature Japanese ingredients like Yomogi Extract and White Clay. If you’re looking for a cleanser thatassists with anti-aging, opt for Future Solution LX ExtraRich Cleansing Foam instead, which includes the legendary Enmei herb to brighten skin tone.

Step 2: Soften

Softening is one of the most essential Japanese beauty regimen steps and one that is uniqueto J-Beauty. Skin softeners are thefirst step in moisturizing the face and are meant to prep the skin to absorb the products that follow. Theseinnovative Japanese beauty products have a water-like formula to deeply hydrate and are best applied with a Facial Cotton pad.

Those with normal to dry skin will prefer Treatment Softener Enriched, a lightweight softenerthat helps visibly plump and moisturize skin. Those with normal to oily skin may want to opt for something likeTreatment Softener, which hydrates and removes sebumfor smooth, refined skin. Use three pumps of softener to completely saturate a cotton pad and swipe over theskin.

Step 3: Strengthen

The next step in a Japanese skincare routine is to strengthen the skin. Strengthening helpsthe skin defend itself against internal and external stressors and boosts the performance of your skincareroutine. According to traditional J-Beauty, this step should always be completed after cleansing and softeningthe skin but before applying any other serums or moisturizers.

To protect the skin with a potent serum that enhances the efficacy of secondary skincareproducts, apply two pumps of Ultimune Power InfusingSerum onto the fingertips and smooth it evenly over the face and neck both morning and night. Thisantioxidant-rich face serum amplified hydration, improved radiance, and visibly reduced signs of aging in justthree days according to a clinical trial*.
*Tested by 104 women

Step 4: Treat

Up next in a Japanese skincare routine is to treat specific skin concerns with targeted serums and treatments. There is a wide rangeof Japanese beauty products that have been formulated to address particular skin concerns, such as softeningfine lines, correcting dark spots, or enhancing luminosity. You can layer one or multiple serums to achieve yourindividual skincare goals.

For instance, Future Solution LXIntensive Firming Contour Serum contains Japanese botanicals like Uji Green Tea Extract and OkuraExtract to help give skin a tightened look. White LucentIlluminating Micro-Spot Serum is packed with exclusive ReNeura Technology+™ to target the appearance ofdark spots. Apply two pumps across the entire face and neck.

Step 5: Moisturize

Moisturizers and creamsare beloved J-Beauty skincare products due to their best-in-class formulas and variety of textures that provideintense hydration without clogging the skin. Products in a Japanese skincare routine should always be layeredfrom the lightest texture to the heaviest, so moisturizer should always be one of the last steps in your beautyregimen.

Opt for White Lucent Brightening GelCream to target the causes of dark spots and discoloration or Benefiance NutriPerfect Day Cream to protect matureskin affected by hormonal changes. Apply a thin layer of Essential Energy Hydrating Cream to deliver intensemoisture that lasts up to 24 hours. Remember to always apply moisturizer to both the face and neck for suppleskin.

Step 6: Protect

The last step in a Japanese skincare routine is to protect your skin from harmful UVA andUVB exposure. J-Beauty sunscreens are available in awide range of formats and SPF levels to suit your lifestyle, like Clear Sunscreen Stick SPF 50+ to apply on the go orFuture Solution LX Universal Defense Broad Spectrum SPF50+ to protect from additional environmental stressors.

J-Beauty Skincare for Hydrated, Healthy Skin

Shiseido combines innovation and science to help women unveil their healthiest skin yet.Begin your own Japanese skincare routine with these beloved J-Beauty skincare products from Shiseido.

  • Skin Cleansers
    • Facial Cotton
    • Instant Eye and Lip Makeup Remover
    • Clarifying Cleansing Foam
    • Future Solution LX Extra Rich CleansingFoam
  • Skin Softeners
    • Treatment Softener Enriched
    • Treatment Softener
  • Serums and Treatments
    • Ultimune Power Infusing Serum
    • Future Solution LX Intensive Firming ContourSerum
    • White Lucent Illuminating Micro-SpotSerum
  • Moisturizers and Creams
    • White Lucent Brightening Gel Cream
    • Essential Energy Hydrating Cream
  • Face Sunscreens
    • Clear Sunscreen Stick SPF 50+
    • Future Solution LX Universal Defense BroadSpectrum SPF 50+
J-Beauty: Japanese Skincare Routine & Products (2025)

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