From BB creams to glass skin, to say that the world has certainly gone a little K-razy over K-beauty is an understatement. If 2017 and the years preceding it was the era of K-beauty, it looks like J-beauty is now having its moment this year, however.

Just this January, Vogue.com published an article titled “K-Beauty, Make Room for J-Beauty“, touting 2018 as the year where J-beauty makes it comeback after seasons of an intense obsession with Korean beauty. Granted, while Japanese beauty giants Shiseido, SK-II and Shu Uemura still continue to be influential in beauty, it’s been somewhat eclipsed by the buzzier trends coming out of its Korean counterpart.

Whether you do genuinely think there’s genuine a competition simmering in between, it certainly looks like J-beauty is making a strong comeback – at least in Singapore. Just last year, Welcia-BHG opened its first ever all-Japanese beauty department store in Bugis, stocking up a whopping 3000 Japanese beauty brands, of which 1000 will be making its debut here. Cult beauty brand THREE also launched in Singapore, and Kose Cosmeport introduced their three bestselling skincare and beauty lines to the drugstore masses.

If you’re looking to expand your J-beauty repertoire, find out which new iconic Japanese beauty brands have now made its way to our Singaporean shores in the gallery above!

Sarah Khan

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