Renowned for their quality and simplicity, Japanese cosmetics is still favored by many consumers despite their higher prices. Japan has one of the strictest cosmetics testing and regulatory environment globally and the level of industry, education and government collaboration is very high and has helped to contribute to a well-organised cosmetics market.
Renowned brands including SKII, Shiseido, Kose, Pola and Orbis have been the stalwarts of the industry. Despite their elegant packaging and product designs, Japanese brands are still known as being very traditional. However, young upstarts are starting to challenge the incumbents and provide a fresh look at the industry.