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What is J-Beauty?

Skin Care Essentials

What is J-Beauty? What is J-Beauty? What is J-Beauty?

If you’re a skin care junkie, you likely keep tabs on the latest skin care trends. If so, you’ve probably seen the term J-beauty floating around. Japanese skin care is the latest and greatest trend that’s making its way into many beauty guru’s routines—and it’s all about focusing on simple skin care essentials. Keep reading to get the scoop on Japanese skin care, including the biggest J-beauty trends and what products you can use (from the drugstore!) to cultivate a skin care regimen that takes inspiration from J-beauty.


J-beauty, or Japanese beauty, focuses on a minimalistic skin care routine. The products involved in Japanese beauty routines are simple, dependable, and pared down to the essentials—think cleansing oils, lightweight moisturizers, and sunscreen. Unlike K-beauty, or Korean beauty, which often centers around routines that are made up of 10 or more steps, J-beauty involves keeping things short and sweet. The hallmark of Japanese skin care is really all about science, and using ingredients that work so well that ultimately you’ll need fewer products and steps in your routine. If you’re a fan of sticking to a few reliable products, simply don’t have enough hours in the day to indulge in a super long skin care routine, or don’t want to spend money every time a trendy new product launches, adopting a J-beauty routine could be a good option for you.


J-beauty is viewed as one major trend to those of us in the states, but there are also trending topics within J-beauty as a whole. For starters, there’s the trendy Japanese skin care technique called patting, which refers to a popular practice in Japan and Korea that involves patting your skin care products onto the skin. The patting technique is often used with products like essences, which you apply gently using your fingertips, patting it onto the skin. Essences themselves, which are a product with a liquid-like consistency and a high concentration of active ingredients, are also a staple in Japanese skin care routine. And in the world of J-beauty, skin care isn’t just about your face—it’s about the entire body. As such, bathing is a very important Japanese beauty trend for many women.


Inspired to start a J-beauty routine of your own? Follow the steps below for your minimalistic, Japanese-influenced regimen.


K-beauty may have popularized double cleansing in the US, but it’s also a staple in Japanese skin care routines. If you aren’t already in the know about this skin care trend, double cleansing is pretty straightforward. You cleanse twice, using two different cleansers. The first, typically an oil-based cleanser, makeup wipe, or micellar water, is for removing your makeup. The second, always some sort of rinse-off cleanser, is used to ensure every last bit of dirt, excess oil, makeup, and impurities is removed from your skin.

For your J-beauty inspired routine, start by using a micellar water to cleanse your skin. Try using the L’Oréal Paris Micellar Cleansing Water Complete Cleanser - Normal To Dry SkinL’Oréal Paris Micellar Cleansing Water Complete Cleanser - Normal To Oily Skin, or L’Oréal Paris Micellar Cleansing Water Complete Cleanser Waterproof - All Skin Types, depending on your skin type. Simply saturate a cotton pad and gently swipe the pad over your skin. No rinsing required!

For your second cleanser, try using a clay cleanser that matches your skin’s needs. Pick one from the L’Oréal Paris Pure-Clay line, each of which is formulated with three pure clays and has an innovative clay-to-mousse formula that provides a luxurious cleansing experience.

L’Oréal Paris Pure-Clay Exfoliate & Refine Cleanser: This cleanser is formulated with red algae to go beyond daily cleansing. The face wash exfoliates, unclogs, and minimizes pores, leaving your skin feeling smoother and looking healthier with refined texture.

L’Oréal Paris Pure-Clay Purify & Mattify Cleanser: Formulated with eucalyptus, this clay cleanser goes beyond daily cleansing to deep clean and remove excess oil for skin that feels refreshed. After using, your skin will feel purer with a matte finish and a clean, clear look.

L’Oréal Paris Pure-Clay Detox & Brighten Cleanser: This daily cleanser clarifies and detoxifies for skin that can breathe better. It removes impurities such as dirt, oil, and pollution to leave your skin with a clean, clear, and healthy look. After cleansing, dull skin appears more radiant, luminous, and revitalized with a fresh glow.


When it comes to moisturizer, J-beauty is all about using one with a lightweight, non-greasy formula. To hydrate your skin without getting greasy, try one of our Hydra Genius moisturizers: L'Oréal Paris Hydra Genius Daily Liquid Care – Normal/Dry Skin, L'Oréal Paris Hydra Genius Daily Liquid Care – Extra Dry Skin or L'Oréal Paris Hydra Genius Daily Liquid Care – Normal/Oily Skin. These water-based moisturizers are formulated with aloe vera water and hyaluronic acid to give your skin intense, continuous hydration and a healthy glow.


J-beauty proponents take sun protection very seriously. If you want to take part in this trend, protecting your skin from the sun’s damaging rays is a must. That means making sure to wear sunscreen with an SPF value of 15 or higher every single day. Since a minimal routine is also big with J-beauty, you may want to consider using a moisturizer that’s formulated with SPF to knock out two steps at once. Try the L’Oréal Paris Revitalift Bright Reveal Brightening Day Moisturizer SPF 30, which is formulated with glycolic acid in addition to broad-spectrum sunscreen.

Editor’s note: Sunscreen isn’t the only way to protect your skin! As part of adopting a J-beauty routine, you’ll also want to avoid the sun during its peak hours (from 10 a.m. to 2 p.m.), seek out shade when outside, and wear protective accessories like a broad-brimmed hat and UV-blocking sunglasses.

Ready to learn about a completely different routine—or three? Head over to our article, Your Daily, Weekly, and Monthly Skin Care Routines.