American beauty market gets Japanese boost with Shikō Beauty platform launch

09 Aug 2022 --- US division of Mitsui, has launched a direct-to-customer (D2C) platform, Shikō Beauty Collective as part of an initiative to accelerate Japanese-inspired beauty in America. The Japanese approach places importance on simplicity and the mundanity of everyday life.

It is the only marketplace offering curated Japanese products, technologies and brands that are otherwise not available (or hard to find) on the American beauty market.

The online portal is equipped with a helpful guide and a curated easy-to-browse selection, compiled by Shikō Beauty's product expert Hinako Sugioka, who has more than 30 years of experience in the cosmetics industry under her belt.

Sugioka’s understanding of how Japanese self-care rituals best blend with American desires and lifestyles has helped the company develop a targeted and effective curation of J-beauty brands that will be exclusively available at Shikō Beauty.

To name a few, Lala Vie, Dr. Medion, RÉgLE, warew and Dassai Beauty, Ishii Clinic Beauty Labo, Inmask Salon, The Finggy and Seiso JBeauty, are all Japanese brands that further the ethos of mochi hada, which literally translates to “rice-cake skin” and promotes smooth, soft and plump skin.

“Less is more” approach
Social media trends have influenced the rise of Japanese values of mundane life. 

“There is a popular #romanticizeyourlife TikTok trend that encourages people to find pleasure in mundane daily tasks. This is a new name for something that has been part of Japanese culture for literally thousands of years,” shares Jim Berkrot, VP marketing at beauty personal care, Mitsui. 

“The traditions that guide Japanese beauty are incredibly analogous to the desires and expectations the American beauty consumer is expressing at this moment in time,” he adds.

Mochi hada, literally translating to “rice-cake skin” is the latest skincare trend. It promotes smooth, soft and plump skin. With Shikō Beauty, the company is tapping into the changing perspective of Americans, especially the younger consumer groups who are reportedly “craving simpler pleasures, thoughtful selfcare routines, reduced waste, slow beauty and a ‘less is more’ approach to skincare that achieves their desired results.”

Growth of Japanese beauty
PersonalCareInsights recently published a special report highlighting growing shifts in the beauty space toward embracing natural looks in combination with makeup.

“Younger generations are an empowered group that prioritizes self-love and individuality. With the rising popularity of TikTok and influencer culture, younger generations have found themselves in the spotlight by simply being themselves,” opines Myriam Bougdim, marketing and communication associate at Active Concepts. 

The “beauty by health” trend manifested in growing consumer interest for achieving a healthier lifestyle according to Cynthia Bryant, chief business officer at Demetrix. “While the pandemic was not the advent of this trend, it has accelerated it,” she adds.

The consumer demand for J-Beauty can also be witnessed with Henkel’s aim to grow Shiseido into a global expert in hair innovation and trends the same way it has done with Schwarzkopf Professional.

Reiterating the motivation behind the acquisition, David Tung, regional president of consumer brands Asia at Henkel said, “Bringing together these two brands creates an attractive portfolio and a fusion of Western and Asian beauty expertise, innovation and education under one roof. This enhances the value we offer to our hair salon partners and hairdressing community.”

By Radhika Sikaria