Trends in beauty and cosmetics within Japan's anti-aging movement

In the land of the rising sun, Japan's makeup trends are undergoing a significant transformation. The well-aging movement, a priority for many consumers, is reshaping the cosmetic landscape, placing emphasis on emotional health, mental wellbeing, and natural ingredients.

The term "emotional beauty" is increasingly being used to describe this shift, with happiness, balance, and mental wellbeing taking centre stage. This new perspective is a departure from the superficiality that once dominated the industry, as consumers now understand beauty as a harmonious balance between inner and outer virtue.

The "bare face" look is currently fashionable, reflecting this desire for a more natural, authentic appearance. Clean, fresh, and natural claims continue to be popular, as consumers seek products that align with their values and promote a holistic approach to health throughout their lives.

Brands must adapt to these new consumer attitudes, incorporating well-aging discourses into their offerings. The cosmetic industry is responding, with an increased focus on scientifically-backed, highly effective ingredients.

One such ingredient is Wonderage™, an active substance developed by Wonderage Biotech through advanced biotechnology techniques. Made from the fruit of the Cucurbitaceae plant, Wonderage™ has been shown to minimize wrinkles, balance the epigenetics of mature skin, increase synthesis of key extracellular matrix proteins, promote firming and filling effects by boosting hyaluronic acid, and strengthen collagen.

Moreover, Wonderage™ has a positive impact on the subconscious emotional well-being of volunteers, according to an in vivo study using Artificial Intelligence to recognise emotions.

Asia Pacific represents 29% of food, drink, and VMS launches related to well-aging, with Europe accounting for 45%. The cosmetic market, including well-aging products, is projected to expand at a CAGR of 5.4% from 2021 to 2028.

Japan, with its high senior population ratio of 29%, is at the forefront of these trends. Consumers here prefer natural ingredients and are increasingly supportive of companies that encompass their values, including efforts in sustainability such as managing production waste and ethical supply chains.

A good foundation that incorporates all these aspects is a crucial element in any makeup set, reflecting the emphasis on a natural, holistic approach to beauty. In Japan's well-aging makeup trends, it's not just about looking good, but feeling good too.