Happy new year!
Before starting this year with posts on new beauty products and trends 2018, I thought it’s worth going through 2017 highlights in Japanese cosmetics as, again, we have seen many interesting innovations and evolution in trend.
Let’s look back and see the top Japanese beauty products and beauty trends in 2017!
In Japan, lip makeup has been one of the core beauty trends for the past few years.
In 2016, we saw the launch of red lipsticks from all the brands as well as tinted lips. In 2017, the lip trend evolved in different directions and gave birth to many innovative new products:
Flawfushi, Lip 38℃
Based on the concept that lips have the perfect color when the lip temperature is at 38 degrees, this breakthrough lip gloss regulates the lip color to the one found at 38 degrees.
There are 5 different shades to fit every lip natural color; for the lips that have a too reddish color, the -2 lip gloss will neutralize the red to bring the lips to the perfect pink. In the contrary, for the person who has very pale lips, the +3 lip gloss will bring the lips to a darker pink.
- Flawfushi’s original ingredient “End Mineral” based on natural minerals for moisture
- A lactic acid called “La Flora” for moisture
- Collagen, Olive Squalene, Shea butter
As Flawfushi’s lip 38 degree includes many moisturizing ingredients to hydrate and make the lips plump and bouncy, and doesn’t include any tint that stains, it can also be worn at night as a lip treatment. For the day, it includes UV protection. So it can be worn 24-7!!
Flawfushi lip 38 won the best cosmetics 2nd half 2017 award from @cosme, the biggest Japanese beauty and cosmetics portal site.
Following the lip blending technique that became a trend in 2016, as I mentioned here, in 2017 we saw many double shades / double textures lipsticks. The recently launched Visée lipstick has the lip tint which is surrounded by a translucent gloss to give a blended effect by just applying it.
After the blue lipstick shade, black and white glosses…
Lip gloss that gives a special nuance to the lips got very popular in 2017 too. Following the success of RMK blue gloss that can be enjoyed in 2 ways: worn alone gives an iridescent pale pink, worn as a gloss on top of a lipstick, it gives a cooler shade than the one with the lipstick alone, many other brands launched similar products in 2017.
Black lip gloss got popular in fall 2017 as deeper lip shades were the trend. From low-cost brands such as Canmake to premium ones, many black glosses got released.
. #今日のメイク ♡ #Lip バージョン💋 というか、最近購入した #CANMAKE#ユアリップオンリーグロス 04 (クリア＆ブラック)が 思いのほかお気に入りになったので つけ比べしてみました🙌🏻 左中央が何も付けていない状態です。 (輪郭をコンシーラーで整えています) ユアリップオンリーグロスは 唇の水分量によって色が変わるんだけど、 04はつけてみると落ち着いたピンクに変わって これだけでも使いやすいし可愛い😍(左下) 口紅に重ねても使えるということで #Revlon#ウルトラhdマットリップカラー 06 に重ねてみた✨ 06はパキッとしたピンクだけど(右中央) グロスを重ねると ローズのようなボルドーのような深みのある 色になってすごく可愛い～😍💕(右下) 1本持ってたら、これだけでも使えるし 重ねたら深みのあるカラーに変わるから いいなと思いました😋 なんといってもプチプラ💓 前は限定だったけど 人気で今は定番になったそう☺️ 他のLipにも重ねて使ってみようと思います❤️ 以上😆 . #todaysmakeup#Lipmakeup#make#makeup#cosmetics#Instagood#follow#プチプラコスメ#コスメ#コスメ好きさんと繋がりたい#つけ比べ#レブロン#キャンメイク
From the same brand Addiction, a white gloss was launched as well.
Matte lip makeup
Recently the trend of matte lip makeup has been taking over the glossy look. Visee recently launched a gloss in mousse type that makes the lips plump and matte.
. ローラの口元を彩るのは 11月16日に発売になる新リップ💋 . 新発売のマットリップラッカーは、 ムースのようなタッチで軽やかに発色。 マットな質感ながら縦ジワを目立たせず、 ボリューミーな唇に。 ローラがつけているのは、 RD480というハンサムなレッド。 . 【How to Make-up Point】 チップに適量をとり、唇に直接オン。 輪郭などの細かい部分は先端で整えて。 . 【モデル使用色】 ヴィセ マットリップラッカー RD480 . ヴィセ マットリップラッカー 全6色 . #visee #viseeavant #kose #ヴィセ #ヴィセアヴァン #リシェ #ヴィセリシェ #コーセー #マットリップラッカー #make #makeup #2017aw #💄 #秋メイク #秋コスメ #ROLA #ローラ
Evolution in Japanese face masks
Lululun is the brand that helped the face masks popularity boost in Japan. Since the launch, the brand continuously released different types of sheet masks for different skin types and for different situations. Following Lululun Sheet Mask boom, other brands came to compete by taking different approaches:
Face sheet masks for lazy people or busy mornings
Saborino was one of the most successful sheet masks brands in 2017. Their all-in-one time-saving “Mezamasheet” is meant to be applied first in the morning when you wake up and replaces the wash, skincare and makeup base in only 60 seconds! Fitting the lifestyle of busy Japanese women, Mezamasheet was a total hit and received the best cosmetic award in 2017.
Breakthrough Japanese sheet mask
Flawfushi, already very famous for mascaras and other makeup products, is probably the brand that introduced the most innovative face mask with a brand new concept.
The late “Sansei Sheet Mask” is “printed” with Flawfushi’s original ingredient End Minerals and allows to focus and care specific areas of the face such as around the eyes, around the mouth, or the faceline.
Besides the End Minerals, the face sheet mask includes La Flora and is free of silicon, artificial fragrances, and colorants.
♡ 最も老けて見える一週間の折り返し水曜夜とリラックスな週末夜は #フローフシ のSAISEIシートマスクでケア◡̈⋆*☆ . 実はリアルにリピ買いしてるお気に入り♡ これね、特殊なプリント部分に美容成分エンドミネラルが高濃度配合で潤いを巡らせながら肌悩みに集中的にアプローチしてくれるの♫*゜ . さらには一枚のマスクに500億個の乳酸菌を含ませ、美肌菌と呼ばれる肌の常在菌に働きかけて潤い力が持続する肌へと導いて土台を強化(๑•̀ㅂ•́)و✧ . 3種類の悩み別で選べるのも◎ ✔︎口もと用…ほうれい線・口角 ✔︎目もと用…目の下・目尻・まぶた ✔︎フェイスライン用…フェイスライン・あご下 . マスクをはがした後は、○部分の美容ツボを押しながら優しくマッサージすると巡りが促進して肌のトーンアップ効果も⤴︎ . ピタッと密着して目元も覆えるシートマスクだから浸透力も抜群で翌朝までモッチモチ肌♡ 乾燥肌対策としてケアを続けたいな◡̈⃝⋆*☆ . . . @flowfushi #SAISEIシートマスク #水曜夜はパックをしよう #flowfushi #フローフシ #flowfushi_PR #シートマスク #sheetmask #facemask #美活 #スキンケア #乾燥肌 #美容 #コスメ #プチプラコスメ #スペシャルケア #化妆品 #彩妆 #化妆 #美容day #skincare #instabeauty #beauty
Era of Japanese natural/organic cosmetics
Japan that entered the nature-oriented/organic boom a little later than the west, completely joined the rest of the word in 2017. Here are some of the up-and-coming organic/natural Japanese brands that we saw rising in 2017:
Shiro, or Laurel from the old name before rebranding in 2015, is a Japanese lifestyle brand born in Hokkaido, the northest island of Japan.
Shiro sells skincare, makeup, fragrances as well as lifestyle products and uses natural Japanese ingredients in all of them. Some of them are organic. The used ingredients are wide-ranging from yuzu, sesame, seaweed, to sake lees.
They have a lifestyle store with an annex cafe in Jiyugaoka. From October 2017, Shiro opened stores in UK as well.
MiMC was established long ago in 2007 in the USA by a Japanese woman. Only these last years the brand has grown its awareness through SNS.
The concept of MiMC is “from nature to you”, skincare through makeup. All the products are based on natural minerals and vegetal ingredients. They are all free of artificial colorants, fragrances, surfactant, preservatives, and tar.
Etvos is also a Japanese nature-oriented cosmetic brand that was born 10 years ago. The founder is also a woman who has built this brand in collaboration with a doctor. Just like MiMC, Etvos products use also natural minerals on top of ceramide. The star product that brought Etvos to light is a skincare item which includes a high amount of ceramide, the “Moisturizing Serum”, famous for its efficacy. This product received the best cosmetic award in 2017.
But the star product of the year 2017 for Etvos is “Mineral UV Glow Base”, the makeup base that received a total of 12 best cosmetic awards!
The product is popular for its gentle formula free of silicon, mineral oil, surfactant, tar, fragrances, that can be used by the most sensitized skin and can be washed off without using a cleansing product.
We saw so many new developments in Japanese cosmetics in 2017, that it’s difficult to imagine how it can still innovate in 2018 but you know that we will never stop the progress. So let’s look forward to the new Japanese beauty products that will rise this year!!