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Business trends

South Korean and Japanese brands paint the new face of beauty

Focus on skin care and mix of exotic ingredients capture hearts of millennials

Cosme Decorte, a premium brand from Japan's Kose, has grown popular in China thanks to exposure among tourists visiting Japan. (Photo by Motokazu Matsui)
Cosme Decorte, a premium brand from Japan's Kose, has grown popular in China thanks to word-of-mouth among tourists visiting Japan. (Photo by Motokazu Matsui)

TOKYO -- Snail slime, salmon eggs and white jelly mushroom extract are some of the popular ingredients in cosmetics these days, as millennials turn to South Korean and Japanese brands that propose innovative ways to enhance the skin.

The brands enjoy great demand, especially in the world's two main markets of China and the U.S., where companies like Kose, Shiseido and AmorePacific Group are challenging the long-established rule of Western rivals.

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