Why I’m basking in the J-glow

Japanese beauty brands are having a moment. Here are my just-launched favourites…

Over the past 18 months or so J-beauty (beauty products from Japan) has been gaining ground and giving K-beauty (from South Korea) a run for its money. Now J-beauty is seriously upping the ante.

First up is (a portmanteau of cure and well) which is far and away Japan’s bestselling brand for sensitive skin (over a third of UK women say they also suffer from it). Curél was the first company to focus on ceramides – an oil component found in the skin which is important for moisture and barrier function. The UK launch will see a very curated (and reasonably priced) range – it’s like a Japanese pharmacy brand. There are two cleansers and two moisturisers, as well as an essence – mirroring the Japanese tradition of double cleansing and moisturising. I’ve been trying the

(£19.50, boots.com from tomorrow) on some eczema on my fingers and – though the brand can’t make these claims – I’ve had transformative results.

another more affordable J-beauty brand famed for its olive-oil-infused

(from £5), has just turned this much-loved product into a line and added Olive Virgin Oil Essential Cream (£33) and Crystal Skin Essence (£31.50) – with both helping to boost moisture. All available at dhcuk.co.uk.

At the other end of the spectrum,

– one of the is most lusted-after Japanese beauty brands that arrived at Harrods at the end of last month. Its

is a cult classic. Though it costs a whacking £125, it really is great stuff – it makes skin look plumper, fresher, even firmer and I’ve heard the most cynical of beauty followers sing its praises. Also much lauded is its

(£55). It’s a creamy texture that feels light, blends easily and gives lasting coverage.

a well-established Japanese brand in the UK, continues to innovate. Its new Synchro Skin Self-Refreshing Foundation (£39, lookfantastic.com) has just launched in 30 shades. It’s long-wearing and lightweight, with a natural finish. Also launching is its

Japanese technology is very cutting edge and targeted

Face Brush (£59, johnlewis.com), which I’ve been super-excited about since I saw a preview some months ago. The red synthetic bristles are cut into a stylish camellia shape and it’s great for buffing in powder or cream formulations for both face and body.

So what sets J- and K-beauty apart? ‘The main difference we notice is that J-beauty technology, especially for skincare, is very cutting edge and targeted,’ says Jenna Anderson, buyer at Cult Beauty. ‘K-beauty, on the other hand, is considered playful and gimmicky. J-beauty is also much simpler in terms of routine. As a result, those who buy into it usually know exactly what they want and why they need it.’

Oil DHC, Curél Intensive Moisture Facial Cream Deep Cleansing Clé de Peau Beauté Repair Oil Shiseido, Radiant Multi Concealer Hanatsubaki Hake Polishing