J-BEAUTY: THE ORIGINAL SKINIMALISM
The pared-down, simple approach that defines Japanese skincare is making a big comeback, and this brand is leading the way.
The pared-down, simple approach that defines Japanese skincare is making a big comeback.
Fast beauty has, in recent years, made it easy for us to satisfy our beauty cravings for new, trend-focused and entertaining products. Just look at K-beauty’s fastmoving ingredient discoveries, innovative products and quirky packaging.
But sometimes, we need a simpler approach. And that’s what Japanese beauty, or J-beauty, brands with their slower, more measured approach, offer. In fact, the Japanese term “wabi-sabi” is the perfect description of how beauty is viewed in the country. Known as the art of “imperfect perfection”, it translates into a minimal aesthetic and a lessis-more philosophy.
“J-beauty is all about simplicity… we try to utilise products that are used in the way they are conceived or [how they are sourced]. This is something that makes J-beauty quite different from other types of beauty care options,” says Meeth founder, Japanese model-actress Sonmi.
Instead of charging ahead, many J-beauty brands prefer to take their time to invest heavily in research and development, and do countless rounds of trials, before introducing a product to the industry.
And it seems like J-beauty is having a resurgence. Gabriella Beckwith, a senior analyst for beauty and fashion at global market research company Euromonitor International, says that with customers prioritising quality over quantity, and with the focus on science-backed breakthrough formulas (qualities that J-beauty is wellknown for), Japanese beauty brands are the ones to watch.
So don’t think that J-beauty has been tossed aside with the rise of K-beauty. Think of it as J-beauty merely biding its time, before making its way back.
THE MEETH DIFFERENCE
This new J-beauty brand is making its presence felt in Japan, as well as in Taiwan, China, and now, Singapore. The inspiration for Meeth was born out of Sonmi’s skincare needs. “I engaged in various and countless options for skincare, but was never able to achieve the desired level of satisfaction I was after,” she says.
Her quest to improve her skin led her to share her beauty discoveries on Instagram. The only problem was that many products were salon-exclusive cosmetics with limited distribution. Her solution? Create a skincare line that would help women look their best.
“It’s not just about having the right look at the right age, it’s about keeping your confidence at every age,” she says.
Sonmi conceived the brand by looking at her own skin concerns, and finding a solution that could be applied to other women. And while research is important, it’s not the brand’s only priority.
“Our most important priority is always to listen to our consumers very closely and understand them very well. Then, we focus on quality ingredients, innovation, and then on technology and research to precisely satisfy what our consumers want.”
Unlike many traditional beauty companies, Meeth is a founder-driven brand, to the point where Sonmi uses her own Instagram account (@ sonchan0111) to promote her products. She has been doing this since its 2019 launch, and putting her products online to make them easily available to women everywhere. Meeth is available at www. meeth-apac.com.