, India
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J-beauty firms target Indian market as natural ingredients remain popular

The demand for natural and organic products in India led J-beauty manufacturers to introduce new formulations for discerning consumers.

Japanese beauty (J-beauty) companies are targeting the Indian market with an anticipated compound annual growth rate of 5% to 6% from 2022 to 2027.

According to a GlobalData report, the appeal of J-beauty amongst Indian consumers lies in its focus on natural ingredients and innovative beauty trends from East Asian nations.

“Rooted in R&D, J-beauty shares similarities with Korean beauty (K-beauty) and introduced revolutionary products like oil cleansers,” said Mani Bhushan Shukla, consumer analyst at GlobalData.

He pointed out that whilst K-beauty focuses on flashy claims, trendy ingredients, and quick outcomes, J-beauty prioritises efficiency, lasting effects, and refined packaging akin to Western beauty standards.

“Although both K-beauty and J-beauty incorporate multistep routines into their skincare regimens, they differ in complexity. J-beauty sets itself apart from the former by embracing a more streamlined approach with fewer products, resembling Western beauty regimens,” the analyst added.

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Francis Gabriel Godad, consumer business development manager at GlobalData India, also noted the growing importance of personal appearance among urban consumers in India, influenced by rapid urbanisation and social media. 

He noted that 66% of female consumers consider time and budget constraints when purchasing health and beauty products, based on GlobalData's Q4 2023 consumer survey. Additionally, 74% of female consumers expressed a preference for unique and enjoyable products in the health and beauty sector.

Shukla also pointed out the growing demand for natural and organic products in India, driving J-beauty manufacturers to introduce new formulations that cater to the discerning consumer base, including ageing individuals.

“Through meticulous control of procurement, processing, and production systems, as well as the implementation of stringent quality assurance protocols, Japan has become a trusted and respected player in the global market,” said Godad.

He also cited the significant impact of social media on consumer buying decisions, with 61% of respondents in GlobalData's Q4 2023 consumer survey stating that platforms such as Facebook, YouTube, and Instagram influence their choices in beauty products.

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