Japanese beauty is having a global resurgence. Known for its minimalist routines, natural ingredients, and a deep-rooted philosophy of harmony between inner wellness and outer beauty, J-Beauty is once again capturing attention on the world stage. Nowhere was this more evident than at the recent China International Beauty Expo (CIBE) in Shanghai—one of the largest and most influential beauty trade shows in the Asia-Pacific region.
Held across several massive halls, CIBE brought together thousands of international exhibitors, buyers, media and industry leaders from across the globe, creating a melting pot of innovation and opportunity. Among the standout themes? A clear appetite for “skinimalism”—the pared-back, thoughtful routines that J-Beauty has long championed.
Retail Beauty attended the event and was given an exclusive introduction to Nature Japan, a Tokyo-based wellness and beauty company that exemplifies the new wave of J-Beauty brands—those blending science, tradition, and lifestyle into a single offering.
Masahiro Hashimoto talks on a Retail Beauty panel at CIBE.Founded in Shibuya seven years ago, Nature Japan started with a range of supplements before expanding into skincare, shapewear and beauty devices. Speaking with Retail Beauty at the show, CEO Masahiro Hashimoto shared the brand’s journey and philosophy.
“We began by selling supplements because there’s such a strong market for that in Japan,” Hashimoto explained. “But our users began asking for more holistic solutions. That’s when we expanded into skincare, beauty care, and wellness products. Now, we produce nearly everything in Japan using local ingredients.”
Nature Japan’s mission is guided by what they call the “5 A’s”—Absolutely, Awesome, Amazing, Authentic, and Advanced—and a vision to “realise an ideal reality” for every customer. The company prides itself on delivering products that are both highly functional and emotionally uplifting.
Among their expanding portfolio:
- Ooka – A lifestyle-forward skincare range designed to help users embrace individuality.
- Perfect NMN – A next-generation anti-ageing supplement aimed at maintaining youth and energy levels.
- Totonore – A quasi-drug tablet that works from the inside out to promote glowing, healthy skin.
- Glammy Plus – A beauty care supplement rich in nutrients tailored for women’s wellbeing.
- LaLaBra – A custom-fit bra designed to support comfort and care around the clock.
- RIRIMUT – A compression arm shaper infused with silver and hyaluronic acid for odour control and sculpting.
The interest in Nature Japan’s booth was palpable at CIBE, highlighting the increasing global demand for multifunctional, wellness-focused beauty solutions—especially those that combine ingestibles with topical skincare.
While legacy brands like Shiseido and SK-II continue to define J-Beauty on the global stage, emerging companies like Nature Japan are broadening the category. Their offerings align with key industry trends seen across the expo floor: fermented skincare, sun protection, and sustainability-driven formulations were clear frontrunners.
Masahiro Hashimoto.Events like CIBE are vital for spotlighting the innovation coming out of the Asia-Pacific region and encouraging international collaboration. The Shanghai expo, in particular, served as a powerful platform to connect buyers and distributors with both heritage and indie brands—from K-Beauty giants and European dermocosmetics to up-and-coming J-Beauty players.
“CIBE is an important moment for us,” said Hashimoto. “It allows us to meet global distributors, share our mission, and show the world that Japanese beauty is not just about tradition—it’s also about evolution.”
As J-Beauty continues to find resonance with consumers seeking quality, simplicity and results, brands like Nature Japan are well-positioned to drive the next wave of growth. And with major trade shows like CIBE facilitating cross-border connections, the future of Japanese beauty is undoubtedly global.
Source: J-Beauty brands shine at China International Beauty Expo - Retail Beauty
