Organic and natural cosmetics is moving from trend to staple in Japan, with young female consumers driving the market. By Julian Ryall
An increasing number of Japanese consumers are becoming more environmentally conscious in their purchases and adhering to what is commonly referred to as a ‘LOHAS’ (lifestyles of health and sustainability) way of life. In Japan’s cosmetics and personal care market, this initially manifested itself in the rising popularity of imported brands that prided themselves on their use of organic and natural ingredients. More recently, however, home-grown companies have been stepping into the market with innovative products that are formulated with some unique Japanese ingredients and are designed specifically for the needs of Japanese users.
According to a study by Tokyo-based Yano Research Institute published last June, the value of natural and organic cosmetics in Japan . . .
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