How Cosme Kitchen topped Japan's organic market

The retailer's rapid expansion reflects strength of green beauty in the country

The organic and natural beauty market in Japan has been picking up pace over the past decade.

There are no official turnover figures, but industry experts from trade publication Diet & Beauty magazine estimate that the market size for natural and organic cosmetics (including natural-inspired and “green” brands) has now reached some ¥116-124bn (approximately US$1bn) which accounts for around 5% of the entire Japanese C&T market. And although certified organic labels are still few and far between, green cosmetics are a major trend in Japan.

Cosme Kitchen is the biggest organic and natural beauty retail chain in the country and the clear market leader, founded in 2004 by Mash Beauty Lab. . . .

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