Now that consumers are looking for natural ingredients, Japanese makers are building brands with natural credentials
Increasing allergy problems in Japan are widely associated with chemicals in the environment, whether in cosmetics, used in agriculture, or found in the furnishings of homes and offices. In their race to develop wonder chemical ingredients Japanese makers were late to see the potential for wholly natural products. Well-known natural brands in Japan are mainly from Europe, such as The Body Shop, Neal’s Yard, and L’Occitane en Provence. Now that consumers are looking for natural ingredients, Japanese makers are building brands with natural credentials.
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