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J-beauty
Trend of J-beauty
WASTE NOT, WANT NOT: CAN THE J-BEAUTY RESALE TREND CREATE AN OPPORTUNITY FOR BEAUTY?
Mottainai is becoming popular word in J-beauty. We think that it may be good news for the planet as it might reduce huge amount of waste. It is translated as ‘what a waste’. It is a tradition to behave thoughtful consumption and careful conservation of existing possessions. Recently, we found the phenomenon that Japanese millennials are actively purchasing second-hand make-up via peer-to-peer selling sites such as Mercari. We guess that we might have same kind of phenomenon in many countries.
Mottainai concept: https://www.youtube.com/watch?v=Xntnvi6L2ME
From the view point from Japanese culture, it is very surprising, because Japan is one of the highest notoriously hygiene-conscious country. This Mottainai concept is related to the respect of environmental impact. Used make-up is as much an environmentally friendly choice as second hand clothing. It can be a global trend that more and more people are getting conscious consumer for SDGs. We guess these people are willing to pay to contribute SDGs as a member of our planet.
Today, regarding a part of sustainability, TOA KASEI proposes the concept of “The Minimalist” with TOA KASEI raw materials.
The minimalist lip treatment: It consist of 5 ingredients, and each raw material perform with their maximum function.