Evolution of Japanese beauty products in harmony with the anti-aging trend

In the world of cosmetics, Japan is leading a transformation in attitudes towards aging, shifting from a negative perception to one that embraces it. This shift is particularly evident in the growing focus on the "healthy aging movement," which prioritizes emotions and well-being in the aging processes.

At the heart of this movement is the term "emotional beauty," a concept that emphasizes mental and emotional balance in the pursuit of healthy aging. This philosophy is reflected in the popular "no-makeup makeup" look, where clean, fresh, and natural products are in high demand.

One such product making waves in the Japanese cosmetic industry is Wonderage™. This active ingredient, derived from the fruit of the Cucurbitaceae plant, is incorporated into foundation formulas. Ex vivo studies show that Wonderage™ increases the synthesis of important extracellular matrix proteins, promoting firmness and filling effects. In vivo studies further support these findings, demonstrating its effectiveness in reducing wrinkles around the eyes and neck.

But Wonderage™'s impact goes beyond physical appearances. Through an innovative in vivo study, the emotional impact of Wonderage™ treatment on volunteers' subconscious minds has been quantified, providing clear scientific evidence around its effect on emotional well-being.

The Japanese cosmetic industry is examining trends focused on healthy aging through an interdisciplinary lens. The industry is also placing a significant emphasis on highly effective ingredients with scientific backing, such as Wonderage™. Preference for natural ingredients and alignment with ethical companies is another common trend in Japanese cosmetic trends.

The discourse on healthy aging is a significant aspect of current Japanese cosmetic trends. Asia-Pacific, including Japan, already represents 29% of the launches of food, beverages, and VMS related to healthy aging. The market for cosmetics aimed at healthy aging is projected to expand at a CAGR of 5.4% from 2021 to 2028, according to Grandview Research.

Japan, with 29% of its population over 65, according to Nippon, is a prime market for these cosmetics. The country's aging population is a driving force behind the growing interest in healthy aging, as people seek solutions to combat the processes of skin aging, which involve cells regenerating more slowly and a reduction in collagen production.

As cosmetic solutions change at a fundamental level due to advancements in cosmetic science, it's clear that the future of beauty lies in a holistic approach that considers both inner and outer virtue. With its focus on emotional well-being and scientifically backed ingredients, Wonderage™ is at the forefront of this revolution.

However, further research is needed to learn more about the manufacturers of the substance Wonderage™ used in Japanese cosmetics for healthy aging.

In the Euromonitor study Innovation and Population Ageing, most respondents placed "mental health" and "feeling good" as their top priorities. This aligns with the growing emphasis on emotional beauty in Japanese cosmetic trends, suggesting that this shift towards a more balanced and holistic approach to beauty is here to stay.