Beauty Trends

Discover the J-beauty brands worshipped the world over

J-beauty, translated… Synonymous with artisanal craftsmanship and meticulously formulated products, Japanese beauty is adored for its break-through {skin care} and long-wearing {make up} — all with luscious textures and enviable results.


Inspired by the Japanese expression for ‘a woman rising to her full height’, {SUQQU} is synonymous with elegance and grace. A J-Beauty brand that boasts sumptuous pigments, incredible, light-as-air textures and cutting-edge tech, this luxurious range of phenomenal colour, artisanal tools and results-driven skin care is geared towards helping you reach your potential; to stand tall, projecting assurance with help from impeccable products that urge you to take time for self-care (by way of the brand’s GANKIN massage) and play – in the most grown-up way – with sensorial make up.


Melding time-tested Japanese beauty rituals with high-performance ingredients, {NatureLab TOKYO’s} founder – Rosa Tagaki – has created an easy-to-navigate line of phenomenal hair care to cherish the scalp and support healthy growth. Like skin care for your hair, this mane-changing range harnesses nutrient-rich plant stem cells to enhance follicular wellbeing and transform your tresses with supercharged (sustainably sourced!) plant-derived actives that fortify, heal and encourage your hair to achieve its head-turning potential… What’s more, the brand takes pains to care for the planet with minimal packaging, minimal water usage and ethical practices – so you can have clean hair and a clean conscience!


Designed to target the {skin care} ‘bad guys’ responsible for accelerating cells’ demise, {UBUNA’s} cutting-edge edit of customisable power serums puts you in control of your skin. Empowered by AntiBody Technology – an unexpected by-product of research from a leading professor at Kyoto’s Prefecture University – these formulas are informed by the fact that antibodies can be used to boost skin’s ceramide replenishment and neutralise skin-damaging antigens (the aforementioned ‘bad guys’). UBUNA then found a way to harness this epiphany to mitigate the side-effects; think: fine lines, wrinkles and dullness (for starters). It’s all pretty ground-breaking, but don’t just take our word for it…


Founded in Tokyo in 1872 with a mission to align Japanese beauty wisdom with advanced technology, this cutting-edge {Shiseido} range spans across supercharged skin care and second-skin complexion heroes — we’re more than a little obsessed with the {Synchro Skin Self Refreshing Foundation}. One of the leading beauty specialists in the world, this extensive array of make up and skin care harnesses over 145 years of Japanese tradition, making it the perfect way to embrace all things ‘J-Beauty’. From a reliable eyelash curler, to legendary mascara via glow-enhancing essences, this curated collection is the key to achieving a flawless complexion.


While admittedly {Rae Morris} is not a Japanese-founded brand, the eponymous, ultra-influential make up artist was only too aware that the most luxurious and effective brushes are crafted in Japan. Thus, this industry-acclaimed range was born… Combining the finest Japanese brush-making techniques with Rae Morris’ make up application expertise, this edit of talented tools is the culmination of years of testing and perfecting.


Inspired by the design aesthetic and master craftsmanship of Japanese culture, the luxury {Surratt} line was brought to life by the vision of one of the beauty industry’s most well-respected make up artists: NYC’s very own Troy Surratt (prepare to fall for the make up storage). Co-founded with fashion entrepreneur, Heleyne Mishan-Tamir, this collection pairs superior formulas with an uncomplicated, pro-level payoff. Using only the highest-quality ingredients, each stunning product – from their correcting concealer and pigmented eyebrow pencil to their creamy {blusher} – applies and blends seamlessly, while the brand’s ‘bespoke’ approach allows you to create your own perfect palette.

Bethan Robinson

Bethan Robinson

Senior Copywriter

Bethan is a Senior Copywriter at Cult Beauty. When she’s not trying to perfect the ultimate ‘no make up’ make up look — she swears by Saie — or find new skin care to fall for, she’s likely playing video games, making the most of her housemate’s MUBI account or strolling around Victoria Park with a pastry in hand.