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  • Her World Singapore

    The return of J-beauty

    Mar 04, 2022 3 minutes
    TEXT GOH YEE HUAY
    “J-BEAUTY IS TIMELESS AND FUSS-FREE. ITS PHILOSOPHY HAS ALWAYS BEEN LESS IS MORE. AMANDA NG, HEROINE MAKE ASSISTANT BRAND MANAGER”

    For a long time now, much of the beauty industry’s spotlight has been trained on K-beauty and its array of novel, buzzy products, like liquid-powder lipsticks and snail mucin masks. While its popularity shows no signs of waning, one of the pioneers of Asian beauty is making a discreet return from the sidelines to prominence.

    Since a few years ago, Japanese skincare and makeup, or J-beauty, has been gaining on its Korean counterparts in both popularity

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