Japan has the highest per capita spending on skincare and cosmetics in the world. Their refined beauty culture has resulted in top quality skincare, manufactured to the highest beauty standard. The unique combination of ancient rituals, time-tested natural ingredients and high-tech innovation makes Japanese beauty best in class. Japanese beauty has a holistic, effortless and natural approach to beauty overall; and is known for its hydrating, soothing and calming benefits. Japanese skincare formulas embody a gentle strength and efficacy without being harsh on the skin.Japanese beauty is coveted for:+ Skin-first heritage and rituals+ Holistic approach and health consciousness+ Natural ingredients, high-tech innovation + Hydrating, gentle, soothing and safe beauty care+ Simple routine+ High-quality performance