Audrey Depraeter-Montacel, the global beauty lead for consulting firm Accenture, says the popularity of Korean skin care in the U.S. has made way for a Japanese beauty resurgence. Iason SarrisIndeed, Japanese brands like Shiseido have been in the U.S. since 1965, known for their minimalist packaging and formulas rooted in traditional Japanese beauty practices. Skin care experts at the Shikō collective say Japanese beauty offers consumers more simplified, nurturing beauty routines. Industry experts told NBC News that the Covid pandemic brought about a revolution in interest in skin care routines. While consumers seem eager to find more simplified skin care routines, Depraeter-Montacel noted the tension between more “discreet” Japanese brands and the celebrity-focused American market of viral skin care.

---

Persons: that’s, they’ve, moisturizer, Audrey Depraeter, ”, Montacel, Iason, Shiseido, Midori McGivern, Hadley King, Kyoko Getz, Shikō’s, ” Getz, It’s, “, King, “ I’ve, influencers, Influencers Organizations: NBC News, Accenture, Kosé Corp, NBC, South Korea Locations: U.S, Japan, Americas, New York City, France, Bora Bora, Mexico, South Korea