INTERVIEW
president in 2015. Since 2022, I have been the chairman of the Kinki Cosmetic Materials Association, Vice President of the Japan Cosmetic Center, and a director of the International Caremake Association since 2023. In 2024, I became the
President of the Japan Federation of Cosmetic Ingredients Associations and host of CITE JAPAN 2025.
TP: As a distributor, Iwase Cosfa must have a wide view of the global personal care industry. What trends are you seeing in the global market in terms of demand for specific types of personal care ingredients (eg the type of ingredient, not product/company names)? This question applies to the global market. YI: The growing interest in sustainability - increased demand for plant-based, biotechnic, upcycled raw materials, sustainable ingredients, and energy savings in production through cold processes - is significant. Many of the new products of
Japanese raw material companies are being launched on the market are sustainable ones. In addition, interest in personalization is growing, and the target of cosmetics is shifting from all people to individuals. With the evolution of
technology, some companies are providing optimal products and services by analyzing the skin condition of individuals from AI and big data. In addition, the number of components that expect wellbeing is increasing due to uncertainty about the global economic outlook.
TP: Do you see any other general global trends emerging in skin care, hair care, sun care, and so on? YI: In skin care, there is an increased interest in effects, multifunctional products, and
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improved permeability. In hair care, there is an increase
in interest in scalp care, such as blood circulation promotion, and the hair growth effect. In sun care, there is an
improvement in functionality, in particular white float suppression, non-chemical, blue light cut, and a skin care sensation. In addition, there is increased focus on environmental friendliness, such as ultraviolet absorbers with low environmental impact.
TP: Turning to Japan… what is different or unique about J-Beauty? How would you describe J-Beauty? YI: The main feature of J-Beauty is high quality. J-Beauty can be expressed as a
thoughtful formula that brings out the natural power of the skin. For example, a hypoallergenic formula for sensitive skin that takes into account the burden on the skin. There are many O/W
formulations on the market, and fresh formulations are preferred. In sun care, the advanced
technology is reflected in that it
“(Male) beauty awareness is increasing, especially among the younger generation. With the
popularity of Korean idols, resistance is fading” Yoshinori Iwase, President of the Federation of Japanese Cosmetic Ingredients Associations
does not easily come off but you can easily remove it.
TP: What is hot right now in Japan? YI: Natural, fermented ingredients. Quasi-drug ingredients that claim to be effective. Plus aesthetic medicine niche ingredients.
TP: What is the uptake of personal care products among young women in Japan? YI: As is the case with many cultures, Japanese young women, especially in their 20s and 30s, use skin care, hair care, and makeup products on a daily basis, so the penetration rate is very high. It has become a major segment of the beauty and personal care market. Social networking sites such
as Instagram and TikTok are popular, and many women refer to product reviews through them. In particular, there is a tendency to choose products with an emphasis
www.personalcaremagazine.com on word-of-mouth of the same age.
TP: What about men? Is there a stigma in Japan about men using personal care products? YI: Beauty awareness is increasing, especially among the younger generation. With the popularity of Korean idols, resistance is fading. Among the senior generation, all- in-one items that complete all of their skincare routines in one item are popular.
TP: Is there anything else you’d like to say about J-Beauty or global trends? YI: We will continue to propose innovative raw materials that meet the needs and seeds of the company. We want to convey to the
world the uniqueness of Japan’s cosmetics, including not only beauty but also wellbeing and cultural values.
PC May 2025 PERSONAL CARE
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