Drawing on strong cultural inspiration, ranges like Shiseido's 'Waso' diversify the cosmetic industry with highly effective J-beauty products. For example, the Waso Beauty Smart Water is powered by a rice-derived beverage called Amazake. The Waso GIGA Hydrating Cream, on the other hand, possesses superior moisturizing capabilities thanks to the infusion of natto.
While a lot of these products are made affordable for consumers, the J-beauty space also makes room for some higher-end skincare. Clé de Peau Beauté's La Créme, for example, is a highly technical formula that builds on the concept of 'Skin Intelligence,' while utilizing Japanese pearl shell extract.