Sustainability and corporate social responsibility are major drivers in the use of green ingredients for many companies in this decade and this in turn has had an effect on the type of skin care products being developed on the region now.
Industry analysts observe that the trend is being pushed by brands as well as the consumers.
Key drivers behind the rising consumer enthusiasm for the naturals trend includes increased disposable incomes, urbanisation, rising health concerns and better-informed consumers.
According to our regional expert Florence Bernardin, the CEO of 'Information & Inspiration', an agency that specializes in all that is the cosmetics industry in Asia; Japanese consumers are still looking for high quality products but shorter beauty routines.
Read on to flick through some of the most innovative products Florence has uncovered on the Japanese market catering to this demand right now...