Have you seen how J-beauty is taking over the world? People can't get enough of their scientifically-proven but straightforward skincare products. Japanese beauty enthusiasts are famous for their youthful and clean looks that everyone seems to want. And you know what's the best way to get into the J-beauty world? YouTube, baby!
Let's face it, when it comes to searching for the best products and authentic reviews, social media is the way to go! And Japanese people know it! They use the social media to buy their products, watch influencers, and check out their favorite brands. So, why not take a leaf from their book and head on over to platforms like YouTube to learn more about J-beauty? This is one of the main reasons why social media marketing is among the greatest digital marketing trends in Japan!
YouTube is the place to be for all kinds of marketing and advertising. One ad can reach 78 million people in Japan, which is a whopping 63.4% of the entire population! That's like a huge chunk of the country! And if you're a new brand entering the market, YouTube influencer marketing is where it's at. By collaborating with YouTubers, your brand can be featured in their first impressions, unboxings, and online advertisements.
There are tons of beauty influencers on social media, but only a handful of them are worth your time. So, we've got you covered with our list of the best beauty YouTubers in Japan. Get ready to up your beauty game!
Top 10 Japanese Beauty YouTubers ⬇️
Topics: Professional makeup, Beauty hacks
Asian women are all about those round, almond eyes. It's been a long-time obsession, with women trying everything from contacts to heavy makeup to get that doe-eyed look. But you know what? Alisa's got the secret! She's got a ton of makeup tutorials on how to achieve that almond-doe eye with just a few swipes of your makeup brush.
Trust me, her videos are precise, easy-to-follow, and perfect for even the newest of makeup newbies. Alisa is not only a professional makeup artist, but she's also a licensed beauty instructor, so you can trust her when she talks about the best beauty products, like Canmake and Ultima IIm. And that's not all, she's also got some amazing hair tutorials too!
Topics: Celebrity makeup, Hairstyling
If you ever wondered how celebrities get their flawless makeup look, this is the answer. Kawakita Yusuke is a celebrity makeup artist and hair stylist who's been in the industry for over 20 years. His YouTube contents focus more on creating natural, classy and flawless looks on popular actresses and celebrities.
He regularly appears in beauty magazines and TV screens. He has collaborated with lots of cosmetic brands before launching his own brand, "&be". His brand gained traction because it allows Japanese women to achieve that "no makeup makeup look" which really provides a natural, healthy finish.
Topics: Modelling, Skincare, Health
Meet Ami, the full-time advertising model living her best life in Satoru, Japan. Her YouTube channel is jam-packed with lifestyle inspiration, from makeup and fashion to travel, diet, and health content. She's got it all! And you know what else? She's not afraid to share her own workout routines and skincare practices so you can get glowing just like her.
But wait, there's more! Ami's also got some amazing DIY home hacks, clothing tips and tricks, and brand recommendations. You'll never run out of things to watch on her channel.
7. Ihara Aoi
Topics: Natural look, Casual look
If you're looking for a vlogger who's all about natural, healthy, and glowy makeup, then you need to check out Ihara Aoi. This 24-year-old model and YouTuber from Kobe is a pro when it comes to minimal base makeup, toning processes, and high-class fashion. She's even released two fashion styling books: AOINO 2019 Autumn/Winter Fashion & Beauty and AOIRO 2021 Spring/Summer Fashion & Beauty.
But what makes her really stand out is her body positivity advocacy. In a country where fair skin is preferred, she embraces her natural, slightly tanned skin tone and encourages others to love their skin just the way it is.
Topics: Dermatology, Skincare
Check out Tomori Arata, a skincare guru that's been rocking the Japanese beauty industry for over 15 years! Her reviews are always straightforward and informative, which makes her an authority in the world of cosmetics.
As a licensed dermatologist, Tomori wants to provide her viewers with honest reviews of products, alongside essential tips on what ingredients work best for various skin types. Her content is always informative, and you can expect to learn a thing or two about the different skincare products available on the market.
5. Sasaki Asahi
Topics: Transformative makeup, Performance art
Sasaki Asahi won the Nyx Cosmetics YOUR TRUE COLOR, a part of Face Awards Japan 2017. She created her YouTube channel because she wanted to spread her knowledge beyond her reach. She does her makeup routine by synchronizing her moves to the sequence of various songs—a gimmick which catches viewers globally. She even got more famous when she started making rapid Disney princess transformation looks.
In the past few years, she experimented with performance art makeup, a genre that is less explored in Japan. She learned doing performance art makeup from western beauty tutorials, and she wanted to localize what she learned to the Japanese culture.
4. Fukuse Yuuri
Topics: Base makeup, Transformative makeup
Fukuse Yuuri is known for her transformative makeup and her unique nickname, Marilyn. She started her YouTube channel to help her viewers learn to overcome their insecurities, to love themselves, and to be more confident through makeup.
Marilyn focuses on base makeup because she wants to encourage people to feel comfortable with themselves. Moreover, she gives precise and detailed instructions on how to achieve each of her looks, easily understandable even for beginners. Marilyn shows her viewers that a freckled face, monolid eyes, and sparse eyebrows can be modified according to an individual's preference.
Topics: Natural look, Lifestyle
Formerly a model on Popteen, Miki Kawanishi is now a beauty guru worth following on YouTube. She has released a cosmetic line in collaboration with Japan’s brand, VAVI MELLO. She is famous among Japanese women due to her sweet and charming energy. She reviews new products, talks about skincare, and recommends her favorite cosmetic products.
Her videos are all in Japanese, but they are easy to follow since she speaks very clearly, and she provides an auto-translation caption aid in her videos. This 32-year old YouTuber often does good deeds such as donating her real hair to a charity and also raising money for those in need.
2. Sekine Risa
Topics: Lifestyle, Everyday Makeup
Meet Sekine Risa, the sassy nurse turned YouTube star who's making waves in the beauty industry. This 27-year-old dynamo first caught everyone's attention with her "How to Get Bigger Eyes" tutorial, and she's been slaying the game ever since. From hilarious makeup hacks in 30 seconds or less to daring product reviews, Sekine isn't afraid to try out the latest beauty trends and share her honest opinion with her followers.
What sets Sekine apart from other beauty gurus is her willingness to take risks. She fearlessly tackles new products that most people are hesitant to try, and her bold approach has won her legions of fans. In addition to her makeup tutorials, she also posts unboxings and reviews of the hottest beauty products on the market.
Sekine's star power is undeniable. In fact, she was the first beauty YouTuber to hit 1 million subscribers, and her popularity shows no signs of slowing down. She's even released a documentary film that gives viewers a behind-the-scenes look at her life as a nurse and a YouTuber. So if you're looking for a dose of humor and bold beauty advice, look no further than Sekine Risa.
Topics: Natural Makeup, Experimental Makeup
Maataso's story is one that resonates with many of us. Like so many young women, she struggled with insecurity and feeling like she wasn't enough. But instead of letting those feelings hold her back, she decided to channel her creativity into something positive: creating content on YouTube.
And boy, did that decision pay off! With her fun and charming personality, Maataso quickly became a hit with young Japanese women. Her videos are relatable and easy to follow, which is why she's become the go-to guru for beauty tips and tricks.
But Maataso is more than just a pretty face. She's also a mom who's worked hard to build a better life for herself and her family. And now, she's taking things to the next level by launching her own clothing brand, BEFTEY.
With over 1 million views on her videos, Maataso is at the top of her game. She's proven that with hard work and determination, anything is possible. And who knows what she'll accomplish next? We can't wait to find out!
J-beauty has gained global appreciation due to Japan's innovative and simple beauty products. J-beauty focuses on naturally perfect skin, something that people around the world aspire for. Thus, knowledge on Japan's beauty products and techniques have been continuously sought after, making influencers the top source for this information.
Japanese beauty influencers have gained massive amounts of views and interactions over the past years. This made them valuable assets to beauty brands when it comes to marketing and advertising. Their authenticity, loyal fanbase, and real personalities are extended to beauty brands once the two collaborate.
We hope this list has helped you gain insight on how to stand out among the Japanese market through the help of influencers.
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