Cica, beauty of the interior, Osmanthus among the most trending keywords


@cosme revealed the top eight keywords that have evolved throughout the year on its portal, which has received 16 million monthly visitors and racked up 15 million product reviews since its launch in 1999.

This year alone, members registered around 1.12 million reviews, a 1.2-fold increase from the previous year and breaking the website’s record.

Owned by Japanese beauty and media retail company istyle Inc, @cosme has since grown into a retail business with an offline and online presence in markets such as Japan, Taiwan, Hong Kong and Thailand.

Cica takes the first place

By analyzing the ratings and reviews on its website, the company determined that Centella asiatica, or cica, was the best keyword of the year.

While cica has been a standout ingredient for several years thanks to the dominance of K-beauty, @cosme reported that it has established itself this year for its anti-inflammatory properties, which became important during COVID-19.

“It immediately came into the limelight as it helped combat rough skin, a skin problem that emerged as the frequency of mask wear increased.” Have

Additionally, 2021 saw more brands – including French luxury brand Dior – launch cica-based products, which has helped accelerate the importance of cica beauty products overall.

Some of the best cica products on the @cosme platform include VT Cosmetics Cica Daily Soothing Mask, Dr Jart’s Cicapair Cream, and Nature Republic’s Green Derma Mild Cica Big Toner, all from South Korea.

Spotlight on Inner Beauty

Another big trend that dominated was inner beauty.

Throughout the year, keywords such as ‘immunity’ and ‘gut health’ increased as the lines between health and beauty continued to blur in the wake of the COVID-19 pandemic .

The report said more and more consumers were starting to associate things like gut health with skin health and overall beauty.

For example, functional foods from brands like Yakult and FANCL, as well as foods like Manuka honey, have garnered more consumer interest.

Autumn perfumes

Despite being one of the world’s beauty powers, Japan has historically been rather ambivalent about perfume.

However, demand for perfumes has accelerated in Japan in the wake of the COVID-19 pandemic, @cosme said.

They pay more attention to perfumes, not only in the context of fine perfumes, but also in hair oils, hand creams and textile mists.

In particular, Japanese consumers are looking for products made with Osmanthus, known as kanagi, a symbolic flower of autumn in Japan.

Japanese brand SHIRO, which has been launching Osmanthus-inspired Kinmokusei Eau de Parfum seasonally since 2018, recently announced that it will be part of its permanent line due to overwhelming demand.

In addition, the French beauty brand L’Occitane launched an Osmanthus fragrance which has proven to be popular among Japanese consumers.

Everything on this basis

The ongoing pandemic has fundamentally changed the way Japanese consumers think of facial makeup.

With more people staying at home and wearing masks, consumers were now move away from the foundation.

For the first half of 2021, “no foundation” was one of the platform’s main keywords, @cosme reported.

Mask-wearing issue aside, reliance on foundation has decreased as consumers report wanting to give their skin a break and “Cultivate the beauty of bare skin”,said @cosme.

In its place, make-up bases, concealers and powders have become the new foundation.

Some of the flagship products in this category include Makeup’s Dramatic Nude Jelly BB, a tinted beauty essence and Decorté’s Tone Perfecting palette corrector.

Mask-proof beauty

Likewise, the COVID-19 pandemic has cultivated demand for makeup products that can withstand the use of protective masks.

One of the top ranked products on @cosme this year is Kate Cosmetic’s new anti-transfer lipstick, Lip Monster.

@cosme noted that Lip Monster has been in short supply since its release, underscoring the consumer need for more of these products.

Additionally, Kosé’s Make Keep Mist EX, a facial mist that claims to prevent makeup from smearing or transferring onto masks, has also garnered a lot of attention.

This prompted the company to introduce a trial bottle that could be easily transported as well as a limited edition variant of the product.

Eyes have it

In 2021, @cosme saw a revival in eye shadow palettes as eye makeup continued to gain traction in the wake of the pandemic.

According to the report, Japanese beauty consumers previously preferred monochrome eye shadows, but are now more willing to try more colors.

“In an environment where the possibilities to put on makeup are limited because you can’t go out the way you want, many people seemed to want the excitement in colorful and beautiful colors.”Have

The quality of the eye shadows was deemed vital as consumers were looking for shadows that could create a beautiful finish with minimal effort and technical know-how.

The eyeshadow palettes from Kate Cosmetics, & BE and SUQQU were among the top products of the year.


Consumer demand for hand care products has become more sophisticated over the past couple of years.

According to data from @cosme, hand care remains a top priority for consumers as frequent hand washing and sterilization habits persist.

In addition to soothing and hydrating, consumers are now looking for value-added hand creams with features like sun protection, sterilization and fragrance.

Some of the best hand creams in Japan included Shiseido Ultimune Power Infused Hand Cream and Steamcream UV Protection 33 Hand Cream.

In addition, Authentic Beauty Concept has developed a vegan serum which can be used for both hands and hair and which has become popular among Japanese consumers.

Conscious beauty

With the rise of clean beauty, Japanese consumers are now more aware of choosing cosmetics that are “Respectful of people and the environment”,said @cosme.

Beauty products with greener packaging are popular, like the Eye Opening Liner Uzu by Flowfushi, which uses recycled plastic, steel and paper.

Additionally, Japanese consumers are also looking for brands that go the extra mile and contribute to society.

According to @cosme, they have resonated with global beauty brands such as Yves Saint Laurent Beauté, L’Occitane and Lancôme, which have supported important issues such as women’s well-being and sustainability.


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