There are so many beautiful words in the Japanese language. Take wabi-sabi, for example. It celebrates authenticity, detail, and beauty found in imperfection. Shokunin is a term that embodies the pride and responsibility Japanese artisans feel in perfecting their craft. On that note, kaizen explains the organic and continuous pursuit of progress. These are not mere terms that the Japanese bandy about. They’re woven into the fabric of Japanese culture, shaping the values behind their craftsmanship and elevating Japanese products to global renown.
It’s this culture that helped establish Japanese beauty brands as a cornerstone of the global beauty industry. While they may not be as flashy or aggressively marketed as their French or South Korean counterparts, J-beauty has earned a reputation for reliability, minimalism, and undeniable effectiveness.
Japanese beauty has had a long-standing presence in the Philippines. The Tokyo-based Shiseido began distributing its products to Filipino retailers as early as 1990, eventually establishing the Shiseido Philippines Corporation in 2019. Similarly, the Philippines was the first international market for the former Kintsuru Perfume Corporation—now known as Mandom, the company behind popular brands like Gatsby, Lucido, and Pixy. Mandom Philippines Corporation was officially established in 1992.
J-beauty remains a dependable staple as the local beauty and personal care industry thrives and evolves (thanks in no small part to restless TikTok creators). It has carved out a secure space on vanities across the country, standing strong alongside fads like multi-use balms and peel-off masks. J-beauty’s skincare-first philosophy and lightweight formulations perfectly match the Filipino preference for fresh, hulas-proof, no-makeup looks that match the country’s tropical climate.
And, as Japan becomes more accessible thanks to affordable tourism and the handy pasabuy, more and more Filipinos are becoming acquainted with the quality of J-beauty. If anything, however, one company has been responsible for the recent boom in the J-beauty demand: Beautybox Corp. has been steadily bringing in Nipponese beauty icons, from K-Palette and KissMe to Cure and Kracie.
The Beauty Edit sat down with Beautybox President Cheryl Tan-Chua to learn her views on why J-beauty is the perfect fit for Filipinos.
How did you become an entrepreneur? What introduced you to the beauty industry?
Cheryl Tan-Chua: I started my entrepreneurial journey way back as a child when I helped my parents in our school uniform business. Early on, I was exposed to selling in our store and helping my parents by doing simple tasks for them.
After getting married, my good friend and I opened a clothing brand called Chedar at The Crossings Department Store in Shangri-La Mall, which lasted four years until we both got busy taking care of our families. Before that, I had worked for several local retail brands, including Beauty Bar, which had the most influence on my company, Beautybox Corp.
Now, especially, how did you get started in Beautybox Corp. in 2011?
My hubby, who is my business partner and biggest supporter, always wanted to have a company to call his own. Being a part of their family business for most of his adult life, he had a vision of running his own enterprise that allowed him to make major decisions. But, he needed my help on what kind of business it would be.
At that time, J-beauty wasn’t a trend, right? So, why J-beauty? How did you market yourself amid the other beauty trends that were happening?
With Japan’s reputation for high-quality products, it was a no-brainer for me to introduce J-beauty products. Riding on the reputation of Japanese-made products, which can rival high-end brands at a lower price point, has always been one of the ways we market our brands.
Please tell us about K-Palette. How did that idea land on your lap? Did you actively seek out K-Palette or was it accidental?
I always love telling the story of how I accidentally discovered our first brand, K-Palette, because I think it was God’s plan.
My family was in Singapore for vacation when we lost the umbrella of our friend with whom we were staying. My sister and I ended up looking for a replacement umbrella at Watsons in ION Orchard, where I found myself intrigued by a brow product that said “1Day Tattoo” on the packaging. At that time, I was a mom with young children and my eyebrows disappeared every time they touched my face. So, I purchased one piece without knowing anything about the brand.
One month after our Singapore vacation, I finally tried that K-Palette Real Lasting Eyebrow Liner and instantly fell in love with it. I told my hubby about my idea of bringing it into the Philippines, and the rest is history!
How did you segue into introducing other brands, such as Kracie and BCL? How do you choose which brands and products to bring?
Beautybox Corp. initially started with K-Palette cosmetics, but after several years, we envisioned our company to be the top-of-mind J-beauty source in the Philippines. It’s why we started carrying different categories, such as haircare, skincare, and body care.
Every so often, different J-beauty companies would reach out to us, offering their products. Whether in merchandising work or my personal life, I am a very meticulous person with a preference for good-quality products that don’t necessarily have to be expensive. My friends know this very well, which is why whenever I recommend anything to them, they take my word for it. This is reflected in the brands that we carry, too. I cannot bring in a product I won’t use myself because I won’t be able to recommend it to our customers. I make sure that the product delivers what it promises.
While J-Beauty has a lot of followers, how do you market it against the ever-popular K-Beauty trend as well as the rising Fil-Beauty industry? What makes it stand out? How do you keep up?
With J-beauty and how we at Beautybox Corp. are very picky with the brands we carry, our products’ quality and effectiveness can speak for themselves. J-beauty stands out with how the manufacturers take their time with research and development, ensuring the products they create are precise and science-backed. Most J-beauty brands stick to their hero products because they want to be the authority in that product line by perfecting it year after year with their reformulations.
What’s next for J-Beauty this 2025 and in the years to come?
We have a huge personal care brand launch coming in quarter two of 2025. Sssshhhh! Watch out for that!
What do you want beauty enthusiasts to know and understand about J-Beauty?
J-beauty is not as gimmicky as others. Japanese culture has a unique approach to preserving ancient wisdom and refining it over generations because of the concept of kaizen, which espouses the idea of continuous improvement. Ultimately, despite all the marketing hype from various brands, I believe we always return to what is truly effective and works best for us.
The Beauty Edit’s Shopping Guide to J-Beauty
K-Palette
Eyebrow Essentials: The 1Day Tattoo Real Lasting Eyebrow Liner is a beginner-friendly essential, delivering precise, effortless strokes for naturally defined brows. For those who love multi-tasking beauty products, the Lasting 3Way Eyebrow Pencil combines a pencil, powder, and spoolie in one, making brow styling seamless and versatile. And to keep your brows polished, no matter the trend, the Nuance 1Day Tattoo Eyebrow Mascara provides a natural, long-lasting tint for a flawless finishing touch.
1Day Tattoo Real Lasting Eyebrow Liner
P845, Lazada
Eyeliner Must-Haves: For effortlessly defined eyes, the 1Day Tattoo Liquid Eyeliner delivers clean, precise lines, while the 1Day Tattoo Real Lasting Eyepencil is perfect for natural-looking tight lining.
1Day Tattoo Liquid Eyeliner
P795, Lazada
BCL
Skincare Staples: Streamline your skincare routine with these effortless picks from their BCL line: The Saborino Morning Facial Sheet Mask – Osmanthus delivers 5-in-1 skincare in just seconds, refreshing and prepping your skin in one step. For deep yet lightweight hydration, the Momo Puri Moist Barrier Cream absorbs easily, locking in comfortable nourishment.
Momo Puri Moist Barrier Cream
P895, Lazada
KRACIE
Hair Necessities: Say yes to effortessly styled and protected strands with these Ichikami formulas. The Hair Styling Stick Natural & Hard provides hold without the sticky, heavy feel, while the Hair Styling Water shields your tresses from styling, sun, and heat damage. For a nourishing boost, the Ichikami Treatment Oil revives dull, damaged, and lifeless hair.
Ichikami Hair Styling Water
P575, Lazada
KISSME
Lash & Brow Signatures: Up your lash and brow game with these favorites from Heroine Make and Heavy Rotation. The Curl Keep Mascara Base sets and holds your curl all day, while the Eyelash Serum EX provides essential care for your lashes, especially if you have extensions or perms. To complete your look, the Heavy Rotation Coloring Eyebrow helps match your brows to your hair color, achieving a soft, no-bleach finish.
Heroine Make Curl Keep Mascara Base
P720, Lazada
Collage by Dannah Valdezco. Japanese street by © studio japan. Vintage sky by © Jakkapan 21. Chess marble floor by © Fernando Cortes via canva.com
