Land of the rising sunscreen: Move over K-beauty, Japanese skincare products are India’s next big obsession

Hair care and sun care have emerged as key growth segments for J-beauty, led by products focusing on scalp health, hydration and lightweight formulas. Myntra is home to sunscreen, scalp care and cleansing oil products, and premium hair care treatments like Shiseido, Biore, DHC, Tsubaki, Fino and &honey. While K-beauty popularized trend-driven, multi-step skincare routines, J-beauty is more closely associated with minimalist, effectiveness-focused products that focus on long-term skin health.