The J Beauty Collection: Introducing niche brands from Japan to the US market

As the independent beauty movement continues to grow, businesses that help indie brands make the leap into new markets are growing too. Ayako Yuki, founder and owner of The J Beauty Collection, launched her new venture earlier this year. And at Cosmoprof North America this summer, she was introducing her business and a selection of J Beauty brands to trade show attendees.

 The J Beauty Collection specializes in “bringing Japanese brands to the US market,”​ Ayako Yuki tells Cosmetics Design. “We support their branding, PR, and sometimes distribution (as a consultant).”​

And while Ayako Yuki has done this sort of work for brands from an array of industries (spanning confectionary and snacks as well as automotive brands) for years, “now our attention is really going to J Beauty,” ​she says.

Her venture is as much about branding and positioning J Beauty for a new market as it is about educating brand leaders about key consumer trends and the business potential J Beauty has in the country. Which explains why the brands she showed Cosmetics Design highlighted vegan formulations whenever possible, why one featured proteoglycan made from side-stream salmon nasal cartilage, why a young women founder has her name on product she created, and why most of what The J Beauty Collection is bringing to the US is positioned for higher tiers of the market (and in one case, for the professional market).

Watch the full video interview above to learn more about The J Beauty Collection and the brands featured at Cosmoprof North America.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.