With social media becoming more and more important in our daily life, we
are more accessible to different cultures and popular trends around the
world. To get a grip on how much these actually differ from each other,
we chose the topic of beauty ideals, focusing especially on makeup. We
conducted a small research based on makeup tutorials on Youtube to get a
more detailed idea of the current makeup trends. In order not to get too
overwhelmed, we limited our research according to the following
- Only Japan, Korea and the United States of America
- Makeup for women (teens/young-adults)
- Focus on daily makeup
- The most recent top rated videos
In the past Japan and France were the lead runners for the makeup
industry, but in recent years Korea has been going up in the ranking. This
is mainly due to the Hallyu wave and other industries such as chemistry
and bioscience. Korean makeup is known for its natural and dewy look.
Compared to other countries, they place a lot of importance on the use of
skincare products. These have taken the world by storm under the name
“skin-tertainment”. More often than not the skin products have a fun
packaging or interesting textures made popular by bloggers and social
media. The goal of these products is to have a moisturised, brightened and
pale skin. To achieve this look, they use a multitude of skin-care
products. To make it easier, there has been a boom of hybrid skincare
products that can combine multiple functions. An example of this is the
invention of the BB cream, blemish balm, which is a combination of
foundation, moisturizer, anti-aging cream, and in most asian countries
also a whitening agent and sunscreen.
“The Korean beauty market is among the top 10 around the world, with an
estimated worth of over $13.1 billion in sales in 2018, according to
Mintel, a global market intelligence agency. Facial skin care products
alone make up half of the total market share and are projected to reach
$7.2 billion by 2020. ” 
The Key to Japanese beauty is cleanliness. It is ingrained in Japanese
culture. For example, most people in Japan take a bath daily, so having
good a good skincare routine comes naturally. Another example is that a
lot of people enjoy going to onsen. These are baths containing natural
minerals that are known to be good for the skin. Japanese beauty products
are known to be scientifically advanced and focus on long term
reliability. Miyabi Kumagai, Brand Manager of Japan’s leading beauty
brand, Shideido says:
"Western culture is more concerned with correcting damages after they
have occurred, whereas Japanese beauty care is more about anticipation.
For them, everyday prevention is a natural action."
The past few years, the makeup and beauty industry have been thriving
thanks to beauty guru's and influencers, who have become more and more
influental and famous. They post makeup tutorials on Youtube and often
collaborate with different makeup brands. Because of this, makeup has
become very accessible and almost an essential thing in the daily life of
There are three unique circumstances that continue to prop up the
Consumers, mostly women, are on a journey of exploration. They are
enjoying new products and finding new brands.
Young, independent brands are supporting a surge in creativity.
Acquisitions by the major beauty companies of ever-smaller companies
at very high values are drawing in more founders and driving more
creativity every day. (bron: Forbes)
In this section you will find data from our quantitative research. We
will look at populair keywords/hashtags on twitter and collect data on
makeup video's on youtube using webscraping.
The graph above views a collection of words that are associated with the
hashtag 'Koreanbeauty', we wanted to compare the popularity of the
hashtags between Japan, Korea and America, but unfortunately although
the amount of hashtags surrounding Korean makeup were a lot, the amount
of hashtags of Japanese makeup or American makeup were almost non
existent. There were a couple of reasons for that. First, using a
hashtag with 'Japanese' and another word associating with beauty led us
to a different categorie than we were aiming for. Second, the term
'American' with the term 'makeup' is usually not used together in a
hashtag, people just use the term 'makeup', but this term does not only
include American makeup.
This Pie Chart shows all the words associated with the hashtag
'Shiseido', a famous Japanese makeup and skincare brand.
And here is a graph showing the tweets and retweets of words surrounding
This is data we webscraped from Youtube and imported in Excel. We
webscraped the term 'Korean makeup', 'Japanese makeup', and 'American
makeup'. After webscraping the pages on Youtube we combined the data of
the amount of views between 2015 and 2019 of the three different search
terms and put it in the graph you see below.
After that we went on Google Trends to collect data, using the same
three search terms as we did for Youtube, to see which one is the most
populair and to see the development of it's popularity compared to the
As seen in the google trend graph and the webscraping data, we can
conclude that in comparison to Japan and the US, Korean makeup has
risen in popularity in the last 5 years. This led to Korean trends also
becoming popular in other countries, as shown in the world map data we
collected on Google trends. This is in contrast to Japan, where the
most searches were done in Japan itself. It can be partly attributed to
the different search engines that are frequently used in the respective
countries, such as Yahoo! in Japan .