Japanese beauty and lifestyle brands ride cultural halo into India's Gen Z market

Kindlife's Kao partnership and Wacoal's Tier 2 push signal a broader J-brand wave, with Shiseido, DHC, Muji and stationery names like Pilot and Midori riding anime-fueled affinity. India's beauty market alone is tracking from USD 19.62B in 2024 to USD 33.24B by 2032 at 6.96% CAGR.

— Filed Fri, 12 Jun, 2026, 11:03 IST · Source ET Brand Equity · Updated

J-beauty, anime, stationery and lifestyle brands are gaining traction with Indian Gen Z consumers. Kindlife partners with Kao to expand J-beauty access; Wacoal eyes Tier 2 cities as Japanese cultural exports build trust halo for entrants.

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