New Delhi, May 26 -- After Korean serums, sheet masks and elaborate multi-step regimens dominated Indian skincare routines for years, Japanese products are emerging as the next big trend as consumers increasingly switch to lighter textures, natural ingredients and "maximum efficacy with minimal effort."

Online retailers Myntra, Amazon India, Nykaa and Tira said demand for Japanese beauty, or J-beauty, products is rising, especially among younger consumers seeking minimalist skincare, scalp-health products and long-term skin wellness.

Korean beauty has been wildly successful in India, prompting a sea of local copycats including Quench, owned by VC-backed firm Sugar Cosmetics and the use of Korean beauty form factors like sheet masks and ...