As Instagram remains a key social platform for Japan’s beauty market, global beauty brands have been flocking to open Japan-specific accounts in the past year as they enlist local influencers.

As many as 53% of beauty brands in Gartner L2’s Japan: Luxury and Premium Beauty report have localized Instagram accounts for the Japan market. Half of those brands added those accounts within the past year.

Brands opting to rely on their international Instagram profiles for Japan marketing have tapped into the power of local influencers on the platform. While Dior Beauty doesn’t have a Japan-specific Instagram account, the brand still received the highest share of influencer mentions in L2’s study.


Celebrity posts announcing themselves as beauty brands’ ambassadors were the most popular type of influencer content on Instagram. The influencer earning the most engagement from a brand post was actress Erika Toda when she announced herself as Lancôme’s ambassador. Actress, model, and “it girl” Kiko Mizuhara was Dior’s most prolific influencer, with her post announcing herself as the brand’s new official ambassador receiving the highest engagement out of all influencer mentions of the brand. Three of her posts were among the top five most-engaged influencer posts about Index beauty brands.

Daily Insights in Your Inbox