Tokyo department store Seibu has just opened an entire department of 'green' beauty products from all over the world called the Seibu Organic Market, which its representative says is a reaction to popular demand.

Speaking to the organizers of the Beyond Beauty fair in Paris, Kumiko Sato, who sits on the event's Beauty Challenger Awards jury, said that "finally, the market of niche and organic brands is developing" in Tokyo.

Giving examples such as the Korean skin therapy line Erborian or the French skincare brand AINY, which both won at last year's awards and have had successful launches in Japan, Sato explained that in order for a product to be "authentically organic," labels didn't only have to pay close attention to the ingredients but also to the appearance and history.

The next Beyond Beauty, one of the biggest European beauty fairs alongside Cosmoprof and which combines events for the cosmetics, creative, and spa industries, will take place in Paris this September.

http://www.beyondbeautyparis.com

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