THE RISE OF MATCHA BEAUTY: HOW THE GREEN POWDER IS INFLUENCING BEAUTY TRADITIONS

From a Japanese tea ritual to a global skincare phenomenon, matcha has become a multi-billion-dollar beauty category, prized for its antioxidants, vitamins, and caffeine that calm, protect, and energize the skin.

- BY SURYATI SAXENA

Matcha isn't just a café favorite anymore—it has now become an essential part of the beauty industry as well. Skincare brands are elevating themselves by offering products infused with this green powerhouse, and beauty enthusiasts are actively seeking out formulations that carry its magic. What was once known only as a finely ground tea used in Japanese rituals has today evolved into a multi-billion-dollar category driver in global beauty.

“As a brand deeply inspired by Japanese skincare rituals, it is only natural for us to incorporate Matcha as one of our key ingredients. Matcha, a finely ground powder made from specially grown and processed green tea leaves, is increasingly utilized as an active ingredient in beauty and skincare formulations. It aligns perfectly with our philosophy of merging ancient rituals with modern skincare innovation,” shared Niharika Jhunjhunwala, Founder and CEO, ClayCo.

Pritesh Asher, Co-Founder & CEO, Juicy Chemistry commented, “For us, Matcha wasn't a trend, it was a logical extension of our soil-to-skin philosophy. Shade-grown Camellia sinensis delivers a concentrated profile of catechins (EGCG), chlorophyll, and naturally occurring caffeine.”

From Instagram Trend to Lifestyle Choice

Consumer preferences for matcha have shifted dramatically over the past few years. What was once a niche Japanese tradition has now become a global lifestyle trend—so much so that May 2nd is officially recognized as ‘National Matcha Day.’