Inserting tiny needles into faces boosts natural facial healing powers, says therapist Takeshi Kitagawa.

As aesthetic sessions increasingly go organic or employ traditional remedies, women at the "Beauty World Japan" exhibition this week lined up to try acupuncture, long known for its health advantages.

"This is not a medical or surgical procedure," said Kitagawa, acupuncture therapist and owner of Yojo spa. "We use the healing powers that a person's body naturally possesses, and within the general trend toward a more 'natural beauty' our acupuncture is very well accepted."

Forget cosmetic surgery. The ancient treatment of acupuncture is gaining new popularity as a beauty secret in Japan about 1,500 years after it first came there from China.

Acupuncturist licensing began during Japan's Meiji Era, about 130 years ago, and Kitagawa says his clients, mainly in their 30s, are increasingly pinning their hopes on the treatment, seeing cosmetics or facelifts as pricey and not as healthy.

Japan is the world's second largest market for beauty products and services, with sales estimated at over $15 billion last year alone.

"It's different from plastic surgery; it doesn't have the risk of failure. Besides, it uses the innate power of human body to create beauty, and that's the reason I like it," said Rie Hayashida.

Japan has an estimated 40,000 registered acupuncturists and over 150 schools, mainly focused on traditional uses.