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There is enough makeup,
said no one ever. Japan is the birthplace of the world’s most innovative and effective beauty products. From luxury skincare to drugstore beauty products, Japanese cosmetics are loved by people worldwide.
Get ready to discover 30 must-know Japanese beauty brands (and a bonus of 5 special brands in the end) in this article. Let’s begin.
Shop Popular Beauty and Cosmetic Brands from Japan
Luxury Japanese Beauty Brands
1. Clé de Peau Beauté
Initially made in Japan, this beauty brand has a French name to complement its richness. This luxury beauty brand is a subsidiary of the popular Japanese cosmetics brand Shiseido. Clé de Peau Beauté is dedicated to using new ingredients to craft luxury products that leave the skin radiant all day.
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2. Shiseido (資生堂)
Shiseido, one of the oldest and most loved brands, has been catering to beauty and skincare needs for over a century. The brand offers a broad spectrum of products under many sub-brands, ranging from ultimate lux to budget-friendly. Beauty and skincare enthusiasts around the world vouch for Shiseido’s anti-aging products.
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3. SK-II
The SK-II brand, founded by Japanese scientists in the 1970s, has a fascinating origin story. It was discovered that older workers in sake breweries had clear, youthful-looking hands. After studying this, scientists found it was because of fermented yeast in sake called “pitera.” Years later, they used this yeast to make skincare products.
SK-II products are infused with vitamins, amino acids, minerals, and organic acids. This unique formulation contributes to skin rejuvenation and reduces visible signs of aging.
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4. Tatcha
One of the most popular luxury Japanese beauty brands, Tatcha, was founded by a Chinese American woman. The brand is heavily inspired by traditional Japanese beauty techniques and ingredients. The star ingredient used on Tatcha products is Hadasei-3™, an anti-aging superfood for your skin. Their products cater to all skin types and textures.
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5. Koh Gen Do
The brand originated in the 1980s as a creation of Ai Saotome, a Japanese actress. Saotome felt the need to create a beauty brand focused on maintaining healthy skin and developing products with long-lasting effects. A key highlight of Koh Gen Do is its commitment to using fragrance-free, natural ingredients, making it suitable for all skin types.
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6. Shu Uemura
Shu Uemura, a must-know Japanese cosmetic brand, was established in Tokyo in the 20th century and is currently owned by the L’Oréal Group. The brand is known for making high-quality beauty products using natural ingredients, scientific techniques, and artistic creativity.
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7. DECORTÉ
Founded in 1970, Decorte focuses on creating skincare products and cosmetics based on the concepts of skin rejuvenation and anti-aging. The brand includes ingredients like phospholipids that help in skin regeneration.
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8. SUQQU
One of the famous names in the Asian beauty brands list, SUQQU offers a wide range of skincare and makeup products for all skin types. The name is derived from a Japanese expression – a figure rising to its full height. The brand offers products that make your skin radiant and glowy.
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9. Sekkisei (雪肌精)
Fair skin is a prominent beauty trend in Japan, and Sekkisei stands out as a well-known name in the realm of skin whitening. This brand is a sub-brand of a trendy beauty brand – Kosé. Their products use natural ingredients like extracts and herbs to clean and brighten the skin, helping you achieve a clear and radiant complexion.
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10. DHC
DHC products are pretty unique from the standard Japanese beauty standards. They believe in the idea of wabi-sabi that imperfections are beautiful, and everyone is perfectly imperfect. The primary ingredient in their products is olive oil, sourced directly from Spain.
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Economical Japanese Beauty Brands
11. Chifure (ちふれ)
Chifure has been around since 1968. As one of Japan’s leading drugstore cosmetics brands, Chifure has gained popularity for its top-tier and budget-friendly products. The products are color and artificial fragrance-free.
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12. Hada Labo (肌研)
Hada Labo skincare products are suitable for people with dry and dehydrated skin. The key ingredient in this brand’s products is hyaluronic acid, which holds in moisture and makes the skin plum.
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13. Canmake
Canmake is recognizable for its cute packaged products. Their makeup products are very girly, shiny, and popular among the young generation.
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14. Kissme Ferme
Kissme Ferme is another affordable, must-know beauty brand in Japan. The brand offers innovative, high-quality skincare and beauty products readily available in drugstores.
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15. LULULUN
Lululun is a popular and affordable beauty brand in Japan. The brand is solely known for its massive range of sheet masks, ideal for all age groups and all skin types.
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16. Hadabisei (肌美精)
Hadabisei is a label under Kracie that offers skincare products specifically for adults. The products help reduce wrinkles and prevent acne.
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17. Yolu
Yolu is another economical beauty brand that specializes in night-care cosmetics. Their intensive night repair products for hair and skin are worth giving a try. Yolu 夜 basically means night in Japanese.
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18. Suisai (スイサイ)
Suisai is a skincare brand from Kanebo that caters to people in their 20s. The brand uses natural ingredients along with traditional Japanese techniques. Their products help nourish and hydrate the skin, making it supple and flawless.
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19. Heroine Make (ヒロインメイク)
Heroine Make is an economical Japanese makeup brand. It is widely known for its fantastic anime-style packaging. This brand is quite old, dating back to the early 19th century.
If you love the vintage anime vibe, you will love Heroine Make. This brand offers products in eye-catching vintage anime packaging. The brand is not a miss if you love eye makeup and incredibly voluminous mascaras.
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Affordable Japanese Beauty Brands
20. Shiro
Shiro Cosmetics is a well-known cosmetic brand based in Japan. Shiro Cosmetics offers a wide range of natural beauty and skincare products, including makeup, skincare, and beauty accessories. They are known for their high-quality ingredients, innovative formulas, and stylish packaging.
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Also Read: 14 Organic Cosmetic Brands from Japan
21. Muji (無印良品)
One of Japan’s popular, easy-on-the-pocket beauty brands is Muji, also famous for its minimalist range of clothing and home functions. Muji’s skincare products are widely popular as they are made with natural infringements, totally free from artificial fragrances and parabens.
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22. Majolica Majorca
If you are a hoarder of all things “kawaii,” you might want to check out Majolica Majorca. As a sub-brand under Shiseido, this brand offers high-quality makeup products loved by the younger generations.
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23. Cezanne
Cezanne is famous for offering high-quality beauty products at an affordable price range. This is one brand loved by all age groups. You can easily find it offline in popular drugstores in Japan.
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24. K-Palette
K-Palette will make you forget all the expensive brands when it comes to eyeliners. Their products are waterproof and long-lasting, suitable to wear all day long.
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25. Softymo
As a sub–brand of the famous beauty brand Kosé, Softymo is widely popular for its budget-friendly, quality products. The products have effective ingredients that help your skin stay clean and fresh all day.
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26. Biore
Biore products specifically focus on pores. Their products are made by combining innovative technology and carefully formulated ingredients. Biore offers an extensive range of skincare products like makeup wipes, sunscreens, and more.
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27. SANA (サナ)
Sana is a subsidiary company of NOEVIR Group. The brand offers an affordable and quality range of makeup, skin, and hair care products. Their popular picks are cleansers, toners, and moisturizing creams.
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28. KATE (ケイト)
KATE is a sub-brand of the famous beauty brand – Kanebo. Launched in the late 90s, this brand has been a best-seller in the “Tokyo” style makeup category.
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29. INTEGRATE (インテグレート)
INTEGRATE is a sub-brand by the all-time famous Japanese makeup brand Shiseido. Their target users are people in their 20s and 30s. Integrate products are known for easy application for everyday use.
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30. FANCL (ファンケル)
FANCL has been around for over 40 years now. The brand offers budget-friendly, innovative, and effective skincare products free from preservatives. The brand emphasizes the health and well-being of the skin.
Bonus: Special Beauty Brands
As promised, here are 5 special Japanese beauty brands for you:
1. Kikumasamune (菊正宗 )
Kikumasamune was originally a sake brewery for 360 years. The brand now offers one of the finest sake-based skincare products in Japan. For all the makeup and skincare enthusiasts, getting your hands on their toner, creams, and cleansers is a must.
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2. Hakuhodo (仿古堂)
Makeup without the right makeup brushes is of no use. Hakuhodo is a pioneer in manufacturing the finest makeup brushes in Japan. Each of their brushes is hand-crafted by experienced and skilled people, guaranteeing the best quality.
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3. Dr. MEDION
Dr. MEDION is a unique skincare brand created by renowned dermatologist Dr. Masato Hiki. The brand offers skincare products designed using the popular carboxytherapy skincare.
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4. Three
THREE is a popular name in organic beauty brands. It offers a wide range of products made with natural ingredients like essential plant oils. Their products are paraben-free and animal cruelty-free.
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5. Keana Nadeshiko (毛穴撫子)
Keana Nadeshiko is a popular skincare line from the brand Ishizawa Laboratories in Japan. The brand is known for its focus on natural and traditional Japanese beauty ingredients, such as rice bran and sake. Keana Nadeshiko offers a variety of skincare products, including cleansing foams, toners, and sheet masks, which are designed to promote healthy and radiant skin.
The products target at unclogging pores by using baking soda. This baking soda scrub-type face wash, in particular, is especially successful in removing blackheads. The brand has gained a loyal following in Japan and is well-regarded for its effective and gentle formulations.
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