What to Buy in Japan: 20 Beauty Products Japanese Locals Swear By

If you're traveling to Japan and planning to haul the best cosmetics, skincare, makeup, and beauty products that locals actually use, you’re in for a treat!

Japan is known for its high-quality makeup, skincare, and hair and body care. But with so many options, it can be overwhelming to figure out what’s really worth buying.

Don’t worry, girl, I got you! This list is based on @cosme, Japan’s most trusted beauty ranking platform, so you’re not just picking up hyped-up trends. These are the real deal, backed by over 20 million reviews from actual users in Japan. I also included a few personal faves and must-try picks to help you score the best of the best!

So grab your shopping bag (and maybe an extra suitcase) because these J-beauty products are way too good to leave behind!

Makeup

1. Canmake Creamy Touch Liner

If you’re looking for an eyeliner that glides on effortlessly and stays put all day, Canmake's gel liner is a must-have. This #1 gel eyeliner features a 1.5mm hyper-slim tip, making it perfect for creating ultra-fine lines and filling in the gaps between lashes.

The soft, smooth texture ensures a gentle application without tugging on the delicate eyelid area, while its rich, bold pigment delivers intense color in just one stroke- no kidding!

The waterproof, smudge-proof formula resists water, sweat, tears, and sebum, so your eye makeup stays flawless from morning to night.

2. Cezanne Super Slim Eyebrow

Cezanne's eyebrow pencil makes it easy to create naturally defined, fuller-looking brows. The 0.9mm tip makes it easy to draw fine, hair-like strokes, especially when filling in sparse areas or shaping the tail of the brows.

The formula is smooth and pigmented, so it applies effortlessly without needing to press too hard.

One of the best things about it is how long-lasting it is. It’s waterproof and resistant to sweat and sebum, so it stays put throughout the day without smudging or fading. Plus, since it’s retractable, there’s no need to sharpen it.

3. Kate Lip Monster

If you love bold, long-lasting lip color, Kate’s lipstick delivers intense pigment with a slightly glossy finish that makes lips look fuller and more vibrant. The formula is designed to retain its fresh, vivid color throughout the day, ensuring that your lipstick looks just as good hours later as it did when first applied.

What makes this lipstick stand out is its moisturizing yet long-wearing technology. It transforms into a tight-fitting gel film using the moisture that naturally evaporates from your lips, helping the color stay put without drying them out.

4. rom&nd Hanall Brow Kara

If you want naturally defined, fuller-looking brows with a soft touch of color, rom&nd’s eyebrow mascara is a great option. Unlike some brow mascaras that feel heavy or clumpy, this formula is lightweight and smooth, ensuring an even application without stiffening the brows.

What stands out about this product is its long-lasting formula. It keeps brows in place without drying into a powdery texture or causing fallouts over time. It’s perfect for adding a subtle tint while maintaining a soft, natural finish.

5. Canmake Tokyo Cream Cheek Color

Note: This one didn’t make the top 5-10 list, but as a blush lover, I highly recommend it!

Back home, I was using Milani Baked Blush in Dolce Pink as my Rare Beauty dupe, but when I came to Japan, I discovered another dupe–Canmake Tokyo Cream Cheek. It is a melting gel-type blush that blends like a dream (not kidding, it’s so soft) and packs a more vibrant pigment.

It starts off silky and dewy but then sets into a lightweight, long-lasting finish without ever looking powdery. It gives that fresh, glowing-from-within look. Plus, it’s buildable, so you can keep it subtle and natural or layer it up for bold, rosy cheeks.

It’s incomparable, but if you're into Rare Beauty or Milani, this is a must-try J-beauty find! And did I mention it’s super affordable, too? A total steal for a blush this good!

Skincare

1. No. 5 Shiratama Glutathione C Sprinkle Mask

   

This brightening sheet mask is packed with glutathione, vitamin C, and niacinamide, making it a powerhouse for dull, tired skin. The yellow sheet is sprinkled with vitamin C powder, ensuring an intensive glow-boosting treatment that leaves your face looking radiant and refreshed.

One of the biggest things people rave about in reviews is how it makes their skin feel tighter and look noticeably brighter after just one use. The serum absorbs without feeling sticky or heavy, and the mask fits well, ensuring even coverage without missing any spots.

2. Attenir Skin Clear Cleanse Oil Aroma Type (Cleansing Oil)

This cleansing oil doesn’t just remove makeup and impurities, it also targets skin dullness and hyperpigmentation with a blend of four anti-aging beauty oils: rock rose, immortelle, baobab, and argan oil. These ingredients work together to nourish the skin, clean out pores, and leave your complexion feeling supple and firm.

One of the best things about this Attenir Skin Clear Cleanse Oil is its water-catch oil formula, which means you can use it even with wet hands, and it emulsifies quickly. The speedy-melting ingredients break down stubborn waterproof makeup in seconds, making cleansing effortless.

It’s free from mineral oil, parabens, and alcohol, so it’s gentle on the skin while still being super effective. Plus, the refreshing lemongrass and bergamot scent makes it feel like a mini spa session every time you wash your face.

Attenir Skin Clear Oil Cleanser Aroma Type 175ml

CHF 25.99

Add To Cart

3. Kanebo Scrubbing Mud Wash

This three-stage texture-changing facial cleanser takes mud cleansing to the next level. It starts as a thick clay paste, adheres to the skin to absorb excess sebum, then transforms into a gentle exfoliating scrub, and finally lathers into a dense foam that washes away impurities, dead skin cells, and clogged pores. The result? Smooth, refreshed, and polished skin that feels clean without tightness.

Formulated with Moroccan lava clay, cellulose scrub, and silk powder, Kanebo Scrubbing Mud Wash removes buildup without being harsh, making it suitable for daily use. The floral fruity scent with notes of lily of the valley, rose, and tea flower adds a rejuvenating touch to your routine.

For an extra deep clean, you can also use it as a targeted mask once a week—apply to oily areas like the T-zone, leave it on for 30 seconds, then lather and rinse.

Kanebo Scrubbing Mud Wash Moroccan Clay Facial Cleanser 130g

CHF 24.80

Add To Cart

4. Heroine Make Speedy Mascara Remover

If you've ever struggled to remove stubborn waterproof mascara, Heroine's mascara remover is a lifesaver. This gentle, no-rub formula dissolves even the toughest mascaras instantly without tugging at your lashes. After letting it sit for a few seconds, you can rinse it off with warm water or wipe it away with a cotton pad, whichever works best for you!

What makes it even better is that it's packed with lash-care ingredients like camellia oil, almond oil, argan oil, and royal jelly extract, so it removes makeup while keeping lashes nourished and moisturized.

Plus, it’s alcohol-free, fragrance-free, and irritation-tested, making it gentle on the eyes.

Isehan Kiss Me Heroine Make Speedy Mascara Remover 6.6ml

CHF 12.99

Add To Cart

5. SK-II Skin Power Advanced Airy Cream Lightweight Moisturizer

If you’re looking for intense hydration with a lightweight feel, SK-II’s Skin Power Cream Advanced Airy Cream is a luxurious moisturizer that delivers deep nourishment and long-lasting moisture without feeling heavy. Packed with Pitera™, SK-II’s signature fermented yeast ingredient, it’s rich in over 50 vitamins, amino acids, and minerals that help restore skin’s natural renewal process, improving softness, smoothness, and radiance.

This cream is designed to combat skin fluctuations caused by stressors like UV rays, dryness, and climate changes, which can make skin appear up to 9 years older. Despite its rich formula, it has a silky, airy texture that absorbs quickly, leaving the skin plump, hydrated, and glowing.

Perfect for dry skin or colder seasons, this cream can be used morning and night after toner and essence. If you’re after firm, radiant, crystal-clear skin, this is one to add to your routine!

SK-II Skin Power Advanced Airy Cream Lightweight Moisturizer 80g

CHF 249.00

Add To Cart

Hair Care and Styling

1. Orbis Essence in Hair Milk

This is the #1 leave-in treatment that Japanese people actually use, and yet, it’s completely underrated among foreigners! Unlike heavy treatments, Orbis Essence in Hair Milk provides lightweight hydration without greasiness, making it perfect for all hair types.

What makes it special is its heat-activated formula. When used with a blow dryer, it creates a cuticle-like protective barrier, sealing in moisture while keeping hair soft, frizz-free, and glossy. Packed with 11 amino acids and CMC-like repair ingredients, it strengthens and restores shine while preventing moisture loss.

To use, just apply an appropriate amount to towel-dried hair, focusing on the mid-lengths and ends. Blow-dry to activate the protective layer, or use it on dry hair for frizz control and extra hydration. Fragrance-free, alcohol-free, and gentle, this leave-in treatment is a must-try J-beauty secret!

Orbis Essence In Hair Milk for Silky Smooth Hair 140g

CHF 15.16

Add To Cart

2. THE ANSWER Super Lamella Shampoo

This hair care has been trending in Japan recently, and for good reason. Developed through 100 years of Kao’s hair care research, THE ANSWER Super Lamella Shampoo is designed to restore moisture, smoothness, shine, and strength.

It features Lamella Platform Technology, which layers water and oil to deliver 12 times more repair ingredients than traditional shampoos. With hydrolyzed keratin, lanolin fatty acid, ceramide α, malic acid, and olive fruit oil, it deeply hydrates while reinforcing the hair’s structure.

The serum-like formula creates a rich, dense foam that coats every strand, cleansing without stripping moisture. Silicone-free, sulfate-free, and paraben-free, it leaves hair feeling soft, resilient, and refreshed with a light bergamot and daphne scent.

3. Orbis Treatment Hair Water

For dry, tangled, or frizzy hair in need of a quick fix, Orbis' pre-styling spray is a lightweight, non-greasy mist that delivers instant hydration, smoothness, and repair. Use it in the morning before styling or at night for a nourishing treatment.

What sets this mist apart is its unique blend of beauty ingredients, including CMC-like components, penetrating amino acids, and low-molecular-weight hyaluronic acid. These work together to deeply hydrate while reinforcing the hair’s structure. Additionally, it features a cuticle-protecting ingredient that helps repair damage and safeguards hair from the damaging effects of heat styling tools such as blow dryers and curling irons.

Free from oils, fragrances, and colorants, this mist offers a lightweight solution for anyone seeking silky, salon-quality hair with minimal effort.

4. Tsubaki & Fino Hair Care Products

Coming in at #4 on my must-buy list is another personal favorite: Tsubaki! I use the shampoo, conditioner, and hair pack, and they work wonders on my bleached and treated hair.

If you’re looking for lightweight, bouncy, salon-like results without the heavy, greasy feel, this is the one. It keeps my hair hydrated, soft, and manageable without weighing it down, and the feminine scent is absolutely amazing.

If you want to learn more about Tsubaki's Tsubaki repair mask and how to use it properly, you can read my Tsubaki hair mask review.

After styling my hair, I also use Fino hair oil for an extra boost of moisture and shine. You can check out my Fino hair oil review to see how it works.

5. Jill Stuart Deep Head Cleanse White Floral

If you're looking for an all-in-one scalp care and hair treatment, JILL STUART’s Deep Head Cleanse White Floral is a luxurious cream cleanser that functions as a shampoo, conditioner, treatment, scalp care, and head spa—all in one product.

The rich cream formula deeply cleanses the scalp, removing excess sebum and buildup while keeping both hair and scalp moisturized and nourished.

Packed with superfood ingredients like raspberry extract, blackcurrant extract, avocado extract, and virgin coconut oil, it hydrates and conditions the scalp, creating the perfect foundation for stronger, shinier hair.

Plus, the elegant packaging gives it a luxurious feel, making it a beautiful gift for anyone who loves premium hair care!

Body Care

1. Ayura Meditation Bath Additive

If you’re looking to elevate your bath time ritual, this Hall of Fame awardee aromatic bath additive is the perfect way to relax and recharge. Infused with a calming blend of rosemary, chamomile, and other soothing herbs, it transforms your tub into a serene escape, complete with milky white water and a soft, herbal fragrance that melts away stress.

The two-layer formula is paraben-free and designed to be gentle on the skin, making it ideal for daily use. Just a small pour turns your bath into a peaceful, spa-like experience, perfect for unwinding after a long, busy day!

2. Curel Deep Moisture Spray

Curél's body spray is a quick, easy solution for dry, sensitive skin. This ultra-fine mist delivers an instant boost of hydration with ceramide-infused care that helps restore and protect the skin’s moisture barrier.

Formulated with a microscopic ceramide functional ingredient and eucalyptus extract, it penetrates deep into the outer layer to keep skin soft, calm, and moisturized. Gentle enough for use on the face, body, and even children’s delicate skin. You can spray it after bathing, even over makeup.

3. CareCera AP Face & Body Lotion

CareCera's face and body moisturizer is a top-rated milky lotion from Rohto, loved for its gentle yet powerful hydration. Formulated with ceramides, it supports and strengthens the skin’s moisture barrier, making it ideal for dry and sensitive skin.

This multi-use lotion can be applied to both the face and body, spreading smoothly without leaving a greasy residue. Backed by dermatological research, it’s hypoallergenic, weakly acidic, and free from parabens and fragrance.

Perfect for post-bath care or whenever skin feels dry, it’s a go-to choice for effective, everyday moisture.

Rohto CareCera AP Moisturizing Ceramide Milk For Face & Body 200ml

CHF 19.98

Add To Cart

4. Shiseido Extra Strength Hand Cream More Deep

This is a personal favorite I keep coming back to. Shiseido's hand cream is perfect for anyone dealing with dryness from weather changes or frequent washing. It’s packed with urea, vitamin E, and xylitol to deeply hydrate and repair the skin, especially around the nails and cuticles. After just a week of use, my hands felt softer and looked healthier.

It’s fragrance-free, non-greasy and absorbs quickly, making it super convenient for daily use.

Shiseido Extra Strength Hand Cream More Deep 100g

CHF 8.00

Add To Cart

5. AHA Cleansing Research Body Peel Soap

I've been using this AHA body soap, and it’s honestly one of my favorite exfoliating body washes. It gently removes dead skin cells that cause roughness, bumps, and dullness, leaving my skin feeling squeaky clean but never dry!

The plant-derived formula lathers well, rinses off easily, and never leaves a slimy residue, which I love. It keeps my skin feeling smooth, soft, and refreshed. Plus, the light lemony scent adds a nice, zesty touch.

If you're looking for an easy, effective body exfoliator, this one really works!

Time to Haul!

With these tried-and-true picks, you’re not just grabbing cute packaging, you’re bringing home products that truly deliver. Every product here has earned its spot through real reviews and results, so go ahead and pick your favorites!

So where can you buy these products?

• Drugstores like Matsumoto Kiyoshi, Don Quijote, and Sugi Drug are perfect for budget-friendly, top-rated finds.

• Department stores such as Daimaru, Isetan, Takashimaya, and Hankyu are your go-to for premium beauty shopping, with luxury brands like Shiseido, SK-II, and Decorté, and more.

• Online stores like Japanese Taste, Amazon Japan, and Rakuten are great options if you’re shopping internationally.

Happy shopping!

Want to know more about the best Japanese beauty products and latest trends? Bookmark our beauty-related blog articles to stay updated!

P.S. If you do end up needing an extra suitcase, Don Quijote has cheap options!