15 Best Japanese Skincare & Makeup Products to Buy in Japan (Must-Have Picks)

If you ask any beauty enthusiast what to bring back from Japan, the answer is almost always the same: Japanese skincare and makeup. Known for their high quality, affordable prices, and wide variety, Japanese beauty products are a favorite among travelers—especially since many of them are hard to find outside Japan.

To help you shop smart, we’ve rounded up the 15 best Japanese skincare and makeup products to buy in Japan. If you’re heading there soon, keep this list handy—and leave some extra space in your suitcase. You’ll definitely want to stock up.

If you’re exploring the best Japanese skincare to buy in Japan, Elixir is a top-tier pick. A beloved brand under the SHISEIDO umbrella, Elixir has long held the No.1 spot in Japan’s skincare market. Its premium formulas come at surprisingly accessible prices when purchased locally.

Elixir specializes in anti-aging care, particularly for those 30 and up. The products help reduce fine lines, firm the skin, and restore a plump, luminous glow. The texture is lightweight and non-greasy, while the soft fragrance makes each application feel relaxing. Many users swear by the signature “glassy skin” effect—smooth, radiant, and youthful.

💡Recommended: Elixir Design Time Serum, Elixir Lifting Moisture Lotion

No conversation about skincare from Japan is complete without mentioning Hada Labo. Known globally for its ultra-hydrating formulas, this cult-favorite brand from Rohto is best known for the Gokujyun Hyaluronic Acid Lotion, with over 100 million bottles sold worldwide.

This legendary “lotion” (which works more like a toner or essence) is fragrance-free, alcohol-free, and packed with Super Hyaluronic Acid for intense hydration. It absorbs quickly, leaves no residue, and is gentle enough for even the most sensitive skin. A staple in many Japanese households, it’s also one of the most practical and reliable beauty souvenirs.

💡Recommended: Hada Labo Premium Hydrating Lotion (Gold Bottle), Gokujyun Light Lotion for oily skin

For those who love Japanese beauty products with a touch of luxury, Kanebo is a must-try. Minimalist yet powerful, the brand is known for its elegant textures, soft scents, and impressive performance. Its hero products—Cream in Day and Cream in Night—are designed to work together to support the skin around the clock.

The day cream provides lasting hydration and includes SPF for light sun protection, while the night cream focuses on repair and renewal. Both are rich but never heavy, leaving the skin feeling smooth, nourished, and well-balanced. It’s the kind of skincare ritual that feels like a daily spa experience.

💡Recommended: Kanebo Cream in Day SPF20, Cream in Night

SK-II is arguably the most iconic name in Japanese skincare—and for good reason. At the heart of the brand is PITERA™, a naturally derived ingredient rich in vitamins, amino acids, and minerals that help rejuvenate the skin.

The cult-classic Facial Treatment Essence—affectionately known as “Pitera Essence”—has earned its legendary status for improving skin texture, clarity, and radiance. With regular use, it helps refine pores, fade dark spots, and restore a healthy glow. Buying SK-II in Japan offers better value, making it a smart splurge for those looking to invest in high-performance skincare.

💡Recommended: SK-II Facial Treatment Essence, SK-II R.N.A Power Cream

Simple, effective, and affordable, Lululun has become a go-to brand for daily masking in Japan. Its thick, essence-soaked sheet masks are designed for everyday use and come in convenient, resealable packs.

Each variant targets specific skin concerns, from dryness and dullness to early signs of aging. With gentle formulas and generous sizing, Lululun masks are perfect for adding hydration and glow to your routine—whether it’s in the morning before makeup or as part of your nighttime wind-down—a true staple among Japanese beauty products and easy to stock up on while in Japan.

💡Recommended: Lululun Precious Red (anti-aging), Lululun Blue (hydrating), Lululun White (brightening)

A rising star in the KOSE family, ONE by KOSÉ may not be as widely known as its sister brands, but its performance speaks volumes. Its standout ingredient, Rice Power® No.11, is derived from premium Japanese rice and helps strengthen the skin’s moisture barrier from within.

The Moisture Serum is a cult favorite among Japanese women for its ability to hydrate and visibly plump dry, tired skin in just a few days. If your skin is feeling dull, flaky, or sensitive to weather changes, this is one of the hidden gems in Japanese skincare that’s absolutely worth adding to your list.

💡Recommended: ONE by KOSÉ Moisture Rice Power Serum, ONE by KOSÉ Serum Veil

If dark spots and post-acne marks are your main concerns, Melano CC is a must-have. Known for its high-potency Vitamin C formula, this lightweight serum helps fade discoloration, even out skin tone, and brighten your overall complexion—without any sticky residue.

The signature silver-yellow tube is a best-seller in Japan, praised for its fast results and refreshing citrus scent. For anyone looking to tackle blemishes with effective, no-fuss Japanese beauty products, this one delivers.

💡Recommended: Melano CC Intensive Anti-Spot Essence, Melano CC Premium Brightening Essence

Curél is one of the most trusted Japanese skincare brands for sensitive skin. With its fragrance-free, alcohol-free formulas and Ceramide Care Technology, it helps restore the skin’s natural barrier and retain long-lasting moisture.

Ideal for dry or irritated skin—especially in colder, drier months—Curél offers gentle yet effective hydration that brings balance back to your skin. If you’re after soothing, dermatologist-approved skincare from Japan, Curél is a reliable choice for all ages.

💡Recommended: Curél Intensive Moisture Cream, Curél Moisture Face Milk

Looking for that soft, tofu-like skin? SANA’s Nameraka Honpo line uses concentrated Soy Isoflavone Extract to improve skin elasticity, hydration, and overall texture. The cream is rich but absorbs easily—perfect for those who want nourishment without a greasy finish.

The range includes toners, lotions, serums, and creams—all designed to work together for visible results at an affordable price. It’s a favorite among locals and visitors alike and definitely one of the best Japanese skincare lines to explore.

💡Recommended: SANA Soy Milk Moisture Cream, SANA Nameraka Honpo Lotion

  For an easy and effective cleansing routine, Bifesta is a top pick. Using Micellar Technology, it lifts away makeup and impurities without drying out your skin. Its formulas are gentle enough for everyday use—even around the eyes—and come in several variations for different skin needs.

Free from alcohol and pore-clogging ingredients, Bifesta leaves your skin feeling clean, fresh, and balanced. It’s one of the best Japanese skincare products to buy in Japan if you wear makeup daily and want a simple yet effective solution.

💡Recommended: Bifesta Eye & Lip Makeup Remover, Bifesta Cleansing Lotion Moist

If there’s one brand that captures the charm of feeling like royalty, it’s Jill Stuart Beauty. Known for its signature princess-like packaging—think delicate pastels and crystal-cut designs—this brand has become a favorite among those who value both aesthetics and performance.

Beyond the dreamy look, the formulas impress just as much. From silky blushes to glossy lipsticks and shimmer-rich eye shadows, every product feels luxurious, soft on the skin, and beautifully scented. It’s no wonder Jill Stuart remains a go-to for daily makeup among many Japanese women.

💡Recommended: Jill Stuart Jelly Eye Color N, Jill Stuart Loose Blush

One of the most loved Japanese beauty products across all age groups, Canmake proves that affordable makeup can still deliver high quality. The brand is praised for its soft color tones, user-friendly formulas, and impressive staying power—making it perfect for beginners and everyday natural looks.

Best-sellers like the Cream Cheek blend seamlessly without caking, while the Marshmallow Finish Powder gives a light, airy finish without clogging pores. If you’re looking for great value with excellent results, Canmake is a must.

💡Recommended:  Canmake Cream Cheek, Canmake Marshmallow Finish Powder

If you love a clean, natural look, Cezanne is a brand worth exploring. It’s known for its simple, reliable makeup that delivers real results without irritating sensitive skin. All formulas are free from fragrance and alcohol, making them suitable for daily wear.

Popular among students and office workers alike, Cezanne’s primers and powders help smooth skin, control oil, and blur pores—ideal for achieving a polished yet effortless finish. A true staple in skincare from Japan that fits seamlessly into any routine.

💡Recommended: Cezanne UV Clear Face Powder, Cezanne Make Keep Base

Founded by a legendary Japanese makeup artist, Shu Uemura brings artistic expression into every product—without compromising on quality. The brand’s iconic Ultime8 Sublime Cleansing Oil is loved for its ability to melt away makeup while deeply nourishing the skin, leaving it soft and balanced after each use.

Shu Uemura’s makeup line is equally iconic, with bold lipsticks and expertly curated palettes that appeal to both beauty lovers and professionals. It’s a must-try for anyone seeking elevated skin care from Japan with an artistic edge.

💡Recommended: Shu Uemura Ultime8 Sublime Cleansing Oil, Rouge Unlimited Lipstick

Although it hails from Korea, TIRTIR has become a breakout hit in Japan—especially thanks to its bestselling Mask Fit Red Cushion. Loved for its weightless texture, natural glow, and excellent coverage, it delivers that radiant glass-skin finish while staying put all day, even under a mask.

Perfect for anyone looking to achieve a healthy, dewy look with oil control, TIRTIR's shades are also well-suited for Asian skin tones. While not technically Japanese beauty, it’s one of the hottest base products flying off shelves across Japan.

💡Recommended: TIRTIR Mask Fit Red Cushion, TIRTIR My Glow Lip Oil

Anyone who's been to Japan knows that stepping into a Japanese drugstore or department store feels like entering skincare heaven. It’s no surprise that Japanese beauty products are incredibly popular among Thai travelers—and here’s why:
 

• ● Proven quality and trusted standards: Japanese brands are known for their meticulous R&D and high manufacturing standards. Every product goes through rigorous quality control, ensuring safe and effective formulas.
• ● Perfectly suited for Asian skin: With similar climates and skin concerns, most skincare from Japan works beautifully for Thai skin—no need for reformulations or adjustments.
• ● Better value at the source: Shopping in Japan often means better deals, especially for full-size products and limited-edition sets. Promotions and bundled kits are commonly found in-store.
• ● Exclusive, Japan-only items: From limited packaging to country-exclusive formulas, there are always special finds available only in Japan—making them irresistible to beauty lovers and collectors alike.

If you’re planning to shop while in Japan, these are the top spots to explore for the best Japanese skincare to buy in Japan:

Matsumoto Kiyoshi – One of the most well-known drugstore chains, it is easy to find in nearly every city. Packed with popular skincare brands, seasonal promotions, and helpful staff.

Don Quijote (Donki) – The ultimate 24-hour mega store. Its skincare section is massive, offering a wide range of cult-favorite and trending items—prepare to browse for hours.

@Cosme Store – A curated selection based on rankings from Japan’s leading beauty review site. Everything here is highly rated, tried, and tested by real users.

LOFT / PLAZA / Tokyu Hands – Stylish lifestyle department stores that stock a unique mix of top brands and new finds. Great for discovering trending and niche Japanese beauty products.

For beauty enthusiasts, Japan is a true paradise. From legendary skincare brands and adorable makeup finds to limited-edition products you can only get locally, Japanese beauty products offer something for everyone. Whether you're just starting your skincare routine or already have a shelf full of holy grails, Japan has something for every skin type, age, and budget.

Plus, you're buying right at the source. That means better prices, exclusive promotions, and access to full-size or limited-edition sets you won’t easily find elsewhere. No wonder so many travelers consider Japan the perfect place to shop for the best Japanese skincare to buy in Japan.

Whether you’re heading to Tokyo, Osaka, Fukuoka, or Hokkaido, beauty stores are everywhere. Just bring your wishlist, plan your stops, and get ready to stock up in style.

Before you go, book your flights, hotel, fun activities—even your rental car—with Gother. We’ll help make your Japan trip as smooth, beautiful, and enjoyable as the skincare from Japan you’re bringing home.