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The Ultimate Guide to Buying Japanese Beauty Products in Japan

When it comes to beauty and skincare, Japan is a mecca for enthusiasts worldwide. While Korean beauty products have become a global sensation, Japanese beauty products quietly maintain a devoted following. Known for their innovative formulas, high-quality ingredients, and timeless rituals, Japanese beauty products are beloved by many. This guide will help you learn about J-beauty products, what to look for when shopping in Japan, and what and where to buy while you are there.

Why Japanese Beauty Products Have a Cult-Like Following

Japanese beauty brands are renowned for their commitment to quality and innovation. The meticulous research and development behind each product ensures that only the best ingredients and technologies are used. From advanced serums to revolutionary sunscreens, Japanese products often set the global standard. Furthermore, Japanese beauty culture seamlessly blends traditional wisdom with modern science. Many products incorporate centuries-old ingredients like green tea, rice bran, and camellia oil. These ingredients are then enhanced with cutting-edge technology, creating potent formulations that deliver visible results.

Japanese skincare is known for being effective yet gentle on the skin. Products are formulated to be non-irritating and suitable for sensitive skin types. This focus on gentle efficacy ensures that users can achieve their desired results without compromising skin health.

From packaging to formulation, Japanese beauty products are crafted with an exceptional level of detail. The packaging is often aesthetically pleasing and functional, while the products themselves are designed to provide a luxurious experience - at every price point. This meticulous attention to detail extends to every aspect of product development, ensuring that users receive the highest quality, even in drugstore-level brands. Additionally, J-beauty products are often more affordable compared to Western brands (think: SkinCeuticals, Drunk Elephant, Estée Lauder, etc.) offering high quality at a reasonable price. Plus, thanks to tax-free shopping for tourists in Japan, you can get these extremely popular J-beauty products at an even greater discount.

Fino Premium Touch Hair Mask

Best Selling Japanese Beauty Products 

Japan is home to some of the most beloved beauty products in the world, known for their innovative formulations and exceptional results. Here are some of the best-selling J-beauty products that have earned their place in skincare routines globally.

SK-II Facial Essence Treatment

SK-II Facial Treatment Essence is one of the most celebrated and iconic products in the world of Japanese skincare. Often referred to as "miracle water," this essence has garnered a loyal following for its transformative effects on the skin. The star ingredient of SK-II Facial Treatment Essence is Pitera, a naturally derived liquid from the fermentation of a unique strain of yeast. Discovered in the 1970s, Pitera is rich in antioxidants. With consistent use, typically over a period of a few weeks to months, users report a significant improvement in skin texture, tone, and overall radiance. Fine lines and dark spots may also diminish over time.

SK-II Facial Treatment Essence is considered a luxury skincare product, with a price point ranging from $75-158 USD depending on the size of the bottle. The premium cost reflects the luxurious ingredients and cutting-edge research that form the foundation of the acclaimed SK-II product line.

Shiseido Ultimune Power Infusing Concentrate

The Shiseido Ultimune Power Infusing Concentrate is a groundbreaking skincare product that has captured the attention of beauty enthusiasts worldwide. At the heart of Shiseido Ultimune Power Infusing Concentrate is the exclusive Ultimune Complex, a blend of botanical extracts including fermented roselle extract, heartleaf extract, reishi mushroom, iris root extract, and hydroxyproline. This complex works to strengthen the skin's natural barrier. With consistent use over time, Shiseido Ultimune Power Infusing Concentrate helps to strengthen the skin's resilience, leading to a more youthful and radiant complexion. Fine lines may appear reduced, and skin tone may become more even.

Priced at approximately $112 USD, the Ultimune Power Infusing Concentrate stands out as a luxurious Japanese skincare product, reflecting the meticulous research and high-quality ingredients that went into its development.

Biore UV Aqua Rich Watery Essence SPF 50+

The Biore UV Aqua Rich Watery Essence SPF 50+ is a highly acclaimed sunscreen from Japan renowned for its lightweight texture, high sun protection factor, and skin-friendly formulation. One of the standout features of Biore UV Aqua Rich Watery Essence is its ultra-lightweight and watery texture. Unlike traditional sunscreens that can feel heavy or greasy on the skin, this essence absorbs quickly without leaving a sticky residue. The non-greasy formula makes it ideal for daily wear, even in humid climates.

With an SPF rating of 50+, this sunscreen offers robust protection against both UVA and UVB rays. UVB rays are primarily responsible for sunburn, while UVA rays contribute to premature aging and skin damage. The broad-spectrum protection of Biore UV Aqua Rich ensures comprehensive defense against sun-induced skin issues.

The "watery essence" formulation is designed to mimic the feeling of applying water to the skin. This makes it comfortable to wear throughout the day, and it is suitable for all skin types, including oily and/or acne-prone skin. The lightweight nature of the sunscreen also makes it an excellent option for layering under makeup. Additionally, Biore UV Aqua Rich Watery Essence boasts an invisible finish, meaning it does not leave a white cast on the skin. This is a common concern with many sunscreens, especially those with high SPF ratings. The invisible finish ensures a natural look after application, making it a favorite among those who prefer a seamless base for makeup.

While being lightweight and comfortable, this sunscreen is also water-resistant, offering protection even during activities such as swimming or sweating. Its long-lasting formula means you can apply it in the morning and trust it to provide continuous sun protection throughout the day. Priced at less than $10 USD, this sunscreen stands out as an affordable option in the market, offering great value for its quality and effectiveness.

Hada Labo Gokujyun Hyaluronic Acid Premium Lotion

The Hada Labo Gokujyun Hyaluronic Acid Premium Lotion is a highly popular and revered skincare product from Japan, celebrated for its intense hydration and skin-plumping effects. At the core of the Hada Labo Gokujyun Hyaluronic Acid Premium Lotion is its potent blend of hyaluronic acid. Hyaluronic acid is a humectant known for its ability to attract and retain moisture, making it a crucial ingredient for maintaining hydrated and supple skin. The lotion contains multiple forms of hyaluronic acid, including different molecular weights, to ensure deep and multi-layered hydration.

The Hada Labo Gokujyun Hyaluronic Acid Premium Lotion also has a lightweight and watery consistency that absorbs quickly into the skin. This makes it suitable for all skin types, including oily and combination skin, without leaving a heavy or greasy residue. The fast-absorbing nature of the lotion allows for seamless layering with other skincare products. Upon application, many users experience an immediate surge of moisture, leading to plumper, smoother, and more radiant skin. The hydrating effects are long-lasting, providing continuous hydration throughout the day or night. Regular use of the lotion can help improve skin texture, minimize the appearance of fine lines, and enhance overall skin health.

For those with sensitive skin or fragrance sensitivities, the Hada Labo Gokujyun Hyaluronic Acid Premium Lotion is a fragrance-free and gentle option. It is formulated without alcohol, oil, or colorants, making it suitable for even the most delicate skin types. Moreover, at a mere $13 USD, it's a rare gem to stumble upon a hyaluronic acid product of this caliber, making it an exceptional value in the realm of J-beauty essentials! It is also worth noting that Hada Labo is one of Japan's best selling skincare brands. 

SENKA Perfect Whip

Senka Perfect Whip Cleansing Foam

The Senka Perfect Whip Cleansing Foam is a cult-favorite Japanese skincare product known for its gentle yet effective cleansing properties. The Senka Perfect Whip Cleansing Foam is designed to provide a thorough and deep cleanse, effectively removing dirt, makeup, excess oil, and impurities from the skin's surface. The foam's fine and dense lather helps to lift away debris without stripping the skin of its natural moisture, leaving it clean and refreshed.

One of the unique features of this cleansing foam is its whipped texture. When dispensed, the foam comes out in a soft, airy texture that feels luxurious on the skin. The fine bubbles help to penetrate into pores for a thorough cleanse, making it an enjoyable and effective part of your skincare routine. For those with oily or combination skin, the Senka Perfect Whip can help to control excess oil and reduce shine without over-drying. The gentle yet effective cleansing action helps to balance oil production, leaving the skin feeling clean and fresh throughout the day. 

While some may find the mild floral scent of the Senka Perfect Whip Cleansing Foam a drawback, its exceptional performance easily outweighs this small drawback. Priced between $3-6 USD, it is rare to come across a cleansing foam that delivers such effective results at such an affordable price point.

Shiseido Fino Premium Touch Hair Mask

The Shiseido Fino Premium Touch Hair Mask is a luxurious and highly acclaimed hair treatment from Japan, celebrated for its nourishing and revitalizing effects on hair. The Shiseido Fino Premium Touch Hair Mask is formulated with a blend of royal jelly, PCA, and lipidure to deliver intensive moisture and repair to dry, damaged hair. 

The hair mask has a rich and creamy texture that coats each strand of hair, providing deep nourishment and hydration from root to tip. The thick consistency ensures that the mask stays in place during application, allowing for maximum absorption of beneficial ingredients. Regular use of the Fino Premium Touch Hair Mask can lead to smoother, softer, and more manageable hair. The moisturizing properties help to reduce frizz and flyaways, leaving your hair looking healthy, shiny, and rejuvenated. 

The Shiseido Fino Premium Touch Hair Mask is designed to be used once or twice per week, after shampooing. One jar of the hair mask runs between $6-12 USD, which is a fraction of the price of comparable hair masks from popular brands like Amika and Ouai. 

Keana Rice Mask

Keana Nadeshiko Rice Mask 

The Keana Nadeshiko Rice Mask is an extremely popular Japanese sheet mask known for its hydrating and pore-minimizing benefits. The Keana Nadeshiko Rice Mask is formulated with rice serum, which includes rice bran oil, rice bran essence, fermented rice, and rice ceramide. These ingredients are rich in vitamins, minerals, and antioxidants to promote hydration, firmness, texture, and minimize the appearance of pores. 

The gentle and hydrating formula of the Keana Nadeshiko Rice Mask makes it suitable for all skin types, including sensitive skin. The Keana Nadeshiko Rice Mask typically comes in a resealable pack containing multiple sheet masks (usually 10 masks per pack). This packaging design helps keep the masks fresh and makes it convenient for regular use without the need to purchase individual sheets. With a price tag of approximately $4-10 for a pack of 10 masks, the Keana Nadeshiko Rice Mask offers fantastic value for the money.

Other Popular Japanese Cosmetics Brands & Japanese Beauty Products


Canmake is a popular Japanese cosmetics brand known for its affordable, high-quality, and trend-driven makeup products. Canmake has garnered a loyal following both in Japan and internationally due to its extensive range of products that cater to various beauty needs and preferences. The brand is particularly famous for its cute and colorful packaging, which appeals to a younger demographic, but the quality of its products attracts beauty enthusiasts of all ages. Some of Canmake's most popular products are outlined below:

    • Canmake Cream Cheek - The Canmake Cream Cheek is a highly popular Japanese blush known for its creamy texture and natural, long-lasting finish, providing a radiant, dewy glow that blends effortlessly into the skin. It is available in a variety of shades to suit different skin tones and preferences.

    • Canmake Marshmallow Finish Powder - The Canmake Marshmallow Finish Powder is a beloved Japanese pressed powder known for its lightweight, silky texture that provides a soft, matte finish, helping to control shine and blur imperfections for a flawless, "marshmallow-like" complexion. Its compact design makes it perfect for touch-ups on the go.
    • Canmake Mermaid Skin Gel UV Sunscreen SPF 50+ PA++++ - The Canmake Mermaid Skin Gel UV Sunscreen SPF 50+ PA++++ is a highly effective Japanese sunscreen that offers strong UV protection with a lightweight, gel-like texture, leaving the skin feeling fresh and hydrated without any sticky residue. It doubles as a makeup base, providing a smooth, non-greasy finish.


SUQQU is a prestigious Japanese luxury cosmetics brand known for its high-quality skincare and makeup products. SUQQU products are crafted with luxurious and innovative formulations, often incorporating traditional Japanese ingredients and techniques for optimal efficacy and results. While originally a Japanese brand, SUQQU has gained international acclaim and is now available in select luxury department stores and beauty retailers worldwide.
  • SUQQU Signature Color Eyes - The SUQQU Signature Color Eyes is a highly coveted Japanese eyeshadow palette known for its exquisite color combinations, buttery-smooth textures, and rich pigmentation, allowing for effortless blending and versatile eye looks that embody elegance and sophistication.


ADDICTION TOKYO is a Japanese cosmetics brand known for its bold and artistic approach to beauty. The brand offers a range of high-quality makeup products with vibrant colors, innovative textures, and versatile formulas that allow users to express their individuality and creativity. ADDICTION TOKYO's products are loved by makeup enthusiasts worldwide for their pigmentation, longevity, and ability to create stunning, runway-worthy looks.
  • ADDICTION TOKYO Eyeshadow - ADDICTION TOKYO Eyeshadows are highly pigmented, finely milled eyeshadows available in a wide range of colors and finishes, from velvety mattes to shimmering metallics, allowing for effortless blending.
  • ADDICTION TOKYO Blush - ADDICTION TOKYO Blushes are renowned for their silky-smooth textures, buildable pigmentation, and a wide range of flattering shades that add a natural flush or a pop of color to the cheeks, delivering a radiant and luminous finish for a healthy, glowing complexion.

Other Popular Japanese Cosmetics & Skincare Products

  • Heroine Make Kiss Me Long and Curl Mascara Super Waterproof - The Heroine Make Kiss Me Long and Curl Mascara Super Waterproof has gained a cult following in the world of Japanese beauty for its impressive ability to deliver long-lasting, smudge-proof, and waterproof length and curl. It effortlessly enhances lashes, providing a dramatic and defined look that lasts throughout the day.

  • Rohto Mentholatum - Water Lip Colour Balm SPF 20 PA++ - The Rohto Mentholatum Water Lip Colour Balm SPF 20 PA++ is a hydrating lip balm that offers a sheer wash of color while providing sun protection with SPF 20. Its moisturizing formula keeps lips soft and smooth, making it perfect for daily use.
  • Curel Base Makeup BB Cream SPF 30 PA+++ - The Curel Base Makeup BB Cream SPF 30 PA+++ is a lightweight, hydrating BB cream designed for sensitive skin, offering natural coverage, sun protection, and moisture with its ceramide-infused formula. It helps even out skin tone while keeping the skin calm and protected throughout the day.

  • Cezanne Natural Cheek Blush - The Cezanne Natural Cheek Blush is a budget-friendly Japanese blush known for its silky texture and natural, buildable color, providing a healthy, radiant glow to the cheeks. Its long-lasting formula ensures a fresh look throughout the day.
  • Dolly Wink Easy Lash - The Dolly Wink Easy Lash is a popular Japanese false lash line known for its lightweight, comfortable fit and natural, fluttery appearance, making it easy to enhance your eyes with a subtle, yet noticeable, boost. The lashes are designed for easy application, perfect for both beginners and seasoned users.
  • Kanebo Suisai Beauty Clear Powder - The Kanebo Suisai Beauty Clear Powder is a popular Japanese skincare product featuring single-use powder capsules that transform into a foamy cleanser when mixed with water. It effectively exfoliates and purifies the skin, helping to unclog pores and remove dead skin cells for a smoother, brighter complexion.
  • Melano CC Vitamin C Essence - The Melano CC Vitamin C Essence is a highly praised Japanese skincare product known for its potent concentration of vitamin C, which helps brighten and even out the skin tone, fade dark spots, and promote collagen production for a more youthful complexion. Its lightweight, non-greasy formula makes it suitable for daily use.

  • Anessa Perfect UV Sunscreen Skincare Milk - The Anessa Perfect UV Sunscreen Skincare Milk is a top-rated Japanese sunscreen renowned for its high sun protection factor (SPF 50+ PA++++) and advanced skincare benefits. It features a lightweight, milky texture that spreads easily and absorbs quickly into the skin without leaving a greasy residue. The sunscreen is water-resistant and provides long-lasting protection against both UVA and UVB rays, making it ideal for outdoor activities. 

A note about Japanese foundations...

Japanese foundations and concealers are often limited in shades and colors due to the homogeneity of the Japanese population's skin tones. If you are searching for a foundation while in Japan, be prepared for a narrower range of options compared to brands in the United States and elsewhere that cater to more diverse skin tones. For this reason, I left all popular Japanese foundations and concealers off of this list. 

Reviewing the Japanese Beauty Products I Bought in Japan

During my trip, Japanese convenience stores (konbini) like 7-Eleven and Family Mart offered an extensive range of Japanese beauty products, making it convenient to trial J-beauty items like face mask sheets, lip masks, and chapsticks during my trip. This convenience factor proved essential for combating the cold, dry January weather and I ended up stocking up on some of the products I tried before heading back home.

As my journey neared its end, I focused my J-beauty shopping exclusively at Don Quijote (Donki), as visiting larger department stores and cosmetic stores with my husband was not in the cards for our trip. (For our next trip to Japan, it absolutely will be though!) Despite not visiting larger stores to stock up on goodies to bring home, I was still able to score a significant haul, focusing mainly on skincare goodies like sunscreen and face masks. I am a sucker for a good face mask (serums are great too, but there is something about a pampering mask session that I just cannot resist), so those were some of my top picks during this shopping spree.

In the sections below, I will dive into my purchases, share my thoughts on each item, and provide insights into their prices. Please bear in mind that the prices mentioned below reflect the tax-free shopping price at Don Quijote.

Biore UV Aqua Rich Mist

My Top Five Favorite J-Beauty Purchases: 

  • Biore UV Aqua Rich Aqua Protect Mist SPF50 PA++++ (¥1080 / $6.91 USD) - The Biore UV Aqua Rich Aqua Protect Mist SPF50 PA++++ was hands down my favorite purchase from Japan! I even put it to the test during a trip to Mexico in March where it performed wonderfully (aka no sunburn whatsoever). I especially loved the ease of application with the mist formulation. It is perfect for spraying on my scalp and for quick reapplications throughout the day. Additionally, the small bottle with a secure fitting lid makes it perfect for tossing in my purse without any worries of spills.

  • Senka Perfect Whip Cleansing Foam (¥498 / $3.19 USD) - I absolutely adore the Senka Perfect Whip Cleansing Foam; it effortlessly removes makeup, including stubborn mascara, and leaves my skin feeling clean without being harsh. It works just as good, if not better, than much more expensive cleansers that I have tried in the past like First Aid Beauty or Clinique. I picked up a bottle of the Senka Perfect Whip Cleansing Foam for my mom too while in Japan and she also gave it rave reviews! 

  • Shiseido Fino Premium Touch Hair Mask (¥880 / $5.63 USD) - The Shiseido Fino Premium Touch Hair Mask ABSOLUTELY lives up to the hype! The hair mask is thick and only a dime-sized amount is required for visible and near immediate results. Having naturally fine, curly hair made me hesitant about how effective this product would be, especially after countless trials of various hair masks and treatments in the past. However, due to its cult-like following and low price point, I figured I would give it a shot. After my first time applying the Fino Premium Touch Hair Mask, I let my hair air dry and slept with it loose - a risky move that usually results in a tangled mess come morning. To my surprise, I woke up to smooth, frizz-free hair that maintained its bounce and curl. The hair mask worked its magic without weighing down my curls! 
  • RISM Intensive Moisturizing Mask 7 Pieces (¥700 / $4.48 USD) - This is one of the items I tried out after finding it first at a 7-Eleven in Kyoto and I immediately became a fan! As previously mentioned, my husband and I visited Japan in January and the cold, dry air was drying out my skin. The RISM Intensive Moisturizing Mask provides deep hydration and leaves my skin feeling incredibly soft and refreshed after each use. I love how convenient and effective these masks are for a quick skin hydration boost.

  • RISM Balance Daily Care Mask (¥200 / $1.28 USD) - Like the RISM Intensive Moisturizing Mask, I also picked up a RSM Balance Daily Care Mask for the first time from a convenience store in Japan. The RISM Balance Daily Care Mask offers gentle, daily hydration and skin balancing benefits, making it perfect for maintaining a healthy, radiant complexion. Its lightweight formula is suitable for everyday use. While not as hydrating as the RISM Intensive Moisturizing Mask, it still leaves your skin feeling nourished and refreshed. 

Choosy Lip Masks

Other J-Beauty Products I Purchased: 

  • Keana Nadeshiko Rice Mask 10 Sheets (¥650 / $4.16 USD) - Initially, I was uncertain about the Keana Nadeshiko Rice Mask Sheets as they were not as saturated with serum as I am accustomed to, and they left my skin feeling dry while wearing them. However, I loved how my skin felt afterward—soft and smooth—with visibly smaller pores. Following up with a moisturizer, my skin felt fantastic the next day too. Plus, at this price point, you understand why the Keana Nadeshiko Rice Masks are a J-beauty cult favorite. 

  • Biore UV Aqua Rich Watery Gel SPF50+/PA++++ (¥615 / $3.94 USD) - The Biore UV Aqua Rich Watery Gel SPF50+/PA++++ is an exceptional sunscreen that rivals high-end brands like SuperGoop, yet it comes at a fraction of the price and feels even less greasy upon application. Living in Florida, where sun protection is paramount, I can attest to the importance of a good sunscreen, and this one certainly delivers. With its effectiveness and affordability, it is truly a win-win for sun care.
  • Atrix Beauty Charge Hand Cream Honey & Yuzu (¥298 / $1.91 USD) - I bought the Atrix Beauty Charge Hand Cream Honey & Yuzu for my mom from Japan, and she kindly let me test it out. The scent is light and pleasant, and it is incredibly moisturizing without leaving a greasy residue. While I am usually a fan of L'Occitane hand creams, this might just be my new favorite. I will definitely be buying a bottle of this for myself in the future!
  • CHOOSY Hydrogel Lip Mask (¥200 / $1.28 USD) - The CHOOSY Hydrogel Lip Mask delivers intense hydration and plumping benefits, leaving lips soft, smooth, and revitalized. Its hydrogel texture ensures a comfortable fit and effective absorption of nourishing ingredients. I picked up a CHOOSY Hydrogel Lip Mask for the first time at a 7-Eleven in Kyoto for my husband who was suffering from chapped lips due to the cold weather. While I did not technically test this product out myself, my husband gave it high marks! Plus, it provided some much needed moisture to his dry lips. He liked it so much, in fact, that he requested we pick up a few more at Donki before flying home. 

Atrix Beauty Charge

Shopping Tips for Japanese Beauty Products

Before shopping for Japanese beauty products in Japan, remember these three essential tips to make the most of your skincare and cosmetics haul:
  1. Look and see what everyone else is buying, especially if you are shopping at a larger store like Donki. That is exactly how I discovered the Biore UV Aqua Rich Aqua Protect Mist SPF50 PA++++ and the Atrix Beauty Charge Hand Cream Honey & Yuzu! Although these items were not initially on my shopping list, I could not resist picking them up after noticing their popularity amongst other shoppers. And I must say, I am so glad that I did!
  2. Take advantage of tax free shopping for tourists in Japan! Many retailers, especially in popular tourist areas, participate in this initiative, which can save you 10% on your purchase. To qualify for tax-free shopping, tourists need to present their passport and make a minimum purchase amount of ¥5,000 ($32 USD) in a single transaction. Participating stores display a "Tax-Free" logo and the tax refund is processed at dedicated counters within the store. Please note that items purchased tax-free must be taken out of Japan with you. You cannot qualify for tax-free purchases if you intend to use or consume the items while still in Japan. Prior to your departure from Japan, you will need to scan your passport in customs if you purchased any tax-free items during your visit. The process is quick and straightforward, taking only a minute. Follow the signs for Japan Tax Free at the airport or seaport that you are departing from and a customs agent will be there to assist you. More information on tax free shopping in Japan can be found here.
  3. Utilize Google Lens through the Google Translate app to gain further insights into the product you are eyeing, especially since the packaging is predominantly in Japanese. This is especially important if you are looking to avoid products with specific ingredients (i.e., fragrance) or want to learn how to use them as directed. 

Where to Buy Japanese Beauty Products

You can find J-beauty products all over Japan, but for the purposes of this blog, I will highlight some of the stores in Tokyo with the largest selections. Shiseido, one of Japan's most iconic beauty brands, originates from the upscale Ginza district, making it a fitting place to start our journey.

Shiseido Global Flagship Store

The Shiseido Global Flagship Store in Ginza is a luxurious beauty destination known for its innovative skincare, makeup, and fragrance offerings from the renowned Shiseido brand. It spans three floors, each dedicated to different beauty experiences, including personalized consultations, makeup demonstrations, and exclusive products. The store's modern design and immersive atmosphere make it a must-visit for beauty enthusiasts looking to explore the latest in Japanese beauty trends and innovations.

Maison KOSÉ Flagship Store

The Maison KOSÉ Flagship Store in Ginza is a prestigious beauty haven that showcases the finest skincare and makeup products from the KOSÉ brand. (The KOSÉ brand includes: ADDICTION TOKYO, tart, jill stuart, Vice, nail holic, and more.) This store offers an immersive shopping experience, featuring personalized beauty consultations including a "Color Machine" to help you figure out what colors are best suited for your complexion, exclusive product launches, and interactive beauty workshops. With its elegant ambiance and extensive range of high-quality beauty offerings, the Maison KOSÉ Flagship Store is a must-visit destination for those seeking premium Japanese beauty products and indulgent beauty experiences.

  • Address7 Chome-10-1 Ginza, Chuo City, Tokyo 104-0061

Department Stores

Ginza Cosmetics World at Ginza Mitsukoshi (Ginza)

Ginza Mitsukoshi is a renowned department store located in the upscale Ginza district of Tokyo. Within Ginza Mitsukoshi, the "Ginza Cosmetics World" is a dedicated section that showcases a wide range of cosmetics, skincare, and beauty products from various luxury brands. Visitors can explore exclusive collections, participate in beauty events, and receive personalized consultations from beauty experts. The Ginza Cosmetics World at Ginza Mitsukoshi is a luxurious destination for beauty enthusiasts looking to discover and indulge in premium beauty offerings in a sophisticated setting.

  • Address4 Chome-6-16 Ginza, Chuo City, Tokyo 104-8212

Isetan Beauty Park (Shinjuku) 

Isetan Beauty Park is a luxurious beauty destination located within the renowned Isetan department store in Shinjuku, Tokyo. It is dedicated to showcasing a curated selection of high-end cosmetics, skincare, fragrance, and beauty accessories from prestigious Japanese and international brands. The Beauty Park offers a sophisticated and immersive shopping experience, featuring exclusive product launches, beauty consultations, makeup demonstrations, and beauty events. With its elegant ambiance, top-notch customer service, and exquisite beauty offerings, Isetan Beauty Park is a must-visit destination for beauty enthusiasts seeking premium beauty products in Tokyo's Shinjuku district.

  • Address: 3 Chome-14-1 Shinjuku, Shinjuku City, Tokyo 160-0022

SEIBU (Shibuya) 

SEIBU Shibuya is a well-known department store located in the lively Shibuya district of Tokyo. It offers a wide range of cosmetics and beauty products from various Japanese and international brands. The cosmetics section at SEIBU Shibuya is known for its extensive selection, including skincare, makeup, haircare, and fragrance items. Shopping for cosmetics at SEIBU Shibuya provides customers with access to a diverse range of beauty products, from luxury brands to more affordable options, catering to different budgets and preferences.

  • Address: 21-1 Udagawacho, Shibuya City, Tokyo 150-8330

Matsuya Ginza (Ginza)

Matsuya Ginza is another prestigious department store located in the upscale Ginza district of Tokyo. The cosmetics section at Matsuya Ginza is renowned for its luxurious and curated selection of beauty products, including skincare, makeup, fragrances, and beauty accessories from prestigious Japanese and international brands. Matsuya Ginza's cosmetics department provides a sophisticated shopping experience, with well-appointed displays, knowledgeable beauty advisors, and personalized services such as skincare consultations, makeup demonstrations, and beauty events. The department store's elegant ambiance and attention to detail contributes to an elevated shopping experience for those seeking luxury beauty products.

  • Address: 3 Chome-6-1 Ginza, Chuo City, Tokyo 104-8130

Daimaru Tokyo (Marunouchi)

Daimaru Tokyo is a well-known department store located in Tokyo, known for its diverse range of products, including cosmetics and beauty items. The cosmetics section at Daimaru Tokyo offers a comprehensive selection of skincare, makeup, haircare, and fragrance products from various Japanese and international brands. Shopping for cosmetics at Daimaru Tokyo provides customers with access to a wide variety of beauty products, catering to different preferences, skin types, and budgets. The store features both luxury brands and more affordable options, making it a convenient destination for beauty enthusiasts seeking quality beauty products at various price points.

Cosmetic Stores

@COSME Flagship Store (Harajuku) 

The @COSME Flagship Store in Harajuku is a beauty lover's paradise, known for its curated selection of cosmetics, skincare, and haircare products from various brands. This store is famous for its ranking system based on customer reviews and popularity, helping shoppers discover top-rated products. The @COSME Flagship Store also features exclusive collaborations, limited-edition items, and interactive beauty experiences, making it a must-visit destination for beauty enthusiasts looking for the latest trends and best-selling beauty products in Japan.

  • Address1 Chome-14-27 Jingumae, Shibuya City, Tokyo 150-0001

Matsumoto Kiyoshi (Multiple Locations)  

Matsumoto Kiyoshi is a well-known drugstore chain in Tokyo, Japan, specializing in beauty, health, and wellness products. It offers a wide range of cosmetics, skincare, haircare, and personal care items from both Japanese and international brands at competitive prices. With numerous branches throughout Tokyo (some of the most popular are listed below), Matsumoto Kiyoshi is a popular destination for locals and tourists alike seeking affordable yet high-quality health and beauty products.

Ainz & Tulpe (Shinjuku) 

Ainz & Tulpe is a popular beauty and cosmetics store located in Shinjuku, Tokyo, known for its extensive selection of skincare, makeup, haircare, and personal care products. The store carries a wide range of both Japanese and international brands, catering to diverse beauty needs and preferences. Ainz & Tulpe is particularly renowned for its affordable prices, regular promotions, and friendly customer service, making it a favorite destination for beauty enthusiasts looking for quality products at competitive prices in the vibrant shopping district of Shinjuku.

Don Quijote (Donki) 

Shopping at Don Quijote, in general, is always an experience. It is busy at all hours of the day, the selection is overwhelming, and their iconic jingle Don Don Don Don-ki-jote.... gets stuck in your head as you shop. However, Donki is also a fantastic place to find Japanese beauty products, especially at the Mega Donki in Shibuya which is where I did my shopping. For those that do not already have the pleasure of being familiar with a Don Quijote, often referred to as "Donki," it is a popular discount store chain in Japan known for its wide variety of products at affordable prices, including cosmetics, skincare, and hair care items (as well as food, clothing, luggage - anything you can name, really).

At the Mega Donki in Shibuya, you will find a vast selection of Japanese beauty products from both well-known and niche brands. The store offers everything from skincare essentials like cleansing oils, toners, sheet masks, sunscreens, and moisturizers to makeup products such as foundations, eyeshadows, and lipsticks. Don Quijote also carries hair care products, body care items, and beauty accessories, making it a one-stop shop for all your beauty needs. 

While you might not necessarily find luxury skincare or high-end makeup brands at Donki, or get the VIP treatment while shopping there for that matter, they do have an enormous selection and fair prices. Plus, they offer tax-free shopping making it easy to do all of your souvenir shopping in one place. So while I left my husband to pick out some Japanese Kit-Kats and other snacks to bring home, I was able to stock up on some J-beauty essentials. 

RISM Balace Face Masks

Japanese Convenience Stores

Buying J-beauty products at Japanese convenience stores is a convenient and accessible option for both locals and tourists. Convenience stores like 7-Eleven, Family Mart, Lawson, and more offer a surprisingly extensive range of beauty and skincare items, making them convenient places to shop for essentials or try out new products.

One of the advantages of shopping for J-beauty products at convenience stores is the ease of access, as these stores are ubiquitous in Japan and can be found in virtually every neighborhood. This makes it convenient for both locals and tourists to pick up beauty essentials or try out new products while on the go, like we did!

Japanese convenience stores often stock a curated selection of skincare items such as face masks, cleansers, moisturizers, and sunscreen, as well as makeup products like foundations, lipsticks, and eyeliners. You will also find haircare products, body care items, and beauty accessories like hair ties and makeup sponges.

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Online Retailers

One of the largest online retailers dedicated to Japanese beauty products that ships to the United States is Kokoro Japanese Product Store. They have a fairly large selection of beauty products, including many of the cult-favorites previously discussed in this blog, like SK-II Facial Treatment Essence and Senka Perfect Whip Cleansing Foam. Kokoro Japanese Product Store also offers free shipping to the United States on orders over $100 USD, making it easy to stock up on your favorite J-beauty products. Their prices are comparable to that in Japan, so if you run out of luggage space or need to replenish your new J-Beauty favorites after you have arrived back home, Kokoro Japanese Product Store is a fantastic option. 

Another option is Stylevana which stocks a large assortment of J-beauty products as well as other products from all over Asia. Stylevana offers free shipping to the United States on orders over $48 USD. They have a larger selection of Biore sunscreens than Kokoro Japanese Product Store, including my favorite Biore UV Aqua Rich Aqua Protect Mist SPF50 PA++++, and have comparable prices to that of stores in Japan. Just be certain to filter by country to ensure you are looking at Japanese beauty products! 

Fino Premium Touch_Shower

The Ultimate Guide to Buying Japanese Beauty Products: A Final Thought (or Two)

The opinions expressed in this blog post are solely my own and have not been reviewed or endorsed by a board-certified dermatologist. While the information provided is based on my research and personal knowledge, individual experiences may vary. If you have overly sensitive skin or known allergies to common ingredients found in skincare and beauty products, it is advisable to conduct further research or consult with a dermatologist before purchasing and using any new products. Skincare is a personal journey, and what works well for one person may not have the same effect for another!

While the prices can be tempting in Japan and it is easy to feel influenced to try a variety of new J-beauty products, it is also important to only buy what you need and know you will use. In a world of over-consumption, being mindful of our purchases, whether it is makeup, clothing, or household essentials, can help us make more sustainable choices. Despite my love for makeup, I resisted the temptation to indulge in Canmake's blushes or Heroine's mascara during this trip. With a supply of NARS blush and Yves Saint Laurent mascaras already waiting for me at home, I opted to forgo purchasing them this time, saving the excitement of trying them out during my next visit to Japan.

In summary, Japanese beauty products have a well-deserved reputation for their effectiveness, innovation, and quality. Whether you are a skincare aficionado or a makeup enthusiast, exploring Japanese beauty can elevate your routine and introduce you to a world of effective products. So next time you are in Japan, take the opportunity to delve into the rich and diverse world of Japanese beauty – your skin will thank you!


Looking for more information on Japan and Tokyo? Check out our Tokyo Travel Guide for more popular attractions, incredible restaurants, and general information about Japan's former capital! Looking for information on Japan before embarking on your trip? From money matters, to etiquette, train information, and more - we have it all in our Japan Travel Guide

Are you a lover of J-beauty products? We would love to hear from you!