5 Japanese Cosmetic Brands You MUST Buy
When you first go to Japan, it can be hard to know what makeup to buy/try out. There are so many cosmetic brands on offer in Japan, all of which range in price and quality! Another point to note is that the way most Japanese girls like to do their makeup is very different to how many western girls like to do their makeup. This means that it can be hard to find certain products such as contour or bronzer. It also means that a lot of the makeup in Japan is quite light and natural looking. After much trial and error, I have found some cosmetic brands and products that I truly love in Japan. To save you the headache of wasting your money on bad makeup, here’s my list of the TOP Japanese cosmetic brands that you HAVE to check out!
1. Etude House
Although Etude House is originally a Korean makeup brand, it has recently become VERY successful in Japan leading to many new stores being opened. The makeup on offer there is some of the best that Japan has to offer and it is not a bad price either! The cosmetic brand is also constantly collaborating with different companies to create super cute makeup. For example, they recently collaborated with Winnie The Pooh and brought out amazing eye shadows and brushes!
The brand is famous for it’s foundation and concealer, which is extremely good and makes your skin look amazing! A sad point, however, is that the brand currently doesn’t sell any dark shades of their foundation. So if you’re someone who is darker skinned I’d recommend looking elsewhere! Their other products are also very good. I recommend trying out their eyeshadows, lipsticks and skin care!
Locations
Harajuku, Shibuya, Shinjuku and MANY MORE!
Price Range
$$
Website
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2. Canmake
Canmake is a Japanese brand that sells super cute makeup. Although I wouldn’t.t recommend every product, the price of the makeup is very cheap! You can get some amazing makeup for a very good price, especially when it comes to their nail varnish. Their nail products are their most famous products and sold at around $4. Their makeup base products, highlights and eyeliners are also very good and I highly recommend you buy them.
Moving on to some products I would advise against buying…their foundation, concealer and eyeshadows are all not the best. For me personally, the eye shadows didn’t seem to have much pigment and the foundation/concealer was too orange…But they might work for you! Overall, most of the products are really great and they’re all super cheap so it’s great for people who are trying to save money.
Locations
Can be found in your local Ainz Tulpe and other cosmetic stores.
Price Range
$
Website
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3. Heroine Makeup
If you have been shopping in Japan, I’m sure you have probably all seen this makeup brand with SUPER cute packaging! The crying anime girl featured on the front has become the brands signature image, making it easy to find in stores. The brand is most famous for their eye products, especially their mascara! I have always been very picky when it comes to mascaras, but this one is great! It is super waterproof and will not run. On top of that, it leaves your lashes looking super long and full. One tiny problem is that you need a good makeup remover to take it off with, otherwise it won’t come off.
The eyeliner is also very good, I would recommend the felt-tip eyeliner. The liner itself is very precise and doesn’t run. If you’re wanting to achieve a more natural eye look, the brown eyeliner is great!
Locations
Can be found in almost all cosmetic stores.
Price Range
$$
Website
https://www.isehan.co.jp/heroine/
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4. Missha
Missha is a makeup brand that has recently gained popularity in Japan due to their foundation! They recently released their ‘magic cushion’ foundation and it took off, with many loving the product. The foundation is very decently priced and does leave your skin looking very healthy and glowy. The foundation does however only come in three shades which is such a shame!
Other Missha products are also very good, such as their skin care and eye shadows! Their recently released eyeshadows are super sparkly and feature three pigments being placed together in one pot.
Locations
Can be found in cosmetic stores and ‘Plaza’.
Price Range
$$
Website
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5. Cezanne
Cezanne is a super cute makeup brand that focuses on natural makeup that looks very feminine. This means that most things on sale are pink and sparkly. Cezanne’s most famous product at the moment is their skin base. The base comes in two colors- pink and blue. The pink is meant to contrast skin that has blue undertones, whereas the blue contrasts skin that has pink undertones. The base is said to brighten your skin whilst evening out your skin tone.
The brand is also famous for their highlights and blushes which both add a natural glow to your face.
Locations
Can be found in most cosmetic stores.
Price Range
$
Website
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