Not just Hada Labo, DHC, or SK-II— check out the best 11 Japanese toners, moisturizers and cleaners and serums to prepare to glow from within in 2025!
If you’ve ever stepped foot in Japan and envied the dewy, youthful skin of Japanese beauties on the street, today you may learn their secret; Japanese skincare has taken the beauty world by storm, and for good reason.
Though not as trendy as K-beauty, which has fad ingredients and new brands coming out by the dozens each year, Japanese skincare is known for their high-quality ingredients, years of research behind each product, and innovative science-based formulas.
Because of their gentleness and efficacy, Japanese skincare products have established a dedicated following worldwide, and I especially recommend them for those with sensitive or acne-prone skin.
So you want to know what the 11 best products are—I’ll introduce both tried-and-true favorites and newcomers in the affordable and luxury categories—so there’s something for everyone.
7 Drugstore Favorites (Under $40)
Let’s start by exploring 7 of the most beloved drugstore favorites, covering everything from their benefits to prices, where you can buy them both inside and outside Japan, and why they’re amazing in general!
1. Hada Labo Gokujyun Hyaluronic Acid Lotion
Benefit: highly hydrating and great for sensitive skin, non-greasy
Texture: Lightweight, watery essence
Price: $12 – $20 USD
Starting with the long-timer, the Hada Labo toner lotion is one of the biggest names in the industry for both local and overseas users—and it’s a cult favorite for good reason!
Packed with 3 types of hyaluronic acid, it provides deep hydration without leaving a sticky residue. This toner-like lotion is perfect for layering, making it easy to build up moisture for plump, dewy skin—a dream come true for anyone in drier climates.
Unlike Western lotions that can be thick and greasy, this formula is all about light, watery hydration, prepping the skin beautifully to absorb serums and moisturizers.
Within Japan, you can purchase several different types of toner lotion from this line—the light version, which has a watery texture and is perfect for summer, and the normal version, which has a slightly thicker consistency. There’s also a premium line with 5 types of hyaluronic acid, and an anti-aging line with a slightly different formulation, but I didn’t find them too different from the normal version.
2. DHC Deep Cleansing Oil
Benefit: Removes dirt, makeup, and sebum plugs without drying skin out
Texture: Silky oil that emulsifies with water
Price: $15 – $30 USD
Double cleansing is a skincare staple originating from Japanese practices, and DHC’s Deep Cleansing Oil is a game-changer for many.
With an olive oil base, this cleanser effortlessly melts away makeup, dirt, and impurities. And the best part? It rinses clean without leaving an oily residue, making it suitable for all skin types.
While many Western cleansing oils can be pricey, DHC offers an affordable and effective solution that doesn’t skimp on quality OR dry out skin and break you out. As the name “double cleansing” suggests, be sure to use a gentle face wash after this oil cleanser.
3. Kanebo Suisai Beauty Clear Enzyme Powder Wash
Benefit: Gentle exfoliation with enzymes and travel-friendly
Texture: Powder that turns into a foamy lather when added to water
Price: $20 USD for a pack
There’s a reason this enzyme face wash is praised —these convenient single-use powder capsules from Kanebo are as practical as they are powerful.
Formulated with enzymes designed to break down dirt and oil plugs, it’s sold in powder form to keep the enzymes fresh. Great for those seeking an effective, gentle exfoliator that doesn’t damage the skin.
Each capsule provides a gentle exfoliation that cleanses and brightens, thanks to enzymes that break down dead skin cells. Unlike some Western exfoliators that rely on abrasive particles, Suisai’s formula uses a more refined, enzyme-based approach, leaving skin smooth and clear.
Though not amazing for the environment, the single packaging is perfect for frequent travelers! Be aware that it’s best used after cleansing the skin of makeup first!
4. Naturie Hatomugi Skin Conditioning Gel
Benefit: Non-greasy hydration, super affordable
Texture: Lightweight, gel-like moisturizer
Price: $12 USD
For those who want a hydrating product without the sticky, greasy feeling, Naturie’s Hatomugi Skin Conditioning Gel is a great fit. It uses barley extract to soothe and hydrate skin without overstimulating with alcohol or other irritants. Lighter than a cream but thicker than lotion, this can be applied as a last step to seal in moisture.
This gel is so lightweight and fast-absorbing, it’s ideal in summer as a moisturizer, or even a quick mask. Those with extremely dry skin may find it lacking in winter, but the versatility and ease of use make it a great option for anyone looking to simplify their skincare routine.
5. Cure Natural Aqua Gel
Benefit: Gentle, non-abrasive exfoliation
Texture: Water-based gel with a jello-texture
Price: $35 USD
Cure’s Natural Aqua Gel is one of Japan’s most popular exfoliators. It’s water-based, free from harsh chemicals or abrasive particles, and gently removes dead skin cells.
The magic? It binds to dead skin, allowing it to be gently massaged off without irritation. This gentle approach to exfoliation is a game-changer, especially for sensitive skin. Peel away the debris and dead skin cells of years past to reveal smoother, fresher skin underneath—and help your other skincare absorb more easily!
Aqua Gel Gentle Exfoliator | Clear and Softer Skin | Non-Abrasive Face and Body Cleanser | Sensitive Skin
6. Melano CC Intensive Anti-Spot Essence
Benefit: Brightening and spot reduction
Texture: Slightly greasy, takes a few minutes to absorb
Price: $12 USD
Vitamin C fans, rejoice!
Rohto’s Melano CC delivers all the brightening benefits of vitamin C without the high price tag. This serum tackles dark spots, brightens the skin, and provides an affordable alternative to pricier Western vitamin C serums. The formula is effective without irritating, making it a fantastic choice for anyone looking to add radiance to their skin.
Even when compared to high-end serums like Obagi ($50-100), the efficacy of this serum is undeniable, according to online iodine tests. The packaging of Melano CC also seals the serum in to prevent light and moisture degradation, and it has a tiny dispenser.
Those with oily skin and who don’t have a lot of time in the mornings may not be suitable, since it does take 3-5 minutes to set in before you can do the next skincare step.
7. Attenir Skin Clear Cleanse Oil
Benefit: Brightens and hydrates while cleansing
Texture: Light oil that rinses off easily
Price: $20 USD
Attenir’s Skin Clear Cleanse Oil is a newcomer but quickly becoming a crowd favorite—it’s already a best seller on Amazon Japan. Great for brightening dull skin while providing a deep clean, this oil has a lighter texture than DHC and is more affordable.
It’s formulated with 8 types of beautifying oils and targets “freeze kakushitsu“, or the company’s own name for accumulated dead skin cells which cause darkness and rough patches.
Unlike heavier cleansing oils and balms, Attenir is light and refreshing, enriched with botanical oils that leave skin nourished and moisturized. It’s also budget-friendly compared to many Western alternatives, making it accessible to a wide audience.
And the best part? Unlike DHC and other cleansing oils, it doesn’t require double cleansing, so you can go straight to your moisturizing skincare!
Department Store Favorites (Over $40)
1. IPSA The Time Resest Aqua Toner
Benefit: brightening, moisturization, acne prevention
Texture: watery and lightweight
Price: $40 USD
Part of the Shiseido parent group, IPSA’s toner is considered a holy grail among many Japanese women. It’s formulated with tranexamic acid for brightening and innovative technology for creating a film of water on the surface to keep skin moisturized.
This toner is lightweight and quenches thirsty skin while also preventing breakouts. It’s great for all skin types–from dry to oily to combination or inner dry.
2. SK-II Facial Treatment Essence
Benefit: Brightening and anti-aging
Texture: Watery essence
Price: $180 USD
Perhaps one of the most iconic Japanese skincare products, SK-II Facial Treatment Essence is a powerhouse for anti-aging and skin brightening. With its trademark “Pitera Essence,” which is derived from Japanese sake, this essence is said to promote cell renewal, leaving skin smooth and radiant.
Although undeniably on the pricy side, it’s the go-to for those seeking powerful ingredients, especially when it comes to aging gracefully—and it makes a great gift as well!
The caveat is that those sensitive to smells may find this lotion slightly unappealing. Also, if you are within Japan, before buying the full size, you can ask for a sample or purchase the trial size at any cosmetic counter that sells SK-II.
Helps Address Visible Signs of Aging & Skin Damage
3. Shiseido Ultimune Power Infusing Concentrate Serum
Benefit: Strengthens skin’s resilience and lightens wrinkles
Texture: Silky, fast-absorbing serum
Price: $70 USD
Shiseido’s Ultimune Power Infusing Concentrate Serum is a splurge that many find worth every penny. It acts as a booster for other products, helping them penetrate deeper while fortifying the skin’s natural defenses. Known for its luxurious feel and long-term benefits, this serum offers a look into the secrets of Japanese youthful beauty.
Antioxidant Anti-Aging Face Serum - Boosts Radiance, Increases Hydration & Improves Visible Signs of Aging
4. Obagi C25 Vitamin C Serum
Benefit: Potent brightening and wrinkle reduction
Texture: Lightweight, oil-like serum
Price: $100 USD
Obagi’s C25 Vitamin C Serum is a targeted anti-aging product with one of the highest concentrations of vitamin C on the market. This serum offers a solution for uneven skin tone, fine lines, and dullness. While Western serums with similar concentrations can be more expensive, Obagi C25 provides a high-impact product with noticeable effects on skin clarity and texture—though results may differ based on the individual.
This line also offers serums at C5, C10, and C20 concentrations at various price points. For those with sensitive skin, I recommend starting on the lower concentrations.
If you’re unsure about vitamin C serums, try starting with a more affordable product such as the Melano CC introduced earlier in the article!
Related Posts
Why Japanese Skincare Products Stand Out
Like they say, Rome wasn’t built in a day. And youthful, glowing, clear skin also can’t be achieved with a single product or in a few days.
Japanese skincare prioritizes hydration and gentle but effective ingredients, which results in products that cater to long-term skin health rather than quick fixes.
Western skincare often relies heavily on strong acids and abrasive exfoliants, which can be too harsh for daily use. The Japanese approach of gentleness and consistency supports your skin’s natural barrier, leaving it healthier and more resilient. It is especially great for those with acne-prone or sensitive skin.
With a great skincare system in place to support your skin’s healing and natural barrier abilities and consistency in your routine, your skin will look better than ever before.
Where to Buy Japanese Skincare Products
If you’re interested in adding these Japanese skincare gems to your routine but can’t make the trip across the ocean, don’t worry—they’re available internationally!
Retailers like YesStyle and Amazon offer a wide selection of Japanese skincare products, often with worldwide shipping options. Some of these products are even available at Sephora and Ulta in the U.S. These sites make it easy to explore the world of Japanese skincare, bringing a piece of Japan right to your front door.
If you have an upcoming trip to Japan, you can find any of these drugstore favorites at the local Matsumoto Kiyoshi, Cocokarafine, Don Quixote, or sometimes even the convenience stores.
For the luxury brands, hit up a department store such as Takashimaya, Lumine, or Amuse. There are often high-end cosmetic counters on the first floor of department stores in or near large train stations! There’s also a Mitsukoshi department store in Ginza, which has these brands and more—not to mention the flagship store for Shiseido in Ginza as well—so definitely check it out.
Conclusion
Japanese skincare offers something special with every product, from the innovative textures to their gentler formulations and long-term benefits. Adding these to your skincare routine could be the upgrade your skin’s been craving for a radiant new you in 2025!
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