Tired of Innisfree and Missha? Dive into the new age of J-beauty with the best Japanese makeup products of today!
Whether you’re looking for long-lasting wear, natural-looking results, or a bold dash of color, Japanese beauty products have it all.
If you’re still only looking at Korean cosmetics, you’re missing out— Japanese makeup brands are just as affordable and adorable as their Korean counterparts—and give you more bang for you buck at under $20!
Let’s take a look into 8 standout products for the eyes, skin, and lips that showcase why Japanese cosmetics are loved across borders— exploring everything from smudge-proof eyebrow tint to lipstick that doesn’t transfer, with price information to make your choices easy.
For my luxury makeup girlies, I’ve included a bonus section with some high-end Japanese brand recommendations at the end.
8 Best Japanese Makeup Items: Eyes
Cliche though it may be, eyes are indeed windows to the soul. Discover why these J-beauty gems could be the next favorites in your beauty routine.
1. Isehan Kiss Me Heroine Make Long & Curl Mascara Super Waterproof
- Benefits: long-lasting, holds curls well, extremely waterproof
- Price: Approximately $15 USD
You want anime-like doe eyes with perfect lashes 24 hours? Try this mascara.
The Kiss Me Heroine mascara has earned a loyal following for its impressive hold and longevity, rivaling many high-end Western mascaras.
Known for its legendary long-lasting formula, this mascara lengthens, curls, and adds volume while remaining smudge-proof and waterproof. Thanks to its fibrous formula, lashes appear naturally longer and thicker.
The curved applicator brush ensures even coating without clumping, and the waterproof formula won’t budge through sweat, tears, or even sauna-level humid Tokyo summers, making it a staple for many beauty lovers.
In fact, its staying power is so impressive that it’s hard to take off with even oil cleansers— I recommend you buy the specialty mascara remover from the same brand in a set.
2. Fujiko Mayu Tint Eyebrow Tint
- Benefits: semi-permanent brow tattoo tint that lasts 3-5 days, smudge-proof, low maintenance
- Price: Around $20 USD
This eyebrow tint is a MUST-HAVE for those who want an easy brow solution—and it’s perfect for the pool/beach date, or the first sleep over with your friends or a partner… for when you want to look naturally put together but not too made-up.
Fujiko’s Mayu Tint is a semi-permanent eyebrow tint that lasts for 3-5 days, helping you achieve a fuller, natural-looking brow with ease. The tint applies as a gel that you peel off after it dries, leaving a subtle water-proof stain behind without needing daily application.
Be careful that you don’t mistakenly draw a weird shape with the applicator, since it’ll last a good 3 days before it fades. I usually apply before bed and peel off when I wake up– but I never sleep with it still wet in case it smudges randomly.
Available in 3 browns (ash brown, reddish brown, dark brown), this tint is smudge-proof and longer lasting than pencils and powders, Fujiko’s peel-off tint brings a new level of convenience for those looking for brows that’ll keep through sleepovers, swimming the Atlantic, and even hurricanes.
A similar brow tint, RENATA BEAUTY Brow Tint Kit, can be found on Amazon US.
3. UZU Eye Opening Liner
- Benefits: easy application, long-lasting, colorful range for choice
- Price: Approximately $16 USD
UZU’s Eye Opening Liner is celebrated for its precision and color variety.
With UZU, you’re not just getting black eyeliner; they offer a wide array of colors from white to vibrant green to metallic shades, making it fun to experiment with different looks. The water-resistant and fade-resistant formula means your eyeliner will last all day without touch-ups.
This eyeliner stands out not only for its varied color range but also for its ease of use and flexibility for beginners and pros alike. I personally have not found any other eyeliner—from the US or in Japan otherwise— that will keep through the humid Japanese summer like this one.
Japanese Makeup for the Face
So you want that dewy, kissed-by-winter-winds flush without going overboard. Try these Japanese blushes for a natural and radiant glow!
4. Canmake Cream Cheek Blush
- Description: dewy, natural glow, blendable, extremely affordable, compact
- Price: Around $9 USD
This cream blush from Canmake delivers a dewy, natural flush that blends seamlessly into the skin. It’s highly pigmented, so a little goes a long way, and its cream-to-powder formula provides a soft, sheer finish that stays put.
Canmake’s blush is perfect for achieving that natural, glowy look. While Western blushes often come in powder form, Canmake’s cream blush is easy to blend with your fingers, making it beginner-friendly and versatile for touch-ups on the go. It’s ideal for anyone looking for a quick dash of color with minimal effort.
Unfortunately, it is not currently available on Amazon US, but you can purchase it from Amazon Japan–or alternatively try Hince’s liquid blush, which is a Korean blush introduced below that’s a bit more expensive but just as good.
Canmake cream blush on Amazon Japan:
5. Hince True Dimension Radiance Liquid Blush
- Benefits: Lightweight, natural finish, dewy fresh colors
- Price: Approximately $18 USD
Hince’s liquid blush is a good dupe for the Canmake cream blush but is of a higher price point. It’s also one of the few products on this list that is Korean, not Japanese– since Canmake’s cream blush isn’t widely available overseas, this is a good alternative.
Hince’s blush gives the impression of a glow from within, with a lightweight liquid formula that doesn’t feel heavy. It’s designed to give a healthy flush that lasts all day, and comes in a variety of shades to suit different skin tones.
This liquid blush is my current favorite, especially when I’m going for the soft, radiant no-makeup look. This blush may be appealing to people who prefer dewy, skin-enhancing makeup over matte products– and is perfect for Christmas season.
Hince’s blush goes easy on the pigment, but is definitely easy to layer, making it versatile for both subtle and statement looks.
6. Canmake Marshmallow Finish Powder
- Benefits: Lightweight, oil absorbing and extremely affordable
- Price: Around $10 USD
This cult-favorite powder sets makeup, blurs pores, and reduces shine without looking cakey. Its lightweight, velvety texture gives skin a soft-focus effect, and it’s compact enough to carry for touch-ups throughout the day.
Perfect for those who want a soft, airbrushed finish, Canmake’s Marshmallow Finish Powder is popular among Japanese beauty enthusiasts for its ability to control oil while maintaining a natural, skin-like finish. It offers an affordable and effective way to set makeup, something Western brands often do at a much higher price point.
A similar product I’ve found is the Makeup Forever Ultra HD Powder–but unfortunately at 4 times the price point of Canmake’s powder. Why not try this $10 powder as a dupe for Makeup Forever?
7. Kose Makeup Keep Mist
- Benefits: Kose’s Makeup Keep Mist is a setting spray that locks in makeup for all-day wear while providing a refreshing finish. It’s designed to prevent makeup from fading, smudging, or settling into fine lines.
- Price: Approximately $12 USD
This best-selling waterproof setting spray is lightweight, quick-drying, and effective even in humid conditions, making it a lifesaver for anyone looking to keep their makeup looking fresh all day.
While Western setting sprays are common, they can be expensive or overly drying, but Kose’s mist offers a balanced formula that works well for all skin types.
Japanese Makeup for the Lips
8. Kate Tokyo Lip Monster Lipstick
- Benefits: Long lasting, non-sticky shine, non-drying, good range of colors for all skin tones
- Price: Around $16 USD
Kate Tokyo’s Lip Monster is a long-lasting, creamy lipstick that combines bold color payoff with a hydrating feel. It’s formulated to be transfer-proof and offers vibrant shades suitable for any occasion.
This is, hands down, the best lip balm/tint/stick that I’ve ever found. I’ve tried YSL, MAC, Opera, and a variety of other lipsticks–but this one takes the cake. I carry it everywhere to me, even to the gym.
Why? Though lightweight and very pigmented, it stayed on through dinner, a sparring session, shower, and toothbrushing session and I still had to wipe it off with tissues after.
The best part? Formulated with moisturizing ingredients, the Lip Monster line delivers full coverage without drying out the lips.
There’s a reason it’s the best selling lipstick and has been trending on socials AND sold out at most drugstores for the first few months it came out. I’d say 7 out of 10 makeup wearing Japanese girls will either carry one or have one at home. Its rich pigmentation and staying power make it ideal for those looking for bold, dependable lip color without constant reapplication.
Similar Lip Products on Amazon US
Of course. I love my matte lip tints and MAC rouge for different occasions, but the Lip Monster is my favorite day-to-day product. For a similar lip tint that can be purchased in the US, check out Nature Republic’s lip tint, a Korean brand.
Why Japanese Makeup?
Japanese makeup brands have earned global admiration because they combine functionality with style in a way that’s both innovative and practical. A key difference between Japanese and Western or Korean brands is Japan’s emphasis on quality over quantity.
Less is more– and Japanese products often focus on skin-friendly ingredients, long-lasting wear, and enhancing natural beauty.
Japanese beauty brands also prioritize wearability with lightweight, comfortable textures. Many Western or Korean products are heavily pigmented and thick, which can be ideal for dramatic looks and special occasions. They can, however, sometimes feel too heavy for daily wear to the office or to school.
Japanese products, by contrast, often lean toward lighter, more breathable formulas that are easy to layer and buildup if need be. This makes Japanese beauty products highly versatile, suitable for everything from an understated look to a full glam moment.
Where to Find Japanese Makeup Brands online
If you’re interested in adding these Japanese beauty products to your collection, they’re widely available through global online retailers.
Websites like YesStyle, Amazon, and even Sephora or Ulta for some brands, carry a variety of Japanese makeup products. These products are generally affordably priced, so you can enjoy high-quality items without breaking the bank.
If you have the chance to visit Japan, you can find these products in any large drugstore or cosmetic store– check out Matsumoto Kiyosi, Cocokarafine, or any Loft and Donquixote.
Where to Find Japanese Makeup Brands in Japan
Tokyo:
Lumine EST in Shinjuku, Mega Don Quixote in Shibuya, and Mitsukoshi in Ginza should have all the items I’ve written about.
Specifically, check out the Isetan store in Mitsukoshi Ginza, the @cosme store in Yurakucho right by Ginza, or Loft, which has stores in both Shibuya and Shinjuku.
Osaka:
The Namba/Dontonburi Area in central Osaka has the drug stores I’ve mentioned above and Loft and Don Quixote, which are chain stores.
Kyoto:
The Shijo area of downtown Kyoto has a Takashimaya Department store as well as numerous smaller drugstores, electronic stores, and other shopping.
Bonus Section:
If you are more of a luxury makeup kind of girl, I recommend checking out these Japanese brands: SUQQU, RMK, Decorté, Clé de peau Beauté (a subsidiary of Shiseido). You can find them at any large department store such as Mitsukoshi, Isetan, or Takashimaya.
In particular, the Decorté Eye Glow Gem Cream Shadow made buzz as a highly pigmented and creamy smooth eyeshadow– but I have yet to personally try it.
Also check out the hottest 11 Japanese skincare holy grails of 2024-2025!
Conclusion
Japanese makeup is about more than just color—it’s about enhancing your natural beauty with effective, comfortable products that work as hard as you do. From the low maintenance weather-proof eyebrow tint to the insanely long-lasting Lip Monster lipstick, Japanese brands offer a blend of quality, innovation, and simplicity that’s hard to beat.
Whether you’re a beauty enthusiast or a minimalist, these products provide something for everyone, bringing the art of Japanese beauty to makeup routines worldwide. So why not try one of these treasures and see for yourself what makes Japanese makeup so beloved?
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