Japan’s Best Beauty Exports

Japan has a habit of creating things the rest of the world can’t get enough of. Karaoke? Nintendo? Hello Kitty? They’re all Japanese. There’s also matcha, anime, and Comme des Garçons — and that’s before we get into the country’s beauty exports.

J-beauty has earned its cult following thanks to clever ingredients, gentle formulas, seriously smart technology, and a less-is-more approach to skincare. That’s why so many Japanese names have made the jump from local favourites to permanent fixtures on shelves around the world (ours very much included).

Whether you’re a long-time fan or just getting started, these are the Japanese beauty products worth trying.

Takami Daily Skin Renewing Soft Peel

Takami started life in a Tokyo dermatology clinic, and its Soft Peel was originally made for Dr Hiroshi Takami’s patients, to keep their skin on track between appointments. More than 20 years on, the gently exfoliating formula has stayed the same and remains one of Japan’s most beloved beauty products. Instead of a high dose of a single acid, it uses a blend of seven fruit enzyme extracts at a skin-friendly pH. The texture is so watery it disappears into the skin before you’ve even screwed the pipette back on.

Suqqu The Liquid Foundation

The Liquid Foundation is Suqqu’s bestseller, and the texture is one of the main selling points — it’s more serum than traditional complexion base. The brand’s Fluid Pigment technology keeps the finish silky rather than powdery, and it builds without ever looking heavy. The glow comes from two high-luminosity oils, which an oil-gelling agent holds in a thin, even layer so the coverage stays put (we promise). Skincare is a big part of the appeal, with 13 natural Japanese ingredients, plus hydrolysed collagen and hyaluronic acid, on hand to keep skin hydrated and comfortable.

Curél Deep Moisture Spray

Curél’s Deep Moisture Spray won’t win any prizes for its packaging, but it’s had several viral moments on TikTok for good reason. From Japanese beauty giant Kao, it pairs glycerin with micro-ceramides that are made to sink deep into the skin and help it hold on to moisture. The aerosol gives a properly fine, even mist that dries down without a trace of greasiness, so you can spritz it on bare skin or over makeup, on your face or body. We love the mini version for a hydration hit on the go. And with no fragrance or alcohol and a pH-balanced formula, sensitive skin can get in on the action.

Ruiia Kyoto Antioxidant Brightening Facial Serum

Not only is this serum a perfect all-rounder, but it also boasts an ingredient list that could double as a Japanese travel itinerary. There’s green tea from Uji, the tea-growing area just outside Kyoto; sakekasu, the lees left over from sake brewing; Kyoto momiji maple; and grapes from Shimane. Together, they’re there to hydrate, brighten, and firm, while tripeptide-1, 2% niacinamide, and hyaluronic acid take care of texture and plumpness. The only downside? It isn’t currently available in the US.

Bioré Aqua Rich Watery Essence SPF 50+

Japanese skincare has a reputation for feeling almost weightless on the skin, and Bioré’s Aqua Rich Watery Essence is one of the best examples — even more surprising considering it’s a sunscreen (it offers broad-spectrum UVA and UVB protection). It’s a watery gel rather than a cream, so it absorbs quickly and sits well under makeup, and Bioré says it leaves no white cast on any skin tone. Hyaluronic acid provides hydration, and the oil-free formula is designed not to clog pores. It’s so good it might just convert even the most committed SPF-skipper.

Decorté Liposome Advanced Repair Serum

Decorté has been working with liposomes (tiny capsules that carry ingredients into the skin) for decades, and this serum proves the juice is worth the squeeze. It’s a cult favourite for the brand. Every drop holds one trillion microcapsules, designed to sink into the skin’s outer layer and help rebuild the structure that keeps it moisturised. As for texture, it’s closer to water than a typical serum, and it disappears in seconds, leaving skin looking plumper and dewier well into the afternoon. It plays nicely with makeup, too, which is great for days you want to skip the moisturiser.

Kanebo Suisai Beauty Clear Powder

Yes, there’s tofu in this face wash, and no, that isn’t the most unusual thing about it. A long-standing staple of Japanese skincare routines, Kanebo’s Suisai Beauty Clear Powder comes as a box of single-dose capsules, each holding just enough enzyme powder for one wash. Pop one open, add a little water, and it froths up into a surprisingly rich lather that cleans thoroughly while giving skin a gentle polish. Hyaluronic acid and that tofu extract are there to stop skin feeling stripped afterwards, and with every capsule individually sealed, it’s about as travel-friendly as cleanser gets.

Shiseido Ultimune Power Infusing Serum

Shiseido opened its doors as a pharmacy in Tokyo’s Ginza district in 1872, and that science-first approach still runs through Ultimune, which draws on more than 30 years of research. This serum (which is one of the brand’s most-loved products) is built around camellia, used in Japanese beauty for centuries, which Shiseido ferments into its patented Power Fermented Camellia+ and backs up with four more camellia extracts. Its job is to help skin clear out aged cells before they start causing trouble — longevity skincare at its best. Expect firmer, softer, more radiant skin.

Hada Labo Tokyo Gentle Hydrating Cleanser

Hada Labo has built its name on hyaluronic acid, and its Gentle Hydrating Cleanser crams in three types of it, so washing your face doesn’t have to end with that tight, squeaky-clean feeling. The thick cream turns into a soft foam with just a splash of water, takes off light makeup and sunscreen, and rinses clean without leaving anything behind. Dry and sensitive types, this one’s for you.

Athletia Core Balance Oil

Athletia’s bestselling face oil is really two formulas in one bottle. A layer of oil sits on top of a layer of water, in a 6:4 ratio. The oil side blends 10 botanical oils, including evening primrose, meadowfoam, and macadamia, to soften and nourish, while the water side carries the brand’s Energetic Complex of ashitaba (a leafy plant native to Japan), perilla, and sake ferment. It’s made for massaging in, and there’s plenty of slip to work it over the face before it absorbs. The scent is half the appeal, with cedarwood, geranium, and sandalwood making it feel like a proper end-of-day reset.

&Honey Deep Moist Treatment 2.0

Japanese skincare usually takes the spotlight, but the country’s haircare is just as impressive. Our pick is the cult mask from &Honey, which uses a blend of three types of honey. There’s manuka from New Zealand, acacia from Hungary, and raw Japanese honey that’s never been heat-treated. Royal jelly and propolis (a resin bees make to seal up their hives) are also included, alongside argan oil, silk, and two types of hyaluronic acid, which the brand says help hair hold on to moisture. Why do we love it? It’s thick and creamy, yet it rinses out clean and leaves dry, frizzy lengths noticeably softer. But honestly, we’d buy it for the lavender honey scent alone.

For more global beauty finds, explore our best beauty exports from Korea, France, and New Zealand.