Japan’s Best Beauty Exports

Japan may be small, but its cultural impact is massive. From karaoke, Nintendo, and Comme des Garçons to sushi and Hello Kitty, Japan’s innovations are global staples. Included in the country’s notable exports are several beauty brands that have become key players in the global beauty market.

Japanese beauty, or J-Beauty, is beloved for its innovative ingredients, gentle formulations, technological advancements, and minimalist approach to skincare. With a robust array of brands making their mark both domestically and overseas, some of the best names in Japanese beauty are now prominent on our beauty shelves, and we are eternally grateful.

To help you discover which Japanese products are worth investing in, we’ve compiled a list of Japan’s best beauty exports.

Kanebo Suisai Beauty Clear Powder

Kanebo’s Suisai Beauty Clear Powder is one of the most celebrated Japanese skincare staples. This innovative powder-to-foam cleanser comes in convenient, travel-friendly capsules, each precisely dosed to create a foamy, enzyme-rich lather when activated with water. Celebrated for its deep cleansing and gentle exfoliating properties, it features hydrating and purifying ingredients like hyaluronic acid and tofu extract, ensuring the skin retains moisture while achieving a thorough cleanse.

SENSAI Lash Volumiser 38°C

We’re not exaggerating when we say Sensai’s bestselling high-definition volumising mascara transforms lashes. Its unique formula binds to each lash, while the specially designed Triple Spiral Brush captures and coats every lash from root to tip, separating them for a lifted, full-fan effect. This intensely pigmented mascara is resistant to sweat, water, and sebum, yet easily rinses off with warm water at around 38°C.

Bioré UV Aqua Water Essence Sunscreen SPF50

The Bioré UV Aqua Water Essence Sunscreen SPF50 is so globally loved that one is sold every 15 seconds. This hero sunscreen features a lightweight, invisible formula that spreads and absorbs effortlessly, delivering essential hydration to the skin. Its innovative formula encapsulates water molecules within a UV film, reducing oil content and providing a refreshing, watery texture that sets it apart from regular SPFs.

SUQQU The Liquid Foundation

Loved by celebrities like Margot Robbie, Miranda Kerr, and Rita Ora, SUQQU’s liquid foundation provides long-lasting coverage with a radiant, natural finish. Infused with 13 Japanese botanical ingredients, hydrolysed collagen, and hyaluronic acid, this serum-like foundation not only perfects the complexion but also hydrates, nourishes, and protects skin. Available in 23 shades, its lightweight, buildable texture ensures an even, comfortable base that lasts all day.

Athletia Core Balance Oil

Athletia’s bestselling dual-layered face oil, with a 6:4 oil-to-water ratio, glides effortlessly onto the skin. The oil layer, enriched with ten botanical oils packed with omega-3 and 6 fatty acids, provides deep moisturisation and nourishment for soft, supple skin. The water layer, formulated with Athletia’s proprietary Energetic Complex, hydrates, smooths, and firms, leaving skin radiant and youthful.

Hada Labo Tokyo Super Hydrator Lotion

Hailed on TikTok as the holy grail of skincare, the Hada Labo Tokyo Super Hydrator Lotion offers superior hydration and a plump, smooth complexion. This ultralight, water-thin serum is formulated with three types of hyaluronic acid, including super hyaluronic acid, an active ingredient effective in deeply moisturising the skin, locking in moisture, and preventing evaporation. The result is long-lasting hydration with a reduction in visible signs of fatigue.

Curél Deep Moisture Spray

Curél’s Deep Moisture Spray gives an instant hydration hit, refreshing the face and body whenever needed. Its lightweight, breathable formula absorbs quickly, delivering a natural-looking finish without greasy residue. Tiny, refined micro-ceramide particles penetrate deeply to improve skin moisture levels, while glycerin and eucalyptus extract nourish and protect the skin barrier.

Shiseido Vital Perfection Uplifting and Firming Cream

Designed to counteract signs of ageing, Shiseido’s Vital Perfection Uplifting and Firming Cream harnesses ReNeura Technology to reawaken skin sensors, ensuring faster and more efficient results. This advanced technology is paired with the brand’s Kurenai-TruLift complex, featuring safflower extract, Bulgarian rose water, and odokiro botanical extract. These powerful ingredients lift, smooth, and brighten the skin while also strengthening its internal sensory signals to prevent age-related decline, promoting a youthful and revitalised complexion.