The best skincare products in Japan

The popularity of Asian skincare products is undeniable. On the market, Japanese brands stand out for their innovative formulas, melting textures, and often fragrance-free options.

Skincare lovers (and amateurs!), Ayumi guides you and recommends some gems to slip into your suitcase!

Where can I go to buy skincare products?

In Japan, drugstores are true everyday treasures! It's where the Japanese buy just about everything: household products, laundry detergent, shampoo, toilet paper… but also skincare, makeup, and sunscreen. The selection is often very wide, with entire aisles dedicated to creams and serums.

They're hard to miss: Japanese drugstores are literally spilling out onto the sidewalk! Plastic baskets, colorful shelves, handwritten promotions... everything invites you to rummage and makes you want to buy everything!

Among the most widespread brands are Matsumoto Kiyoshi , Cocokara Fine , Tsuruha , and Welcia . They can be found in all major cities, and even in train stations.

And if you prefer a more “selective” experience, head to department stores like Isetan , Hankyu or Takashimaya , where each brand often has its own boutique.

A few words to help you find your way:

a cleanser: クレンジング (kurenjingu) or 洗顔 (sengan)

a lotion: 化粧品 (keshô-sui)

a face mask: パック (pakku)

a serum: 美容液 (biyô-eki)

a cream: クリーム (kurimu)

a milk: 乳液 (nyûeki)

pores: 毛穴 (ké-ana)

Shittori: a product suitable for combination to dry skin

Sappari: a product suitable for combination to oily skin

PA+: measures the protection of a sunscreen against UVA rays

Looking for a specific product? Ask the store staff who will be happy to assist you.

Excuse me, I'm looking for this product. Can you show me where it is?

sumimasen, kono shôhin o sagashiteimasu. doko ni arimasu ka?

The best products in 2025:

WAIT – Skin Clear Cleansing Oil (1,980 yen)

For those who want quick yet effective makeup removal: this oil dissolves makeup (even waterproof) and leaves a soft feeling. Japanese women appreciate its texture, somewhere between an oil and a serum, as well as its citrus scent. It's a must-have to bring back: simple to use, practical after a busy day, and very affordable.

Tip : Rinse well afterwards and ideally finish with a cleansing gel or foam (if your skin tolerates it) for clean skin.

Note : The format may be large in Japan, allow extra space in your luggage.

Dear Colour – Basic Cream (3,300 yen)

If you have sensitive skin or avoid traditional oils, this cleansing cream can be a great alternative. It not only cleanses but can also be used for massage, making it a multi-purpose product. In Japan, it's a more niche option but popular with those who prefer gentle skincare.

Tip : Apply to a dry face, then lightly emulsify and rinse. Perfect after a flight or a day of tired skin.

IPSA – The Time R Aqua (6,050 yen)

For lovers of high-end Japanese skincare, this lotion (toner/hydrator) is a must-have. It provides hydration while preparing the skin for subsequent treatments. It's perfect after a deep cleanse or a mask.

Tip : Use after cleansing, apply to the palm of your hand or a cotton pad with gentle pats. When traveling, this can be a truly enjoyable moment.

ANUA – PDRN100 Hyaluronic Serum Mask (770 yen)

This mask is designed for intense hydration and firming. Ideal for a quick skincare break during your stay, this mask is perfect after a day of travel or indulgence. It helps restore a plumper, more radiant complexion. Each sheet is infused with a blend of PDRN (a salmon derivative known for its biocompatibility and restorative properties), hyaluronic acid, and collagen.

Tip : Lie down for 10-15 minutes with the mask on, then pat off any excess before applying your cream. This optimizes the evening glow.

TAKAMI – Takami Skin Peel (5,500 yen)

A daily use serum/essence that works on skin texture, pores, the appearance of acne, and overall smoothness.

If you want to go beyond hydration and are looking to improve skin texture, minimize pores, or reduce the appearance of acne, this product is for you. Whether traveling or for everyday use, it can serve as an intensive treatment in the evening after cleansing. Its texture is light, almost watery.

Tip : Apply after cleansing and before your moisturizer. As it's a targeted treatment, a small amount is sufficient. Adjust the amount according to your skin's tolerance. Even though it's very well formulated, this type of treatment requires regular use to see results: consider incorporating it into your routine.

D PROGRAM – Moisturizing Care Emulsion (3,630 yen)

After a day of walking in the sun or taking the train, your skin may feel tired or irritated. This emulsion (moisturizing lotion) is a perfect option to soothe and hydrate without feeling heavy. Its light texture and lack of strong fragrance make it a must-have.

Tip : Apply after your lotion (or serum) in a thin layer, massage gently to ensure absorption.

Some Japanese brands to try:

• Cézanne (セザンヌ) : known for its simple, affordable, and fragrance-free products. In particular, its " Skin Conditioner" is a daily essential. Perfect for sensitive skin and those on a budget.

• Lululun (ルルルン) : specialist in sheet masks, this brand offers different ranges according to needs: hydration, radiance, anti-aging... Easy to take on trips and very popular with Japanese women.

• SK-II (エスケーツー) : a symbol of Japanese luxury, famous for its star ingredient, Pitera™ , derived from the fermentation of natural yeasts. Its lotions and essences leave skin radiant and deeply hydrated.

• Hada Labo (肌ラボ) : A cult brand for hyaluronic acid-based skincare. Its “Super Hyaluronic Acid” lotion deeply hydrates without leaving a greasy residue. Excellent value for money.

• DHC (ディーエイチシー) : Known worldwide for its olive oil cleansing oil, but also for its natural facial care products.