The 10 Best Japanese Make-Up Brands & Products in 2023

Best Japanese Make-Up Brands Products

Japanese makeup products are known world-wide for their affordability, quality, and fun and fresh looks.

Because of their competitive market, there are a myriad of Japanese makeup products to choose from, many of which have won awards or have been best-sellers for years.

If you’re traveling to or are traveling to Japan, chances are, you’ll be purchasing some make up. Brands like Shiseido and DHC have knocked it out of the ballpark with their amazing products and there aren’t many people who haven’t heard of them.

However, if you’re not going to be there anytime soon, then you can also purchase most of their products online. Thanks to the rise in popularity and demand for Japanese makeup products, many make up websites have popped up, offering shipping worldwide.

If you’re interested in them but are not sure where to start, we’re going to go through the top 10 best Japanese make-up products here for you to browse.

1. K-Palette One-Day Tattoo Real Lasting Eyeliner

K-Palette One-Day Tattoo Real Lasting Eyeliner

There is not one drugstore in Japan that won’t stock K-Palette’s One-Day Tattoo Real Lasting Eyeliner. This phenomenally popular product has a cult-like following and that is not an exaggeration. 

People of all ages have been using this best-selling item for years, and for good reason!

It’s got an extra-fine tip that makes it a cinch when precision lining for dramatic effect. It’s water, sweat, tears, smear, and rub-proof, and yet at the end of the day, you can simply remove it with some warm water and a pad.

K-Palette One-Day Tattoo Real Lasting Eyeliner

Its signature deep black colour and full-day lasting formula alongside its incredible affordability makes it an instant favorite.


  • Affordable
  • Long-lasting
  • Resistant to water, sweat, tears, smearing, and rubbing
  • Fine tip
  • Deep-black colour

2. Shu Uemura Eyelash Curler

Shu Uemura Eyelash Curler

Similar to the aforementioned K-Palette eyeliner, the Shu Uemera eyelash curler has a fanatic following of make-up enthusiasts world-wide.

It is not uncommon to see visitors purchasing these magical little eyelash curlers as gifts for friends and family back at home!

If long, luscious-looking eyelashes are your goal, you need to get your hands on one of these. Its perfectly-shaped handle and curl mechanism gives lashes the perfect lift, devoid of any unnatural bends or tugging at the sensitive skin around the eyes.


  • Gives natural-looking eyelash lift
  • Affordable

3. CANMAKE Cream Cheek

CANMAKE Cream Cheek

CANMAKE is a popular range of cute and affordable makeup products, always providing the latest trends for those looking for a fun and flirty look.

The CANMAKE Cream Cheek is a creamy gel-type blush, which is slightly different to the regular powder blush. The consistency of the Cream Cheek is slightly thick and has a moist texture; however, when it is applied, it creates a smooth and sheer look on your cheeks.

If you’re still getting used to this cream-type blush, apply a setting powder on top to set the product.


  • Affordable
  • Super cute packaging
  • Cream gel-like product
  • Set with powder

4. Shiseido Rouge Rouge Lipstick

Shiseido Rouge Rouge Lipstick

If you’re a lover of bright, bold colors, use the Shiseido Rouge Rouge range to create your signature look.

This range uses Hyaluronic Acid Complex to moisturize the lips whilst the Vibrant Red Colour Technology superbly sticks colour to the lips. It glides on smoothly with a creamy, luscious consistency.

This quality line of long-lasting, vibrant hues makes for a perfect accompaniment to work, an event, or simply just because.


  • Infused with Hyaluronic Acid Complex and Vibrant Red Color Technology
  • Plenty of colours
  • Long-lasting
  • Smooth application

5. Kao Sofina Aube Eyeshadow

Kao Sofina Aube Eyeshadow

The gorgeous minimalistic packaging of the Kao Sofina Aube eyeshadow opens up to a beautiful natural eyeshadow gradient palette that blends perfectly.

There are three complementary shades which, if you’re in a rush, can be used as a one-step application (simply blend them, apply and go!).

You can also lightly apply the creamy highlighter section on your brow and cheeks to add some depth and glow. Use the lighter, shimmery shade for your day look, and then simply line your eyes with the darker pigment for a more dramatic look for night events.


  • Affordable
  • Great quality
  • Natural-looking
  • Smooth application

6. Opera Lip Tint in Coral

Opera Lip Tint in Coral 1

This gorgeously packaged lip tint comes in a thin lux gold tube which opens up to an eye-catching peachy coral color. The Opera Lip Tint does come in other shades as well, but Coral is one of the most popular – and for good reason!

The lip tint itself is a nourishing mix of lip gloss and lipstick. Just one (super smooth) application ensures enough colour, and its small size and easy application makes it a breeze to carry and re-apply throughout the day.

Oh, and the Opera Lip Tint was the Grand Prize winner of cosme’s 2018 Best Cosmetics Award.

If that alone doesn’t convince you, we’re not sure what will!


  • Smooth application
  • Stunning packaging
  • Quality pigmentation
  • Grand Prize winner

7. Isehan Kiss Me Heroine Make Smooth Liquid Eyeliner Super Keep

Isehan Kiss Me Heroine Make Smooth Liquid Eyeliner Super Keep

Isehan Kiss Me has a long history in Japan which started even before the 1900s! The Heroine Make Up range is particularly popular, with their unique anime-style packaging and award-winning products.

The Smooth Liquid Eyeliner is a top-selling product not just in Japan, but globally. It’s much loved for its great quality yet super affordable price.

Isehan Kiss Me Heroine Make Smooth Liquid Eyeliner Super Keep

It’s a waterproof liquid eyeliner that’s water, tears, sebum, and sweat resistant. It comes with a soft fine-tip brush that makes it super easy to line your eyes precisely. The dark black shade is perfect for the dramatic look and can be used both day and night.


  • Affordable
  • Jet-black colour
  • Waterproof

8. DHC Velvet Skin Coat

DHC Velvet Skin Coat

The DHC Velvet Skin Coat is a hybrid primer-moisturizer that leaves a lovely matte feeling once applied to your face pre-makeup. It never dries up and has a staying power likened to that of more expensive primers.

It boasts a unique power gel formula which contains olive oil to hydrate the face and offer a dose of antioxidant protection. It also contains silica to help with absorbing the excess oil on your face before you start applying makeup.

DHC Velvet Skin Coat

For those who love the matte velvet feeling, this is the perfect product. And as with all DHC products, it won’t break the bank.


  • Leaves skin feeling matte and velvety
  • Affordable
  • Strong staying power
  • Moisturizes

9. Isehan Heroine Make Long & Curl Mascara Super Waterproof

Isehan Heroine Make Long & Curl Mascara Super Waterproof

Mascara is one of the most heavily bought products across Japan, and the Heroine Make Long & Curl Mascara is up there as one of the top brands sold across the country.

It’s a super affordable one that’s available at all drugstores and stands out for its colourful and fun packaging, a unique characteristic of the Heroine Make range.

Isehan Heroine Make Long & Curl Mascara Super Waterproof

The mascara wand superbly curls and leaves your eyelashes with a long-lasting dramatic look that will last the entire day. It doesn’t clump and is smudge-proof.


  • Doesn’t clump
  • Affordable
  • Deep black colour

10. Synchro Skin Foundation by Shiseido

Synchro Skin Foundation by Shiseido

With most makeup looks, you need a solid base foundation to really get the popping result, and the Synchro Skin Foundation by Shiseido is the product to use.

It’s considered a sheer-to-medium coverage foundation that provides a fresh and dewy glow to the skin – without the oily sheen. It allows you to build up your coverage when required whilst avoiding the caked thick look.

It contains Shiseido’s advanced sensing technology to adapt to the skin’s moisture level and provide more hydration if needed.


  • Sheer-to-medium coverage
  • Fresh and dewy glow
  • You can build up coverage
  • Adapts to skin’s moisture level

We hope you enjoyed our list of the top 10 Japanese make-up brands and products!

You can purchase most of these products almost anywhere in Japan, but thanks to the internet, you can also have them all delivered right to your door – simply check the links below the listed product.

If you’ve used any of the above products, please share with us in the comment section your thoughts – we’d love to hear it!

Looking for more Japanese beauty products? Check out our selection of the 10 best Japanese skincare brands and products.

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