Quick answer: Japanese beauty products are usually worth buying in Japan because domestic brands cost less at home and drugstores carry the full range. The best picks are high-SPF sunscreens, cleansing oils, hydrating lotions, gentle shampoos and ionic hair dryers. Check voltage before buying appliances, and compare prices with the retailer on the day.
Last updated: 20 Oct 2026, by Spiddy Ng
Summary box - Best sunscreen for oily/acne-prone skin: Canmake Mermaid Skin Gel UV SPF50+ PA++++ - Best everyday sunscreens: Skin Aqua Super Moisture Gel, Bioré UV Aqua Rich Watery Essence, Anessa Perfect UV - Best gentle shampoo: Shiseido Super Mild (sensitive scalp, hair fall) - Best colour treatment for grey hair: Rishiri Hair Color Treatment - Best hair dryer: Panasonic Nanoe (EH-NA65 series) - Best body exfoliator: Cure Natural Aqua Gel - Best collagen: DHC Collagen - Where to buy: drugstores (Matsumoto Kiyoshi, Sundrug, Welcia), Don Quijote, @cosme Tokyo in Harajuku, Loft, department stores – tax-free for visitors.
Table of contents
- Why buy Japanese beauty products in Japan?
- Which Japanese sunscreen is best?
- What are the Japanese skincare basics?
- Which Japanese makeup brands and mascaras are worth buying?
- Which Japanese shampoo and conditioner should you buy?
- What are the best Japanese hair colours for grey hair?
- Are Japanese hair dryers and brushes worth it?
- Which Japanese body care and supplements are popular?
- Where should you buy beauty products in Japan?
- How do the top Japanese beauty products compare?
- Frequently asked questions
1. Why buy Japanese beauty products in Japan?
Japanese brands such as Shiseido, Kosé, Kao, Kanebo, Rohto and Canmake sell their full ranges at home, including drugstore lines that are expensive or unavailable abroad. Japanese formulas are known for gentle textures, very high UV protection, and products made for humid summers and sensitive skin. Visitors can also shop tax-free. See our Is it cheaper in Japan? brand guide.
Verdict: Drugstore J-beauty is one of the best-value souvenirs in Japan.
2. Which Japanese sunscreen is best?
Japanese sunscreens use the PA rating for UVA as well as SPF; PA++++ is the highest.
| Product | Best for | Rating |
|---|---|---|
| Canmake Mermaid Skin Gel UV | Oily, acne-prone skin – matte, hydrating (hyaluronic acid) | SPF50+ PA++++ |
| Skin Aqua Super Moisture Gel (pump) | All skin types | SPF50+ PA++++ |
| Anessa Perfect UV (Aqua Booster) | Sensitive skin, sport, water resistance | SPF50+ PA++++ |
| Bioré UV Aqua Rich Watery Essence | Oily skin, light under makeup | SPF50+ PA++++ |
| Shiseido Urban Environment Oil-free UV | Acne-prone skin | High SPF (check current label) |
| Kanebo Allie Extra UV Gel | Daily city use | SPF50+ PA++++ |
Verdict: Canmake for oily/acne skin; Anessa if you'll be outdoors or sweating.
3. What are the Japanese skincare basics?
The Japanese routine is double cleansing (oil, then foam), then lotion (化粧水 keshousui), a hydrating toner, then emulsion or cream. Popular drugstore brands include DHC, Hada Labo and Bioré; line-ups change, so check current product names in store.
For vegan and cruelty-free shoppers, check each brand's current policy, as Japanese labelling differs from Western certifications.
Verdict: One cleansing oil plus one hydrating lotion is the easiest J-beauty starter kit.
4. Which Japanese makeup brands and mascaras are worth buying?
Shiseido stands out for innovation, for example the Synchro Skin Self-Refreshing Foundation. Other names to know are Kosé, Kanebo, Kate, Canmake, Cezanne, Majolica Majorca and Shu Uemura. Japanese mascaras such as Heroine Make and Kiss Me are famous for smudge-proof, tube-film formulas that survive humidity. Full list: best Japanese mascaras. Japanese face powders and makeup brushes (especially Kumano brushes from Hiroshima) are also popular buys.
Verdict: Canmake and Cezanne for budget, Shiseido for premium, Heroine Make for mascara.
5. Which Japanese shampoo and conditioner should you buy?
- Shiseido Super Mild shampoo and conditioner is gentle, cleans without stripping natural oils, and helps keep dandruff at bay. Our tester saw less hair fall after about six months. Full review: Shiseido Super Mild review.
- Conditioners: Tsubaki Volume Touch (dry hair), Shiseido Super Mild (frizzy hair), Kracie Ichikami (damaged hair), Komenuka Bijin (split ends), Kracie Himawari Dear Beaute (oil-in conditioner).
- Dandruff? See best Japanese anti-dandruff shampoo.
Verdict: Shiseido Super Mild is the safe, cheap pick for most people.
6. What are the best Japanese hair colours for grey hair?
For grey hair, colour treatments that deposit pigment gradually work well:
| Product | Type | Best for |
|---|---|---|
| Rishiri Hair Color Treatment | Colour treatment with Rishiri kelp | Grey hair (our top pick) |
| DHC Q10 Premium Color Treatment | Colour treatment | Grey coverage + care |
| ANGFA Scalp D Beauté Color Treatment | Colour treatment | Scalp care |
| Shiseido Prior Conditioner | Colour conditioner | Gradual coverage |
| Bigen One Push | Hair dye | Covering grey quickly |
| Liese bubble hair colour (Kao) | Foam dye | Easy home colouring |
| Dariya Palty | Foam dye | Bold colours on dark hair |
Full guides: best Japanese shampoo for grey hair and best Japanese hair dyes.
Verdict: Rishiri for gentle grey coverage; Liese if you want a fun colour change.
7. Are Japanese hair dryers and brushes worth it?
Our top pick is the Panasonic Nanoe dryer (EH-NA65 series): nanoe moisture technology, hot/warm/cold settings and three styling attachments, with fast, low-damage drying. For travellers, Tescom makes dual-voltage ionic dryers. ⚠️ Japanese appliances run on 100V, so check the voltage label before using one in Taiwan (110V), Korea (220V), Europe or Australia. Voltage varies by model; check each product listing.
Note: Panasonic's Nanoe dryer weighs about 600 g (1.3 lbs), not the "29 lbs" an older version of our review listed.
Verdict: Buy a dual-voltage model if you'll use it outside Japan.
8. Which Japanese body care and supplements are popular?
- Body exfoliator: Cure Natural Aqua Gel (rosemary, aloe and ginkgo extracts) is gentle enough for dry skin and removes dead skin that body wash misses.
- Collagen: DHC Collagen (fish collagen + vitamin B1) is our pick; Asahi Perfect Asta Collagen powder and Meiji Amino Collagen are popular alternatives. Talk to a doctor before starting supplements.
- Nail clippers: Japanese clippers (e.g. Kai/Seki Edge, made in Seki) are a small, cheap, very good souvenir.
- More: deodorant, toothpaste, hair removal, perfume brands.
9. Where should you buy beauty products in Japan?
| Store | Why go | Tax-free |
|---|---|---|
| Matsumoto Kiyoshi / Sundrug / Welcia | Biggest drugstore ranges, coupons | Yes (most branches) |
| Don Quijote | Late opening, huge range | Yes |
| @cosme Tokyo (Harajuku) | Ranked bestsellers, testers | Yes |
| Loft / Tokyu Hands (Hands) | Tools, brushes, niche brands | Yes |
| Department stores | Shiseido, Clé de Peau, SK-II counters | Yes, central counter |
| Airport duty-free | Last-minute premium skincare | Duty-free |
Paying is easy with Visa, Mastercard, JCB and IC cards. Liquids over 100 ml go in checked luggage.
10. How do the top Japanese beauty products compare?
| Category | Top pick | Budget pick |
|---|---|---|
| Sunscreen | Anessa Perfect UV | Bioré UV Aqua Rich |
| Oily-skin sunscreen | Canmake Mermaid Skin Gel | Skin Aqua |
| Shampoo | Shiseido Super Mild | Shiseido Super Mild |
| Grey hair | Rishiri Color Treatment | Bigen One Push |
| Hair dryer | Panasonic Nanoe | Tescom dual-voltage |
| Exfoliator | Cure Natural Aqua Gel | – |
| Collagen | DHC Collagen | Meiji Amino Collagen |
| Mascara | Heroine Make | Kiss Me |
11. Frequently asked questions
Is Japanese skincare cheaper in Japan? Usually, yes, especially drugstore brands, and tax-free adds another 10% off.
What does PA++++ mean? It's the highest UVA protection grade used in Japan and Asia.
Can I take sunscreen and shampoo home? Yes, but liquids over 100 ml must go in checked luggage.
Do Japanese hair dryers work abroad? Only if they are dual-voltage; most Japanese models are 100V.
Which Japanese brands are good for sensitive skin? Shiseido Super Mild (hair), Anessa and Curél are brands often chosen for sensitive skin; check ingredients for your own needs.
About the author – Spiddy Ng, Japan Truly.
