Japanese Makeup Brands You Need to Know

Japanese makeup has gained global attention for its innovative products, viral trends, and emphasis on natural beauty. Whether you prefer a light, everyday look or simply want to explore new styles, Japanese products offer something for everyone! From affordable drugstore favorites to high-end names, let’s learn more about these essential brands.

Makeup Styles and Trends in Japan

For years, makeup trends in Japan have been defined by a variety of styles, from everyday, minimalist, and natural looks to bold, vibrant looks inspired by street styles such as gyaru. However, certain trends, shaped by beauty standards and social expectations, define the industry. These include an emphasis on natural beauty, youthfulness, and a cute appearance.

Following these trends, Japanese makeup brands often release products for everyday use. This includes cream blushes and tinted face creams, easy to apply and perfect for beginners. Moreover, each beauty brand has its own specialty and well-known products!

Essential Brands and Products

Canmake

Marketed towards young girls, Canmake is one of the most popular beauty brands in Japan. Key points are its affordability, cute packaging, product range, and quality. The majority of Canmake’s products are priced around 1,000 JPY (6.31 USD), offering everything from primers, liquid foundations, blushes, and eyeshadows to lipsticks and lip glosses. Beyond these, Canmake also has a line of nail products, extending their reach beyond just makeup.

Canmake’s designs and product releases are consistently innovative, often themed around seasonal color trends. Several Canmake products have even been recognized in cosme’s Best Cosmetics Awards. This is considered a high honor, as cosme is widely recognized as the most well-known and trusted benchmark for cosmetic shopping in Japan. Some of the brand’s award-winning products include their Mix Eyebrow Color powder palette and their Luminous Luna Pact foundation cream, which doubles as a highlighter. 

Though Canmake has many best-selling products, its Cream Cheek blush is a standout. It is a beginner-friendly cream blush formula that is easy to apply and blend! With its cute packaging and wide range of shades, it is no surprise that Cream Cheek is so popular. Though primarily sold in Japan, Canmake is also available in North America. 

Looking for some snacks while you shop for new makeup? Check out TokyoTreat! TokyoTreat delivers limited-edition sweets, noodles, and drinks right to your doorstep and straight from Japan!

Cezanne

Cezanne, similar to Canmake, is well-liked in Japan for its high-quality yet affordable products. Perfect for casual, everyday-use, Cezanne’s products are practical and convenient. For example, their Palette Concealer High Cover, another product recognized in cosme’s Best Cosmetics Awards, is loved for its full coverage of dark circles and blemishes.

One of Cezanne’s best-selling products is their UV Silk Cover Powder. This face powder has an SPF of 50, which means it effectively protects the skin from UV rays. Many love it for its non-drying formula and the fact that it can be reapplied throughout the day to blur pores and achieve a smooth, semi-matte finish. The UV Silk Cover Powder can also be used without foundation for a more natural look! 

Cezanne, with its brand focus on creating high-quality, affordable makeup, has consistently maintained high manufacturing standards. By improving its products based on customer feedback, Cezanne has built a strong reputation in the Japanese beauty industry. 

Shiseido

Shiseido, founded in 1872, is a giant in the makeup industry. As the largest cosmetic firm in Japan and one of the oldest cosmetic companies in the world, Shiseido’s presence is undeniable. Their product category is perhaps the most vast, including skin care, makeup, body care, hair care, and fragrances. In addition, Shiseido owns a number of skin care and makeup brands, including NARS Cosmetics and Maquillage. As such, the price range of Shiseido products varies, from affordable to high-end. 

Shiseido’s original makeup products, however, are also widely popular. Their Spotscover Foundation is one of their most highly regarded. Listed under cosme’s “Hall of Fame,” this foundation is known for its ability to perfectly cover dark spots and other skin blemishes. 

Where to Shop for Japanese Makeup

There are endless places to shop for Japanese makeup and cosmetics, though it depends on your preferred style and price range. At drugstores and discount shops, such as Don Quijote, you can easily find affordable brands such as Canmake and Cezanne. Department stores and dedicated cosmetic stores, such as Cosme’s physical store in Harajuku, are best for a wide range of products, including high-end and luxury brands.

Why consider different brands?

Everyone has a daily makeup routine that is unique and special to them. Many find ways to express themselves through combining different products and experimenting with various styles and techniques. Exploring Japanese makeup brands is just one way to find your individualized routine! What are your favorite makeup brands or products? Let us know in the comments!