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Japanese makeup (J-beauty) is beloved for its quality, clever formulas, and gentle, skin-friendly approach. Whether you’re shopping in Japan or from home, here are the brands and buys to know.
Drugstore stars (affordable)
- Canmake — cult cream blushes and cute, cheap staples.
- Cezanne — excellent value bases and primers.
- Kate — sleek eyeshadow palettes and brow products.
- Majolica Majorca & Heroine Make — famous mascaras that survive humidity.
- Excel & Visee — polished, on-trend eye palettes.
Mid-range & department store
- Shiseido — Japan’s beauty giant, from bases to iconic skincare.
- SUQQU, RMK, Addiction — chic, high-end color cosmetics loved by makeup fans.
- Cle de Peau Beaute — luxury, famous for its concealer.
What Japan does especially well
- Cushion & liquid bases with skincare benefits.
- Long-wear, smudge-proof mascaras and liners (film types that come off with warm water).
- Sun protection — cosmetics with high SPF; see our Japanese sunscreen guide.
Where to buy
- In Japan: drugstores (Matsukiyo, Welcia), Don Quijote, and department-store counters — bring your passport for tax-free.
- From abroad: YesStyle and Amazon carry many brands; for Japan-only items use a proxy service.
Tips
- Pair makeup with Japan’s excellent skincare — the base is half the look.
- Shades skew for lighter-to-medium tones; check ranges if that matters to you.
- Drugstore prices in Japan are often far lower than overseas — stock up on favorites.