Discover the top Japanese skincare and makeup products that beauty lovers worldwide can’t stop talking about — backed by real rankings and beauty awards.
Japanese beauty, or J-Beauty, blends innovative technology, gentle formulas, and effective results — from cult skincare staples to trending makeup must-haves. If you want glowing skin and flawless makeup this year, these are the products people are raving about most.
SKINCARE BEST SELLERS OF 2025
Cleansing：
No.1 –Attenir Skin Clear Cleanse Oil
A beauty cleansing oil designed to remove makeup while targeting dullness caused by built-up impurities and roughened skin. Formulated with eight botanical beauty oils, it gently softens the skin’s surface, minimizing friction and boosting clarity without stripping moisture. Powerful yet gentle, it removes even long-wear makeup, works on wet hands, requires no double cleansing, and is safe for eyelash extensions.
No.2 –Shu Uemura ultime 8∞ Sublime Beauty Cleansing Oil
A luxurious cleansing oil that removes makeup effectively while delivering eight skin-beautifying benefits, including improved clarity, smoothness, and hydration. Enriched with camellia seed oil and camellia flower extract, its cushion-like texture minimizes friction and leaves skin soft, supple, and radiant.
Upgraded with a 99% biodegradable formula, it combines powerful cleansing with a refined, skin-caring experience.
No.3 –Orbis The Cleansing Oil
An advanced oil cleanser featuring ultra-fine micellar technology that effortlessly removes heavy makeup while reaching deep into pores to clear clogging and blackheads.
It forms a moisture veil that lifts impurities without stripping the skin, leaving it clean, smooth, and comfortable. Fragrance-free, alcohol-free, and suitable for wet hands, waterproof makeup, and eyelash extensions.
Facial Cleanser：
No.1 –KANEBO Scrubbing Mud Wash
A deep-cleansing facial wash that combines mineral-rich clay and gentle scrubs to absorb excess oil, remove buildup, and polish the skin.
Its unique three-step texture transforms from a dense mud paste into a creamy foam, delivering a thorough cleanse without tightness.Ideal for those concerned with oiliness, clogged pores, and uneven texture, leaving skin smooth, clear, and refreshed.
No.2 –POLA B.A Wash N
A luxurious facial wash that creates a dense, cushiony foam to cleanse while preserving moisture and skin comfort.
Formulated to support the skin’s moisture balance, it leaves the complexion soft, supple, and perfectly prepped for subsequent skincare steps. Lightly fragranced for a refined cleansing experience suitable for daily use.
No.3 –D Program Essence In Cleansing Foam
A medicated cleansing foam designed specifically for sensitive and irritation-prone skin. Its rich, cushiony foam gently removes impurities while protecting moisture and helping prevent skin troubles. Free from alcohol, parabens, fragrance, and colorants, it offers a clean yet comforting cleanse suitable for daily use.
Lotion：
No.1 – IPSA The Time Reset Aqua
A medicated lotion that delivers long-lasting hydration while balancing skin texture and oil levels. Powered by IPSA’s exclusive Aqua Presenter III technology, it forms a lightweight moisture layer that adapts to the skin’s needs throughout the day.
Alcohol-free, oil-free, and fast-absorbing, it is suitable for all skin types, including sensitive skin.
No.2 – DECORTE Youth Power Essence Lotion
A high-performance essence lotion formulated with a highly concentration of black koji ferment to address multiple signs of aging, including loss of firmness, dullness, fine lines, and visible pores.
Enhanced with advanced multi-layer liposome technology, it delivers deep hydration and helps restore skin elasticity and radiance. Its rich yet lightweight texture combines the benefits of a serum and a lotion in single step.
No.3 – Kanebo Skin Harmonizer
A balancing lotion designed to address complex skin concerns where dryness and excess oil coexist. By targeting “problematic sebum” that can weaken the skin barrier, it helps maintain optimal moisture while reducing shine and stickiness. The result is a hydrated, clearer, and well-balanced complexion with a fresh, comfortable finish.
Beauty Serum:
No.1 – DECORTE Liposome Advanced Repair Serum
An iconic pre-serum featuring multi-layer bio-liposome technology that delivers long-lasting hydration deep into the skin. Ultra-fine capsules gradually release moisture and active ingredients to repair dryness, improve firmness, radiance, and skin texture.
Applied immediately after cleansing, it also boosts the absorption of subsequent skincare.
No.2 –SHISEIDO Ultimune Power Infusing Serum
A bestselling pre-serum powered by fermented camellia extract to deliver moisture and active ingredients deep into the skin.
With daily use, it helps improve firmness, smoothness, and radiance while strengthening the skin’s overall condition. Lightweight and fast-absorbing, it enhances the performance of the rest of your skincare routine.
No.3 –HAKU Melano Focus IV Whitening Serum
A medicated brightening serum designed to target stubborn dark spots at their source and prevent new discoloration from forming. Formulated with two clinically recognized brightening actives, it suppresses melanin production while helping reduce inflammation and skin irritation.
Lightweight yet powerful, it promotes a clearer, more even-toned complexion with continued use.
Emulsion:
ELIXIR Day Care Revolution Brightening + SPF50+
A multifunctional daytime emulsion combining moisturizer, makeup base, and high UV protection in one step. Helps improve dullness, firmness, and fine lines caused by dryness, leaving skin soft, plump, and radiant.
Lightweight, non-greasy texture with SPF50+ PA++++ for comfortable daily protection.
No.2 –Clé de Peau Beauté Intensive Fortifying Emulsion N
A luxurious night emulsion designed to repair skin stressed by daytime dryness and environmental damage. Delivers fresh hydration overnight, helping skin feel plump, resilient, and healthy by morning.
Powered by Clé de Peau Beauté’s Night Rhythm technology and Radiant Lily Extract to support skin’s natural vitality and radiance.
No.3 –d Program Moist Care Emulsion EX
A medicated emulsion for sensitive skin that targets dryness and recurring irritation by strengthening the skin’s moisture barrier. Formulated with a focus on skin-friendly microbiome care, it delivers deep hydration to keep skin smooth, calm, and well-balanced. Gentle, low-irritation design suitable for normal to dry sensitive skin.
Face Cream:
No.1 – Kanebo Cream In Day II
An advanced daytime cream inspired by the protective function of baby’s natural skin barrier. It forms a flexible, breathable shield that locks in moisture, enhances natural glow, and protects skin from dryness and UV damage with SPF30 PA+++. The lightweight cream melts into skin without greasiness, helping makeup last longer and controlling shine throughout the day, while keeping skin soft, radiant, and resilient.
No.2 –Shiseido Benefiance Brightening Gel Cream
A medicated brightening gel cream that delivers lasting clarity and radiance. Whitening ingredients penetrate throughout the skin to suppress melanin production and help prevent dark spots and freckles.
The lightweight, silky gel texture melts effortlessly into skin, providing long-lasting hydration while enhancing natural transparency and brightness. Leaves skin feeling fresh, smooth, and luminous, while helping reduce the appearance of fine lines caused by dryness.
No.3 – Curel Intensive Moisture Care Face Cream
No.1 – Albion Medicinal Skin Conditioner Essential Paper Mask N
A medicated lotion mask designed to soothe and rebalance skin affected by seasonal and environmental stress. Infused with Japanese Job’s Tears extract and oil, it helps prevent dryness and irritation while delivering fresh, lasting hydration. The soft cotton-derived sheet adheres closely to the skin for even absorption, leaving skin calm, refreshed, and comfortably moisturized with a cooling sensation.
No.2 –Keana Nadeshiko Rice Mask
A pore-care sheet mask formulated with 100% Japan-grown rice–derived ingredients to deeply hydrate and refine skin texture. Powered by a Rice Serum blend—including fermented rice extract, rice bran oil, and ceramide—this mask helps visibly tighten pores while leaving skin soft, smooth, and well-moisturized.
The thick, high-quality Japanese-made sheet adheres comfortably to deliver nutrients evenly for a fresh, refined complexion.
No.3 –Femmue Rosewater Sleeping Mask
A lightweight sleeping mask infused with Damask rose water to replenish and rebalance skin overnight. Formulated with rose-derived PDRN, retinal, vitamin C, and niacinamide, it targets dryness and environmental stress while enhancing firmness and natural radiance.
The fresh gel texture delivers deep hydration without stickiness, helping pores appear refined. Can also be used as a daytime moisturizer, with a soft, natural rose scent for a calming skincare ritual.
No.1 – FAS The Black Lift Eye Cream
An intensive eye cream designed to strengthen and refine the delicate eye area by focusing on its unique structure. Formulated with proprietary Kyoto oak yeast extract and black rice ferment to deeply hydrate and support firmness, while bamboo shoot peel extract helps care for lashes. Its corset-like texture adheres closely to the skin, lifting and smoothing the eyelids for a visibly tighter, more resilient look. With continued use, the eye area feels lighter, firmer, and more defined.
No.2 –Decorte Liposome Advanced Eye Serum
A high-performance eye serum powered by an advanced double-capsule technology, delivering intensive hydration and fast-acting care anytime, day or night. Featuring a combination of Multi-Layer Bio-Liposomes and newly developed Nano Bicycles, it floods the delicate eye area with moisture to visibly improve dryness lines, loss of firmness, dullness, and uneven texture. Lightweight, oil-free, and gentle, it melts seamlessly into skin to create a smoother, brighter, and more youthful eye contour—keeping the eyes hydrated and resilient around the clock.
No.3 –Episteme Stem Science Eye
A premium eye treatment designed to target deeper, age-related concerns around the eyes, including dryness and loss of firmness. Developed by Rohto, eye-care experts, it features the brand’s exclusive Deep Liftical Complex to support a visibly lifted, resilient, and energized eye area. With a rich yet smooth texture, it helps restore strength and vitality to aging eyelids, delivering a firmer, more youthful eye contour with continued use.
Decorté Liposome Advanced Repair Lip Serum
A high-performance lip repair serum powered by advanced liposome technology to restore moisture, smoothness, and vitality to delicate lips. Infused with ultra-fine multi-layer bio-liposomes, it penetrates deeply to continuously deliver hydration and beauty ingredients, while a melting essence balm seals in moisture and protects lips day and night.
With one application, lips feel plumper, softer, and visibly smoother, helping reduce the appearance of vertical lines and dryness for a brighter, healthier-looking finish. Suitable for daily care, intensive overnight treatment, or as a lipstick base.
No.2 –Sensai Total Lip Treatment
An advanced anti-ageing lip essence that goes beyond basic moisturisation to care for both lips and the surrounding area. This silky, massage-friendly formula helps refine the lip contour, smooth the appearance of vertical lines, and gently lift the perioral area for a more defined, youthful look. Blended with high-viscosity oils, it stays comfortably in place while delivering lasting nourishment. Ideal for use as a daytime primer and an intensive nighttime treatment, revealing naturally fuller, smoother, and more luscious lips.
No.3 –Jill Stuart White Floral Lip Mask
A rich, melting lip mask that deeply hydrates to leave lips soft, plump, and smooth. Its balm-like texture adheres comfortably to the lips, sealing in moisture to care for dryness and roughness while maintaining long-lasting hydration. Formulated with high-viscosity oils and petrolatum, it wraps lips in a nourishing moisture veil without feeling heavy.
Can be used alone as an intensive lip treatment or as a hydrating base to add shine and comfort under lipstick. Alcohol- and paraben-free.
BODY CARE BEST SELLERS OF 2025
Body Care
No.1 – Hacci Body Wash Bee Hug
Inspired by the idea of washing the body with honey, this luxurious body wash is formulated with over 8% honey to gently cleanse while keeping skin soft and hydrated. Known for its moisturizing and mild exfoliating properties, honey creates a smooth, supple finish with every wash.
Massaged onto the skin by hand, it envelops the body in a comforting lather—like being hugged by honey—leaving skin feeling silky, nourished, and beautifully refreshed.
No.2 –SAVON Body Milk
A lightweight, refreshing body milk that floods the skin with moisture. Formulated with nourishing shea butter and pesticide-free olive extracts from Shodoshima, it delivers deep hydration while leaving skin soft, smooth, and supple. The fresh, watery texture absorbs quickly without stickiness, making it perfect not only after bathing but also for easy daytime body care.
Finished with a clean, soap-inspired fragrance accented by crisp fruity notes, it keeps skin comfortably moisturized and beautifully fresh all day.
No.3 –Jill Stuart White Floral Body Scrub
A 2-way body scrub that gently removes roughness while maintaining skin’s moisture. Blended with salt and sugar scrubs, it effectively exfoliates old keratin as the rich, smooth base spreads comfortably over the skin. Infused with Madonna Lily extract, chamomile extract, and highly moisturizing ingredients, it leaves skin soft, smooth, and refreshed with a clear, radiant finish.
Can also be whipped into a fluffy foam and used as a body wash. Wrapped in a pure, romantic white floral scent.
Hand Care：
No.1 –Decorte Perfumed Hand Cream
A lightweight perfumed hand cream that deeply moisturizes while leaving hands smooth, soft, and silky without stickiness.
Enriched with Rose Quartet Essence and hydrating botanical extracts, it protects hands from dryness and environmental stress, wrapping them in a fresh, transparent floral scent with a hint of citrus.
No.2 –Jill Stuart Milk Tea Blend Hand Cream
A rich yet non-sticky hand cream that melts into the skin, delivering deep moisture and a comforting milk tea scent. Infused with emollient oils and hyaluronic acid, it keeps hands soft, smooth, and delicately fragranced with long-lasting hydration.
No.3 –Ayura Aroma Hand
A soothing hand cream that hydrates the skin while uplifting the senses with AYURA’s signature calming aroma. It keeps hands soft, smooth, and comfortably moisturized without stickiness.
Gentle and skin-friendly, with a delicate scent that lingers lightly and brings a moment of relaxation to everyday hand care.
Hair Care：
No.1 –Jill Stuart Deep Head Cleanse White Floral
A luxurious cream shampoo that combines shampoo, treatment, and scalp care in one simple step. It gently cleanses away buildup while nourishing hair and scalp, leaving strands light, smooth, and glossy.
Infused with botanical extracts and wrapped in a pure white floral scent, it delivers an effortless salon-like finish with soft volume and silky shine.
No.2 –Decorte AQ Boosting Treatment Hair Serum
A pre-treatment hair serum designed as a “first step” for damaged hair. This lightweight, water-based formula penetrates deep into the hair fiber to repair damage caused by dryness, coloring, and daily friction.
Used before treatment, it boosts moisture absorption and leaves hair smoother, softer, and beautifully polished from roots to ends.
No.3 –Uka Scalp Brush Kenzan
A silicone scalp brush designed for cleansing, shampooing, and applying scalp serums. With just the right firmness, it delivers a refreshing, salon-like massage at home. Easy to grip, gentle yet effective, and quick-drying for simple care.
Ideal for relieving scalp tension, boosting circulation, and reaching the scalp even through thick or long hair.
Beloved across Japan for their performance and reliability, these skincare essentials embody the quiet excellence Japanese beauty is known for. More than trends, they represent a commitment to balance, innovation, and skin that grows healthier with time.
