Japan’s most popular makeup products of 2025 highlight a refined approach to beauty—one that enhances individuality through subtle color, luminous texture, and effortless wear. From everyday essentials to cult favorites, Japanese makeup continues to master the art of natural sophistication.
MAKEUP BEST SELLERS OF 2025
Base Makeup
Primer：
No.1 –Clé de Peau Beauté Correcting Cream Veil
A multi-performance primer that instantly refines skin tone and texture while caring for the skin like skincare. It smooths unevenness, fine lines, and dullness, creating a naturally bright, flawless-looking complexion.
The creamy, lightweight texture melts into skin, enhances foundation wear, and keeps makeup fresh and radiant for hours with lasting hydration and elegance.
No.2 –Paul & Joe Moisturizing Foundation Primer
A serum-like UV primer that delivers long-lasting, sheer radiance with powerful protection. Infused with about 90% skincare ingredients, it keeps skin hydrated while controlling shine and preventing makeup breakdown.
With SPF50+ PA++++ and a fresh, lightweight texture, it smooths pores, enhances glow, and maintains a luminous, translucent complexion all day.
No.3 –SK‑II Genoptics CC Primer
A next‑generation CC primer that combines skincare and makeup in one step. Formulated with SPF50+ PA++++, it brightens, hydrates, and protects the skin while smoothing and naturally covering imperfections.
Its silky texture adheres comfortably, creating a radiant, dewy finish. Available in classic Natural Beige and the new Rosy Pink, designed to enhance glow and subtle color for a luminous complexion.
Foundation：
No.1 –Shu Uemura Unlimited Lasting Fluid
A lightweight, long‑wear foundation that feels like your own flawless skin. Enriched with Tsubaki Oil for hydration and a smooth, comfortable finish, it resists sweat and sebum while reducing dryness.
The Lumi Amino Acid Complex provides buildable coverage with a natural, skin‑like finish that lasts up to 24 hours. Available in 20 shades tailored for Asian skin tones, delivering a personalized, radiant look.
No.2 –Cle De Peau Beaute Tan Cushion Eclat Natural
A radiant cushion foundation inspired by the brilliance of diamonds. Delivers fresh, dewy coverage that builds into luminous, glowing skin.
Featuring the brand’s proprietary Light Empowering Enhancer technology, it fuses makeup and skincare for a luminous finish. Comes with a puff, suitable for all seasons, SPF25·PA+++.
No.3 –Shiseido Essence Skin Glow Foundation
A serum-infused foundation that hydrates, smooths, and brightens skin while blurring pores, leaving a radiant, dewy glow that lasts all day. SPF30·PA+++ for daily protection.
Concealer：
No.1 –Decorte Tone Perfecting Palette
A 4-shade concealer palette that instantly evens skin tone and hides dark circles, blemishes, and redness while adding natural radiance.
Blends seamlessly into the skin for a smooth, luminous finish that lasts all day. Loved by makeup artists, it’s perfect for precise coverage anytime, anywhere.
No.2 –To/one Petal Float Flawless Touch
A versatile 4-in-1 palette designed to customize coverage for your unique skin needs. Featuring a luminous highlighter, two color-correcting shades, and a precision concealer, it allows you to create a flawless, radiant complexion effortlessly.
Loved for its fully usable shades, it hides blemishes, dark circles, and imperfections while adding natural dimension—perfect for quick, polished makeup anytime.
No.3 –Ipsa Creative Concealer E
A customizable concealer palette with three blendable shades that adapt to your skin tone. Designed to neutralize redness, dark circles, freckles, and uneven skin, it seamlessly merges with surrounding skin for a natural, radiant finish.
Flexible network technology ensures smooth application, prevents creasing, and enhances long-lasting wear. SPF25 PA+++ provides added sun protection.
Face Powder：
No.1 –Cle De Peau Beaute Poudre Transparent n M
A luxurious treatment face powder that melts seamlessly into the skin, harmonizing with your complexion for a translucent, radiant finish. Infused with the brand’s Light Empowering Enhancer and skin-soothing powder, it enhances luminosity while caring for the skin.
Perfect for setting makeup after foundation, it delivers a refined, glowing look that lasts.
No.2 –Elegance La Poudre Haute Nuance
A silky pressed powder that enhances your foundation’s finish while adding refined translucence. Delicately blended pale tones blur imperfections, refine texture, and softly brighten the complexion.
Leaves skin smooth, luminous, and naturally elegant, with a subtle floral-musky scent.
No.3 –Kanebo Crystallized Fix Powder
A pearl-free pressed powder that sets makeup with a smooth, naturally radiant finish. Using a unique gel-coating technology, it preserves your foundation’s color and texture while softly blurring pores and refining skin texture.
Controls excess oil without dryness, keeping the complexion fresh, supple, and beautifully perfected throughout the day.
Point Makeup
Mascara：
No.1 –Canmake Metal Look Mascara
A volume-focused metal comb mascara that creates bold, defined lash clusters with strong eye impact.
The wider-spaced metal comb picks up more lashes at once, fusing them into clean, dramatic bundles while adding fullness from root to tip. Easy to control and style, it delivers effortless, trendy “metal-look” volume lashes in just a few strokes.
No.2 –Dejavu Lash Up E
A new “natural lash-enhancing” mascara that defines what you already have—without adding length or volume. Featuring a high-adhesion film formula and an ultra-fine triangular brush, it coats even invisible baby lashes for crisp, clean definition from root to tip.
Smudge-proof all day, yet easily removable with warm water, it delivers sharp, clear black lashes that make your eyes look instantly more defined and polished.
No.3 –Ettusais Eye Edition Mascara Base
A lightweight mascara base that lifts and locks lashes effortlessly—so natural it never looks overdone. The smooth, curl-holding formula makes lashes appear longer, fuller, and darker while keeping them softly lifted all day, even in humidity.
With a fine separating comb and a sheer black tint, it prevents clumps, grips mascara perfectly, and can even be worn alone for clean, naturally defined lashes that stay up.
Eyebrow：
No.1 –Cezanne Super Slim Eyebrow
An ultra-fine eyebrow pencil designed to draw each hair with precision, from natural fullness to a sharp, delicate tail. The richly pigmented formula glides on effortlessly with minimal pressure, while the waterproof design resists sweat, water, and sebum for long-lasting wear.
Slim, retractable, and easy to control, it delivers clean, natural-looking brows with professional-level detail.
No.2 –Rom&nd Han All Brow Cara
A quick swipe instantly transforms your brows with a clean, polished look. The ultra-slim brush coats each hair evenly without touching the skin, shaping brows with precision.
Featuring a sheer ash-beige tone, it softens brow color for a natural, airy finish that enhances overall makeup balance effortlessly.
No.3 –Fujiko Magical Eyebrow Color
A creamy eyebrow mascara that instantly softens and lightens brows for a fluffy, natural look. The non-sticky formula keeps hairs flexible and airy without stiffness, creating effortless dimension.
The limited-edition “Bleached Beige” shade subtly tones down dark brows, enhancing makeup balance and delivering an easy, modern, washed-out brow finish for any hair color.
Eye Shadow：
No.1 –SUQQU Signature Color Eyes
A refined four-shade eyeshadow palette that delivers elegant, translucent color with a seamless, skin-like finish. The ultra-smooth textures layer beautifully without dullness or chalkiness, creating natural depth and polished radiance.
Blending classic sophistication with a modern edge, it offers effortless versatility for timeless yet expressive eye looks.
No.2 –Canmake Petit Palette Eyes
A portable 8-shade eyeshadow palette designed for on-the-go creativity. Featuring a mix of matte, pearl, and glitter finishes, it lets you freely combine colors to create looks anytime, anywhere.
Compact yet versatile, it comes with a double-ended applicator so you can enjoy effortless, customizable eye makeup wherever you are.
No.3 –Decorte Skin Shadow Designing Palette
A refined skin-tone eyeshadow palette that melts seamlessly into the skin to create soft depth and elegant dimension. Featuring universally flattering beige and brown shades with sheer radiance, it enhances your natural bone structure with a translucent, polished finish. Silky, long-lasting textures blend effortlessly to deliver a sophisticated, luminous eye look that feels like part of your skin.
Eyeliner：
No.1 –Canmake Creamy Touch Liner
A ultra-fine 1.5 mm gel eyeliner with a chocolate-smooth glide. Melts onto the skin for precise, effortless lines while staying smudge-proof and long-lasting. Perfect for creating sharp definition with zero tugging.
No.2 –Cezanne Super Sharp Eyeliner EX
A high-performance liquid eyeliner with intense, even color in just one stroke. Waterproof, sweat-proof, oil-proof, and humidity-resistant, yet easily removable with warm water.
The ultra-fine brush tip glides smoothly to create precise thin lines or sharp wings. Infused with moisturizing beauty ingredients, it defines the eyes naturally with a soft brown-black finish—long-lasting, comfortable, and effortless.
No.3 –Isehan Kiss Me Heroine Make Smooth Liquid Eyeliner
An ultra-durable liquid eyeliner with a super waterproof formula that resists tears, sweat, oil, and rubbing all day. Featuring an upgraded flow-control system and a 0.1mm ultra-fine Japanese brush, it delivers smooth, richly pigmented lines in one stroke—perfect for sharp wings and precise details.
Quick-drying, long-lasting, yet easily removable with warm water for stress-free wear.
Cheek：
No.1 –Suqqu Blurring Color Blush
A refined blush palette inspired by the colors of Japanese nature, combining a soft coral blush with a sheer blue highlighter.
It adds natural-looking radiance and a gentle flush while subtly blurring the skin for a smooth, polished finish. The elegant glow brightens the complexion and creates a pure, sophisticated look with effortless translucency.
No.2 –Canmake Cream Cheek
A cream blush that melts into skin and instantly sets to a smooth, powdery finish. Delivering true-to-color payoff, it creates a naturally flushed, just-blushed look that lasts all day.
Lightweight, blendable, and effortless, it gives cheeks fresh vitality with a soft, seamless feel.
No.3 –Addiction The Blush Matte
A creamy powder blush that melts seamlessly into skin for a naturally flushed, soft-matte finish. With clear yet delicate color payoff, it smooths the complexion and delivers a refined, skin-like glow. Lightweight, long-lasting, and beautifully blendable, it creates effortlessly elegant cheeks that feel as good as they look.
Lipstick：
No.1 –RMK Dewy Melt Lip Color
A softly melting lip color that delivers clear, dewy shine and effortless color in one swipe. It hugs the lips comfortably with a smooth, non-slip texture, boosting natural fullness and hydration for a petal-like, plump finish.
Subtle, skin-flattering shades blend seamlessly into any look, offering an elegant glow that lasts and feels perfectly wearable every day.
No.2 –Kanebo Rouge Star Vibrant
A serum-infused lipstick that instantly awakens the lips with a vivid, pulse-like red and moist, mucosal shine. It melts on smoothly, hugging the lips with lasting hydration and luminous color that looks naturally alive from within.
With a comfortable, long-wearing formula that protects against dryness, it leaves lips plump, glossy, and beautifully radiant—even after removal.
No.3 –Suqqu Moisture Glaze Lipstick
A high-shine lipstick that “glazes” the lips with a rich, glossy veil. Inspired by syrupy glaze, its balm-like texture melts on contact to create plump, sculpted lips with a rippling, water-like shine.
The dense, even gloss smooths the look of lip lines while delivering luminous color and deep hydration, leaving an irresistibly full, polished finish.
Highlights and Shading：
No.1 –Canmake Munyutto Highlighter
A fresh, cushiony cream highlighter that delivers a dewy, glass-like glow from within. The unique “bouncy” texture melts onto skin, sets smooth and non-sticky, and blends seamlessly for natural dimension.
Sweat-, water-, and sebum-resistant, it stays luminous without creasing—even over foundation—while hydrating the skin with beauty moisturizing ingredients.
No.2 –Kanebo Shadow on Face
A sheer contour stick that creates natural-looking depth with a “soft shadow” effect. The skin-melting formula blends seamlessly with a smooth, non-sticky finish, subtly defining facial features while maintaining a realistic, translucent look.
Infused with red-nuance pearls for enhanced skin harmony, it can be used for contouring or as an eyeshadow base to add effortless dimension.
No.3 –Clé de Peau Beauté Le Léo Sur Décla Highlighter
A luxurious highlighter inspired by precious opal radiance, delivering a refined glow that shines from within. Powered by Play of Color Technology and opal-infused powder, it captures light from every angle for a sophisticated, 360° luminous finish.
Silky, long-lasting, and available in both intense and soft glow effects, it enhances facial contours with elegant brilliance while leaving skin smooth, radiant, and irresistibly polished.
Chosen by consumers across Japan, these makeup favorites prove that refinement never shouts. With meticulous craftsmanship and skin-centric formulas, they capture the essence of Japanese beauty in 2025: understated, intentional, and enduringly elegant.
