Japan is known for having some of the best cosmetic products in the world – especially skincare. And it’s easy to understand why. Japanese skincare has always emphasized using gentle ingredients, time-tested research, and tried-and-true formulations to create that classic, plump mochi-hada skin.
Rather than get swept away by the newest trends and ingredients on the market, Japanese people tend to use products that have stood the test of time. They’re not looking for the flashiest face mask, or the most powerful serum. Much like other aspects of Japanese culture, the aim of Japanese skincare is to nourish the skin and prevent skin issues rather than fix them. This is done mainly through gentle, moisturizing ingredients. (You won’t find much retinol here.)
Table of Contents
Japanese Skincare is SIMPLE
One important thing to keep in mind with Japanese skincare is that simple is best. K-beauty has the 10-step method, and Western skincare loves their retinol and fancy serums. But Japanese skincare can be broken down into 3 fundamental steps.
- Cleanse
- Hydrate
- Seal
1. Cleanse
First things first: always start with a good cleanser. Japan can get hot and sticky in the summer months, so it’s important to wash off all the oil, sweat, and dirt that’s built up. Some people use only an oil cleanser to remove oil; others prefer water-based cleansers to clear away the sweat and dirt. And others love to double up and use both. But in Japan, cleanliness is next to godliness, so a cleanser is a must.
2. Hydrate
Next: hydrate, hydrate, hydrate! Hydration is key for getting that plump, youthful skin that Japanese people seem to always have. One ingredient you’ll see everywhere is hyaluronic acid. A staple in Japanese skincare, hyaluronic acid will hydrate and nourish deep within the skin, giving that “plump” effect.
Depending on your skin type, there are different products with varying hydration levels. From the lightest toners (called “lotions” here), to thicker emulsions, to the creamiest milks (what we call “lotion” in English), there’s something for every skin type. You could even combine multiple products for maximum hydration, if you really wanted to.
3. Seal
Finally: seal in the moisture. Hydration is important, but Japanese people understand that the real trick is keeping the moisture in your skin. Moisturizing gels and creams reign supreme here. If you’re on the oilier side—or if Japan’s humid summertime has come around—we recommend a gel moisturizer. Alternatively, if you got dry, flaky skin (or it’s the dead of winter), set yourself up with a nice cream moisturizer. Japan has it all.
** Japan Pro-Tip #1! **
Japanese people are quite busy, and are all about convenience. Because of this, many people actually use what’s called an “all-in-one” gel/cream. These products are said to do the work of multiple products all at once (toner, emulsion, serum, milk, face pack, and moisturizer). What’s better than a 2-step skincare routine? Simplicity really is king in Japan.
Of course, Japan does also have a number of serums, eye creams, face masks, and emulsions that you can incorporate into your skincare regimen. And many Japanese people do personalize their routine according to their skincare needs. But the base remains the same: cleanse, hydrate, seal. If you have those three steps, then you’re golden.
So what do Japanese people actually use?
J-beauty has been rising in popularity around the world, but it can be difficult to know where to start. Influencers always seem to show the same products, but are those the products Japanese people actually use?
We’ll help you get an inside look at the skincare products that are well-loved and well-used by real Japanese people.
DEJAPAN Staff Picks
We took the time to ask the DEJAPAN staff members what their favorite Japanese skincare products were, and we got some real winners here. Check out their favorites below! (Also, all of their recommendations are shippable worldwide—no restrictions!)
Staff Members + their skin types:
- Tani-chan: Oily-combination skin
- Saa-chan: Combination skin
- Niko: Oily skin
- Amigo: Combination skin
- Tamagon: Combination skin
Cleansers:
Muji Mild Oil Cleanser – Oil cleanser
- Staff Member: Tani-chan (Oily-combination)
- Suitable for sensitive or combination skin
- Highlights:
- Contains hyaluronic acid and vitamin E
- Gentle formulation, perfect for sensitive skin
- Affordable price ($)
Nivea Clear Beauty 2-Way Facial Wash – Clay-based Cleanser/Pack
- Staff Member: Saa-chan (Combination)
- Suitable for most skin types
- Highlights:
- Dual-functionality as a daily foam cleanser or wash-off mask
- Clay base is designed to absorb impurities and smooth skin texture
- Price: Affordable ($)
Biore Home de Esthetic Cleansing Gel – Water-based cleanser
- Staff Member: Saa-chan (Combination)
- Suitable for oily or combination skin
- Highlights:
- Non-foaming massage gel
- Helps dissolve sebum and reduce blackheads with “pore-clear” complex
- Price: Affordable ($)
Rosette Facial Cleansing Pasta, Acne Clear – Cleanser
- Staff Member: Niko (Oily)
- Suitable for oily, combination, and acne-prone skin
- Highlights:
- Contains stearyl glycyrrhetinate, plus Japanese and Chinese herbal extracts to soothe and treat sensitive, inflamed skin
- Clay-based cleanser to deeply cleanse pores
- Paraben, sulfate, silicone, and alcohol-free, making it gentle on sensitive skin
- Price: Affordable ($)
Lotions (Toners):
Hada Labo Shirojun Premium Whitening Lotion
- Staff Member: Amigo (Combination)
- Suitable for all skin types
- Highlights:
- Contains tranexamic acid, vitamins C and E, 2 kinds of hyaluronic acid, and glycyrrhizic acid 2K for a powerful treatment formulation
- Targets dark spots and UV damage
- Alcohol and fragrance-free, it’s gentle enough for sensitive skin users
- Price: Affordable ($)
naturie Hatomugi Skin Conditioner
- Staff Member: Tamagon (Combination)
- Suitable for all skin types
- Highlights:
- Contains coix seed extract (hatomugi) which is rich in antioxidants, and has anti-inflammatory, brightening, and moisturizing properties
- Simple, gentle formulation (alcohol-free)
- Price: Affordable ($)
Muji Sensitive Skin Toning Water – Moisture
- Staff Member: Tani-chan (Oily-combination)
- Suitable for sensitive skin
- Highlights:
- Minimalist, gentle formula alcohol and fragrance-free
- 3 different hydration levels (Light, Moisture, and Deep Moisture)
- Price: Affordable ($)
** Japan Pro-Tip #2! **
These spray heads (regular and trigger type) from Muji fit the naturie Hatomugi Skin Conditioner bottle perfectly (and of course the Muji Toner bottles). Add the spray nozzle to use as a moisturizing mist. It’s what all the locals do. 😉**
Moisturizers & Creams:
naturie Hatomugi Milk or Gel (Moisturizer)
- Staff Member: Tani-chan (Oily-combination)
- Suitable for all skin types
- Highlights:
- Similar to naturie’s Skin Conditioner lotion ingredients-wise
- Milk (emulsion) is great for a little extra boost of moisture for the winter months or for dry skin types
- Gel is great for oily or combination skin, or as a lightweight summer moisturizer
- Price: VERY affordable for the amount ($)
Nameraka Honpo Soy Milk Isoflavone Whitening All-in-Gel
- Staff Member: Amigo (Combination) and Tani-chan (Oily-combination)
- Suitable for all skin types, including sensitive skin
- Highlights:
- 6-in-1 gel, combining the functions of a lotion, serum, milk, cream, pack, and makeup base all-in-one
- Soy milk ferment and isoflavones to boost hydration and skin elasticity
- Contains brightening agents like α-Arbutin
- Gel consistency is great as a summertime moisturizer
- Price: Affordable ($)
Melano CC Medicated Stain Protection Moisturizing Cream
- Staff Member: Amigo (Combination)
- Suitable for oily, combination, and acne-prone skin
- Highlights:
- Helps to prevent dark spots and fade hyperpigmentation from acne
- Contains vitamin C and E derivatives
- Contains anti-inflammatory and antibacterial ingredients to help prevent acne
- Price: Affordable ($)
✨ Bonus Products ✨
Quality First Derma Laser Super VC100 Sheet Masks – Sheet Mask
- Staff Member: Amigo (Combination)
- Suitable for most skin types (except dry and sensitive skin)
- Highlights:
- Contains 4 types of vitamin C, niacinamide, and ceramides
- Designed to brighten and improve skin texture
- Great for dull, uneven, or aging skin
- Price: Affordable ($)
SK-II Facial Treatment Essence – Toner/Lotion
- Staff Member: Tani-chan (Oily-combination)
- Suitable for all skin types, including sensitive skin
- Highlights:
- Contains its trademarked Pitera™ Galactomyces ferment filtrate, a byproduct of the sake fermentation process
- Full of vitamins and amino acids, it brightens, hydrates, and renews the skin
- It’s a cult-favorite worldwide
- Price: Premium high-end ($$$~$$$$)
@cosme Awards 2025 Items We’re Excited About!
Want more recommendations! Check out the products that won at this year’s mid-term @cosme Best Cosmetics Awards!
What are the @cosme Awards?
@cosme is arguably Japan’s most influential online beauty community. Twice a year, members of the community vote for the top skincare and beauty products. Winners will have the honor of wearing the coveted @cosme seal of approval on their packaging for years to come.
If you ever see an @cosme sticker on an item, you know it’s a well-loved and worthwhile product. And if you’re ever looking for inspiration for new J-beauty products to try, just hit up the @cosme awards lists on their website. Even products from previous years are still highly popular, so be sure to check out winners from prior years.
Our June 2025 @cosme Picks!
- Duo The Cleansing Balm, Black Repair – Cleansing Balm ($$)
- Suisai Beauty Clear Pink Powder Wash – Foaming Cleanser ($~$$)
- Lululun Hydra-AZ-Mask, Azelaic Acid – Sheet Mask ($)
- Obagi C Clear Advanced Lotion – Toner/Lotion ($$~$$$)
Get your Japanese skincare through DEJAPAN!
While there are some restrictions with cosmetics, there are plenty of skincare products that we are able to purchase and ship to you!
Generally, one key ingredient to avoid is alcohol (specifically, ethanol). Ethanol is highly flammable and is prohibited from international shipment. So be sure to check the ingredients list for ethanol before placing an order!
It’s also important to note that each country may also have its own unique restrictions with cosmetics. So, we always advise that you check your own country’s import policies.
Once you’ve checked those two points, go ahead and place your order through our Request Form! And if you ever feel uncertain about a particular product, feel free to reach out to our Customer Service team! We’re always here to help! 😉
**You can also review our Prohibited Items page for more information about what items (cosmetics or otherwise) are prohibited from international shipping.
