Must-Buy Skincare Products During Your Japan Trip

Japan is world-famous for its skincare, and for good reason. Travelers from around the globe flock to Japanese drugstores to stock up on Japanese skincare gems, which are known for their quality, innovation, and effective results. Unlike trend-driven beauty markets, J-beauty (Japanese beauty) focuses on cult favorite products that remain popular for decades (Best Japanese Skincare and Makeup to Buy on Vacation - Mochi Mommy). From classic brands like Shiseido (which even our grandmothers swore by) to cutting-edge drugstore innovations, Japan offers some of the best skincare in Japan for every budget. In this guide, we’ll introduce an SEO-optimized list of must-buy Japan beauty products (cleansers, toners, serums, sunscreens, and masks) and share why they’re worth every yen. We’ll also give you tips on where to buy skincare in Japan and how to ensure you’re getting authentic products. Let’s dive in and get your shopping list ready!

Top Japanese Skincare Products to Buy in Japan

Below is our curated list of must-buy Japanese skincare products. These picks include iconic luxury essences and affordable drugstore staples, each with unique benefits that make them worth picking up during your Japan trip. (Pro tip: Many of these items have a devoted following worldwide, so you might want to snag multiples!)

1. Hada Labo Gokujyun Hyaluronic Lotion (Toner)

(Rohto Hada Labo Gokujun Premium Hyaluronic Lotion Toner) Hada Labo Gokujyun (“Super Hydrating”) Lotion is the OG J-beauty hydrator that kicked off a hyaluronic acid craze. This lightweight, fragrance-free liquid toner is famous for its ability to flood the skin with moisture and leave it plump and dewy. In fact, it contains an ultra-concentrated blend of multiple types of hyaluronic acid to deeply replenish and lock in hydration (Rohto Hada Labo Gokujun Premium Hyaluronic Lotion Toner). The texture is a viscous, clear liquid – pat a few drops into your face after cleansing, and feel your skin instantly drink it up. Hada Labo’s lotions have had a cult following for over a decade (Best Japanese Skincare and Makeup to Buy on Vacation - Mochi Mommy) because they’re gentle (no perfumes, colorants, or alcohol) yet super effective at keeping skin soft and supple (Rohto Hada Labo Gokujun Premium Hyaluronic Lotion Toner). If you want that bouncy, “mochi-mochi” (rice cake-like) Japanese skin, this affordable lotion is a must-buy. It’s widely available in Japanese drugstores and will only set you back around ¥800-¥1200 per bottle – a small price for glowingly hydrated skin!

2. DHC Deep Cleansing Oil (Makeup Remover)

(14 Best Cleansing Oils in 2024, Tested & Reviewed | Allure) DHC’s Deep Cleansing Oil is a legendary first-step cleanser and a pioneer of the double-cleansing ritual in Japan. This golden oil is made with high-quality olive oil as its hero ingredient, which clings to and dissolves even stubborn makeup, sunscreen, and excess sebum (14 Best Cleansing Oils in 2024, Tested & Reviewed | Allure). Massage it onto dry skin and watch it emulsify with water into a milky wash that rinses clean, taking the day’s grime with it. It’s incredibly gentle (many use it even around the eyes) and so effective that it’s frequently ranked as a top cleanser globally. Allure magazine even noted that because it’s so pure and non-irritating, you can use DHC’s oil to clean your makeup brushes – it’s that multitasking and mild (14 Best Cleansing Oils in 2024, Tested & Reviewed | Allure). As one of the best-selling Japanese skincare products, it has reached cult status abroad, but it’s often cheaper to buy in Japan. Pick up a bottle at any pharmacy or Matsumoto Kiyoshi drugstore and enjoy the ritual of Japanese double cleansing (follow up with a foaming wash) for perfectly clean, soft skin every night.

3. Shiseido Anessa Perfect UV Sunscreen (SPF50+ PA++++)

Anessa Perfect UV Sunscreen by Shiseido is often called the holy grail of sunscreens. In Japan’s beauty rankings, Shiseido’s Anessa line has been a **top-rated sun protection product for decades】 (The Best 5 Japanese Drugstore Sunscreens — ANNAYTIME ✨). The iconic gold bottle of Anessa Perfect UV Sunscreen is beloved for its high performance: it’s ultra-lightweight, water- and sweat-resistant, and offers maximum UV protection without leaving a white cast. What’s unique is that 50% of its formula is skincare ingredients like hyaluronic acid and botanical extracts, so it hydrates your skin while shielding it (The Best 5 Japanese Drugstore Sunscreens — ANNAYTIME ✨). In other words, it feels more like a silky serum than a heavy sunblock. Many Japanese women use Anessa as a makeup primer because it smooths the skin and grips foundation nicely. It’s a bit pricier than drugstore options (since it’s under Shiseido), but it flies off the shelves in Japan (Best Japanese Skincare and Makeup to Buy on Vacation - Mochi Mommy). If you want to invest in one of the best skincare in Japan for sun protection, Anessa is the way to go – your future self (and skin) will thank you!

4. Biore UV Aqua Rich Watery Essence (Sunscreen)

Another sunscreen that every tourist seems to buy in bulk is Biore UV Aqua Rich Watery Essence. This affordable SPF gel has attained “holy grail” status among beauty lovers worldwide (The Best 5 Japanese Drugstore Sunscreens — ANNAYTIME ✨) and is often credited as the product that put Japanese sunscreens on the global map (The Best 5 Japanese Drugstore Sunscreens — ANNAYTIME ✨). Why all the hype? This SPF50+ PA++++ sunscreen has a delightfully light, watery gel texture that sinks in with no sticky feel and no white cast, even on deeper skin tones. It’s perfect for those who hate the heavy, greasy feeling of traditional sunblocks. Despite being so lightweight, Biore UV Aqua Rich provides strong, long-lasting protection using advanced chemical UV filters not found in many Western sunscreens. It also includes hydrating ingredients (like hyaluronic acid and royal jelly extract) to keep your skin moist. The result is a sunscreen you’ll actually enjoy wearing daily – it feels like nothing on the skin. At around ¥700-¥900 a tube in Japanese drugstores, it’s a bargain. No wonder friends fill their suitcases with this Japan beauty product – it truly lives up to its reputation as one of the best skincare products in Japan for sun protection.

5. SK-II Facial Treatment Essence (Pitera Essence)

No list of Japanese skincare icons is complete without SK-II Facial Treatment Essence, often dubbed “miracle water.” This luxury essence is splurge-worthy and makes for a special souvenir from Japan (it’s usually a bit cheaper here than overseas). SK-II’s signature ingredient is Pitera™, a fermented yeast extract rich in over 50 micronutrients like vitamins, amino acids, and minerals (Best Anti-Aging Skin-Care Products for 2024: SK-II Facial Treatment Essence | Allure). The story goes that scientists in Japan discovered Pitera by noticing how elderly sake brewers had extraordinarily soft, youthful-looking hands – which they attributed to constant contact with fermented sake liquid (Best Anti-Aging Skin-Care Products for 2024: SK-II Facial Treatment Essence | Allure). That discovery led to SK-II’s star product. The Facial Treatment Essence is a clear liquid you pat on after cleansing/toning, and it helps brighten, smooth, and plump the skin. Fans swear it gives a radiant “crystal clear” look to their complexion. It has won 330+ beauty awards globally, and astonishingly, one bottle is sold every two seconds worldwide (Best Anti-Aging Skin-Care Products for 2024: SK-II Facial Treatment Essence | Allure) – a testament to its cult following. If you’re serious about skincare, consider investing in a bottle while in Japan. Your skin will get a potent dose of Japanese skincare innovation and tradition in one step.

6. Rohto Melano CC Vitamin C Essence (Serum)

Vitamin C serums are a staple in many routines for brightening and fading dark spots, and Melano CC Essence is a Japanese drugstore superstar in this category. This product (from Rohto, the same company behind Hada Labo) is often simply called “Melano CC” and comes in a small silver tube. Don’t let its humble appearance fool you – inside is a powerful combo of vitamin C and vitamin E derivatives that work together to lighten hyperpigmentation, even out skin tone, and combat acne scars. The formula has an almost oil-like texture but absorbs easily. It’s incredibly popular; travelers frequently pack it in bulk into their suitcases to share with friends (Best Japanese Skincare and Makeup to Buy on Vacation - Mochi Mommy). Melano CC has a loyal fanbase because it delivers visible results at a fraction of the cost of high-end serums – usually around ¥1000 (~$10) in Japan. Apply a few drops to problem areas or all over the face after toning. With consistent use, you’ll notice a brighter, more radiant complexion. This cult favorite is a must-buy if you want to take home an affordable piece of Japan’s skincare innovation focused on brightening and anti-aging.

7. Cure Natural Aqua Gel (Exfoliator)

When it comes to exfoliation, Japanese skincare tends to favor gentle over harsh – and Cure Natural Aqua Gel is the perfect example. This water-based gel exfoliator has been a #1 best-seller in Japan, with one bottle reportedly sold every 12 seconds (The Best In Japanese Drugstore Beauty - Into The Gloss | Into The Gloss)! It looks like a simple clear gel, but when you massage it onto dry skin, it reacts with dead skin cells and balls them up into tiny flakes that rinse away, leaving your face ultra smooth. The magic is that it achieves effective exfoliation without any gritty scrubs or strong acids – it’s super gentle, even for sensitive skin. Each bottle is 91% “activated hydrogen water” plus soothing plant extracts like aloe and rosemary, which help prevent irritation while you exfoliate ( Cure Aqua Gel’s ‘Magic’ in a Bottle | Cure Aqua Gel – Cure Aqua Gel™ | Official Site). Many people are amazed the first time they use it, as you can literally see and feel dull flakes coming off, yet there’s no redness afterward. If you want baby-soft, glowing skin, Cure Aqua Gel is a must-try. Pick it up at Don Quijote or a drugstore in Japan; you’ll likely find it in the best-sellers aisle given its legendary status. It’s an ideal souvenir for yourself or any skincare-obsessed friends back home – a true piece of J-beauty innovation that’s gentle but effective.

8. Shiseido Senka Perfect Whip (Foaming Cleanser)

You might have seen this cleanser in beauty forums or videos – the Senka Perfect Whip comes in a blue tube and creates the most luxuriously dense, marshmallow-like foam. It’s actually Japan’s number one facial cleanser for over 10 years running (Senka Perfect Whip Face Wash Beauty Review 2025 | Kokoro Japan)! Made by Shiseido’s sub-brand Senka, Perfect Whip is loved for how effective yet gentle it is. When lathered properly (often using a foaming net or just hands), it produces a rich foam that lifts away dirt and excess oils without stripping the skin. It contains silk essence and two types of hyaluronic acid to help maintain moisture while cleansing (Senka Perfect Whip Face Wash Beauty Review 2025 | Kokoro Japan). Japanese users call this their “holy grail” face wash for how clean and smooth it leaves the skin (Senka Perfect Whip Face Wash Beauty Review 2025 | Kokoro Japan), and even K-pop idols have been spotted using it, boosting its popularity further (Senka Perfect Whip Face Wash Beauty Review 2025 | Kokoro Japan). Best of all, Perfect Whip is very affordable (around ¥300-¥500 a tube in Japan) despite its prestige status. Use it as the second step of a double cleanse (after an oil like DHC) or on its own in the morning. You’ll understand why it’s one of the most famous Japanese face washes — your skin will feel pillow-soft and perfectly cleansed after each use.

9. Keana Nadeshiko Rice Mask (Sheet Masks)

(image) If you enjoy pampering with sheet masks, Japan offers plenty of options – and Keana Nadeshiko Rice Masks are a standout pick. These sheet masks, made by Ishizawa Lab, come in a pack of 10 and are saturated with a serum featuring 100% Japanese rice-derived ingredients. Each thick cotton mask is dripping with “rice serum” rich in vitamins and minerals that moisturize deeply and help minimize the appearance of pores (20 Popular Japanese Beauty Products You Must Buy at Drugstores (2025 Edition) | tsunagu Japan). The formula combines extracts of sake (fermented rice), rice bran oil, rice ceramides, and more to plump and refine the skin’s texture (20 Popular Japanese Beauty Products You Must Buy at Drugstores (2025 Edition) | tsunagu Japan). After 5-10 minutes with this mask, your face feels supple, bouncy, and nourished – it’s like a quick at-home spa treatment for dry or tired skin. These Rice Masks have become incredibly popular (on a recent trip to Tokyo, they seemed to be everywhere in stores (Best Japanese Skincare and Makeup to Buy on Vacation - Mochi Mommy)) and often sell out thanks to social media hype. Use them for extra hydration after a long day out or as a prep before a big event. And if rice masks aren’t your thing, other beloved Japanese sheet masks include Lululun (daily use masks in bulk packs) and Saborino (a morning mask that refreshes your skin in 60 seconds). Sheet masks are inexpensive in Japan, so you can stock up on a variety – they make perfect gifts too!

10. Bonus – “Anything Shiseido”!

We’ve covered many drugstore favorites, but it’s worth noting that Shiseido – Japan’s largest and most historic cosmetics brand – offers amazing products across the board. If you visit a department store, check out Shiseido’s luxury lines like Ultimune Power Infusing Serum (a top-selling anti-aging serum) or the Benefiance range for anti-wrinkle skincare. Many travelers take advantage of favorable exchange rates to stock up on Shiseido’s high-end creams and serums while in Japan (Best Japanese Skincare and Makeup to Buy on Vacation - Mochi Mommy) (every bit of savings helps with these splurges!). But Shiseido also produces plenty of affordable hits: they own the Tsubaki haircare line and the Senka brand (as mentioned with Perfect Whip), among others (Best Japanese Skincare and Makeup to Buy on Vacation - Mochi Mommy). In short, Shiseido’s name is synonymous with Japanese beauty, so you really can’t go wrong picking up one of their products, whether it’s a fancy face cream from a Ginza flagship store or a pack of sheet masks at the convenience store. Japanese skincare is all about finding what suits your needs – and Shiseido likely makes it!

Where to Buy Skincare in Japan (Tips for Authentic Products)

One of the best parts of a Japan trip is the beauty shopping experience. You’ll find skincare products in a variety of places, from bustling drugstore chains to elegant department store counters. Here are some tips on where to buy skincare in Japan and how to ensure you’re getting the real deal:

• Drugstores and Pharmacies: The most convenient places to grab Japanese skincare are the nationwide drugstore chains like Matsumoto Kiyoshi, Sundrug, Ainz & Tulpe, and Welcia. These stores are everywhere in cities and carry most of the products listed above at affordable prices. They often have big yellow discount tags and even offer tax-free shopping for tourists (just bring your passport). As a bonus, you can find popular items all in one place – it’s common to see dedicated shelves for “Cosmetics Ranking” or best-sellers, so you know what’s trending. According to one source, you can buy all of our recommended products at discount stores like Don Quijote or local drugstores in Japan at affordable prices (20 Popular Japanese Beauty Products You Must Buy at Drugstores (2025 Edition) | tsunagu Japan).

• Don Quijote (Donki): Don Quijote is a famous discount chain that sells literally everything, including a huge selection of beauty products. It’s a one-stop shop, especially in big locations like in Shibuya or Akihabara, which often have entire floors for cosmetics. Donki stores are known for their crowded aisles and late-night hours, so you can even shop at midnight! You’ll find great deals on bulk packs of masks, cleansers, and more. The chaotic but fun atmosphere is an experience in itself. Plus, Don Quijote is reliable for authenticity – they source directly from manufacturers. Tip: Look for the tax-free counters in-store if you’re spending over ¥5,000.

• Department Store Counters: For high-end brands like SK-II, Shiseido (global line), Cle de Peau, KOSE Sekkisei, Shu Uemura, etc., visit the cosmetics floor of department stores such as Isetan, Mitsukoshi, Takashimaya, or Hankyu. The shopping experience will be more upscale; you can get personalized advice (though English might be limited, the service is excellent). Department stores often have exclusive gift sets or bonus samples, especially during holiday seasons. If you’re after premium Japan beauty products, this is the place. They also offer tax-free processing. Keep in mind department store prices are standard (no discounts), but authenticity is guaranteed.

• Specialty Beauty Shops: You might come across stores like @cosme Store, Loft, Tokyu Hands, or brand boutiques. @cosme Store is run by a popular cosmetics review site and features award-winning products – a great way to discover new J-beauty hits. Loft and Tokyu Hands (general lifestyle stores) have beauty sections with niche brands and cute packaging finds. These shops are great for finding unique or indie Japanese skincare items that a regular drugstore might not carry.

• Convenience Stores & Supermarkets: Surprisingly, you can even find skincare at 7-Eleven, FamilyMart, or Lawson convenience stores! They stock travel-size and basic items (like small bottles of Hada Labo lotion or packs of Lululun masks). Supermarkets and 100-yen shops (like Daiso) might have budget-friendly face masks or lotions too. While the selection is smaller, it’s worth peeking if you’re grabbing a snack – you might spot a last-minute treat for your skin.

• Authenticity Tips: Counterfeit cosmetics are not a big problem in official stores in Japan. To be safe, buy from the reputable retailers mentioned above. Avoid street stalls or unofficial flea markets selling brand-name skincare at unbelievable prices. Authentic Japanese products will have Japanese-language labels and proper seals or box packaging. If you’re unsure, compare the packaging to the images on the brand’s official website. Generally, if you shop in drugstores, department stores, or known chains, you can trust you’re getting the real thing. When in doubt, ask the staff – even if there’s a language barrier, they can usually help verify the item.

Finally, if your suitcase is full or you forgot to grab something, you’re not out of luck:

• Online Retailers / Call-to-Action: Even after you leave Japan, you can continue your J-beauty journey. Many online Japanese cosmetics retailers will ship worldwide. For example, you can find a huge range of authentic Japanese skincare through J-J Cosmetics, an online store that specializes in Japan beauty products (this is an internal link, as they are a trusted source). They carry everything from the latest J-beauty releases to the cult classics we mentioned, so you can easily reorder your favorites or try new products from home. Other options include global sites that stock Japanese brands, but an internal option like J-J Cosmetics ensures you’re supporting a Japan-focused retailer.

In conclusion, Japanese skincare is a treasure trove of effective and innovative products. Whether you’re a skincare newbie or a seasoned beauty lover, you’ll find something in Japan that elevates your routine – be it a hydrating lotion that keeps your skin dewy or a sunscreen so silky you’ll never skip SPF again. Enjoy your beauty haul in Japan, and have fun exploring the aisles of Tokyo and Osaka for these must-buy items. Your skin will surely glow from the inside out, reflecting the wonderful experience of discovering the best skincare in Japan. Happy shopping and safe travels!

Sources: Japanese cosmetics insights and product details (Best Japanese Skincare and Makeup to Buy on Vacation - Mochi Mommy) (Rohto Hada Labo Gokujun Premium Hyaluronic Lotion Toner) (14 Best Cleansing Oils in 2024, Tested & Reviewed | Allure) (Best Anti-Aging Skin-Care Products for 2024: SK-II Facial Treatment Essence | Allure) (The Best 5 Japanese Drugstore Sunscreens — ANNAYTIME ✨) (Best Japanese Skincare and Makeup to Buy on Vacation - Mochi Mommy) (The Best In Japanese Drugstore Beauty - Into The Gloss | Into The Gloss) (Senka Perfect Whip Face Wash Beauty Review 2025 | Kokoro Japan) (20 Popular Japanese Beauty Products You Must Buy at Drugstores (2025 Edition) | tsunagu Japan)