J-Beauty 101: A Beginner's Guide to Japanese Beauty Brands and Products
Discover the transformative power of J-Beauty and let your natural beauty shine!
Disclaimer: I do use affiliate links in this blog meaning that if you purchase anything through my affiliate links I receive commission at no additional cost to you! I only recommend products that I have heavily researched, tested and loved, and/or used for several years.
Obsessed with achieving that coveted glass skin? J-Beauty, or Japanese beauty, offers a unique approach to skincare, haircare, and makeup that prioritizes hydration, gentle formulas, and innovative products. By focusing on preventive care and addressing the root causes of skin concerns, J-Beauty products often feature natural ingredients like rice bran, green tea, and seaweed (I can thank seaweed for my rapunzel hair!).
Below, I have curated a list of top Japanese skincare/makeup brands and cult favorite products, along with a ShopMy edit where you can purchase them all!
Shiseido is a renowned Japanese multinational cosmetics company, known for its high-quality skincare, makeup, and fragrance products. With a rich history dating back to 1872, Shiseido has been a pioneer in the beauty industry, blending traditional Japanese beauty philosophies with cutting-edge technology.
Nicole’s Favorite Shiseido Product(s):
Literally the best lip balm I have ever tried! It is also very inexpensive — it almost felt too good to be true when I first tried it. It provides all day moisture, along with the perfect smooth base for other lip makeup products. I also love the pink packaging!
Tsubaki Premium Repair Hair Mask
Between the Fino and Tsubaki hair masks, I am a huge Tsubaki stan! I recommend testing out both, as I believe each addresses different hair porosity types. Tsubaki has almost like a slimy feeling (not in a bad way at all), and coats my hair while locking in moisture so that it looks like I got a gloss treatment when I finish drying my hair. I have started using it daily in place of conditioner, and my hair has never looked better!
Jill Stuart Beauty is a Japanese cosmetics brand known for its romantic, feminine, and “kawaii Japanese makeup” aesthetic. Its products are inspired by vintage jewelry and often feature delicate packaging adorned with crystals and pearls. The brand focuses on creating makeup that enhances natural beauty and provides a youthful, dewy glow.
Nicole’s Favorite Jill Stuart Beauty Product(s):
I am absolutely obsessed with this lip balm! I have it in #6 (rose voyage), and it is the perfect natural-looking, juicy, pink color for all-day hydration and glow. The packaging is also so stunning — I feel like a princess whenever I apply it!
Quality First is a Japanese skincare brand that offers a range of affordable yet effective products. Known for their sheet masks, they focus on simple, no-frills formulas that deliver results. Their products often utilize popular skincare ingredients like hyaluronic acid and vitamin C to address various skin concerns.
Nicole’s Favorite Quality 1st Beauty Product(s):
Derma Laser Super Ceramide 100 Mask
This is an amazing sheet mask to help repair and firm the skin! I always like to work on my skin elasticity, and this sheet mask gives immediate results!
Addiction Tokyo is a Japanese cosmetics brand known for its innovative, high-quality makeup products. Founded by Ayako Yoshimura, a former international makeup director for NARS, the brand emphasizes individuality and self-expression. Addiction Tokyo is recognized for its unique formulas, such as the "Skin Melt Technology" used in their eyeshadows, which provide a smooth, blendable, and long-lasting finish.
Nicole’s Favorite Addiction Tokyo Beauty Product(s):
Addiction Tokyo has hands down the best liquid eyeliner I have ever tried (and I have tried them all!). The application brush is sturdy yet agile, and gives the most saturated inkey black color that lasts all day (and night) long. My cat eye wings have never looked better!
The Eyeshadow Sparkle Tiny Ballerina
Addiction Tokyo has so many incredible shadow types and colors to choose from! Of the ones I have purchased so far, tiny ballerina has to be my favorite! It is the perfect sparkly shadow that can be layered on top of any other shadow, or worn on its own!
&honey is a popular Japanese hair care brand that leverages the power of honey to nourish and revitalize hair. Their products are formulated with natural ingredients and focus on deep hydration and hair repair. &honey offers various product lines to address different hair concerns, including dry, damaged, and frizzy hair. You have probably seen the viral videos on TikTok!
Nicole’s Favorite &honey Beauty Product(s):
This deep moist hair oil is probably &honey’s most viral product, and for good reason! I love to use it as a nightly treatment so that I can wake up with perfectly hydrated hair!
Decorté is a Japanese luxury beauty brand renowned for its innovative skincare and makeup products. Rooted in centuries-old Japanese beauty traditions and cutting-edge science, Decorté offers a holistic approach to skincare, focusing on hydration, radiance, and overall skin health. Their iconic Moisture Liposome serum, a bestseller for over 30 years, utilizes advanced liposome technology to deliver deep hydration and nourishment to the skin.
Nicole’s Favorite Decorté Beauty Product(s):
I have both, but if I were to have to pick between the two it would probably have to be the balancing moisture one! Both give the perfect micromist, and the balancing moisture really makes my skin glow — and I love that I can use it after my skincare routine and throughout the day. The packaging of both is also so cute in its egg-shaped bottle, and perfect for on the go!
This lipstick is so creamy, and is the perfect deep nude color for fall! I have been wearing it daily and get so many compliments on it!
It is a hard feat to create an amazing body oil, but Decorte has successfully done it! I actually prefer using this body oil over my Nuxe one, and it truly makes me feel like Beyonce!
Ishizawa Lab is a popular Japanese skincare brand known for its innovative and affordable products. They specialize in skincare solutions that target specific concerns like pores, dullness, and uneven skin tone. Their products often feature natural ingredients like rice bran extract and baking soda, which work together to cleanse, brighten, and refine the skin. Ishizawa Lab is particularly recognized for its Keana Nadeshiko line, which is designed to minimize the appearance of pores and achieve a smooth, radiant complexion.
Nicole’s Favorite Ishizawa Lab Beauty Product(s):
You have probably seen people coming back from Japan with this sheet mask in hoards, and for good reason! This is a magical sheet mask that targets minimizing pores and smoothing the skin — I use it daily as my secret skincare weapon!
TANGO is a J-Beauty brand that focuses on natural ingredients and innovative formulations. Their products are known for their hydrating and brightening properties, often incorporating botanical extracts and advanced skincare technologies. While less established than some other J-Beauty brands, TANGO has gained popularity for its affordable and effective products, particularly their sheet masks and skincare sets.
Nicole’s Favorite TANGO Beauty Product(s):
Suiko Hatsucure Vitamin 5 Essence Mask
This is seriously the most hydrating face mask, and I have started a ritual of doing one every Sunday! It has Vitamin C, along with many other hydrating properties and serves as the perfect skin reset to a busy week. It is also a perfect face mask to use on a flight!
IPSA:
IPSA, a sub-brand of Shiseido, is a Japanese skincare brand that emphasizes personalized skincare solutions. It's known for its innovative products and commitment to understanding individual skin needs. IPSA's core philosophy revolves around "co-creation of your own recipe," where they offer customized skincare routines based on skin analysis. This personalized approach has made IPSA a popular choice among those seeking effective and tailored skincare solutions.
Nicole’s Favorite IPSA Beauty Product(s):
Okay this is why I love doing deep research for my blogs - I had no idea that IPSA was a sub-brand of Shiseido, but now it makes so much more sense! I had used the Shiseido cotton pads for several years, but decided to try IPSA’s silk cotton pads and was so impressed that I converted! These cotton pads are just as soft, bigger in size, and seem to take off more than the Shiseido ones. Both are top tier in comparison to other cotton pad brands out there, but the IPSA’s are 1/3 of the cost of the Shiseido ones!
ShopMy J-Beauty edit:
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