10 best Japanese Makeup Products to Buy in Japan - 2025 Trending Picks!

If you're heading to Japan or deep into your J-beauty obsession, you're probably wondering which Japanese makeup products are actually worth the hype. From Canmake Marshmallow Finish Powder to Heroine Make's viral mascara, these trending picks are dominating beauty shelves (and TikTok feeds) across the globe. In this post, I'm sharing the 10 best Japanese makeup products to buy in Japan - the cult favorites that beauty lovers can't stop searching for.

👉 Curious about the brands behind these iconic products?

Check out my full post on the Best Japanese Makeup Brands You Should Know About for a deep dive.

Top Japanese Makeup Products

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1. Canmake Marshmallow Finish Powder

I've actually talked about the Canmake Marshmallow Finish Powder before in my Best Japanese Products You Need blog because it's just that good! This cult-favorite powder has gone viral on TikTok and beauty forums worldwide for its lightweight, pore-blurring formula that controls shine without feeling heavy or cakey. It's especially popular among oily and combination skin types, making it one of the best Japanese makeup best Japanese finishing powder for achieving a natural matte finish.

Why it's trending:

- Loved for its ability to create a soft, velvet-like finish

- Affordable and widely available in Japan's drugstores like Don Quijote and Matsumoto Kiyoshi

Pro tip: Use it as a setting powder over foundation or even alone for a minimal makeup day. Beauty influencers rave about how it gives skin that perfect "no-makeup" glow while keeping oil at bay.

2. Heroine Make Long & Curl Mascara

Another cult favorite is the Heroine Make Long & Curl Mascara - and it's easy to see why. This mascara is famous worldwide for its unbeatable curl-hold and waterproof formula, making it one of the most searched Japanese makeup products for those who want smudge-proof, all-day lashes. Probably the best waterproof and long-lasting mascara in Japan for it`s price.

Why it's trending:

- Waterproof, smudge-proof, and ideal for humid weather or tearful days

- Loved by TikTokers and beauty influencers for creating dramatic yet natural lashes

Pro tip: Remove gently with an oil-based cleanser to keep lashes healthy and avoid irritation.

3. Shu Uemura Eyelash Curler

If you've ever wondered why so many makeup pros rave about the Shu Uemura Eyelash Curler, it's because this tool is the gold standard for flawless lash curls. While I covered this brand in my Best Japanese Makeup Brands You Should Know About blog, the eyelash curler itself deserves its own spotlight. It's one of the most searched Japanese beauty tools and a must-have for anyone serious about their eye makeup routine. Both the SHU UEMURA and SHISEIDO eyelash curler are the best japanese eyelash curler.

Why it's trending:

- Perfectly designed to fit Asian eye shapes for maximum curl and comfort

- Durable and easy to use, with replacement pads widely available

Pro tip: For best results, replace the curling pad every few months and use before mascara application.

4. Shiseido Revitalessence Skin Glow Foundation SPF 30

For those seeking a foundation that combines skincare benefits with makeup, the Shiseido Revitalessence Skin Glow Foundation stands out. This serum-like foundation offers a lightweight, breathable feel while delivering a radiant finish that lasts up to 12 hours. Infused with skincare actives like Fermented Kefir+ and Niacinamide, it not only enhances your complexion but also improves skin texture over time. It is buildable, medium coverage with a glowing finish and provides 24-hour hydration and contains SPF 30 for sun protection.

Why it's trending:

- Suitable for all skin types, especially dry and mature skin

- Dermatologist-tested, non-comedogenic, and free from parabens and fragrances

I've highlighted Shiseido before in my Best Japanese Makeup Brands You Should Know About and Japanese Beauty Products You Need blog because they consistently deliver high-performance products loved worldwide.

5. Kiss Me Heroine Make Smooth Liquid Eyeliner

The Kiss Me Heroine Make Smooth Liquid Eyeliner is a cult classic in Japan and internationally loved for its precision and staying power. This eyeliner is a favorite among makeup enthusiasts searching for the best Japanese eyeliner that won't smudge or fade throughout the day. Best long-lasting Japanese liquid eyeliner and this eyeliner is one of their top-selling products.

Why it's trending:

- Waterproof, smudge-proof, and perfect for creating sharp, precise lines

- Comes with a super-fine brush tip for effortless winged eyeliner looks

6. Majolica Majorca Lash Expander Long Long Long Mascara

This mascara has a name as dramatic as the lashes it gives you! The Majolica Majorca Lash Expander Long Long Long Mascara (yes, that's the real name!) is a holy grail product for anyone chasing sky-high lashes. Created by Shiseido's sub-brand Majolica Majorca, it's been featured by influencers and beauty YouTubers alike. I mentioned this brand in my Best Japanese Products You Need blog, and it's still one of the most highly searched mascaras in Japan today. This is perfect for asian lashes as it gives lenght and an amazing Japanese fiber mascara.

Why it's trending:

- Contains ultra-fine fibers to extend each lash dramatically

- Waterproof formula that won't budge all day

Pro tip: Start at the base of your lashes and wiggle upward to evenly distribute fibers and maximize length. A lash comb helps separate and avoid clumping for a fluttery finish.

7. CEZANNE Make Keep Base UV

The CEZANNE Make Keep Base UV is one of the most viral Japanese primers, especially popular among beauty fans with oily or combination skin. Affordable, effective, and frequently sold out in Japanese drugstores, this primer is a go-to for keeping your base makeup locked in all day. I've mentioned CEZANNE in my Best Japanese Makeup Brands You Should Know About post because it's one of the top brands for budget-friendly products that actually work. This is marked as one of the best Japanese drugstore primer.

Why it's trending:

- Lightweight, water-based formula that controls oil and smooths pores

- Contains SPF 28 PA+++ - perfect for daytime protection

Pro tip: Shake well before use and apply a thin layer after your skincare. Works great under both liquid and powder foundation.

8. Integrate Gracy Eyebrow Pencil

The Integrate Gracy Eyebrow Pencil is a hidden gem in the Japanese drugstore scene that's recently been gaining attention internationally - especially for its ease of use, natural finish, and ultra-affordable price. Integrate (a sub-brand of Shiseido) is known for delivering high-quality everyday makeup, and this pencil is one of the most searched items for "best Japanese eyebrow pencil." It gives natural brow result, it has slim tip makes it easy to draw hair-like strokes and built-in brush for effortless blending.

Why it's trending:

- Long-lasting

- Stays put even in humid weather

9. &be UV Primer

The &be UV Primer by celebrity makeup artist Yusuke Kawakita is a viral favorite in Japan, especially on TikTok and Instagram. It acts as both a makeup base and sunscreen, with a slight pearly tint that gives you a natural glow. It's been buzzing under the "Japanese glowy base" and "Kawakita primer" tags - and it's frequently sold out in Loft and @cosme stores. While the CEZANNE Make Keep Base UV is beloved for daily use and budget-friendliness, the &be UV Primer offers a more professional, makeup artist-approved finish, perfect for those who want that next-level glow.

Why it's trending:

- Broad-spectrum SPF 50 PA++++

- Brightens and hydrates while gripping foundation

- Created by a pro makeup artist, so it works well on camera and in real life

Pro tip: Use this under dewy foundations or BB creams for the perfect "glass skin" look without greasiness.

10. KATE Designing Eyebrow 3D Powder

A staple in almost every Japanese girl's makeup bag, the KATE Designing Eyebrow 3D Powder is legendary. It's frequently recommended by makeup artists, ranked highly on @cosme, and one of the most searched eyebrow kits in Japan. I also mentioned KATE in my Best Japanese Makeup Brands blog as it is one of the top makeup brands in Japan. Whether you want soft definition or bold brows, this 3-shade palette blends like a dream. It has multi-shade palette allows for contouring and natural color gradation while also doubles as a nose contour powder. Compact and mirror-included - perfect for travel.

Pro tip: Use the lightest shade to soften the inner brow and darkest for the tail. The middle shade is perfect for nose shading.

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Thanks for Reading 💕

Whether you're visiting Japan or just obsessed with Japanese beauty, these makeup picks are more than just trends - they're cult-favorites for a reason. From long-lasting mascaras to glowy skin-enhancing primers, J-beauty continues to deliver on performance, quality, and innovation.

Already love some of these products? Or did we just add a few to your wishlist? 💄

Check out my blog on Top Japanese Makeup Brands You Should Know About for more info on the brands behind these gems!

If you've got a favorite I didn't mention, spill the tea in the comments - I'm always on the hunt for more beauty gems ✨

Stay glowing, stay soft, and I'll see you in the next post 💋

With love & a pop of blush,

Your GlowUp Sister