Buried gems within Japanese pharmacies, these skincare lines merge cutting-edge science with sophisticated design. Truly representing the pinnacle of Japanese makeup ingenuity, they undoubtedly merit a spot in your luggage when you head back home.

Incorporating ancient traditions and advanced tech, Japanese beauty focuses on harmonizing effectiveness with sensory experience. These seven brands, which are seldom available abroad yet greatly admired in Japan, provide insight into their distinctive take on makeup—marked by precise functionality paired with effortless sophistication.

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Cezanne: affordable elegance

Founded in 1964,
Cezanne
embodies a democratic vision of beauty, staying true to its philosophy of the ‘Three Kindnesses’—towards the environment, the customer, and their skin. Its Silk Cover power conceals imperfections while allowing the skin to breathe, aligning with the Japanese ideal of a flawless yet natural complexion. At a time when makeup was still a luxury, the brand revolutionised the daily routine of Japanese women with a simple promise: offer affordable everyday beauty products without compromising on quality.

Excel: high precision

Excel
Dominating the technical makeup scene in Tokyo’s leading department stores, this brand excels with its Skinny Rich eyeshadows, which provide flawless, long-lasting color even during Osaka’s extremely humid summers. Among their products, the star item is undoubtedly the 3-in-1 eyebrow pencil, epitomizing Japan’s penchant for efficient design: a finely-pointed pencil, a texture-enhancing feature, and a brow-grooming brush all integrated into one precise instrument.

Lululun: a mask ritual

In Japan, sheet masks are not seen as an occasional luxury but rather as a everyday routine.
Lululun
has made this practice even more accessible through its affordably priced multi-pack masks—an ideal representation of
kaizen
The concept revolves around continual enhancement via minor yet persistent efforts. The brand’s seasonal formulations range from spring cherry blossoms to winter volcanic thermal water, embodying the profound bond between aesthetics and nature characteristic of Japanese skincare practices.

Majolica Majorca: A Captivating Fantasy

Beneath the umbrella of cosmetics powerhouse Shiseido,
Majolica Majorca
infuses a mystical, antique allure into Japan’s cosmetic landscape. Enclosed within its intricately designed, Victorian-inspired packaging are cutting-edge formulations—mascaras that defy gravity and eyeliners as precise as calligraphy—that mirror the sophistication of classic Japanese artistry in contemporary grooming practices.

Chifure: scientific design

In a marketplace saturated with whimsical designs,
Chifure
Adopting a wabi-sabi minimalist aesthetic, this brand showcases clinically pristine white bottles as symbols of an extreme ideology: true beauty resides within the formulation itself rather than in elaborate packaging designs. Established during the 1960s, the company has consistently upheld these principles, prioritizing fragrant and dye-free products—reflective of Japan’s long-standing emphasis on maintaining pure skin.

Canmake: purely
kawaii

Born in the 1980s,
Canmake
embodies the quintessentially Japanese
kawaii
The aesthetic embodies Japanese ingenuity in miniaturization, exemplified by its Cream Cheek blush, which is scarcely bigger than a coin. The smooth texture integrates effortlessly with the skin, capturing the naturally blushed look often seen on anime characters’ cheeks. This ‘compact yet powerful’ concept culminates in the Mermaid Skin Gel UV, an impressive triple threat combining sunscreen, makeup primer, and illuminating serum—all packed conveniently into a portable design.

Muice: pop and digital

Established by YouTube creator Miki Kawanashi,
Muice
represents the new wave of Japanese beauty entrepreneurship, that is digital, accessible, and bold. With all its makeup products priced under the symbolic 1,000-yen mark (around £5), the brand makes beauty more inclusive for a generation of Japanese youth eager to experiment and have fun with makeup.