Among international travelers visiting Japan, affordable yet high-quality cosmetics available at Japanese drugstores are gaining huge popularity.
These stores are beauty paradises unique to Japan, filled with buzz-worthy products that offer excellent performance at reasonable prices—and you can drop by anytime without a reservation.
In this article, we’ll take a deep dive into why Japanese drugstore cosmetics are so beloved, which brands and products are especially worth checking out, and the key points you should know before making a purchase.
Whether you’re treating yourself during your trip or looking for the perfect souvenir, discover the charm of “Japanese beauty” through the convenience and quality of local drugstore finds.
Contents
Why Japanese Drugstore Cosmetics Are So Popular
Japanese drugstores offer a wide selection of high-quality cosmetics at affordable prices.
For tourists, the ease of stopping by during sightseeing, the reasonable cost, and the refined, gentle formulas unique to Japan are key reasons these products have gained such popularity.
High Quality at a Great Value
Japanese cosmetics are known for delivering quality that exceeds their price point.
Many items rival high-end brands in performance, offering trustworthy options for those seeking effective products without breaking the bank.
Affordable, Yet Packed with Features
“Puchipura” (short for “petit price”) refers to budget-friendly products.
Despite their low prices, Japanese puchipura cosmetics excel in performance, with impressive color payoff and moisturizing power.
Brands like CANMAKE and CEZANNE are beloved for offering reliable quality at just a few hundred to a few thousand yen.
Wide Range for Sensitive Skin
Many Japanese products are designed with sensitive skin in mind, using low-irritation and additive-free formulas tailored to the needs of Japanese consumers.
Brands like MUJI and Hada Labo are especially known for their gentle, simple formulations that are safe and soothing for daily use.
Loyal Fans Keep Coming Back
Once you try it, you’ll never want to switch—many shoppers become repeat customers.
The balance of quality and affordability, combined with easy availability at local drugstores, is why so many people continue to repurchase their favorite Japanese cosmetics.
The Joy of Exploring a Wide Range of Products
Japanese drugstores carry a vast array of cosmetics—from skincare and makeup to hair care, body care, nail products, and beauty tools.
With such an impressive selection, shopping becomes an exciting treasure hunt for beauty lovers.
Everything from Skincare to Makeup in One Place
From toners, lotions, and serums to foundations, eyeshadows, and lipsticks, Japanese drugstores offer a full range of beauty essentials.
Many brands release complete product lines, making it easy to find items that suit your skin type or specific concerns—all in one store.
Plenty of Limited Editions and Collaborations
You’ll often find seasonal items and limited-edition collaborations with popular characters and brands.
Their unique packaging and exclusivity make them highly sought-after as souvenirs.
Hunting for Japan-exclusive items is part of the fun of drugstore shopping.
New Products for Every Season
Japanese cosmetic brands are known for launching new items that align with each season.
In summer, you’ll find products for UV protection and oil control; in winter, rich moisturizers take center stage.
These seasonal releases allow beauty enthusiasts to always stay in tune with current trends.
Foreign Tourist-Friendly Shopping Environment
Japanese drugstores are designed to be welcoming and accessible to international travelers.
With features that reduce language barriers and support easy shopping, they offer a stress-free and enjoyable experience—even if you’re visiting Japan for the first time.
Many Stores Offer Tax-Free Shopping
Most major drugstores in Japan support tax-free purchases.
If your total exceeds a certain amount, you can get a 10% consumption tax exemption.
Tourist-friendly locations often have dedicated tax-free counters, where you simply present your passport to complete the process quickly and smoothly.
Convenient Locations for Easy Access
Japanese drugstores are located in easily accessible areas such as airports, train stations, tourist spots, and shopping malls.
Some even operate 24 hours a day, allowing travelers to shop at any time between sightseeing and transfers.
Recommended Brands You Can Find at Japanese Drugstores
CANMAKE
CANMAKE is one of Japan’s most beloved budget-friendly (puchipura) cosmetic brands, popular among teenagers, young adults, and even mature users.
With the concept of “Cute, Fun, and Radiant!”, CANMAKE offers high-quality cosmetics at affordable prices.
Their products are easily available at drugstores and variety shops across Japan, and the brand constantly introduces items that reflect the latest beauty trends.
The cute, charming packaging combined with practical functionality makes CANMAKE a favorite among both locals and visitors.
Recommended Product: Creamy Touch Liner
A cult-favorite gel eyeliner from CANMAKE, the Creamy Touch Liner is loved for its ultra-smooth, melt-in-your-skin texture that glides effortlessly across the eyelid.
- Features an ultra-fine 1.5mm tip, perfect for filling in the gaps between lashes with precision
- Draws both thin and bold lines with ease thanks to its creamy, seamless formula
- Offers rich, deep color payoff that lasts for hours without fading
- Adheres tightly to the eyelid once dry—smudge-resistant and long-wearing
- Retractable design means no need for sharpening—easy to use anytime
- Available in 15 shades, from natural tones to vivid accent colors
If you’re particular about your eye makeup, this is a must-have in your beauty kit. Creamy Touch Liner is a signature product that truly showcases CANMAKE’s commitment to quality and style.
CEZANNE
CEZANNE is a long-standing Japanese drugstore cosmetics brand established in 1964.
Known for its concept of “High quality, low price, and always by your side,” CEZANNE consistently delivers simple, reliable products that anyone can use with confidence.
With the slogan “Always Gentle, Always Beautiful,” the brand focuses on supporting natural beauty with user-friendly formulas.
CEZANNE is especially popular for its gentle ingredients, making it suitable even for sensitive skin.
Many of its products are fragrance-free, free of mineral oil, and designed with skin safety in mind—earning the trust of customers across generations.
Recommended Product: Powdery Eyebrow
Create soft, dimensional brows with ease—this is one of CEZANNE’s most popular eyebrow powders.
- Includes two shades to help shape natural, three-dimensional brows
- Use the lighter shade to softly fill the entire brow, and the darker shade to define the tail for a polished look
- Fine, soft powder particles adhere smoothly to the skin and deliver long-lasting color that doesn’t smudge easily
- Made with highly refined powder free from impurities, plus silicone for a water- and sweat-resistant finish
- Enriched with six moisturizing beauty ingredients to care for your brows while you apply makeup
- Comes with an oval tip applicator and angled brush for easy precision—even on fine details
- Available in three shades to match your natural brow and hair color
Even with a face mask on, this eyebrow powder helps create dimension and balance for a refined, smaller-looking face—an excellent choice for any makeup routine.
KATE
KATE is a self-makeup brand by Kanebo Cosmetics, known for its bold, edgy approach to beauty.
With the slogan “NO MORE RULES.”, KATE encourages self-expression through makeup that breaks boundaries and highlights individuality.
The brand’s cool, urban aesthetic and trend-forward style have earned it strong support from makeup enthusiasts who prefer a sophisticated, fashion-forward look.
Recommended Product: Lip Monster
A long-time best-selling product, KATE’s Lip Monster delivers beautiful, vivid color that lasts for hours.
- Transforms into a gel-like film using the moisture from your lips, locking in color for long-lasting wear
- Highly pigmented—just one swipe offers bold, even color that resists fading throughout the day
- Mask-friendly and smudge-resistant, perfect for daily use or special occasions
- Impressively moisturizing with a smooth, non-drying finish that keeps lips comfortable
- Developed using KATE’s proprietary technology for superior staying power
- Available in 31 shades, including web exclusives—ranging from everyday basics to statement-making bolds
Whether you’re going for a casual look or a dramatic transformation, Lip Monster is a go-to lip product you can count on to stay put and stay vibrant.
excel
excel is a Japanese cosmetics brand launched in 1987. With a commitment to “Trust and Quality,” all of its products are planned and developed entirely in Japan.
The brand harnesses years of cosmetic research to create luxurious textures that perfectly suit Japanese skin.
From everyday makeup to special occasions, excel products deliver refined finishes that enhance any look.
With intuitive textures and user-friendly designs, even makeup beginners can effortlessly achieve a sophisticated, elevated result.
The brand’s style mixes simple basics with a touch of modern edge, releasing exciting new collections every season.
Recommended Product: Skinny Rich Shadow
A cult-favorite eyeshadow palette designed for adults—excel’s Skinny Rich Shadow features elegant shades with no “throwaway” colors.
- Each palette includes four perfectly curated shades for an effortless gradient effect
- All colors blend beautifully into the skin and are versatile for daily use
- Rich, creamy texture adheres smoothly to eyelids without fallout
- Infused with micro-particles and gold pearl to create a subtle, sophisticated shimmer—not glittery or flashy
- Delivers a polished, flattering eye look in just a few steps—perfect for everyday wear
- Long-wearing formula resists dullness, maintaining vibrant color throughout the day
With no special skills required, this best-selling palette helps you achieve a professional-quality finish in minutes. A must-have for anyone who wants effortlessly beautiful eyes.
OPERA
OPERA is a makeup brand by Imju Co., Ltd., the company also behind well-known Japanese favorites like Dejavu’s “Paint-on False Lashes” mascara and Naturie’s “Hatomugi Skin Conditioner.”
OPERA creates cosmetics for women who want to strike the perfect balance between elegance, cuteness, and trendiness.
With the concept of “Quick & Beautiful Smooth Cosmetics,” the brand focuses on user-friendly products that deliver polished results—even during busy mornings or quick touch-ups on the go.
What sets OPERA apart are its expertly designed colors that blend seamlessly with the skin, as well as compact, travel-friendly packaging that fits easily into mini bags.
The products combine a modern, effortless aesthetic with outstanding usability—perfect for daily makeup routines.
Recommended Product: OPERA Lip Tint N
This bestselling lip tint is known for its sheer-yet-vibrant color payoff and natural finish that enhances your own lip tone.
- Features a tint formula that reacts with your lips’ moisture to deliver long-lasting color
- Light, translucent finish that still provides strong color with a single swipe—never too heavy or intense
- Infused with moisturizing plant-derived squalane to keep lips hydrated and smooth
- Available in a wide variety of finishes and shades, including pearl, matte, and glitter options
- Glides on effortlessly without stickiness—so easy to use, you won’t even need a mirror
- Formulated without fragrance, parabens, or animal-derived ingredients—gentle on sensitive skin
With its natural-looking glow and featherlight feel, OPERA Lip Tint N is a staple product that brings out the beauty of your lips with every use.
Heroine Make
Heroine Make is a makeup brand by Japanese cosmetics company Isehan Co., Ltd., renowned for its high-performance eye makeup products.
As the name suggests, its concept is to make every woman look as beautiful and strong as a heroine from a shoujo manga—no matter the moment.
Heroine Make specializes in long-lasting cosmetics that resist tears, sweat, and oil, keeping your look flawless all day.
The brand embodies the idea of “perfect beauty” and supports women who want powerful, enduring makeup that stays true from morning to night.
Recommended Product: Long & Curl Mascara Advanced Film
Keep your lashes lifted all day with this hybrid mascara that combines the best of waterproof and film-type formulas.
- Offers the strength of a waterproof mascara while being easy to remove with warm water and face wash
- Dries quickly upon application and locks in curl instantly—no drooping throughout the day
- Buildable without clumping—naturally lengthens even the shortest lashes
- Curved brush allows for precise application on inner corners, outer lashes, and lower lashes
- Enriched with four lash-care ingredients: camellia oil, argan oil, royal jelly extract, and wild rose oil
This mascara is smudge-proof, long-lasting, and yet gentle on your lashes. It’s the ultimate go-to for anyone seeking bold, lifted lashes that last—all without the hassle of harsh removal.
Visée
Visée is a Japanese makeup brand launched by KOSÉ in 1994.
With its concept of “RICH GLAM,” Visée is designed for women in their teens and twenties who are ready to move beyond girlish looks into a more refined yet trendy style—without being overly conservative.
The brand’s motto is “Enhance your beauty as you apply makeup,” and many of its products are infused with beauty serum ingredients like collagen, hyaluronic acid, and squalane.
Some also contain pure gold to create a soft, natural-looking dimension on the skin.
With most products priced around 1,000 yen, Visée offers affordable luxury across a full lineup—from eye makeup to base products.
Available in specialty beauty stores and drugstores, it’s especially popular among fans of self-applied makeup.
Recommended Product: Visée AVANT Single Eye Color
With a wide range of textures and shades, this versatile single eyeshadow lets you create your ideal eye look with ease.
- Soft, micro-fine powder blends smoothly onto the eyelid without patchiness or fallout
- Delivers bold, vibrant color in just one stroke—effortless yet striking
- Long-lasting formula that resists dullness and keeps its fresh look for hours
- Available in matte, pearl, and glitter finishes to suit any mood or occasion
- Can be used alone or layered for custom looks with added depth and nuance
- Formulated with pure gold for subtle dimension and a refined, radiant glow
- Fragrance-free and gentle enough for daily use
This go-to eyeshadow is perfect for those who want professional-quality results with minimal effort—one of Visée’s most iconic and easy-to-use beauty staples.
LuLuLun
LuLuLun is a skincare brand by Dr. LuLuLun Co., Ltd., founded in 2011.
The brand began with the concept of “Making every day a little brighter,” offering facial sheet masks designed for daily use.
The name “LuLuLun” reflects the hope that every user can feel cheerful and uplifted—both in skin and spirit.
Loved by women across Japan, the brand has become a symbol of positive self-care through skincare.
As of 2020, LuLuLun has released over 39 different types of sheet masks.
Each product is developed with meticulous attention to ingredients, sheet materials, and ease of use, tailored to various skin concerns and goals.
Combining affordability, high performance, and a sense of fun, LuLuLun has become one of Japan’s most iconic face mask brands.
Recommended Product: LuLuLun Hydra EX Mask
A next-generation aging care mask that features Exosomes × White Glutathione to help your skin feel renewed and resilient.
- The third installment in the Hydra Series, designed for advanced anti-aging care
- Formulated with exosomes—also used in regenerative medicine—to support the skin’s foundation and promote a smooth, even appearance
- Contains White Glutathione, which helps refine texture, improve radiance, and boost elasticity
- High-density sheet material adheres snugly to the face, delivering active ingredients deep into the stratum corneum
- Combines gentle enough-for-daily-use formulation with intensive care results
- Ideal for skin concerns such as dryness, dullness, and lack of firmness
With its innovative formula and mood-lifting effects, this mask helps you achieve not just beautiful skin—but a beautiful day. It’s a must-have for anyone seeking radiant, healthy skin and a fresh mindset.
MAQuillAGE
MAQuillAGE is a total makeup brand launched by Shiseido in 2005.
With the concept of “Not just cute—elegant beauty with a subtle glow,” the brand offers products that bring out the allure of mature women.
Backed by over 100 years of Shiseido’s research and development, and even incorporating insights from neuroscience, MAQuillAGE is designed to deliver beauty that feels both intuitive and sensorially pleasing.
From base makeup to eye and lip products, MAQuillAGE provides a full lineup to help users achieve flawless finishes while also boosting confidence and uplifting mood through the makeup experience.
Recommended Product: Dramatic Skin Sensor Base NEO
This high-performance primer prevents both shine and dryness while delivering skincare benefits.
It hydrates without feeling sticky and maintains a poreless, radiant complexion throughout the day.
With continued use, it enhances the appearance of your bare skin—boosting your confidence from within.
- Dual-block formula prevents both oiliness and dryness simultaneously
- Offers powerful sun protection with SPF50+ and PA++++
- Formulated with “Uru-Sara Sensor Coat” to balance sebum and moisture levels
- Blurs and smooths the look of pores for a flawless finish
- Infused with penetrating moisturizing serum for added skincare benefits
- Proven to maintain makeup for up to 13 hours*
- Leaves the skin looking refined, even-toned, and luminous
- Lightweight texture suitable for year-round use—ideal under a mask
*Maintains a fresh look for 13 hours with no shine, smudging, visible pores, fading, dullness, or cakiness (based on Shiseido’s internal research; results may vary by individual).
Tips and Things to Know When Buying Cosmetics in Japan
Shopping for cosmetics at Japanese drugstores is a fun and rewarding experience, but knowing a few key tips can make it even more satisfying.
By checking a few details in advance, you can avoid common pitfalls and make the most of your beauty haul.
How to Choose the Right Drugstore
While many drugstores may look similar, each store can vary in terms of product selection and customer service.
Choosing the right store based on your needs will help you shop more efficiently and successfully.
Product Availability Varies by Location
Even within the same chain, product availability can differ depending on the store’s size and location.
Some smaller shops may not carry certain popular items or full brand lineups.
If you’re looking for a specific product, it’s a good idea to check stock or use the brand’s store locator tool in advance.
Flagship Stores May Offer Limited Editions
In major city centers, large-scale or flagship drugstores may carry exclusive items or limited-edition products that aren’t available at smaller locations.
These stores often have sections tailored for tourists, making them exciting destinations for beauty lovers.
Check Store Hours and Accessibility
Many Japanese drugstores are open early in the morning and late into the night—perfect for fitting into a busy travel schedule.
However, some stores have shorter hours or close on Sundays, so it’s a good idea to check operating hours and exact location via Google Maps or the official website before visiting.
Things to Check Before Buying
If you’re going to buy cosmetics in Japan, why not choose products that truly suit your skin and preferences?
Since these products are applied directly to the skin, it’s important to check certain points in advance to avoid disappointment after your purchase.
Make Sure It Matches Your Skin Type
Japanese cosmetics often include options for sensitive skin, but not every product works for everyone.
Be sure to choose items based on your specific skin type—whether it’s dry, oily, or combination.
Look for labels or POP displays with terms like “moist” (しっとり) or “refreshing” (さっぱり) to help guide your decision.
Understand the Usage Instructions
Some Japanese products may have unique usage instructions, especially for items like sheet masks or cleansing oils.
These directions are sometimes written only in Japanese, so it’s a good idea to ask staff or use a translation app to make sure you’re using the product correctly.
Choose a Travel-Friendly Size
Traveling with bulky bottles can be inconvenient, and airlines often restrict liquids over 100ml in carry-on luggage.
Opting for travel-size or trial kits not only saves space but also makes your purchase easier to carry—and they make great souvenirs, too.
Bring Home the Beauty of Japan with Drugstore Cosmetics
Japanese drugstores are more than just pharmacies—they’re treasure troves of beauty.
With high quality, affordable prices, a wide variety of products, and a shopping environment that’s foreigner-friendly, there’s so much to love.
Popular brands like CANMAKE and CEZANNE offer items that make perfect gifts—for yourself or for someone special.
Even if your time in Japan is limited, it’s worth setting aside a moment to browse a local drugstore.
You’re sure to discover a world of Japanese “kawaii” and “kirei”—cute and beautiful—waiting to be explored.
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