French pharmacies may usually dominate the international beauty conversation, but real insiders know where to find the true hidden gems: the humble Japanse drugstore. It’s hardly surprising that value goes hand-in-hand with quality in a country that sells the world’s best egg sandwich from a gas station, and drugstore beauty products are no exception. Stores offering Sephora-level products at Walgreens prices abound, from ubiquitous chains like Matsumoto Kiyoshi to the beloved, wonderfully chaotic discount shop Don Quijote (or “Donki,” as the locals call it).
So how do these stores have such amazing, yet accessible products? In Japan, beauty is seen as a part of daily life. “Japanese skincare has always been about care, not correction,” says Hinako Sugioka, a J-beauty and skincare expert. Kazuko Tatsumoto, Brand Manager at heritage J-beauty brand Albion, points out that Japanese beauty emphasizes “prevention, hydration, and gentle care over time,” while Kanami Yamamoto, Senior Marketer for Japanese pharmacy-favorite Curél, highlights the importance of maintenance and ritual. These philosophies are evident in even the most affordable products: makeup is as nourishing as skincare; skincare-as-self-care offerings like sheet masks are wildly popular; and traditionally un-sexy maintenance products like sunscreen and chapstick are decidedly luxe.
To make the most of your Japanese drugstore adventures, Sugioka advises bringing your passport with you for tax-free purchases and to pack an extra bag to fill with your new faves. Yamamoto specifically advises checking out @cosme store, a beauty store based on a review site that stocks trending products. Lastly, Japanese-American beauty enthusiast Kimberly Roberts recommends buying everything on your list on the first day of your trip, using them throughout, then stocking up on what you love most before jetting home. (As someone who is already in desperate need of a restock, I cannot recommend this enough!)
Read on for the best (or ichiban) drugstore J-beauty faves, according to J-beauty experts.
The Best Japanese Drugstore Essentials:
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Described by Sugioka as a “longtime favorite” that frequently tops the lists of beauty bestsellers, this sheet mask is soaked in a 100% Japanese rice-derived serum that hydrates, plumps, and refines the look of pores. While this classic goes for about $15 to 25 online, the price in Japan is usually only around $5 for 10 sheets, making it a must-grab on any drugstore run
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Kate Tokyo
Stylevana
Yesstyle
According to Sugioka, Japanse sunscreens are in “a league of their own,” notable for their barely-there textures and advanced UV filters that aren’t yet available in the U.S. This Biore formula is especially beloved, combining a “game-changing” light finish with a high SPF and skin-loving ingredients.
Yesstyle
Drugstores are also a great place to find high-end Japanese brands for much better prices, and this Shiseido hair oil is a perfect example. Infused with squalane and Vitamin E, it repairs dry, damaged hair while forming a protective barrier against heat and friction. Fans say it’s lightweight yet deeply moisturizing, and love that a little goes a long way, making a bottle a great investment.
Yesstyle
CANMAKE
Another cult favorite, this powder delivers a velvety, pore-blurring, shine-eliminating finish. Made with nourishing botanicals like aloe and shiso extract, this powder leaves you soft and matte as a marshmallow without ever feeling cakey (no pun intended).
CANMAKE
BFJ
Recently winning awards for both “Best Buy” and “Best Cosmetic of the Year” from Japan’s top beauty magazine, this moisturizing, brightening, and sun-blocking lip balm will make you wonder why vitamin C lip products haven’t taken over the States yet. Our testers found their lips to be softer, plumper, and brighter in appearance after a week’s use, and highly recommend adding a swipe of this barely-there treament to your morning routine.
BFJ
Stylevana
Fans love this mascara for its lengthening, defining, clump-and smudge-proof formula, as well as its uncanny ability to curl even the most stubbornly straight lashes. Roberts also highly recommends their handy, wand-applied mascara remover for efficient and irritation-free lash cleansing.
Stylevana
Yesstyle
Sugioka calls this “an all-in-one product that replaces toner, emulsion, serum, cream, and more,” making it a perfect one-step routine on busy nights. Each active-packed sheet delivers multiple vitamins and conditioning ingredients to help hydrate and refresh skin overnight, leaving you clear, smooth, and ready for the next day.
Yesstyle
Skin Cupid
Flagged by Sugioka as one of this year’s “hot picks,” this product is designed to both deeply hydrate and to even out skin tone. More like a toner than a lotion, this lightweight, watery formula is known in Japan as an “essence” and is used as a first slug of hydration before layering heavier products. According to Yamamoto, essences are “the most essential part of any routine” and are a great place to start when building your J-beauty regimen.
Skin Cupid
Japan With Love
Gorgeous, hydrating, and with just the right amount of tint,” Roberts lists this moisturizing gloss as among her top j-beauty standbys. Our testers also loved this brand’s Flash Tint Lip Balm, which delivers a more lipstick-like finish with a similar nourishing, comfy formula (and signature Japanese UV protection, of course).
Japan With Love
Berdever
Sugioka recommends this lightweight gel–which she notes has been trending on many Japan travellers’ lists–for treatment of dark spots and freckles. With brightening ginger, hydrating fruit extracts, and a gentle form of vitamin C, this gel-like lotion is as nourishing as it is effective at delivering blemish-free radiance.
Berdever
Amazon
Roberts calls this widely loved hair oil her “holy grail” product, and particularly recommends it for use after styling. Made with honey-derived ingredients and a sweetly floral scent, a little of this hair oil goes a long way to help smooth, hydrate, and add shine to both damp and dry hair
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Stylevana
Robert’s mom put her onto this classic Japanese oil made from cold‑pressed camellia flower seeds. Tsubaki oil has been cherished in Japan for generations for its versatility and its lightweight, fast‑absorbing texture. This multi-purpose oil can be applied anywhere that needs a boost of nourishment, from dry skin to frizzy strands.
Stylevana
Japanese Taste
A countrywide favorite,Tatsumoto calls this deodorant her “must-have” item. Roberts describes it as “truly unscented and extremely effective,” crediting it for how salarymen in heavy suits survive steamy Tokyo summers with no BO. With a quick-dry, non-sticky formula, this product keeps users fresh and dry all day, no artificial fragrances needed.
Japanese Taste
My Kao Mall
Another great rec from a Japanese mom. Tatsumoto says her mother once gave her these self-heating eye masks to relieve eye strain, and she’s been hooked ever since. These masks gently envelope tired eyes with warm steam for about 20 minutes, helping to ease tension and soothe fatigue. Whether you’ve been staring at your computer all day or need to decompress during a long flight, these masks are great to keep on hand for a hit of instant relaxation.
My Kao Mall
AloJapan.com