As the year comes to a close, several of Japan’s popular beauty retailers are releasing their annual list of standout makeup and skincare products. These lists are by no means comprehensive, but they paint a general picture of what items Japanese consumers were obsessed with throughout the year.
We’ve compiled the products featured on @cosme Best Cosmetics Awards and Zozocosme Awards, for your reference. The former curates its list based on user reviews, ratings and buzz on the site, while the latter’s rankings are based on sales figures, views, “favorite” clicks and reviews.
Without further ado, here are Japan’s most popular makeup and skincare products in 2025.
@Cosme Top Makeup Products in Japan 2025
For @cosme, first place (Grand Prize) went to Skin Clear Cleanse Oil, Aroma Type, Refreshing Citrus Scent by the brand Attenir. Melting away waterproof makeup without drying your skin, the cleansing oil was praised for its efficacy against stubborn blackheads and large pores.
Below are the top ten highest-ranked products from the year:
- Attenir – Skin Clear Cleanse Oil, Aroma Type, Refreshing Citrus Scent
- Rosy Rosa – Multi Foundation Puff 2P
- Decorté – Loose Powder
- Lancôme – Genifique Ultimate Serum
- The Answer – Super Lamellar Shampoo & EX Moist Treatment for Daily Damage
- rom&nd – Han All Brow Cara
- RMK – Dewy Melt Lip Color
- Rosy Rosa – Powder Brush EX
- Lululun – Lululun Hydra EX Mask
- SK-II – Genoptics InfinitAura Essence
Zozocosme Top Makeup Products in Japan 2025
Zozocosme awarded the top spot — “Hall of Fame” — on their lineup to Dior’s Dior Forever Skin Correct concealer, which offers reliable coverage. It’s known for its creamy texture that can hide undereye circles, localized redness, pigment spots and blemishes.
The e-commerce giant divides their rankings by category each year. Here is the winner of each category:
- Most Rapid Rise in Popularity Award: Dior – Rouge Dior on Stage lipstick
- Best Reviews Award: VT Cosmetics/VT Reedle – S Tone On Daily Mask (30 masks)
- Most Repeat Purchases Award: Shu Uemura – Crushed Gem eyeshadow
- Most Gifted Item Award: Aesop – Andrum Aromatique Hand Wash 500ml
- Luxury Category Grand Prize: Nars – Light Reflecting Setting Powder, Pressed N
- Natural & Variety Category Grand Prize: MTG ReFa – Heart Comb Aira
And here are the winners across generations:
- 20s Grand Prize: Tom Ford Beauty – Eye Color Quad
- 30s Grand Prize: Tout Vert – Retinol Cream Shot 0.1
- 40s Grand Prize: Kanebo – Rouge Star Breathe (lipstick)
Cosmetic Trends in Japan To Know
The results from the two award lists highlight two major obsession categories for Japanese consumers this year. The first is skincare that’s attuned to the climate; this year saw record high temperatures, driving huge demand for products that manage pores and prevent makeup meltdowns (e.g. Attenir’s aforementioned Cleansing Oil, VT Cosmetics’ Daily Mask).
The second is a demand for products that lock makeup in place. Japanese shoppers love a pristine finish, using products like Nars’ Light Reflecting Setting Powder (Zozo Luxury Grand Prize) and Decorté’s Losse Powder (@cosme 3rd place). Rosy Rosa’s Multi Foundation Puff (@cosme 2nd place) was also a popular tool for creating a flawless look.
