Japanese beauty brands you should know To experience the secrets of J-Beauty
There’s something hypnotic about J-Beauty. Perhaps it’s the calm it evokes, or that almost religious attention to the tiniest details that translates into perfection. Japanese skincare is a poem of slow gestures and pure ingredients, an intimate choreography between hands and face, between water and light. It has its roots in the habits of geishas, who, surrounded by the scent of green tea and the shine of camellia oil, mastered the art of letting the skin breathe beneath layers of silk and powder. But it also draws from Zen gardens and ryokans enveloped in the steam of hot springs. Japanese beauty is a constant dialogue between past and future, between tradition and innovation. While the West races toward fast beauty and product overload, Japan chooses the opposite path: a few gestures, carefully selected ingredients, textures that become sensory experiences. No loud promises or flashy, social media–ready packaging, just rituals that truly transform the skin and, ultimately, the way we look at ourselves in the mirror. The charm of J-Beauty lies in its discretion, in its ability to make self-care feel like an act of kindness toward oneself. And when you embrace it, you discover it’s not just about achieving better skin, but about inhabiting your own time differently.
The Japanese beauty brands you should know
DAMDAM
Minimalist, modern, and poetic. DAMDAM is the “slowest” face of contemporary Japanese beauty. Born in Tokyo, the brand celebrates the art of taking one’s time, turning skincare into a ritual of mindful slowness. Its formulas are an ode to purity: no parabens, microplastics, or phthalates, just plant-based ingredients like rice bran oil and shiso leaves. The must-try product? The Mochi Mochi Luminous Cream, a treat that plumps the skin with the same soft elasticity as the rice cake it’s named after. And if your skin craves hydration mid-day, Paradisi Hydrating Mist is an oasis in a spray bottle. With DAMDAM, minimalism becomes an art form for the skin.
Shiseido
Since 1872, Shiseido has been the cornerstone of Japanese skincare. Founded as a pharmacy in Tokyo’s Ginza district, it has seamlessly merged Western scientific precision with Eastern poetic soul. Its bestseller, Ultimune Power Infusing Concentrate, is more than a serum, it’s an elixir that strengthens the skin from within, making it more resilient to stress, pollution, and time. Then there’s Urban Environment SPF 42, a matte sunscreen that feels like silk on the skin. Shiseido embodies the philosophy of “inner beauty,” where healthy skin becomes a reflection of inner wellbeing.
SK-II
In the 1980s, SK-II scientists discovered a miraculous ingredient while observing the smooth hands of sake brewers. Thus was born Pitera™, a blend of vitamins, amino acids, and minerals that regenerates the skin like no other ingredient. The brand’s bestseller, Facial Treatment Essence, contains this very formula. Known as the “miracle water,” it’s a living legend among Japanese skincare lovers. Using it is like giving your skin a glass of the purest water after a run through the desert. If your goal is that translucent, “glass-like” radiance, this is your starting point. Struggling with dark spots? The GenOptics Aura Essence serum will help you say goodbye to hyperpigmentation.
Tatcha
Everything Tatcha creates carries the grace of a haiku. Founded by Vicky Tsai after a life-changing trip to Japan, the brand celebrates the fusion of science and ritual. Each formula is born at the Tatcha Institute in Tokyo, where geisha traditions meet cutting-edge laboratories. The Dewy Skin Cream is a velvety caress that delivers a luminous, glass-skin glow in moments, while the Camellia Cleansing Oil is the perfect first step in the Japanese double-cleansing ritual. This is skincare that invites you to slow down, breathe, and enjoy the journey toward radiant skin. All Tatcha products are now available at Sephora Italy, what better reason to try them?
DHC
Anyone who’s experienced double cleansing has DHC, to thank. This brand merges Mediterranean tradition with Japanese excellence, offering products that are simple yet extraordinarily effective. Its Deep Cleansing Oil is now legendary, a pure olive oil that removes makeup and impurities without stripping the skin, leaving it soft, healthy, and balanced. Add the Velvet Skin Coat, a primer that smooths the skin like silk, and you’ve got the perfect combo for a luminous, flawless face. DHC is the essence of “less is more” applied to natural Japanese skincare.
Shu Uemura
When I say Shu Uemura, do you think of the iconic eyelash curler from The Devil Wears Prada? Understandable, but Shu Uemura is so much more. The brand carries the name of its founder, the first Japanese makeup artist in Hollywood, and reflects his rebellious, visionary spirit. From the iconic eyelash curler to perfectly calibrated foundations and advanced haircare, Shu Uemura turns beauty into an act of artistic freedom. There’s a touch of art in everything the brand creates. What to add to your routine? Try the Hard Formula Eyebrow Pencil for perfectly defined brows, or the Rouge Unlimited Kinu Matte Lipstick enriched with tsubaki oil for kissable lips. For a safe bet, go with Ultime8 Sublime Beauty Cleansing Oil, a bestseller made with eight botanical oils drawn from Chinese medicine and global beauty traditions, including tsubaki oil, squalene, and ginseng. Trouble with your hair? Add the Ultimate Reset Extreme Repair Hair Mask, infused with Japanese rice extract, to your shopping list.
Canmake
Colorful, carefree, and irresistibly kawaii, Canmake is the pop face of Japanese cosmetics. Born in 1985, it’s a brand that delights both teenagers and professional makeup artists alike. Don’t be fooled by the cute packaging, the products are powerful, comfortable, and built to last all day. The Creamy Touch Eyeliner glides on like butter and stays put for hours, while the Mermaid Skin Gel UV delivers sun protection and instant glow. Canmake proves that affordable Japanese makeup can be charming, playful, and at the same time, seriously high-performing.
Clé de Peau Beauté
The name is French, but the soul is pure J-Beauty. Clé de Peau Beauté is synonymous with Japanese luxury skincare and is founded on the concept of Skin Intelligence, the skin’s innate ability to know what it needs. Every product is designed to promote harmony and enhance texture, tone, and definition. Take The Serum, for example: it’s both a sensory and scientific experience. Silky and cleanly scented, it leaves the skin with a refined radiance. And then there’s the iconic Concealer Stick, beloved by makeup artists for its ability to erase dark circles and imperfections in one stroke. Clé de Peau Beauté invites you to treat your skin like a jewel, not a problem to solve. Fun fact: Nicole Kidman was recently named global brand ambassador.
Kanebo
Among Japan’s most historic beauty brands, Kanebo embodies refined Japanese elegance. Its formulas focus on enveloping textures and long-term results, nothing excessive, everything measured. Part of the Kao Group, Kanebo represents the philosophy of “prevent, don’t correct,” a pillar of Japanese skincare. It’s like afternoon tea: discreet yet indispensable. The Cream in Day, for instance, hydrates, brightens, and gives an instant sense of comfort. Also worth trying is the Radiant Skin Refiner, which, thanks to brown algae extract, bitter orange peel extract, and watercress, helps improve skin texture and strengthen the barrier. This product cleanses, moisturizes, and even transforms into a kind of sheet mask.
Curél
If your skin is sensitive and unpredictable, Curél is the safe harbor of Japanese skincare. Its strength lies in ceramides, the molecules that keep the skin barrier intact. Products like the Intensive Moisture Cream strengthen the skin from within, preventing irritation and dryness. Try the Japanese Cleansing Oil, which cleanses without stripping the skin’s natural moisture. And for those always on the go who need a quick but effective routine, the Deep Moisture Spray is a must, a refreshing, hydrating face mist powered by ceramides and eucalyptus extract. Curél shows that sometimes “doing less” is the smartest way to achieve more, a zen philosophy applied to the skin, and a staple of Japanese skincare for sensitive skin.
Hada Labo
“Less is more,” but with plenty of heart. Hada Labo, short for “Skin Lab”, is one of the most beloved brands for deep hydration. Its secret is multi-layer hyaluronic acid, which penetrates different skin levels and locks in moisture like an invisible sponge. Unsurprisingly, one of its bestsellers is the Gokujyun Lotion, a fragrance-free, alcohol-free hydrating lotion perfect for layering or for anyone who loves a minimal yet effective routine. Also excellent is the Hada Labo Tokyo Premium Lotion Intense Super Hydrator, ideal for dry or dehydrated skin. It helps restore a soft, healthy-looking complexion. Hada Labo is the very definition of simple, essential Japanese skincare, one that delivers visible results and nourishes both skin and soul.
DECORTÉ
Elegant as a silk kimono and sophisticated as a high-tech lab. Founded in 1970 by the Kosé Group, DECORTÉ blends Eastern medicine with cutting-edge scientific research. Each product is designed to provide a complete sensory experience, from luxurious textures to delicate fragrances. The AQ Meliority Intensive Regenerating Cream is a small nighttime miracle, while the Eye Glow Gem eyeshadows capture light like shards of crystal. DECORTÉ is Japanese high-end cosmetics with a deeply human soul.
Kate Tokyo
Bold, urban, and accessible. Kate Tokyo embodies the vibrant energy of Japan’s capital. Since 1997, its motto “No More Rules” has redefined Japanese makeup. The products combine next-generation textures with an edgy aesthetic for those who love to experiment. Lip Monster is already a legend, a lipstick that stays in place for hours while keeping lips hydrated and irresistibly sensual. Kate Tokyo doesn’t follow trends, it creates them. It’s Japan’s answer to the desire for freedom, individuality, and color.
