Japan’s most popular cosmetics and skin care products in 2025

As the year draws to a close, several popular Japanese beauty retailers have released their annual lists of standout cosmetics and skincare products. These lists are by no means comprehensive, but they paint a broad picture of what Japanese consumers are obsessed with throughout the year.

We have compiled the selected products from the @cosme Best Cosmetics Awards and Zozocosme Awards for your reference. The former curates its listings based on user reviews, ratings and buzz on the site, while the latter’s rankings are based on sales data, views, “most like” clicks and comments.

Without further ado, here are the most popular cosmetics and skin care products in Japan in 2025.

@Cosme Japan’s top makeup products in 2025

For @cosme, first place (grand prize) goes to Purifying cleansing oil, aromatic, refreshing citrus scent Designed by the brand Attenir. This cleansing oil melts away waterproof makeup without drying out the skin and is praised for its effectiveness at targeting stubborn blackheads and enlarged pores.

Here are this year’s top ten products:

1. Attenir – Purifying cleansing oil, aromatic, refreshing citrus scent
2. Rosy Rosa – Multifunctional Foundation Puff 2P
3. Decorté – loose powder
4. Lancôme – Genifique Ultimate Essence
5. Answer – Super Lamellar Shampoo and EX Hydrating Treatment for Daily Damage
6. rom&nd – Han All Brow Cara
7. RMK – Moisturizing Lip Gloss
8. Rosy Rosa – Paint EX
9. Lululun – Lululun Hydra EX Mask
10. SK-II – Genoptics InfinitAura Serum

Zozocosme Japan’s Top Makeup Products of 2025

Zozocosme awards top spot in its lineup – ‘Hall of Fame’ – to Dior’s Dior long-lasting skin correctness Concealer that provides reliable coverage. Known for its creamy texture, it hides dark circles, localized redness, pigmented spots and blemishes.

The e-commerce giant breaks down rankings by category each year. Here are the winners in each category:

• Fastest Rising Popularity Award: Dior – Rouge Dior Stage Lipstick
• Best Review Award: VT Cosmetics/VT Reedle – S Tone On Daily Mask (30 pieces)
• Most Repeat Purchase Award: Shu Uemura – Crushed Gem Eyeshadow
• Most Talented Item Award: Aesop – Andrum Fragrance Hand Sanitizer 500ml
• Luxury Category Grand Prize: Nars – Light Reflective Setting Powder, Press N
• Nature and Variety Category Award: MTG ReFa – Heart Comb Ella

here it is Previous winners:

• 20-Year-Old Grand Prize: Tom Ford Beauty – Eye Color Quad
• 30-Year-Old Grand Prize: Tout Vert – Retinol Cream 0.1
• 40s Awards: Kanebo – Rouge Star Breathe (lipstick)

Japanese cosmetics trends

The results of both awards lists highlight the two main categories that Japanese consumers are most obsessed with this year. The first is climate-appropriate skincare; record temperatures this year have driven huge demand for products that manage pores and prevent makeup from melting away (think Attenir’s cleansing oil, VT Cosmetics’ daily mask, mentioned earlier).

The second is the demand for makeup setting products. Japanese shoppers love original makeup, using products like Nars’ Light Reflecting Set Powder (Zozo Luxury Award) and Decorté’s Lose Powder (3rd place @cosme). Rosy Rosa’s Multi-Function Foundation Puff (#2 at @cosme) is also a popular tool for creating a flawless look.

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