Japan’s Most Popular Beauty Products Right Now (Updated Yearly)

Jeanyn Santiano
by Jeanyn Santiano

Japan’s biggest beauty rankings are here! Discover the winning products from the 2026 @cosme Best Cosmetics Awards, including viral Japanese skincare, trending makeup, glow-boosting PDRN sheet masks, luxury foundations, and bestselling beauty products loved by real consumers across Japan.

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Japan’s Most Popular Beauty Products Right Now (Updated Yearly)
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    Japan’s biggest beauty rankings are here! The annual @cosme Best Cosmetics Awards are one of the most influential beauty awards in Japan, based on real customer reviews, product popularity, and shopping trends from thousands of beauty consumers across the country. 

    From viral Japanese sheet masks and long-lasting lip products to next-generation vitamin serums and luxury foundations, these are the trending Japanese beauty products everyone is talking about this year. 

    Bookmark this page because we’ll be updating this guide every year with the latest trending cosmetics, bestselling Japanese skincare, viral makeup launches, and award-winning beauty products. 

    Best Cosmetics Awards Grand Prize Winners 

    Grand Prize Winner (1st Place): d program Moist Care Lotion EX 

    A medicated lotion or toner designed for sensitive and dry skin. Formulated with xylitol and moisture-supporting ingredients to strengthen the skin barrier while preventing recurring dryness and irritation. 


    Best for Deep, Long-Lasting Hydration
    d Program Moist Care Lotion Hydrating Toner For Dry Skin 125ml
    d Program

    d Program Moist Care Lotion Hydrating Toner For Dry Skin 125ml

    This toner from Shiseido’s d Program is made for sensitive skin with dryness or rough texture. It contains super hyaluronic acid and mugwort extract to deeply hydrate and soften the skin. The smooth, non-sticky formula absorbs easily and keeps skin moisturized.
    $34.99
    Pros
    • Deep hydration without heaviness
    • Gentle on sensitive skin
    • Helps maintain healthy-looking skin year-round
    Cons
    • May feel too heavy for oily skin types

     

    2nd Place: Rosy Rosa Powder Brush EX Angled 

    Rosy Rosa Powder Brush EX AngledA surprisingly affordable makeup brush praised for its ultra-soft bristles and angled design that helps blend powder products evenly and naturally. 


    3rd Place: Anua Vitamin 10 Porestria Serum 

    Anua Vitamin 10 Porestria SerumA pore-care vitamin serum packed with multiple vitamins to help improve skin clarity, firmness, and visible pores. 


    4th Place: Anua PDRN Hyaluronic Acid Hydrating Mist 

    Anua PDRN Hyaluronic Acid Hydrating Mist

    A hydrating facial mist formulated with PDRN and hyaluronic acid for glowing, moisturized "glass" skin. 


    5th Place: Lululun HYDRA-PD-MASK  

    Lululun HYDRA-PD-MASKOne of Japan’s biggest viral sheet masks of 2026. This premium mask contains multiple forms of PDRN designed to support firmer-looking, radiant skin. 


    6th Place: Lululun Precious GREEN 

    A moisturizing sheet mask focused on maintaining healthy, hydrated skin with human-type ceramides and soothing ingredients. 

     

    Best Hydrating Mask Before Makeup
    Lululun Precious Green Balance Anti Aging Face Mask 32 Sheets
    Lululun

    Lululun Precious Green Balance Anti Aging Face Mask 32 Sheets

    Best for mature skin that feels unbalanced, dry, or prone to breakouts caused by dryness, LuLuLun Precious Green face mask is designed for daily care to support healthy-looking, resilient skin. The formula focuses on balancing the skin environment with moisturizing and skin-conditioning ingredients that help leave skin plump, supple, and bouncy. It contains plant-derived peptides, three types of ceramides, β-glucan, and L22® oil to soften rough skin, maintain moisture, and support firmness. The thick, fluffy sheet fits comfortably and helps the essence absorb evenly into the skin.
    $32.00
    Pros
    • Thick, soft sheet feels comfortable on the skin
    • Generously soaked with essence for deep hydration
    • Helps prep skin smoothly before makeup application
    Cons
    • May feel too rich or heavy for very oily skin types

    7th Place: M·A·C Powder Kiss Hazy Matte Lipstick

    M·A·C Powder Kiss Hazy Matte LipstickA lightweight matte lipstick with a “kiss-blurred” look and comfortable texture. 


    8th Place: Givenchy Prisme Libre Care & Glow Serum Primer 

    Givenchy Prisme Libre Care & Glow Serum Primer

    A skincare-focused serum primer that combines hydration, radiance, and makeup prep in one lightweight formula. 

    9th Place: Estée Lauder Double Wear Stay-in-Place Makeup N 

    Estée Lauder Double Wear Stay-in-Place Makeup NLoved for its strong coverage, sweat and humidity resistance, more natural-looking finish, and long-lasting wear.


    10th Place: Dior Addict Lip Glow Oil 077 Rosy Candy 

    Dior Addict Lip Glow Oil 077 Rosy Candy

    A glossy lip oil known for its shine, hydration, and visibly plumping effect. It went viral for its cherry oil-infused lip care, beautiful layered effect over lipstick, and the popularity of the “Rosy Candy” shade.


    Best Makeup Winners 

    Best Eyeshadow Palette 

    1. Excel Skinny Rich Shadow N  

    1. Kate Bouncy Cheek Shadow  

    1. Jill Stuart Dressed Bloom Eyes  

    Best Single Eyeshadow 

    1. SUQQU Mono Look Eyes e  

    1. RMK Lid Impression Liquid Eyeshadow  

    1. Elegance Silky Liquid Eyes N  

    Best Mascara 

    1. Majolica Majorca Lash Expander Neo Lash  

    1. Ettusais Mascara Extra Long  

    1. Heroine Make Long UP Mascara Super WP N  

    Best Lipstick 

    1. M·A·C Powder Kiss Hazy Matte Lipstick  

    1. Addiction The Lipstick Glazed Bomb   

    1. Visee Nenmaku Fake Rouge II   

    Best Liquid Rouge 

    1. Kate Lip Monster Crystal Pod  

    1. Maquillage Lip Glow Bomb  

    1. CipiCipi Dewy Film Tint R  

    Best Skincare & Body Care Winners 

    Best Body Care 

    1. Biore The Body Body Emulsion White Tea  

    1. Ignis Nightwell Body Milk  

    1. Cosme Decorte AQ Radiance Smooth Brightening Body Milk  

    Best Shampoo & Treatment 

    1. Cosme Decorte AQ Repair Essence Shampoo  

    1. &be Damage Care Shampoo Repair Rescue Treatment  

    1. RAFRA Aroma Serum Shampoo Moist  

    Best Hair Care 

    1. THE ANSWER Complete Lamella Milk  

    1. plus eau Lipoa Emulsion  

    1. melt Creamy Melt Powder  

    Best Fragrance 

    1. Tom Ford Beauty Fig Erotica Eau de Parfum  

    1. Flora Notis Jill Stuart Iconic Bloom Eau de Parfum  

    1. Maison Margiela Replica Up At Dawn  

    Best Beauty Tools & Beauty Goods 

    Best Beauty Goods 

    1. Rosie Rosa Powder Brush EX Angled  

    1. Curel Hand Care Mask  

    1. Curel Heel Care Mask  

    Best Beauty Appliance 

    1. ReFa Beauty Tech Hair Dryer SE  

    Best Oral Care 

    1. Okuchi Shine Muscat  

    1. BARTH Medicated Bicarbonate Mouthwash  


    Japanese Beauty Trends This Year 

    The 2026 awards reveal several major beauty trends dominating Japan right now: 

    PDRN Skincare Became Japan’s Glow-Skin Obsession: PDRN-based skincare exploded in popularity this year, especially in sheet masks and hydrating mists focused on glow, elasticity, and moisture. 

    Soft Matte Lips Replaced Heavy Matte Lips: Soft matte lip products with lightweight textures replaced heavy matte formulas. 

    Barrier Care Took Over: Sensitive skin and moisture barrier products became more important than aggressive skincare. 

    Makeup That’s Secretly Skincare: Many winning makeup products now combine skincare ingredients with cosmetics. 

    Glass Skin Is Still Winning: Hydrated, radiant skin continues to dominate Japanese beauty trends in 2026.  

    If you want to discover even more iconic J-beauty favorites, check out our guide to the best Japanese makeup brands and their top-rated products.

    So, what’s your favorite Japanese beauty product right now, and which award-winning product are you dying to try next? Let us know in the comments! 

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