‘So good’: Viral $16 beauty buy 3.3m rate (2024)

Move over K-beauty, J-beauty is the new kid on the skincare block.

While the last few years have seen an explosion in popularity of Korean skincare and makeup in Australia, we are now seeing more and more of its lesser known sister – Japanese beauty.

With over 340 million views for J-beauty alone on TikTok, people all over the world are falling in love with Japanese beauty products.

And with good reason. J-beauty’s ethos is all about minimalism and enhancing natural beauty – think gentle formulations, tried-and-tested quality ingredients, layers of hydration, daily face masks, and simple skincare routines to achieve that healthy, radiant glow we’re all seeking.

It certainly helps that Japanese skincare and makeup brands are now more easily accessible in Australia. It was only last year that Japan’s best-selling skincare brand Haba Labo launched in Adore Beauty and when it landed in Priceline in April this year, it sparked a frenzy among shoppers. Then in June this year, Amazon Australia expanded its international offering to include millions (yes, four million to be precise) from Amazon Japan. That means we now have access to cult Japanese beauty products that you could only once get by begging your friend who was going on holiday to Tokyo.

The best part? The price point of Japanese skincare and makeup product is on the whole very kind to your wallets. J-beauty really proves that you don’t need to spend an arm and leg for quality products that work really well.

If you’re looking to introduce J-beauty into your routine, here’s our roundup of the best Japanese beauty products you can buy in Australia - including the TikTok cleansing oil that melts makeup off in seconds and the viral hair mask that leaves your locks shiny and glossy.

Just a quick note – For J-beauty products that have launched in Australia, the packaging used is different from what is sold in Japan. The Japanese beauty products accessible on Amazon Australia use the original Japanese packaging which you’ll notice is loud, fun and busy. Don’t be put off by the packaging! It’s all the same good stuff inside.

HOW WE CHOOSE PRODUCTS

With hundreds of products available, it’s impossible to test every one out there. To help you find the best Japanese beauty products we tested a few well-known and viral products at different price points. In addition, our shopping team read hundreds of customer reviews and looked at test results and ratings from product review sites to find the best Japanese skincare and makeup from premium to budget to help you find the right one for you. We also spoke to James Zhong from Ask Melon for his expert advice in all things J-beauty.

OUR TOP PICKS

In this article

• What is J-beauty?
• How does J-beauty differ from K-beauty?
• What ingredients are commonly found in J-beauty products?
• Where can I purchase authentic J-beauty products outside of Japan?

EDITOR’S PICKS: BEST J-BEAUTY PRODUCTS

Softymo Kose Cosmeport Speedy Cleansing Oil, $15.97 at Amazon

Tried and Tested by Melody Teh, news.com.au checkout Deputy Editor

I’m generally not a fan of oil cleansers as I find them to be too greasy and clog up my pores, but after seeing this Kose Cleansing Oil go viral on TikTok (it has a whopping 3.3 million views), I knew I had to give it a go to see if it was really worth the hype.

And now I have to rethink everything I thought I knew about oil cleansers. This is a lightweight and gentle cleanser that’s formulated with five oils – olive oil, jojoba oil, sesame oil, safflower oil and shea butter – and it leaves my skin feeling so clean and soft. It seriously melts off my sunscreen, makeup and whatever gunk is on my face in seconds, including waterproof mascara. It’s also super gentle on the eyes, washes off easily and doesn’t leave a weird film on your skin which can happen with oil cleansers.

At such an affordable price point and coming in an easy to use pump bottle, I can see why the product is all over TikTok. It’s definitely worth it and it’s now my go-to as the first step in a double cleanse routine, especially if I’ve been wearing a full face of makeup that day. It’s so good!

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Shiseido Fino Premium Touch Hair Mask, $15.99 (down from $17.99) at Amazon

Tried and Tested by Harriet Amurao, Shopping Writer

After seeing this hair mask go viral on TikTok for giving you ‘glass hair’, I knew I had to try it out and the verdict is that I like it. I’ve been using it for a few months now and the hair mask has definitely made my hair feel much healthier and softer. Not only does it provide the much-needed moisture and hydration my hair needs, but it smells so damn good too.

While the hair mask didn’t necessarily leave my hair looking super glossy or shiny like the TikTok videos show, it’s still a great hair mask option for those wanting to give their hair a little TLC – especially at less than $20 a pop. I scoop a small amount of the product into my hand (a little goes a long way), apply it to my damp hair from the mid section to the ends, leave it on for five minutes, rinse it out and there we have it. My hair is super smooth, soft and tangle-free!

Hada Labo Gokujyun Premium Hyaluronic Acid Lotion, $30.36 at Amazon

Tried and Tested by Melody Teh, Deputy Editor news.com.au checkout

As Japan’s number one skincare line, you’ll be seeing a lot of Hada Labo on this list. And what they’re best known for is their “super hyaluronic acid”, an exclusive ingredient in all Hada Labo skincare products.

This hyaluronic Acid Lotion is from the Gokujyun range, which focuses on hydration. Now don’t be confused by the word “lotion”, this is not a lotion as we know it but more of an essence/toner/serum so comes out in a watery, gel like consistency and has a lightweight, silky texture.

I can confirm it is indeed ultra hydrating and that’s because it’s packed with seven types (yes SEVEN) hyaluronic acids that my dehydrated skin absolutely drank up. It’s fast-absorbing, plus doesn’t leave a sticky residue that I find some hyaluronic acids can do.

I have been using this after cleansing and before my other serums and moisturiser. My skin tends to be quite dry especially in winter and this has been a perfect additional step to my skincare routine for extra hydrated and glowy skin. It’s also excellent value for money. Coming in a 170ml bottle, it’s going to last me a long time.

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SK-II Treatment Essence, $255 at Sephora

What You Need To Know

Used between your toner and serum to prep and optimise the rest of your skincare products, an essence is a must-have step in J-beauty (and K-beauty) skincare routines. And the most iconic of the essences has to be the SK-II Treatment Essence, which is loved by celebrities like our very own Cate Blanchett. And have you seen her skin?

Using a potent anti-ageing ingredient – PITERA, which is an extract derived from fermented rice – this beloved essence has been dubbed a “miracle water” and a bottle sells every two seconds around the world.

Five-star reviewers on Sephora say it’s “heaven on my skin” and that it leaves skin “healthier and glowing”. The price is no doubt expensive but satisfied shoppers note a “little goes a long way”.

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Cure Natural Aqua Gel, $50 at Amazon

What You Need To Know

One bottle of the Cure Natural Acqua Gel sells every 12 seconds in Japan. The best-selling exfoliant promises to remove all those dead skin cells and other nasties from your skin. Now don’t be put off by the word ‘exfoliator’, this water-based natural exfoliator isn’t harsh on the skin. In fact, it will leave your skin feeling nice and clean without irritation, while the natural plant extracts from aloe vera, ginkgo and rosemary will help soothe and hydrate.

It’s garnered over 5000 five-star ratings on Amazon, with customers declaring it the “best exfoliating face wash for all skin types”.

“It is just like water but takes off all your dead skin, so good,” one shopper wrote, while another said, “I will never be without this product in my line-up. I use it twice a week and it still amazes me the amount of dead skin it takes off every time I use it.”

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BEST J-BEAUTY SKINCARE

DHC Deep Cleansing Oil, $31.49 (down from $40) at Amazon

What You Need To Know

You may have seen this all over your TikTok and for good reason, the DHC Deep Cleansing Oil is a favourite among beauty lovers for its magical ability to thoroughly cleanse your skin. The water-soluble formula works to get rid off makeup and the day’s grime from your skin while still leaving it feeling moisturised and soft.

With a 4.6 star rating from almost 16,000 reviews on Amazon, shoppers say this gentle cleanser is great for those with “dry and sensitive skin”.

“Love this product – won’t use any other make up removal cleanser now. The oil washes straight off with warm water,” one five-star reviewer wrote.

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SUKOYAKA SUHADA Urea Moisturizing Eye Cream, $32 at Amazon

Tried and Tested by Susannah Hardy, Parenting Shopping Writer

I’m always looking for effective eye treatments and even though I’d never heard of the Urea Moisture Eye Cream, I was keen to try – and I have to say, I’ve been impressed so far. It has a lovely rich creamy texture that goes on easily and smoothly. It’s convenient to use, (important for a busy working mum), plus it comes in a generous 30g tube so longer lasting than other eye creams. More importantly, I’m convinced my tired under-eye area is looking less baggy, and the surrounding skin a little firmer – and I don’t think it’s just wishful thinking on my part! Will definitely continue to use …

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Shiseido Senka Perfect Whip Collagen, $12.00 at Amazon

Tried and Tested by Lauren Chaplin, Consumer Technology Reporter

As someone with fairly dry skin, it can be difficult to find a face wash that thoroughly cleans my skin without stripping it of the little moisture it has. The Senka Perfect Whip line had me pleasantly surprised here, leaving my skin feeling nice and clean without making it tight and dry. While I have to admit, I can’t tell the difference between the Collagen and the OG Perfect Whip, they both work really well and are cost-effective as a little bit of product goes a long way. You just need to wet your hand, squeeze a little bit of product into it and then ‘whip’ it into a lather to get the full results.

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Sukoyaka Suhada Urea Moisture Lotion, $32 at Amazon

Tried and Tested by Harriet Amurao, Shopping Writer

Basically a toner, this “moisture lotion” is simple yet effective. While it isn’t anything crazy special, it’s the perfect first step in my skincare routine after cleansing. It’s very lightweight given it has the consistency of water, no scent and adds much-needed hydration to my face – it’s great at prepping my skin for the rest of my skincare. I typically put some in the palm of my hand and pat it into my skin until it’s absorbed.

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Rohto Melano CC Medical Intensive Recreation Essence Cream, $18.88 (down from $22.73) at Amazon

What You Need To Know

Designed to target pigmentation, dark spots, discolouration and acne scars, the Melano CC Intensive Anti-Spot Essence contains a high concentration of vitamin C and E to hydrate and brighten. Despite the name, it’s akin to a lightweight vitamin C serum.

Satisfied customers on Amazon have called it the “best vitamin C cream I have ever found” and a “perfect product for pigmentations as it brightens up your skin”.

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Ishizawa Keana Baking Soda Powder Wash, $26 at Amazon

Tried and Tested by Melody Teh, Deputy Editor news.com.au checkout

Not going to lie – the phrase “baking soda scrub wash” and the orange peel and strawberry skin packaging had me slightly (okay a lot) concerned. I was worried it was going to be harsh on my skin but to my surprise, it’s actually very gentle and doesn’t dry you out.

The baking soda scrub – which is more like a powder face wash – comes out as a powder that you emulsify with water so it lathers a little and then wash onto your face. It works to remove dead skin cells, lift sebum and cleanse any debris and impurities on the skin. After regular use, I feel like my pores are less clogged and smoother looking. I’ve been using this after my oil cleanser for an even deeper clean and my skin has honestly never been so clean and soft.

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BEST JBEAUTY FACE MASKS

SK-II Facial Treatment Mask (6 piece), $159 at Sephora

Tried and Tested by Hannah Paine, news.com.au checkout Editor

Yes, these are undeniably pricey but they’re also hands-down the best sheet masks I’ve ever used. I bought a 10-pack of these duty-free years ago and honestly, they’re one of the few beauty products that I can see a noticeable difference in my skin after using. My pores are tighter while my skin is brighter and has more of a glow after use. These would make a great investment for seriously upping your at-home skin game.

Save them for use before big events or use them as a weekly treatment in lieu of a monthly facial. The best bit? Each sheet mask sachet contains so much PITERA Essence (aka the magical ingredient that makes SK-II products so special) that I can always slather my face and neck in whatever is left in there for two nights afterwards. Now that’s what I call economical.

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Lululun Precious Face Mask (7 Sheets), $15.35 at iHerb

What You Need To Know

One of the most popular face masks brands in Japan, since its launch in 2011 Lululun has sold over a billion face masks. The Lululun Precious is an upgraded version of their iconic Lululun face masks. There are three different variations in the Lululun Precious series – red (moist) for intensive hydration, white (clear) for skin brightening and firming, and green (balance) for skin maintenance. All use L22, Lululun’s proprietary complex oil, as well as beta-glucan and peptides to help plump skin and minimise the visible signs of ageing.

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Keana Nadeshiko Rice Mask (10 Sheets), $15.75 (down from $21.99) at Amazon

Tried and Tested by Philippa Tonkin, Shopping Writer

I love a sheet mask as much as the next person but let’s be honest, most of the time they make your skin glowy for around 10-15 minutes and then you really can’t tell the difference between your skin before and after. Not these masks though. They’re so incredibly hydrating and I can honestly say my skin looks and feels so much better after using them. They’re made from a rice-derived serum which is designed to not only purify pores but also increase skin elasticity. I found it super calming and it really revitalised my skin. And if you’re after a little tip, I spread the excess serum down onto the neck and chest to really soak up all that goodness. This is a beauty buy, I will purchase time and again.

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Saborino Morning Face Mask (32 Sheets), $23 (down from $26) at Amazon

Tried and Tested by Stephanie Yip, eCommerce Travel Writer

The Saborino Morning Face Mask is not like other face masks I’ve tried. The 32 sheets come in a single packet as opposed to individual serves and each mask pulls out much like you would tissues from a box.

They come out damp, but not oozing in serum like other masks do. They remind me of a wet wipe, which was nice as it removed that panic moment I get when trying to fit a dripping mask onto my face before half of it winds up on the floor.

The pack says to leave it on for five minutes but I’ve read even 60 seconds is enough for it to cleanse, tone and prime. It runs a little small (at least it did on me), however there are slits to widen the eyeholes and you can fold/tear bits around the mouthpiece to widen it. It also takes a bit of flattening to get it to stick in certain places which was a little annoying.

Once removed, it left my skin feeling more sticky than dewy. Sounds less than delightful, but I still felt very refreshed, and the drier texture allowed me to apply moisturiser and make-up immediately after.

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BEST J-BEAUTY MOISTURISERS

Hada Labo Gokujyun Hyaluronic Perfect Gel, $28.62 at Amazon

Tried and Tested by Philippa Tonkin, Shopping Writer

I first learnt about this ultra-hardworking 5-in-1 product from my favourite skinfluencer @sh*tskinchat. She swears by it for giving you that glazed doughnut skin so I was very excited to try it. It combines a toner, essence, serum, moisturising cream and a sleeping mask. It works to gently break down the outer layers of the skin whilst also being super hydrating and moisturising. I used it as a moisturiser and I seriously don’t know how I went so long without it. My favourite part is that in the morning when I wash my face, I can still feel it there. Never again will I wake up to dry, dehydrated skin. Plus, while I usually still do all my other skincare steps I do love that when coming home from a night out or when I am seriously tired I can happily pop this on and know that my skin will still be cared for throughout the night.

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Hada Labo Anti-Aging Wrinkle Reducer Cream, $39.95 at Adore Beauty

Tried and Tested by Melody Teh, news.com.au checkout Deputy Editor

This moisturiser is from Hada Labo’s iconic red range (which focuses on anti-ageing) and was the first to launch in Australia through Adore Beauty. (And as it’s been formulated for the Aussie market, the packaging is very different to the one’s in the local market you can get off Amazon).

The red range is all about achieving your dewiest and smoothest skin yet and this Anti-Aging Wrinkle Reducer Day Cream is packed full of Hada Labo’s “super hyaluronic acid” as well as retinol and collagen to deeply hydrate your skin and fight the signs of ageing. It feels luxuriously rich and velvety, and it absorbs into the skin so well making it an excellent cream to wear during the day. I have fairly dry skin and this has been super nourishing leaving my skin plumper, healthier and more radiant. At $40, it’s well priced for an intensive moisturiser and having tested $150+ moisturisers, this one feels much more expensive than it is but with the same results. Win!

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Curel Kao Intensive Moisture Cream, $33.40, at Amazon

What You Need To Know

A light as air but deeply moisturising cream that nourishes the skin, the Curel Kao Intensive Moisture Cream is particularly good for people with dry and sensitive skin. It’s non-greasy and absorbs well into the skin leaving it soft, supple and glowing. A bestseller in Japan, and beloved on TikTok, it’s been called the “best moisture cream I’ve used so far”.

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BEST J-BEAUTY MAKEUP

HEROINE MAKE by KISSME Long & Curl Up Waterproof Mascara Black, $22 at Amazon

What You Need To Know

With over 10 million views on TikTok for the #heroinemascara, beauty lovers cannot get enough of this super lengthening, all day curl hold and ultra waterproof mascara. There’s review after review on TikTok testing out the mascara, proving it lives up to the hype after all day wear. Be warned though, as it is ridiculously waterproof (there’s videos showing it after crying, swimming etc), it can be a tad difficult to remove. But if you’re after a mascara that won’t break the bank and is truly waterproof, you can’t go past this one.

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CANMAKE Glow Cheeks No. 03 Fairy Orange Fleur, $18 at Amazon

Tried and Tested by Harriet Amurao, Shopping Writer

Just when I thought I was over powder blushes, this one from CANMAKE has reeled me back in. Not only is this a really cute blush, but it’s incredibly pretty on – it has a beautiful peachy-orangey tint and adds a subtle glow. It’s easy to blend, very buildable, not messy (you don’t have to worry about overblushing like you do with cream blushes) and super convenient for when you’re on-the-go and need to add a bit of colour to your face. Plus, it comes with its own compact little brush!

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HEROINE MAKE by KISSME Smooth Waterproof Liquid Eyeliner, $15.90 at Amazon

Tried and Tested by Tahnee-Jae Lopez-Vito, Shopping Writer

I tend to avoid eyeliner since I’ve always struggled with eyeliner smudging, which isn’t a surprise for someone with oily eyelids and a monolid that makes eye makeup even more prone to smearing. The Heroine Make liquid liner by Kiss Me totally surprised me, especially given its super affordable price tag. It’s a true waterproof product that lasted me several hours, surviving my natural oils, sweat and my poor attempts at putting in eyedrops. The fine brush tip helps also provide a precise application, making it easy to create a thin line for a natural look or a bold wing.

One downside is the black shade isn’t the darkest so you might need to apply more than you think and potentially touch it up if you’re going out after work. Plus, it seems to dry out pretty quickly.

But for a casual liquid eyeliner user looking for a budget friendly option that doesn’t transfer, the Heroine Make is a decent option worth buying.

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Koh Gen Do Maifanshi Aqua Foundation, $167.39 at REVOLVE

What You Need To Know

The cult foundation from Koh Gen Do is a favourite among celebrities and celeb make-up artists for giving luminous, flawless skin.

“I’ve been using this foundation on camera forever,” Lana Condor told The Cut in 2021. “It’s a lightweight, barely-there foundation, and it really looks like skin. You don’t need a lot of it. I like to show my skin — I don’t want to cover it — and this really works for that.”

The mineral liquid foundation gives the soft focus effect to the skin, minimising pores and fine lines, while giving you a dewy, youthful glow. What more could you want?

“This is my skin but better foundation. It has medium coverage but still maintains the look of skin,” one five-star reviewer wrote on the REVOLVE site. Another said, “Blends like second skin, very light, doesn’t cause breakouts, and lasts all day. This is an amazing foundation.”

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WHAT IS J-BEAUTY?

J-Beauty stands for Japanese Beauty (like K-Beauty refers to Korean Beauty) and encompasses skincare, makeup, and cosmetic products from Japan.

“Rooted in tradition and nature, J-beauty emphasises simplicity, efficacy, and holistic care, focusing on maintaining and protecting the skin’s natural health,” James tells news.com.au.

James puts down the rising popularity of J-beauty in Australia to three reasons:

• Natural and gentle formulations: “Australians are becoming more conscious about the ingredients in their skincare. J-beauty often uses naturally-derived ingredients, resonating with those who prefer gentler skincare options,” he says.
• High-quality standards: “Japanese manufacturing and quality control are globally renowned, ensuring consumers get premium products at lower prices.”
• Simplicity and minimalism: “The J-beauty routine is often less complex than others, making it easier for individuals to follow and integrate into their daily life,” James says.

HOW DOES J-BEAUTY DIFFER FROM K-BEAUTY?

Although there are similarities between J-beauty and K-beauty, and both obviously originate from East Asia, there are distinct differences James notes.

“K-Beauty (Korean Beauty) is known for its 10-step routine, while J-Beauty promotes a more simplified regime,” he says.

“Additionally, J-Beauty stresses maintaining and enhancing natural beauty, focusing on long-term skin health, while K-Beauty tends to emphasise immediate results and visible transformations.
“Lastly, while both use natural ingredients, K-Beauty often introduces innovative and exotic ingredients. In contrast, J-Beauty tends to rely on traditional, time-tested inputs.”

WHAT INGREDIENTS ARE COMMONLY FOUND IN J-BEAUTY PRODUCTS?

According to James, the most common ingredients found in J-beauty products include:

• Green tea – Packed with antioxidants, it helps soothe and protect the skin.
• Rice – Moisturises and provides essential nutrients.
• Sake – Contains kojic acid which helps in brightening the skin.
• Seaweed – Full of minerals, it hydrates and revitalises the skin.

WHERE CAN I PURCHASE AUTHENTIC J-BEAUTY PRODUCTS OUTSIDE OF JAPAN?

There’s no need to beg your friend who’s going to Japan to bring you back a whole bunch of supermarket beauty finds anymore. In June this year, Amazon Australia expanded its international offering to include products from Amazon Japan. That means you now have access to over four million new Japanese products, many of which are cult brands and products. Plus, Prime members get free shipping while non-Prime members simply have to spend over $49.

In addition, Japan’s best-selling skincare range Hada Labo (which means skin laboratory in Japanese FYI!) is available at both Adore Beauty and Priceline.

You can also find luxury Japanese brand SK-II at Sephora Australia and timeless J-Beauty brand Shiseido at Fresh Beauty Co and Amazon.

More Beauty Coverage

• Best Korean beauty and skincare products
• Best anti-ageing creams and serums for youthful skin

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