I’m a Japanese Beauty Writer and These Are The J-Beauty Products I Swear By
PC: SK II
I’ve been noticing a trend of American founders launching beauty brands in Japan and labeling them as J-Beauty. There’s a certain irony in that—this kind of positioning feels somewhat at odds with Japanese culture. For better or worse, Japan has a strong sense of cultural pride, and it’s hard to imagine a Japanese brand presenting itself as originating from somewhere else.
Japan has created a certain image for itself. One that’s well respected and trusted for offering high-quality, honest products. No matter the industry, Japan’s philosophy is to create the best of the best, constantly learning, refining, and perfecting. It is a culture of meticulous craftsmanship, where the attention to detail is remarkable, and there is little room for error. That is why I take issue when foreign entities try to benefit from this branding. It feels misleading and waters down this image that Japan has spent centuries crafting.
But I digress.
Where the U.S. focuses on the sell and the public image, Japan quietly focuses on the product itself, which is why I have been blindly trusting their products my entire life. When I first got into beauty products, I naturally took to whatever my mother was using. And while she was never big on creams and ointments, the pared-back routine always only included the products she’d find at our local Japanese store.
Even as a beauty writer who receives endless free beauty products, I still go out and pay for my own tried-and-true J-beauty products. I wanted to share some of the cleansers, creams, and sunscreens I use below, including our version of drugstore beauty products and some products my family (and extended family) have been using here and in Japan.
My Favorite Japanese Beauty Products
The Best Daily Moisturizer:
Shiseido Wrinkle Smoothing Day Cream with SPF
Shiseido has been around since 1872 and is a household staple for many Japanese families. Yes, the luxury skincare line is pricier than what you’d find at a drugstore. But many of its products serve multiple purposes, like this wrinkle-smoothing day cream with SPF.
The Best Cleanser:
Senka Perfect Whip Cleanser
This is hands-down the best cleanser I’ve ever used. Besides the fact that it smells delightful (like Japan, for a lack of a better word), you only need a dollop of the cream to cleanse your entire face. It spreads and melts delightfully, removing oils and makeup in one effective wash. My bottle always lasts up to ten months.
Best for Sun Spots:
SK-II Genoptics Advanced Spot Essence
I have a relative who uses this Advanced Spot Essence religiously. It’s for elderly ladies who want to get rid of some of the sun spots they’ve collected over the years. Apparently, it’s incredibly advanced at evening out your texture.
Best Retinol:
Sana Anti-Aging Wrinkle Retinol Cream
I started using this retinol cream at the start of this year (five months ago). It’s a brand I see just about everywhere and figured I’d give it a go. This pure retinol cream has a milky texture made out of soybean ferment extract. It’s completely scentless and works to smooth fine lines and brighten your complexion. So far, I love it!
Best Sunscreen:
Skin Aqua Spf 50 Sunscreen
If you’ve been to Japan, you’ve no doubt seen this sunscreen at every drugstore. It’s our hero sunscreen and is used on a daily basis. I love it for its refreshing scent and watery texture. It grabs onto the skin, but it doesn’t feel sticky. I never feel like it’s clogging my pores either. The combination of this sunscreen and the previous retinol is just chef’s kiss.
Best Shampoo & Conditioner:
Tsubaki Shampoo & Conditioner Set
I rotate my shampoo and conditioner between three different brands, purely based on my mood. The Tsubaki ones are my favorite Japanese hair products. They smell absolutely divine and make my hair feel fluffy and soft.
