Best New Beauty Products: Japanese Cosmetics Ranking 2025

What are the absolute best beauty products to buy in Japan right now? If you want to know the real trends and top-rated items loved by Japanese locals, there is one ranking you need to check: THE BEST COSMETICS AWARDS by @cosme.

@cosme is Japan’s largest online beauty community, and their bi-annual awards are the most prestigious in the industry. Unlike rankings based on sales numbers or editor picks, these awards are determined by millions of real user reviews and votes. Winning a spot on this list is a guarantee of quality and popularity.

The 2025 Best Cosmetics Awards (Year-End) have just been announced! This year’s Grand Prize ranking features a mix of affordable drugstore gems and high-end masterpieces, proving that price doesn’t always dictate quality.

In this article, we have compiled the “Best of the Best” — the top winners from the overall Grand Prize ranking and key category champions for 2025. If you only have space for a few items in your suitcase, these are the ones to get!

*Please note that this article contains affiliate links.

Grand Prizes 

Achieving the Grand Prize title for the second consecutive year, this Attenir Skin Clear Cleanse Oil Aroma Type is famous for removing “skin stains” along with makeup, leaving the skin brighter and smoother. Infused with rock rose and immortelle oil, it cleanses without stripping moisture. The relaxing citrus aroma makes removing makeup the best part of the day. High performance at a reasonable price makes it the undisputed queen of Japanese skincare.

Winner: Attenir Skin Clear Cleanse Oil Aroma Type (1,980 yen)

2nd place: ROSY ROSA Multi Fundation Puff 2P (638 yen)

3rd place: DECORTE Loose Powder (6,050 yen)

4th place: LANCOME Genifique Ultimate Serum (30ml 12,430 yen/ 50ml 18,700 yen/ 115ml 34,980 yen)

5th place: THE ANSWER Super Lamellar Shampoo & Ex Moist Treatment For Daily Damage (Open Price)

6th place: rom&nd Han All Brow Cara (1,210 yen)

7th place: RMK Dewy Melt Lip Color (4,180 yen)

8th place: ROSY ROSA Powder Brush EX (2,200 yen)

9th place: Lululun Hydra V Mask (7pc 880 yen/28pc 2,640 yen)

10th place: SK-II GENOPTICS Infinitaura Essence (30ml 22,000 yen/ 50ml 33,000 yen)

Hall of Fame

The Best Cosmetics Awards “Hall of Fame” title goes to the products that have won the awards multiple times and are considered as the best beauty products of all time. Every year, new products are added to the list honorably, and 18 new products made it on to the list in 2025.

Heroine Make Speedy Mascara Remover (924 yen)

Bifesta Miceller Eye Makeup Remover (Open Price)

IHADA Medicated Night Pack (1,980 yen)

SOFINA iP Pore Cleansing Gel Wash (1,980 yen)

COSME DECORTE Sunshelter Multi Protection Toneup CC (3,520 yen)

DIOR Dior Skin Forever Skin Correct Concealer (5,720 yen)

Cle de Peau Beaute Rehausseur D’éclat (9,350 yen)

COSME DECORTE Eye Glow Gem Skin Shadow (3,300 yen)

DIOR Dior Addict Lip Maximizer (4,730 yen)

Visee Essence Lip Plumper (1,430 yen)

iroha INTIMATE CARE Iroha Intimate Wash Foam Type (1,650 yen)

SHISEIDO Ultimune Powerising Hand Cream (3,080 yen)

ReFa ReFa Lock Oil (2,640 yen)

syoss Color Treatment (Open Price)

ITO Facial Towel (495 yen)

SINOADORE Jelly Circulist (194 yen)

APAGARD Serena (20g 363 yen/ 53g 847 yen/ 105g 1,463 yen)

Ayura Nightreat Bath (2,750 yen)

Year-End Best New Buys

The Year End Best New Buy Awards go to the products that were newly released in the second half of the year. You can the check the most trending, latest beauty products in Japan with this list. Here are 18 best new-buys of 2025 year-end.

-Skin Care Category

Best Cleansing: ORBIS The Cleansing Oil (110ml 1,980 yen/ 120ml 2,200 yen)

Best Face Wash: ONE BY KOSE Pore Clear Scrub Wash (1,980 yen)

Best Lotion: ELIXIR Lift Moist Lotion Moist Type ba (3,410 yen)

Best Serum: DR.K C Control Repair Serum (9,350 yen)

Best Face Cream: SK-II Skin Power Renew Cream (18,700 yen)

Best Face Mask: Anua PDRN100 Hyaluronic Acid Serum Mask (770 yen)

-Base Makeup Category

Best Face Primer: ADDICTION Silky Balm Stick (4,180 yen)

Best Foundation: COSME DECORTE Zen Wear Powder Foundation (sponge 660 yen/case 1,650 yen/refill 6,050 yen)

Best Concealer: EXCEL Ethereal Serum Concealer (1,760 yen)

Best Powder: SHISEIDO Essence Skin Setting Powder (5,500 yen)

-Makeup Category

Best Highlight: DIOR Backstage Glow Maximizer Palette (6,930 yen)

Best Eyeshdow: COSME DECORTE Skin Shadow Designing Palette (7,700 yen)

Best Eyebrow: b idol Magic Eyebrow Powder (1,980 yen)

Best Plump Lipstick: Yves Saint Laurent YSL Loveshine Gloss Plumper (4,950 yen)

-Body and Hair Care Category

Best Hair Care: Essential Essential Premium Barrier Shampoo/Conditioner Sparkle Moist (Open Price)

Best Body Care: IGNIS Sunny Sour All Mist (3,300 yen)

Best Fragrance: COSME DECORTE AQ Perfumed Hair Mist (7,700 yen)

Best Beauty Tools: ROSY ROSA Nuance Touch Brush (594 yen)

These are the top beauty products of 2025 that have won the hearts of Japanese consumers! Most of these products can be found at drugstores (like Matsumoto Kiyoshi), variety stores (LOFT, Plaza, @cosme STORE), or department stores across Japan. Be sure to look for the “@cosme” crown sticker on the packaging when you shop — it’s the sign of a true winner!

Also, some of products are sold overseas or online with global shipping option. You can check the link below to see if your favourite Japanese cosmetics products are available.

>>Shop Japanese Beauty Items Online with FREE Worldwide Shipping<<

For more details on specific categories, check out our other articles on Skin Care, Base Makeup, and Makeup rankings!

For more information about Japanese cosmetics and beauty trends, please check out our other articles!

▽Japanese Cosmetics Ranking 2025 Mid-Year▽

▼Japanese Cosmetics Ranking Archive▼

▽Hall of Fame▽