Japanese Makeup Brands You Need to Try in 2023

Author: Editorial Team
Editorial Team
About the author
Editorial Team
We review Korean and Japanese beauty products, so you don't have to do it! With years of experience studying and trying various products, this team has honed its skills in identifying the most useful, reliable, and high-quality Asian beauty products.

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Are you looking for the best and most affordable Japanese makeup brands? Look no further: in this article, you will find the best brands and the best and cheap Japanese products you can buy (also) online.

Japanese makeup brands are still not well known abroad: aside from Shiseido, very few other brands have found their ways around the World.

The truth is that it cheap Japanese makeup is not a dream; in Japan, there are many makeup products at a various price range, and inexpensive makeup in Japan doesn’t mean bad quality. The majority of the brands are also easily found in “konbini,” small supermarkets scattered around the country. If this is not affordable, I don’t know how it is called!

I’ve picked the Japanese brands that I think represent the best and can be found Worldwide; for each brand, I’ve selected the best and most representative products you should try in 2023.

7 Most-Affordable Japanese Beauty Brands

The following 7 affordable Japanese cosmetic brands are easy to find in any drugstores in Japan. This list doesn’t include very famous brands such as Shu Uemura or Shiseido. Still, it includes some umbrella brands created, for example by Shiseido: they’re not overly expensive in Japan, but they’re expensive outside of Japan, so if you want to buy these products online, you need to be prepared and spend more if compared to the products on this list.

So said, if you’re in Japan, you won’t find it hard to find high-end products in drugstores as well. But the following ones, trust me, are absolutely great both in terms of price and quality.



Canmake is considered a quintessential Japanese Makeup brand: affordable prices, good products, and nice packaging. Their products are super small, so small you can tuck everything into your bag.

These are the Canmake products you should have in your beauty bag:



Cezanne is another one of the many Japanese makeup brands you can find in drug stores. Affordable, cheap, and also long-lasting: these are the main features of Cezanne’s make up.

These are the Cezanne products you should have in your beauty bag:

  • Makeup Keep BaseView on YesStyle / View on Amazon
  • Clear Face PowderView on YesStyle / View on Dokodemo / View on Amazon
  • Super Slim EyebrowView on YesStyle / View on Dokodemo

Majolica Majorca

Majolica Japanese Makeup

Affordable and fun: this is Majolica Majorca Japanese makeup brand owned by Shiseido. They appeal to a younger target, but they are easily adorable by anyone because of their affordability and quality.

These are the Majolica Maiorca products you should have in your beauty bag:

  1. Long Long LongView on Dokodemo / View on Amazon
  2. Liquid Extensions View on YesStyle
  3. Edge Meister FView on YesStyle / View on Dokodemo / View on Amazon

Isehan Kiss Me

Isehan Kiss Me

The Kiss Me line by Isehan is a must-have for every Japanese girl. The most famous products are the Kiss Me Heroine Mascaras, easily recognizable by the packaging, which features famous heroines from mangas and anime, such as The Rose of Versailles.

These are the Isehan products you should have in your beauty bag:


K-Palette Japanese Makeup affordable

K-Palette Japanese makeup brand specializes in long-lasting eye products for natural eyes, and the packaging is extremely girly. It’s well known for its 1 Day Tattoo eyebrow liners and eyeliners that stay put 24 hours.

These are the K-Palette products you should have in your beauty bag:

  • 1 Day Tattoo Real Lasting Waterproof EyelinerView on YesStyle / View on Amazon
  • 1 Day Tattoo Real Lasting Waterproof EyebrowView on YesStyle / View on Amazon

Creer Beaute

Creer Beaute Japanese Makeup

Very similar to Isehan Kiss Me, Creer Beaute is all about long-lasting makeup, and the packaging is all about manga and anime, with a special focus on Sailor Moon.

These are the Creer Beaute products you should have in your beauty bag:

  • Sailor Moon Miracle Romance Cosmic Heart Cheek Flat StyleView on YesStyle
  • Sailor Moon Miracle Romance Hensou Pen Liquid EyelinerView on YesStyle



Part of the Shiseido family, Integrate is a trendy brand in Japan, even if it’s a bit more expensive than all the others on this list. A makeup brand from Japan that targets women in their 20s and 30s,

These are the Integrate products you should have in your beauty bag:



Shiseido created another brand to attract women in their 20s and 30s. The products are simple and natural, all chemical-free and the package is quintessential “Kawai.”

These are the Ettusais products you should have in your beauty bag:

  • Ettusais BB Mineral CushionView on YesStyle / View on Amazon
  • Ettusais Cream Eye Liner WaterproofView on YesStyle / View on Amazon

Kanebo Kate

Kanebo Kate Japanese Makeup

If you are a fan of Japanese cosmetics products, you may have heard of or already tried some of KATE’s beauty products. KATE is a Japanese drugstore beauty brand owned by Kanebo, and it has become quite popular after fans have discovered that one of the BTS members use Kate’s lipstick.

These are the Kate products you should have in your beauty bag:

Where to buy Japanese makeup products?

Nowadays, you don’t necessarily be or go to Japan to enjoy Japanese makeup. It is easy to find Japanese products online, but not all websites are trustable. Please read our article with our suggestions on where to buy your Japanese products online

Disclaimer: This post contains affiliate links, which means that we may receive a small commission, at no cost to you, if you make a purchase through a link.

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