Drugstore Skincare in Japan: Breaking Down The Most Popular Brands & Products

Your drugstore skincare shopping guide to Japan’s most beloved ranges, including Hada Labo, Bioré and Nameraka Honpo.

Shopping for drugstore skincare in Japan is such a treat. You can find some of the most innovative, interesting and reasonably priced products in the world, that we think even rival some of the ultra-luxury brands that cost 10 times as much.

However, we also know that deciding exactly what to buy can be confusing, especially in Japanese. That’s why we’re breaking down Japan’s cult drugstore skincare favorites, so that you can confidently shop the products already loved and repurchased by the masses.

Know Before You Go: Japanese Drugstore Skincare

© Photo by iStock: winhorse

There isn’t too much you need to know before setting foot in a Japanese drugstore. Unlike some other places, 薬局 (yakkyoku; “pharmacies”) and ドラッグストア (doraggu sutoa; “drugstores”) are not the same thing in Japan. The yakkyoku is only for prescription medications, so you won’t be able to shop for skincare here.

There are plenty of different drugstores all over the country, but the most popular chains are Matsumoto Kiyoshi, Welcia and Tsuruha. You can also find all the Japanese drugstore skincare on this list and more in any Donki (along with every other Japanese souvenir imaginable).

Japanese Skincare Words & Phrases

Japanese	Romaji	English
洗顔料	senganryō	Face wash
美容液	biyōeki	Serum / essence
化粧水	keshōsui	Lotion / toner
クリーム	kurīmu	Cream
美白	bihaku	Whitening (meaning brightening, not bleaching)
ニキビ	nikibi	Pimples / acne
しわ	shiwa	Wrinkles
敏感肌	binkan hada	Sensitive skin
乾燥肌 / ドライスキン	kansō hada / dorai sukin	Dry skin
オイリー肌 / スキン	oirī hada / sukin	Oily skin

Hada Labo

Hada Labo is easily one of the most popular skincare brands in Japan, best known for their range of colorful toner and lotion duos. Japanese toner (sometimes referred to as emulsion) differs slightly from its Western counterpart. It’s more of an ultra-lightweight moisturizing step that is applied in very thin layers before being locked in with the slightly thicker lotion (sometimes called moisture milk).

Gokujun 極潤 (White) & Gokujun Premium 極潤プレミアム (Gold)

Hada Labo’s Gokujun toners and lotions are their holy grail products. The white bottles contain the original formulation, which is made with hyaluronic acid to deeply moisturize the skin without leaving a sticky residue. If you prefer a lighter formulation that sinks into the skin faster, then you should opt for the ライトタイプ (raitotaipu; “Light Type”) lotion, or for a little more luxury, choose the gold Premium range, which uses an even more intensified, rich and moisturizing formulation.

Gokujun Aging Care 極潤薬用ハリ化粧水 (Red)

The red Gokujun toner and lotion are specifically formulated to firm and plump the skin, reducing the visible signs of aging. The ingredients include three types of hyaluronic acid for deep moisturization, as well as niacinamide to minimize the appearance of fine lines.

Shirojun 白潤 (Light Blue) & Shirojun Premium 白潤プレミアム (Dark Blue)

While Gokujun focuses on moisturizing, Shirojun is all about “whitening”, meaning it brightens the skin and helps to reduce hyperpigmentation. It contains tranexamic acid, which both reduces dark spots and prevents cells from producing excess pigment in the future. The Shirojun Premium line has similar benefits, but in a richer formula that fights dullness for soft, supple and even skin.

Melano CC

Melano CC is Japan’s premier vitamin C drugstore skincare line, ideal for anyone suffering from dull and tired skin. The products contain high levels of ascorbic acid, a pure form of vitamin C that offers numerous benefits. It reduces dark spots and acne scars, boosts collagen and fights free radicals.

Vitamin C Serum & Premium Vitamin C Serum

Starting with the most well-known products, Melano CC offers these highly concentrated and unique vitamin C serums that contain an impressive amount of stabilized ascorbic acid. They’re designed to brighten dark spots, with only a few drops being needed to cover the whole face. The premium serum is similar to the original, but with additional vitamin C derivatives and moisturizing ingredients.

Vitamin C Facewash

Melano CC’s face wash soared in popularity a few years ago, with people loving the way it leaves skin feeling squeaky clean, but not tight or stripped. It features a fantastic combination of unique enzymes to cleanse gently, along with intensely nourishing ingredients that both clean and care for your skin.

Nameraka Honpo

Nameraka Honpo by Sana has created a really interesting (and very popular) range of skincare products that highlight the beautifying properties of soy milk. The brand is a favorite among various age groups for its ability to promote collagen production and hydrate the skin, resulting in an impressive anti-aging effect.

Soy Milk Wrinkle Eye Cream

The Soy Milk Wrinkle Eye Cream is easily one of the brand’s best-selling products, having also won multiple awards for its ability to reduce fine lines and firm the under-eye skin. It packs a hydration punch with multiple moisturizing ingredients, as well as the rejuvenating properties of soymilk isoflavones and the anti-aging benefits of both retinol and a retinoid.

Soy Milk Wrinkle Night Cream

This thick and luxurious night cream has all the benefits of the wrinkle eye cream, plus additional ceramides to stimulate cell turnover and strengthen the skin barrier. It’s a fantastic product, particularly for drier skin types, that leaves skin feeling soft and not sticky.

Soy Milk Medicated Wrinkle Serum

There’s no cutting corners when it comes to this serum. The ingredient list includes lactic acid to exfoliate gently, retinol to boost blood flow and collagen production, and niacinamide to help restore the skin’s barrier. It works to achieve long-term, firmer and plumper skin, in gentle enough dosages to avoid irritation or inflammation.

Bioré

Bioré is a brand that is widely recognized throughout Japan (and now the world), thanks to its innovative products, particularly its sunscreens. The brand has placed a strong emphasis on making all its products as enjoyable and straightforward to use as possible, while also being some of the most budget-friendly Japanese skincare items available.

The Cleanse Oil Make Up Remover

If you’re looking for a simple, affordable and easy-to-use cleansing oil to break down makeup, debris and SPF, then this is the product for you. It’s also award-winning, having placed first in the 2023 LDK’s beauty awards in the cleansing oil category.

The Face Foaming Facial Cleansers

Bioré is all about the double cleanse, recommending you follow oil cleansing by using one of The Face Foaming Facial Cleansers. This range of foamy face washes features five different, colorful types, making it easy to select the right product for your skin. There’s moist (blue), deep moist (pink), acne care (green), oil control (purple) and smooth clear (yellow).

UV Aqua Rich

You can’t talk about Bioré without mentioning their UV Aqua Rich line of sunscreens. These are the absolute bestsellers in Japan that are as light as water on the skin, quickly absorbed and leave minimal whitecast. The Bioré UV Aqua Rich Water Essence is the most popular formulation, but there are also mist, sweat-resistant and child-friendly formulas.

Curél

Curél offers some of the gentlest Japanese skincare products on the market, which are highly effective yet very affordable. People with sensitive skin especially love the range, as potentially inflammatory ingredients are avoided and replaced with simple, calming alternatives.

Moisturizing Foam Facial Cleanser

This is an excellent product for anyone seeking a gentle face wash that won’t irritate or strip the skin. It’s alcohol, silicon, oil, sulfate and fragrance free, and lathers into a luxuriously creamy foam that delicately washes your skin, leaving it feeling soft to the touch.

Intensive Moisturizing Face Cream

The Intensive Moisturizing Face Cream does exactly as the name suggests. The ingredients include allantoin, which is highly effective in reducing redness and irritation, while tocopherol helps maintain your natural skin lipids, promoting a healthy and strong skin barrier.

Moisture Lip Care Cream

It’s a bold statement, but this might just be one of the best lip balms in Japan. This super-affordable lip cream utilizes squalane to help your lips retain moisture more effectively, making it a must-try, especially during Japan’s severe winter dryness.

Why Is Japanese Drugstore Skincare So Good?

© Photo by iStock: chris-mueller

It’s hard to believe that Japanese drugstore skincare can be affordable, readily available and genuinely effective…but trust us, it’s true! The reason behind this is that J-beauty has an entirely different approach to skincare formulation than in the West. It’s all about balance and gentle, long-term results, rather than fast-working actives that can be expensive and irritating to the skin.

Which of these drugstore skincare products will you try first?

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