10 New Japanese Makeup Products Everyone Already Loves

Live here or just visiting? These new Japanese makeup finds are a must-try.

If you’re anything like me, a trip to the Japanese drugstore ends in a shopping basket full of unexpected treasures. In Japan, makeup trends blend timeless J‑beauty minimalism and modern innovation. In this roundup of new Japanese makeup products, we’re spotlighting the freshest releases—hot picks you’ll want to snap up on your next drugstore and department store run.

Base Makeup

The current base makeup trend in Japan leans toward a minimalist, radiant look that enhances the skin’s natural glow. The goal is dewy, translucent skin, which is achieved through hydrating and lightweight cushion foundations. Rather than heavy coverage, the focus is on creating a fresh, satin or dewy finish that looks effortlessly luminous and skin-like.

1. Lively Skin Wear II by Kanebo

This next-gen foundation blurs imperfections while enhancing your natural glow. Kanebo’s advanced Lively Skin Technology offers high coverage without masking radiance. Light-diffusing layers create a smooth, luminous finish that lasts all day. No concealer or powder needed!

• Price: ¥12,100 
• Release Date: July 25, 2025 (advance sale at some stores and online shops); August 22, 2025 (nationwide release)

Why We Recommend It

We love this foundation because it enhances your natural features by adding depth and dimension, giving your skin a lifelike, radiant glow that lasts. Infused with serum-like benefits, it hydrates the skin and helps prevent dryness-induced fine lines, making it perfect for daily wear. The only downside is that there is a limited shade range only for lighter skin colors.

2. Fit Flow Cushion by Canmake Tokyo

Canmake’s cushion foundation is designed to deliver a clear, radiant finish with a featherlight touch. It applies in a thin, even layer that feels like nothing on the skin, yet offers a luminous glow and lasting hydration. Resistant to water, sweat and sebum, it stays fresh and crease-free throughout the day. The result? A fresh, dewy complexion that lasts, without the heaviness.

• Price: ¥1,650 
• Release Date: June 23, 2025 (03 Pink natural is the newest color launch.)

Why We Recommend It

This cushion foundation combines flawless coverage with skincare benefits, making it a favorite with us. Packed with SPF50+ PA+++ and 11 moisturizing ingredients, it protects, hydrates and nourishes your skin with every wear. It’s skincare in a foundation, making it a perfect pick for daily glow and long-term skin health. Again, the shade range is sadly very minimal, but Canmake seems to be adding new colors as its popularity rises.

Blush

Blush in Japan is all about softness, subtlety and a natural-looking flush. Cream and powder formulas in sheer peach or pink tones are especially popular, offering a fresh, radiant finish. Soft powder blushes that melt into the skin and lightweight tints create a barely-there look that enhances without overpowering.

3. Fluffy Blush by Snidel Beauty

This liquid blush delivers a sheer, radiant glow that lets your natural skin shine through. Its silky texture melts into the cheeks, creating a smooth, second-skin finish. A blend of oils ensures even application and long-lasting comfort, while light-reflecting pearls add a soft, luminous sheen. The result is a healthy, lit-from-within flush that stays fresh all day.

• Price: ¥3,300
• Release Date: July 11, 2025   

Why We Recommend It

This blush is easy to use, and the cute round bottle with a pump lets you control the perfect amount every time. Simply pat it onto your cheeks with your fingertips to create a soft, airy blur that gently minimizes pores and adds a natural, radiant flush.

4. Fill Sweet Cheek by Upink

Created by former AKB48 member Yuki Kashiwagi, this soft matte blush offers a natural, healthy-looking flush that seamlessly blends into the skin. Its gentle, buildable color lets you easily customize your look, spreading thinly for a delicate, radiant finish. Infused with moisturizing beauty ingredients, it keeps cheeks soft and fresh all day.

• Price: ¥1,540
• Release Date: July 18, 2025

Why We Recommend It

This blush stands out thanks to its handy angled brush, which makes precise application effortless. The soft bristles glide smoothly on the skin, giving you full control to create a natural, perfectly blended flush every time.

Brows

When it comes to brows in Japan, the trend is all about soft, natural definition, rather than bold or sharply defined brows. Muted tones and gently shaped arches create an effortless, understated look that complements radiant, minimal makeup.

5. Film Eyebrow Color by Deja Vu

A long-time favorite in Japan’s beauty scene, this award-winning eyebrow mascara continues to top the charts. Known for its soft, natural finish that fits perfectly with Japan’s muted brow trend, it now comes in two new shades: Limited Edition Moon Ash, a refined ash tone with soft brightness, and Mocha Beige, a mellow beige that subtly enhances and flatters the skin.

• Price: ¥880
• Release Date: July 11, 2025

Why We Recommend It

The micro-film formula delivers a soft, natural definition that lasts all day. We love the ultra-fine brush that coats each hair without touching the skin, making shaping effortless and precise. Smudge-resistant yet easy to remove with warm water, it’s a true drugstore hero!

6. Needle Brow by Shu Umemura

This ultra-fine 0.98mm eyebrow pencil is designed for precision, allowing you to mimic real brow hairs with delicate, natural strokes. Inspired by Shu Uemura’s iconic hard formula, it features a strong, slim core and a smooth wax blend that glides effortlessly across the skin. It is perfect for defining clean, natural-looking brows with ease and accuracy.

• Price: ¥6,160
• Release Date: July 4, 2025

Why We Recommend It

We love how this pencil makes it easy to create softly defined brows that align with Japan’s natural, muted trend. The ultra-thin tip gives you complete control—even for detailed tail work—while the smudge-proof film formula stays put for up to 24 hours. It’s a sleek, reliable tool for polished, precise brows that last all day.

Eyes

Eye makeup in Japan is leaning minimalist, with a focus on enhancing rather than transforming. Lashes are subtly defined using brown or clear mascaras that give a soft, natural finish. Instead of dramatic volume, the trend is all about clean, fluttery lashes that open up the eyes in a gentle, refined way.

7. Ultra WP Mascara (Curl) by Fasio

Designed to match Japan’s natural lash trend, this ultra-waterproof mascara lifts lashes from the root and locks in the curl instantly for up to 13 hours. Available in subtle shades like brown and clear black, it gives a clean, lifted look without clumping or fibers. The fiber-free formula uses a “Strong Curl Lock Formula” to keep lashes curled and defined all day.

• Price: ¥1,320
• Release Date: July 16, 2025

Why We Recommend It

We love this mascara for its powerful curl hold and natural finish. The lift-curve brush hugs the lash line, making it easy to apply, while the ultra-waterproof formula resists sweat, humidity and tears. With lash-loving ingredients and long-lasting wear, it’s a reliable go-to for effortless, fresh-looking eyes.

8. Wise Eyes Perspective Mascara by Three

This waterproof mascara delivers volume, length, curl and separation for a natural yet defined look. The wide-tip, thin-base brush offers precise control, creating fluttery lashes from every angle. Infused with plant oils like jojoba and meadowfoam, it keeps lashes healthy and hydrated. Try 03 New Consciousness, a soft copper that adds gentle warmth and clarity to the eyes.

• Price: ¥4,400
• Release Date: July 30, 2025 (New colors added)

Why We Recommend It

The innovative brush adds just the right amount of volume while keeping lashes separated and lengthened for a natural finish. With its long-lasting, smudge-resistant formula and nourishing ingredients, it’s a go-to for polished, effortlessly elegant eyes.

Lips

Japanese lip trends highlight hydration and natural beauty with moisturizing, semi-sheer formulas that enhance your lips’ tone with a soft shine. It’s all about “my-lips-but-better” gradients with diffused edges for an effortless, romantic look. Inspired by K-beauty but uniquely soft, the trend also embraces plumping and lip care for fuller, hydrated lips.

9. 3D Lip Serum by Hiroe-Amour

This all-in-one lip serum and gloss combines beauty care with a glossy finish designed by oral specialists. Transparent and colorless, it can be worn alone for natural shine or layered over lipstick for extra moisture and plumpness. Suitable for all ages and seasons, it hydrates and protects lips, leaving them smooth, glossy, and beautifully cared for.

• Price: ¥6,380
• Release Date: July 4, 2025

Why We Recommend It

We recommend this versatile lip serum for its perfect blend of skincare and makeup. It deeply moisturizes while adding a natural, glossy finish that fits Japan’s soft, hydrated lip trend. Easy to use as a daily treatment or a finishing touch over lipstick, it keeps lips plump, healthy and radiant year-round.

10. Moisture Glaze Lipstick by Suqqu

This high-gloss, balm-like lipstick glides on with a smooth, melting texture, wrapping your lips in a thick, hydrating glaze inspired by the glossy finish of syrup on baked goods. The result? A plump, dewy look that blurs vertical lines and enhances lip shape. Try the limited edition shade 109 Yumeyomi, a dreamy, soft hue that reflects Japan’s current trend for sheer, water-gloss lips.

• Price: ¥5,830
• Release Date: July 18, 2025  (new limited edition colors added)

Why We Recommend It

The balm-like texture glides on effortlessly, delivering a smooth, cushiony finish while hydrating ingredients like squalane and hyaluronic acid keep lips supple throughout the day.

Loved by locals and tourists alike, these products are already earning rave reviews from Japanese and international beauty lovers. Are you ready to glow up with these new Japanese makeup products?

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