Contents

• 1. Japan Beauty Awards 2025 - Cosmetics Category –
• 2. Overall Top 1-3: Lip and Makeup Items Rank High
• 3. Category Top 1: High-Quality, Affordable Products Are Popular
• 4. Summary of Japanese Cosmetics Trends
• 5. Tips for Choosing Cosmetics
• 6. Bring Japan Home: Order with Rakuten Global Express!

Japan Beauty Awards 2025 - Cosmetics Category –

Japanese cosmetics are highly regarded for their safety and quality, and their natural color variations are also very popular. On Japanese beauty review sites, Japanese women post numerous reviews, offering insights into the latest trends. Annual best cosmetics rankings are also announced based on these reviews, and products that make it into these rankings often become popular and sell out quickly.

This time, we have carefully selected popular Japanese cosmetics and are presenting them in our exclusive ranking: "Japan Cosmetics Beauty Awards 2025."

Overall Top 1-3: Lip and Makeup Items Rank High

Overall 1st Place: Velvet Fit Lipstick (SUQQU)

This lipstick has a moist texture that adheres well to the lips. It offers high color payoff and creates a beautiful luster. "02 Kouboku" is particularly popular.

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Overall 2nd Place: Rouge DECORTÉ Cream Glow (DECORTÉ)

This lipstick provides both moisture and color for long time. It blends well with the skin and features a healthy, flushed color.

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Overall 3rd Place: Black Sponge (&be)

Formulated with hyaluronic acid to reduce friction stress. Its shape allows for detailed finishing, making it easy for anyone to use.

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Category Top 1: High-Quality, Affordable Products Are Popular

Foundation Category 1st Place: Essence Skin Glow Foundation (Shiseido)

A foundation serum that leads to beautiful skin. It creates a dewy finish that minimizes dryness and pores.

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Cheek Category 1st Place: Cream Cheek (CANMAKE)

A popular affordable brand, especially among young people. Its moist texture and natural color payoff are highly favored.

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Mascara Category 1st Place: Long & Curl Mascara Advanced Film (Heroine Make)

This waterproof mascara can be removed with warm water and face wash. It is resistant to water and sebum, prevents smudging, and maintains a long-lasting curl.

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Summary of Japanese Cosmetics Trends

In Japanese base makeup, a natural dewy finish is trending more than a matte look. Products that offer a bare-skin-like transparency and a light feel are popular. Lipsticks and blushes that create a natural color and a healthy flush are also well-supported. Muted pinks and coral oranges, which blend well with the skin, are trending colors. Furthermore, as exemplified by &be's Black Sponge ranking, more people are emphasizing makeup tools to maximize the effectiveness of their products and to enrich the makeup application experience itself.

Tips for Choosing Cosmetics

To find popular Japanese cosmetics, you can easily search for " @cosme award" or "best cosmetics" on Rakuten Ichiba. If you want to reduce shipping costs, Rakuten Global Express's consolidation service is recommended.

Please note that ingredients and packaging may differ between Japan and other countries for some brands (e.g., SPF values or fragrances), so be sure to check when purchasing.

Bring Japan Home: Order with Rakuten Global Express!

Any Japanese cosmetics you purchase will be delivered right to your doorstep by way of Rakuten Global Express.

You can consolidate products purchased from multiple shops into a single package.
There is no additional fee for combining items, allowing you to save on international shipping fees.
In addition, Rakuten Global Express will store your items free of charge for up to one month.
*Some products may not be available for overseas delivery. If you have any questions, please see the FAQ.

Points awarded when purchasing on Rakuten Ichiba can also be used for shipping costs.
You can save on international shipping by using Rakuten Points.

Rakuten's compensation service "Rakuten Ease of Mind Shopping Service" is available.
You can use Rakuten's compensation service if your product does not arrive or is damaged.

Professional Packaging Options
Special packaging options, such as waterproofing and reinforced boxes, are available to ensure the safe delivery of delicate items.

If you need additional support, please feel free to contact Customer Support. (Supported languages: Japanese, English, Simplified Chinese, Traditional Chinese)

Get popular Japanese cosmetics with Rakuten Global Express!