Mascara, eyeliner, and eyebrows are the fundamentals. However, Japanese people focus mostly on eye cosmetics, applying eye shadow and false eyelashes. Pink-toned natural pigments are used to tint lips.

Major Japanese cosmetics companies 2022, by sales Shiseido Company, Limited, with sales exceeding eight billion U.S. dollars in 2022, is the largest cosmetics company in Japan. The cosmetic giant's portfolio primarily consists of luxury products, including prestigious brands such as NARS and Clé de Peau.

Drugstores Pick up your bag and head straight to a drugstore. This is where you'll find popular cosmetics brands like DHC, Maybelline, L'oreal, Lululun, etc. The popular Japanese drugstores for buying makeup are Matsumoto Kiyoshi (マツモトキヨシ), KoKuMiN (コクミン), and Welcia (ウエルシア).

Matte versus dewy: Although a fair complexion is a shared preference, the approach to face makeup is quite different. Koreans love using dewy BB creams and cushion pacts to create a look with a luminous glow. Meanwhile, the Japanese like to keep their faces matte and often reach for powder face bases instead.