10 Japanese Makeup Brands That Are Totally Kawaii

My friend introduced me to Heroine Make after bringing me back some eyeliner from Japan, and I was hooked. The felt tip is ultra-fine and precise, which is essential for someone like me with little eyelid real estate. The brand is also known for its mascara, which many a Redditor has reported defined their fine eyelashes without weighing them down.

Shiseido is a popular Japanese makeup brand with a strong presence in the U.S., available in major retailers like Sephora and Nordstrom. Its award-winning eyelash curler is a beauty acolyte’s holy grail, praised because it doesn’t pinch. I’m a big fan of its non-greasy sunscreen, which, while not strictly makeup, is the foundation of a beauty routine. The brand’s WetForce and HeatForce technologies activate when exposed to heat and moisture to offer extra sun protection.

Canmake had tons of raves in Reddit’s Asian beauty thread, and beauty buffs gave three products special shout-outs. You’ll want to stock up on the Marshmallow Finish Powder, which offers a blurred, soft and light matte glow. It’s also packed with moisturizing ingredients like squalane, shine-preventing powder to absorb sebum and toners like aloe and rosemary. Fans also can’t get enough of the balm rouge (a lip gloss/balm combo with a wash of color) and creamy eyeliner, which is available in 11 shades.

Uzu is known for its liquid eyeliners, which are available in traditional shades like brown, black and white, but also shades like burgundy and purple. Buyers praise it as immovable—even on oily and sweaty skin.

I know TikTok loves a good falsie, and Miche Bloomin’ specializes in fake eyelashes. In my research, I discovered it was the go-to brand for many a Redditor searching for false lashes. The options are dizzying, and you can choose from looks including “Girly Flair,” “Layered Glam,” “Flair Long” and more. (The names mostly allude to the density of the lashes, with some variation on color.) Of course, you can also stock up on eyelash glue and tweezers for precise application.

Another big recommendation from the beauty forums was Excel, which many praised for both the higher-end quality and affordable price point. Founded in 1987, the brand is known for its multi-purpose, user-friendly products. Insider tip: It’s the eyeshadow and eyebrow pencils you want. (Though, there’s a full range of cosmetics, including lipstick, nail polish and skin tint for your browsing pleasure, too.)

Also known as Kanebo Kate, the brand is extremely popular in Japan and sells products in 49 countries. Kanebo owns a range of cosmetic lines, from drugstore brands like Kate to luxury names like Sensai. When it comes to Kate’s beauty products, you can’t go wrong stocking up on the lip cream, eyebrow palette and gel brow pencil. 

Lipstick girlies, this one’s for you. Opera basically makes one product and that’s—you guessed it—lipstick. There’s the sheer matte in five shades (brick red, mauve pink, camel, brown and fig) and a lip tint in four shades (warm beige, rose pink, apricot beige and mauve), if you’re looking for a glossier sheen.

Shu Uemura makes one of my favorite heat protectants, but little did I know that the brand also has a cosmetic line. There are many raves for Shu Uemura’s eyebrow pencil, as well as the cleansing oil, which many have said is great even for acne prone skin. As for myself, I recommend grabbing a bottle of the Netsu Design Blow Dry Cream. It’s pricey, but is a heat protectant and styler all-in-one. I love the strength of the hold and the way it leaves my hair feeling super soft.

This is not *exactly* a makeup brand, but hair and makeup go hand in hand, right? NatureLab. Tokyo launched in the U.S. in 2017 with a line of clean hair care products rooted in botanical technology. It’s suitable for all hair types, and many of the products are under $20. That includes the trio of bestsellers: the 2-in-1 Scalp Scrub, Perfect Shine Oil Mist and Volume Conditioning Hair Masque.