The comprehensive discount store "Don Quijote" (commonly known as Donki) hosted the cosmetics event "Doncos Festival 2025AW" at Tokyo Big Sight on its largest scale ever! The venue was bustling all day with visitors, as the latest trend cosmetics, Donki-exclusive and pre-release items, and even nostalgic Heisei-era retro cosmetics were all gathered in one place. This time, the FUN! JAPAN editorial team visited the venue to report on the charm of the 2025 Doncos Festival, which boasted its largest-ever number of exhibition booths. We will also introduce the popular product rankings and recommended items.
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What Makes "Doncos Festival 2025" So Special? A Record 122 Booths Exhibited!
The "Doncos Festival" is a cosmetics event showcasing new cosmetic products handled by Don Quijote. The "Doncos Festival 2025AW," held at Tokyo Big Sight over two days on September 19 (Fri) and 20 (Sat), 2025, featured a record 122 brands. This was the fourth time the event was held, and it has grown in scale each year.
Brands from both Japan and abroad gathered at the venue, with a wide variety of items ranging from skincare and makeup to hair care. In addition to Donki-exclusive and pre-release items available only at the event, visitors could receive direct product explanations from staff at each booth, making this a must-visit event for cosmetics lovers. However, only those who applied and won through the "majica app" could participate. The event has become a hot topic among beauty enthusiasts, and the odds of winning are said to be increasing.
Popular Cosmetics Announced! #DoncosHitAward 2025AW
The "#Doncos Hit Award," held for the first time at 2025AW, selected a total of 25 products across five categories. The winning products were chosen from multiple perspectives, including inbound popularity in the first half of 2025, buzz on social media, and sales performance. Here, we introduce the first-place winners in each category, along with the highlights that particularly impressed our beauty-loving editors.
Trend World Cosmetics Award: Anua Azelaic Acid 15 Intense Calming Serum
The "Trend World Cosmetics Award" was given to the Korean skincare brand Anua for their "Azelaic Acid 15 Intense Calming Serum." This serum contains 15% azelaic acid, which helps regulate excessive sebum production and keeps sensitive skin healthy. It also features dipotassium glycyrrhizate, which soothes skin inflammation, and totarol, known in Korea for its effectiveness in calming acne—making it an attractive choice.
Donki SNS Viral Award: Cos Parade Cleansing Towel (Pull-out Type)
The Cos Parade Cleansing Towel, which went viral on social media, was selected for this award. Made from 100% natural pulp, these thick towels feature microfibers that gently absorb dirt. The large pack contains 80 sheets, making it popular for its versatility—use it for makeup removal, patting, or as a cotton mask. There is also a roll type available, so be sure to check it out.
World's Beloved Product Award: Ishizawa Lab Keana Nadeshiko Rice Mask
Not only popular in Japan but also overseas, the Ishizawa Lab Keana Nadeshiko Rice Mask ranked first. It contains 100% domestically produced rice-derived ingredients (rice serum, rice bran extract, rice ferment filtrate, rice bran oil) to care for skin that lacks moisture and elasticity and has uneven texture. The thick, Japanese-made mask is soaked in serum, making it highly recommended for the dry autumn and winter seasons.
PB New Face Award: Cloisters Jonetsu Kakaku 100 Types of Beauty Ingredients Care Mask
From Don Quijote's private brand Jonetsu Kakaku, the Cloisters 100 Types of Beauty Ingredients Care Mask was selected. This "all-around care mask" addresses multiple skin concerns such as visible pores, lack of firmness, roughness, and dullness. With 100 types of beauty ingredients including sodium hyaluronate, ceramide NP, and niacinamide, plus a high-adhesion sheet, it’s sure to delight beauty enthusiasts.
Donki Best Color Award: EverColor 1day Natural Pearl Beige
Donki is known for selling not only cosmetics but also a wide variety of colored contact lenses. The Donki Best Color Award went to the classic brand EverColor 1day Natural’s Pearl Beige. The beige tone blends naturally with your eyes, and the delicate pearl effect gives your eyes a three-dimensional look while still appearing natural. It matches any makeup style and is perfect for daily use.
Heisei Hit Cosmetics: A Must for Heisei Retro Fans
The Y2K boom is taking the world by storm, and in Japan, items from the "Heisei era" around the year 2000 are making a comeback. Special sections featuring "Heisei Hit Cosmetics" are especially popular—these products feel fresh to the younger generation and nostalgic to adults.
As a member of Generation Z, I felt especially nostalgic seeing BCL’s Clear Last Face Powder. This was a must-have for Heisei-era girls and was so popular that many even used it as a foundation. Its matte finish perfectly matches the current Y2K fashion and “Jirai-kei” makeup trends, bringing it back into the spotlight.
Another nostalgic item is Sun Smile’s Pure Smile Point Pad, known as a spot mask for moisturizing targeted areas. Many people used to collect the various types available back then.
Among editors in their 40s, Rosette’s Hai! Milk Face Wash sparked exclamations of “So nostalgic!” This face wash, containing milk ingredients, is known for its gentle, milky soap scent and rich lather. It was hugely popular among high school girls in the 1990s.
There was also a panel where visitors could vote for products they’d like to see revived. The most votes went to Dolly Wink’s Dolly Wink Eyelash, a must-have for Heisei-era gals. With false eyelashes coming back into fashion, a revival would be very welcome!
All the Hottest Brands in One Place! Must-See Booths & Recommended Cosmetics
Out of the many booths, here are the ones I found most noteworthy, along with my top product picks.
Japanese Face Masks and Character Goods Galore! Cosmetics Booths
LuLuLun
Among the cosmetics booths, LuLuLun—famous for their face masks—was especially popular.
The standout product is the LuLuLun Aura Bright Mask W. It contains skin-conditioning ingredients like salmon-derived PDRN (polydeoxyribonucleotide), vitamin C derivatives, and hyaluronic acid—ingredients that have been attracting attention in the beauty industry in recent years. This mask helps brighten dull skin for a more radiant look.
Another noteworthy product is the Hydra EYE Filler, available exclusively at Don Quijote. This rich oil serum sheet was co-developed with a pharmaceutical company and contains retinol and niacinamide. As an eye serum that provides intensive care for six hours just by applying it before bed, it has become so popular that it often sells out on online stores.
Pml (Pimel)
At the Pml (Pimel) booth, the brand's signature products, Usotsuki Mascara and Usotsuki Liner, were on display.
"Usotsuki Mascara" achieves a natural finish as if your own lashes have grown longer, while also providing both volume and length. "Usotsuki Kage Liner" is a limited-edition product produced by beauty creator Arichan. The shadow-colored pink beige is designed to add a natural flush to the undereye area, and its ultra-fine brush, waterproof formula, and easy removal with warm water are also reasons for its popularity.
Bringing Together Global Trends with a Focus on Korean Cosmetics! Asian Cosmetics Booth
Don Quijote ~Sekakosu~
At the "Sekakosu" booth, Don Quijote's "World Cosmetics" section, the latest trend items in Donki-exclusive overseas cosmetics were all gathered in one place.
The brand to watch is Dr.Melaxin.
The "Cemen Lithocyan Pink Spicule Series" contains pink vitamin (vitamin B12), which is said to refine skin texture and maintain firmness and elasticity, and its appearance is also cute.
"Cemen Lithocyan Pink Spicule Serum" is a beauty serum containing fine spicules (needle-like ingredients) derived from marine sponges, with a highly moisturizing texture that quickly blends into the skin.
"Semen Lithocyan Pink Spicule Cream" is a cream recommended for eye care. It also contains dual functional ingredients for whitening and wrinkle improvement (niacinamide and adenosine).
Next up is the "Lip & Cheek Dual Pot" from tiito. This versatile cosmetic contains two colors in one pot and can be used for both lips and cheeks.
It comes with a key ring, making it so cute you'll want to attach it to your bag and carry it around!
The "Aqua Beam Dual Pot" is a recommended item for changing up the mood of your lips and cheeks. Although it looks pitch black, when layered over your existing lip or cheek color, it transforms into a muted shade—perfect for autumn and winter makeup.
It is scheduled to be released in November, so be sure to pick it up at Don Quijote stores.
d'alba
d'alba is a vegan cosmetic brand from Korea that delivers the luxurious benefits of white truffle, known as the "diamond of the earth," to your skin. Their most popular product is the "White Truffle First Spray Serum," which instantly hydrates with its dual oil and serum layers. The fine mist quickly penetrates even over makeup, giving you dewy, glowing skin anytime—earning rave reviews.
The "Waterful Tone-Up Sun Cream," which works as both sunscreen and makeup base, is also popular. With a wide range of shades, you can choose the one that best suits your skin concerns.
The Don Quijote exclusive "First Spray Serum and Tone-Up Sun Cream Set," which includes these two popular products, is a must-check. The set comes in a convenient mini size with a ribbon-shaped key ring, making it a great gift option as well.
Experience Booths Full of Trends! Ear Acupressure Jewelry and Reiwa/Heisei Charm Making
The "experience booths," where you can try out the latest trends, were also a big hit.
This time, the area with the longest line was the experience booth for “Ear Acupressure Jewelry,” which has been a hot topic in the beauty community for its expected beauty and health benefits. You could actually try on the “Mimi Jewel Seal,” produced by a professional ear acupressure artist.
Since there was a long line and I couldn’t try it at the event, I’d like to buy it at the store and give it a try myself!
There were also other booths, such as the “Reiwa/Heisei Charm Making” booth, where you could make cute charms perfect for supporting your favorite idols or characters.
The Doncos Festival was a very fulfilling event packed with a variety of activities. Many of the products introduced are also available at Don Quijote stores, so if anything catches your eye, why not check it out?
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