On November 19, 2025, "@cosme," Japan's largest comprehensive beauty website, announced the winners of the "@cosme Best Cosmetics Awards 2025," selected based on vast amounts of user reviews and data. Since its inception in 2000, the award has been regarded as one of the most reliable indicators for identifying "the popular cosmetics truly endorsed by the Japanese public."
This article provides a flash report on the Overall TOP 10 products that you absolutely must check out when looking for souvenirs during your visit to Japan or choosing the next Japanese cosmetics to try. We will also introduce the latest cosmetic trends in Japan, including the rise of "Japan Pride Cosmetics," which are expected to gain global attention.
What is the @cosme Best Cosmetics Awards? Japan's Real Popularity Ranking
The "@cosme Best Cosmetics Awards" are an awards program where popular products are selected based on the enormous volume of reviews submitted by @cosme members who have actually used the products.
Because the awards reflect the genuine voices of general consumers, Japanese people often refer to them when purchasing cosmetics, making them a crucial factor in their buying decisions. As a result, at retail stores, winning products are heavily promoted with logos attached, such as "@cosme Best Cosmetics Awards 2025 Cleansing Category 1st Place"!
"Extreme Heat" and "High Prices" Were Influential! Explanation of Japan's Cosmetic Trends in 2025
The results of this year's @cosme Best Cosmetics Awards were strongly influenced not only by product quality but also by the Japanese social trends of "record-breaking extreme heat" and "soaring prices (inflation)."
1. Record-Breaking Extreme Heat
Impact: Skin concerns such as "visible pores" and "makeup breakdown/smudging".
Selection Trend: Products that address pore care or enable lightweight, sheer makeup that resists smudging and fading.
2. Soaring Prices (Inflation)
Impact: A heightened consumer desire to "choose wisely."
Selection Trend: Strong support gathered for products that offer excellent cost-performance (CosPa) where consumers feel the effects justify the price, as well as products that allow for "trial purchases" (trial sizes) to avoid a potential failure when buying higher-priced items.
【Overall TOP 10】List of Winning Items in the @cosme Best Cosmetics Awards 2025
Grand Prize: Attenir / Skin Clear Cleanse Oil Aroma Type Refreshing Citrus Scent 1,980 yen
A great achievement of winning for two consecutive years! This is a cleansing oil that perfectly matched Japanese trends.
Winning Points
・Overturning the traditional image that oil products "cause dryness," it provides a moist finish.
・Luxury-level quality that addresses pore concerns due to the extreme heat.
・In addition to the standard "Refreshing Citrus," two new scents, "Peaceful Orange" and "Rose," were newly added this year, matching the Japanese consumer need to "use different scents depending on their mood."
2nd Place Overall: Rosy Rosa / Multi Use Foundation Puff 2P 638 yen
This award symbolizes the trend of rising attention on “cost-performance tools” amidst high prices!
Winning Points
・Compatible with all types of foundation.
・Prevents makeup breakdown by fully embedding foundation into pores, leading to an even and smooth skin finish.
・A “best value tool” that offers more than its price suggests.
Overall 3rd Place: DECORTÉ / Loose Powder 6,270 yen
A masterpiece supported by makeup professionals! A long-seller with an excellent balance between price and efficacy.
Winning Points
・Makes makeup long-lasting and provides a beautiful finish.
・Good balance of usability/feel and price.
【Overall】 4th to 10th Place
| Rank | Brand | Product Name | Price | Features |
| 4th | Lancôme | Genifiqe Ultimate Serum | 18,700 yen (50mL) | Focuses on the "recovery mechanism" from summer damage. Despite the high price point, it captured the need for "trial purchases" with a trial size. |
| 5th | THE ANSWER | Super Lamella Shampoo & EX Moist Treatment FOR DAILY DAMAGE | 1,760 yen each | Received praise for its new “paint-washing” method for hair and the emotional concept of “treatment, not just hair care.” |
| 6th | rom&nd | Han All Brow Cara | 825 yen (4g) / 1,210 yen (9g) | Wide variety of color options. Matches the desire to achieve “your own kind of cute.” |
| 7th | RMK | Dewy Melt Lip Color | 4,180 yen (case + refill) | An item that helps you achieve “your own kind of cute.” Its long-lasting formula is also popular. |
| 8th | ROSY ROSA | Powder Brush EX | 2,200 yen | Confirmed the trend of high cost-performance tools. Provides a user experience comparable to luxury department store cosmetics. |
| 9th | Lululun | Hydra EX Mask | 2,640 yen (28 sheets) | Contains "Exosomes," a component garnering attention in aesthetic medicine. Supported as a high-performance, high-cost-performance anti-aging product. |
| 10th | SK-II | Genoptics Infinitaura Essence | 22,000 yen | Contains a proprietary ingredient. A trial size is available, capturing the need for people who "want to try it first." |
2026 First Half Trend Forecast! Focus on "Ultra Kiramero" and "Japan Pride" Cosmetics
Along with the announcement of the Best Cosmetics Awards, @cosme also released its "2026 First Half Trend Forecast" for trends expected to drive the market in the following year. Among these, the FUN! JAPAN editorial team focused on two key trends: "Ultra Kiramero Cosmetics" and "Japan Pride Cosmetics."
Ultra Kiramero Cosmetics: Increased Interest in "Kira Kira" (Sparkle)
Backed by the recent resurgence of the Heisei Retro boom, interest in "kira kira" (sparkle) and shining textures has risen significantly. This is especially popular among younger generations, particularly teenagers and those in their twenties, with an increasing number of people enjoying makeup that uses glitter on the undereye area (aegyo sal makeup) or makes highlights shimmer.
👉Related Article: “Heisei Retro” is Hot Right Now! Nostalgic Heisei Culture & Items Felt in Japanese Dramas and Fashion
Japan Pride Cosmetics: Re-evaluation of "Sense of Security" and "Japan-Specific Ingredients"
Following a long period dominated by foreign brands like Korean cosmetics, a movement to re-evaluate Japanese-made cosmetics is emerging. Besides expectations for the sense of security and high research and development capabilities unique to Japanese products, there is also growing appeal in ingredients tied to Japan, such as sake lees, rice, and onsen (hot spring) water.
👉Related Article: 7 Japanese Skincare & Beauty Products Found at Don Quijote! Rice Bran, Sake Lees, Soy Milk, Horse Oil, Lululun, and More
Where Can You Buy Them in Japan? Best Places to Purchase Award-Winning Cosmetics
The top 10 products introduced in this article are easy to find anywhere in Japan. Especially for visitors to Japan, try looking for them at the following stores.
@cosme STORE
The best place to find products. This year's Best Cosmetics winners are clearly displayed and easy to find.
👉Related Article: A Complete Guide to @cosme TOKYO, Harajuku’s Specialty Cosmetics Store! Highlights of the Renewal
Major Drugstores (such as Matsumoto Kiyoshi)
Many locations offer tax-free shopping, making them convenient for travelers.
👉Related Article: Which Cosmetics Should You Buy in Japan? A Thorough Introduction to Popular Drugstore Cosmetics!
Discount Stores (such as Don Quijote)
A wide variety of products are available, so you can enjoy shopping for everything in one place. Tax-free shopping is also available.
👉Related article: If You’re Shopping in Tokyo, Visit MEGA Don Quijote Shibuya Main Store!
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