Drugstores are extremely popular among inbound tourists, but with so many items available, it can be hard to decide what to buy. In this article, Shiho—a beauty writer with over 20 years of experience as a hairstylist and deep knowledge of Japan’s beauty industry—carefully selects and introduces some of the best “hidden gem” cosmetic brands from major companies like Shiseido and KOSE that you can find at Japanese drugstores.
*If you purchase or reserve products introduced in this article, a portion of the sales may be returned to FUN! JAPAN.
Why Japanese Cosmetics Are Gaining Attention from Overseas
Japanese cosmetics are manufactured under strict standards that emphasize quality, functionality, and safety—just like food products—since they are applied directly to the skin. Thanks to this reliable quality, Japanese cosmetics have gained significant attention from overseas users who feel they can use them with peace of mind.
In recent years, items featuring uniquely Japanese ingredients such as rice bran, sake lees, and onsen (hot spring) water have also become popular, further boosting support from tourists seeking authentic Japanese charm.
Hidden Gem Cosmetic Brands at Drugstores Are a Must-Check
Brands like ANESSA and SEKKISEI are popular overseas, but did you know that ANESSA is produced by Shiseido and SEKKISEI by KOSE? Among the many items lining drugstore shelves, there are plenty of other “hidden gem” cosmetic brands created by major companies. These “drugstore cosmetics” (often called “dorakosu” in Japan) are known for their high quality and excellent cost performance, offering great value for money.
Must-Have “Ultimate UV & Whitening” Cosmetic Brands for Hot and Humid Climates
UV rays are a major cause of wrinkles and dark spots, making UV care and whitening products essential during Japan’s hot and humid summers. In recent years, awareness of UV protection has increased year-round, and there is growing demand for products that can be used by people of all genders and ages throughout the year.
Japanese cosmetic brands offer a wide range of UV products and different textures to suit various needs and changing climates, which is one of their key features.
ANESSA / Shiseido
ANESSA is one of Japan’s leading sunscreen brands.
Most of their products offer high UV protection with SPF50+ PA++++, and they also contain moisturizing ingredients. This means they not only protect your skin from UV rays but also provide hydration and help care for dryness-related damage.
The lineup is extensive, including milk, gel, spray, and powder types, so you can choose according to your preferred texture or intended use. They are easy to use even in hot and humid environments, making them a popular choice for sun protection while traveling.
👉Check out ANESSA products on Yahoo! Shopping
HAKU / Shiseido
HAKU is a brand specializing in brightening care aimed at preventing dark spots.
Based on years of research by Shiseido, their lineup mainly consists of quasi-drugs (※) containing ingredients that suppress melanin production, making them especially recommended for those seeking brighter, clearer skin.
From basic skincare to foundation and even supplements, HAKU offers a wide range of products, making it easy to choose according to your needs and skin concerns.
(※) Quasi-drugs: Products positioned between pharmaceuticals and cosmetics, containing specific active ingredients at certain concentrations for the purpose of prevention or hygiene.
👉Check out HAKU products on Yahoo! Shopping
Obagi / Rohto Pharmaceutical Co., Ltd.
Obagi is a skincare brand that aims to enhance the skin’s natural power and restore it to a healthy state, using a dermatological approach unique to a pharmaceutical company. Their formulas are designed to help build skin that can withstand daily environmental damage.
In particular, the Obagi C series contains a high concentration of pure vitamin C, making it perfect for those who want radiant, hydrated skin or are concerned about dryness and dullness.
👉Check out Obagi products on Yahoo! Shopping
Sekkisei / KOSE
Made from Japanese and Chinese botanicals such as Job’s tears (hatomugi) and rice bran, Sekkisei is a skincare brand that is easy to use regardless of nationality, age, or gender. They are particular about their choice of ingredients and water, and even disclose the origin of all their materials, so you can use their products with peace of mind.
Some items contain tranexamic acid, a whitening active ingredient, and anti-inflammatory ingredients, making them perfect for those who want to care for both brightening and skin irritation at the same time.
👉Check out Sekkisei products on Yahoo! Shopping
The Savior for Sensitive and Dry Skin! High-Performance Skincare Brands
In Japan, where the seasons change dramatically, skin conditions can also change easily throughout the year. For this reason, there are many high-performance skincare brands available that can address concerns such as sensitive or dry skin.
Even for visitors to Japan, you’re sure to find special items that perfectly suit the climate and skin type of your own country or region—so good you won’t want to be without them.
Curel / Kao
Curel is a skincare brand for sensitive skin that has gained worldwide attention.
Its formulas are especially designed for dry, sensitive skin, helping to protect and replenish ceramides that strengthen the skin’s barrier function throughout cleansing and moisturizing, keeping your skin healthy and resilient.
Not only does Curel offer face care, but their extensive lineup includes body creams, hand creams, shampoos, and more—so you can take care of your whole body with just Curel products.
👉Check out Curel products on Yahoo! Shopping
d program / Shiseido
d program is a skincare brand that is dedicated to ultra-gentle formulas, developed through various tests to ensure even those with sensitive skin can use them comfortably.
Despite its low-irritation formulas, the lineup also addresses concerns like aging care, brightening, and acne, so you can choose the series that best matches your skin’s needs.
👉Check out d program products on Yahoo! Shopping
Carte HD / KOSE
Carte HD is a skincare brand designed for those whose skin is easily affected by seasonal or physical changes.
It contains heparin-like substances, well-known moisturizing active ingredients to help protect your skin’s moisture and prevent roughness.
There are also all-in-one products for easy care, making it a great choice for busy people or those who want a simple skincare routine.
👉Check out Carte HD products on Yahoo! Shopping
Even the Pros Approve! Excellent Budget-Friendly Cosmetic Brands for Everyday Use
Japanese drugstores are packed with high-value cosmetics that may not be widely known yet, but offer satisfaction far beyond their price. Because they’re so affordable, it’s easy to incorporate them into your daily routine and use them generously without worry.
Melano CC / Rohto Pharmaceutical
Melano CC is a quasi-drug skincare series containing sustained-release vitamin C, which helps suppress melanin production and helps prevent the formation of dark spots and freckles.
Its popularity comes from how easy it is to incorporate vitamin C care into your routine, making it recommended for those who want to keep their skin healthy after sun exposure. Another great point is its formula, which helps prevent acne and rough skin.
👉Check out Melano CC products on Yahoo! Shopping
Hada Labo / Rohto Pharmaceutical
Hada Labo is a skincare brand focused on moisturizing power, combining several types of hyaluronic acid as its key ingredients.
The brand is also particular about its formula and water, offering simple and easy-to-use products that are fragrance-free, colorant-free, and alcohol-free.
There are nine types of lotions alone (as of December 2025), making it easy to choose according to your skin concerns and preferred texture. (As of December 2025)
👉Check out Hada Labo products on Yahoo! Shopping
SENKA / Shiseido
SENKA is a skincare brand specializing in facial cleansers, cleansing products, and body washes. The products are designed with gentle cleansing power and a focus on being kind to the skin.
By paying special attention to facial cleansing as part of your skincare routine, you can make the rest of your skincare more comfortable and effective. There are six types of facial cleansers for different concerns and five types of cleansing products to choose from based on texture and use (as of December 2025), so you can select according to your skin condition and preferences.
👉Check out SENKA products on Yahoo! Shopping
Also Check Out! "Hidden Gem Cosmetic Brands" Only Available at Specialty Stores
Although you may not see them often at drugstores, there are "hidden gem cosmetic brands" in Japan that are only available at specialty shops or directly managed stores. Each brand is filled with its own unique passion and commitment. If you find them while traveling, be sure to check them out.
BENEFIQUE / Shiseido
Benefique is a skincare brand created with the concept of achieving comprehensive beauty, aiming not only to care for the skin but also to balance the body and mind.
It offers a wide lineup ranging from basic skincare and cleansing products to base makeup, with meticulous attention paid to fragrance, texture, and color. One of its appeals is how easy it is to choose products according to your age, skin condition, and lifestyle.
Where to Buy
Available at cosmetics specialty stores, online shopping sites, select department stores, and some drugstores.
👉Check out "Benefique" products on Yahoo! Shopping
Attenir / FANCL Group
Attenir is a skincare brand with over 30 years of history, focusing mainly on aging care.
It is designed with the concept of offering high quality at affordable prices, making its excellent cost performance one of its main attractions. In addition, Attenir's "Skin Clear Cleanse Oil" won the @cosme Best Cosmetics Award 2025.
👀 Related Article: What are the Top 10 Holy Grail Cosmetics Truly Loved by Japanese People? @cosme Best Cosmetics Award 2025 Announced!
In addition to skincare, Attenir also offers a wide range of makeup and inner care (supplements), making it easy for people to continue age-appropriate care with a user-friendly lineup.
Where to Buy
Official directly managed stores, online shopping sites, select department stores, etc.
👉Check out "Attenir" products on Yahoo! Shopping
[For Visitors to Japan] How to Buy Cosmetics at Japanese Drugstores at a Great Price
Here is some useful information to know when buying cosmetics at Japanese drugstores. We’ll introduce some tips and handy tricks for tourists to shop smartly and save money.
1. Use Tax-Free Shopping
If you spend over a certain amount, the 10% consumption tax will be exempted. You will need to show your passport, so be sure to carry it with you.
2. Register as a Member on Drugstore Apps to Get Discounts
Many stores allow foreigners to easily register as members, and you may receive coupons that can be used on the same day.
Main Drugstores That Support This
- Matsumoto Kiyoshi
- Sugi Pharmacy
- Welcia
- Sundrug
- Tsuruha Drug
3. Combine Tax-Free Shopping and Coupons
At some stores, you can use both tax-free shopping and app coupons at the same time.
Stores Where Combination Is Often Possible
- Matsumoto Kiyoshi
- Don Quijote
- Cocokara Fine
*Be sure to check before checkout if you can combine them.
4. Take Advantage of Bulk Purchase Campaigns
Drugstores often have many campaigns. Look out for store-limited sales and set discounts when you buy two or more items.
In Japan, you’ll find a wide range of products, from affordable items you can easily buy at drugstores to hidden gem cosmetic brands only available at specialty stores. All of them are carefully made to meet Japan’s strict standards.
If you find a brand that catches your eye, be sure to pick it up and experience the charm of Japanese cosmetics for yourself.
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