Must-Buy Japanese Beauty Picks for Korean, Chinese, and Japanese Trends
Shopping is half the fun of traveling, right? And for many visitors to Japan, cosmetics are at the top of the shopping list.
Korea, China, and Japan lead Asia’s beauty market, each with its own unique trends. With styles shifting from country to country, it can be tricky to know which products to bring home.
This guide breaks down the latest beauty trends in Korea, China, and Japan—plus the perfect Japanese items to match them. Whether it’s your first trip or your tenth, these tips will help you shop smarter.
Korea: Personalized Skincare & the Semi-Glow Look
Korean beauty is famous worldwide, constantly evolving with fast-moving trends and viral influence on social media. Lately, the key buzzword is personalized beauty—skincare and makeup tailored to your skin type, tone, and lifestyle.
Another major trend is the semi-glow look. Instead of an overly shiny finish, the focus is on enhancing the skin’s natural texture with a refined, subtle radiance. The result is a healthy, natural glow that feels effortlessly chic.
→Japanese Items That Match Korean Beauty Trends
• Bioré UV Aqua Rich Watery Essence
Its lightweight texture makes it comfortable to wear, while giving your skin a naturally radiant, translucent glow.
• Shiseido Synchro Skin Foundation
Blends seamlessly into the skin for a natural fit, enhancing a subtle glow that creates a Korean-inspired semi-glow finish.
• CANMAKE Mochipuru Lip
A popular lip product that adds natural color and moisture, easy to pick up at any drugstore.
China: A Taste for Luxury and Anti-Aging
Chinese consumers have a particular love for luxury brands and anti-aging products. Even among younger generations, many start “preventive beauty” routines early with anti-aging care. On the social platform Xiaohongshu (Little Red Book), reviews of premium cosmetics are everywhere. Products that deliver quick, noticeable results or feature unique ingredients attract the most attention.
→Japanese Items That Fit China’s Beauty Trends
• SK-II Facial Treatment Essence (Pitera Essence)
This iconic essence refines skin texture and locks in hydration. A long-time bestseller, it has been loved by Chinese travelers for many years.
• Shiseido ELIXIR Line
A skincare range designed to improve firmness and elasticity, perfectly meeting the demand for effective anti-aging care.
• KATE Lip Monster
A viral “sold-out” lipstick known for its bold color and impressive staying power, highly praised by Chinese travelers.
Japan: Minimal Care & Natural Beauty
Compared to Korea and China, Japan values a calmer, more long-term approach to beauty. Rather than dramatic transformations, the focus is on sustainable care.
The current buzzword is minimal care—simple products that keep skin healthy even with fewer steps. At the same time, more people are turning toward natural beauty, choosing low-irritant, additive-free, and gentle formulas.
For travelers, Japanese cosmetics are especially convenient: lightweight, easy to pack, and perfect for everyday care on the go.
→Recommended Japanese Items
• MUJI Skincare Series
Simple, affordable, and perfect for everyday use—even while traveling.
※Available at MUJI stores across Japan.
• Hada Labo Gokujyun Hyaluronic Acid Lotion
A nationally loved lotion focused on deep hydration, and a classic staple on drugstore shelves.
• DHC Deep Cleansing Oil
A Japanese cult favorite that melts away makeup thoroughly while staying gentle on the skin.
In Summary: Three Countries, Three Trends
Each country has its own vision of beauty. In Korea, the focus is on personalization and the refined semi-glow look. In China, luxury and anti-aging care take center stage. Japan, meanwhile, emphasizes minimal routines and natural beauty that highlights the skin’s original quality.
What makes Japan especially attractive is that it’s relatively easy to find products that reflect all three of these trends. For travelers, Japan is a rare place where you can try the latest beauty movements across Asia all at once—which is exactly why Japanese drugstores and cosmetic counters are so beloved by international visitors.
Shopping Tips for Travelers
1. Make the Most of Drugstores
Shops like Matsumoto Kiyoshi, Kokumin, and Don Quijote are packed with Japan’s most popular cosmetics. During sales, you might even find them at prices lower than back home.
＊Exclusive for Payke users: save even more with special drugstore discount coupons!
2. Don’t Forget Duty-Free
Premium brands are available not only at airports but also at city duty-free shops. High-end cosmetics like SK-II and Shiseido often come with great tax-free savings.
3. Think Travel-Friendly Sizes
During your trip, mini bottles and travel kits are more practical than full-size products—and they’re perfect for sharing as souvenirs too.
Conclusion
Cosmetic shopping in Japan is more than just picking up products—it’s a chance to experience the diversity and culture of Asia’s beauty market firsthand. Among the trends from Japan, China, and Korea, you’re sure to discover your own personal beauty insights to take home.