15 Things to Buy at a Japanese Drugstore: Skincare, Makeup & Hair Care Picks

What should you actually buy at a Japanese drugstore?

You walk into a Matsumoto Kiyoshi or a neighborhood drugstore in Tokyo, and the aisles go on forever. Every shelf has a bestseller sticker, a ranking card, or a sample tester. Ten minutes later you are holding a basket of things you cannot read, and you are not sure which ones are the classics. That moment is why "what to buy at a Japanese drugstore" and "Japanese drugstore must buy" both show up as US search suggestions. US beauty media keep returning to the topic too. Coveteur's January 2026 roundup of Japanese drugstore essentials described stores "offering Sephora-level products at Walgreens prices." This guide skips the guesswork. We narrowed the list to 15 products you can order from the US, each one checked against the brand's own product page for size, key ingredients, and directions. Three of them also hold @cosme Best Cosmetics Award honors, which we note where they apply.

The short answer: start with the step you use up fastest

If you only buy one thing, buy the product you already go through quickly at home. For most people that is a toner, a cleanser, or a cleansing oil, because those are used every single day. Japanese drugstore versions of these steps are known for simple, focused formulas and large everyday sizes. Hada Labo's lotion, for example, comes in 170 mL and 400 mL formats. If your skin runs dry or sensitive, put the fragrance-free hydration picks first: the Hada Labo lotion and the Curél cream. If you wear long-wear mascara or lipstick, the makeup and remover pairs make more sense than another serum. If your routine is already full, the daily-care picks are the easiest add: a steam eye mask for the evening and a hydroxyapatite toothpaste. The rule we used for this list was simple. Each pick had to solve one clear job, and the brand's own page had to explain how.

The 15 picks, and what each brand actually says

We compared the official specs for every product below. For each pick, we went back to the brand's own product page, or a major Japanese retailer's listing where the brand page was unavailable, and pulled the size, the key ingredients, the directions and any cautions. The table gives the quick version. The notes after it explain how each product is meant to be used and who it suits. Awards are named with their source and year. The list covers four areas: skincare, makeup, hair care and daily care. That spread is deliberate, because a first haul works best when it replaces things you already use rather than adding new steps. Sizes are the standard retail sizes. Prices are not listed here, because they update automatically on each product card below in your local currency. Where a brand makes a claim under its own test conditions, we say so, so you can judge it for yourself.

Skincare

1. Hada Labo Gokujyun Hyaluronic Lotion. Hada Labo is Rohto's hydration line, and Gokujyun is its signature toner. Rohto lists four types of hyaluronic acid in the formula: hydrolyzed (nano-sized) hyaluronic acid, sodium acetylated hyaluronate, a fermented hyaluronic acid made with lactic acid bacteria, and sodium hyaluronate. Hyaluronic acid is a humectant, meaning it holds water in the top layer of skin. The brand describes the texture as a gentle, slightly thick liquid that leaves skin feeling soft and bouncy. The label is short on extras: weakly acidic, fragrance-free, colorant-free, oil-free, alcohol-free and paraben-free. Rohto also notes it can be used on the face, body and even hair, by any age or gender. That flexibility is why it works as a first purchase. It slots into almost any routine as the watery step after cleansing, before serum or cream. Coveteur's 2026 roundup also includes a lotion from Hada Labo's brightening line.

Best for: anyone who wants a simple, fragrance-free hydrating toner.

[[product:rohto-hada-labo-gokujun-hyaluronic-lotion-toner-170ml]]

2. Melano CC Intensive Essence. Melano CC is Rohto's vitamin C skincare line. This 20 mL essence uses ascorbic acid, the active form of vitamin C, along with a vitamin E derivative. Rohto packages it in a small dropper tube so you can control the amount. The brand suggests two ways to use it: across the whole face after toner, or as a targeted step at the very end of your routine. Rohto is also upfront about one thing. The brand says you may feel a slight tingling as it absorbs, which is common with vitamin C formulas. It should not be used around the eyes. In the US, we describe this as a brightening serum for a more even-looking tone. Coveteur's 2026 roundup also included a Melano CC product, and a Melano CC toner placed second in its category in @cosme's late-2025 drugstore awards, according to Be-Story, the site of Japanese beauty magazine Bisuto.

Best for: vitamin C users who want a small, precise dropper serum.

[[product:rohto-melano-cc-intensive-care-serum-20ml]]

3. Curél Intensive Moisture Care Face Cream. Curél is Kao's line for dry, sensitive skin, and it is built around ceramide care. Ceramides are lipids that help keep the skin barrier, the outer layer that holds moisture in, working properly. Kao lists a ceramide-function ingredient in this cream, along with eucalyptus extract. The formula is fragrance-free, colorant-free and alcohol-free. Kao also states the cream is allergy-tested, while noting that this does not mean no one will ever react to it. For directions, Kao suggests a dollop about 2 cm wide after your lotion, spread from the center of the face outward. The 40 g jar is a practical size for travel or for testing whether the texture suits you. This pick is the cream, not that serum.

Best for: dry or easily irritated skin that prefers fragrance-free creams.

[[product:kao-curel-intensive-moisture-care-face-cream-40g]]

4. Hada Labo Gokujyun Perfect Gel. All-in-one gels are a Japanese drugstore category of their own, and this is Hada Labo's version. According to the product listing, one gel covers the jobs of toner, emulsion, cream and mask. The formula lists five types of hyaluronic acid, plus squalane, a glucosyl ceramide, collagen, and sacran, a moisturizing polysaccharide from a Japanese freshwater algae. To use it, take an appropriate amount in your palm and spread it gently over the face. The listing also gives a useful tip. Because the gel is rich, it suggests blotting with a tissue or waiting a moment before makeup. That makes it easier to use at night than on a rushed morning. If you like the idea of Hada Labo but want fewer steps, this is the one to pick instead of the lotion. It is also a good backup to keep at a partner's place or in a gym bag.

Best for: people who want one step instead of three or four.

[[product:hada-labo-gokujun-perfect-gel-jar-100g]]

5. Lululun Precious RED (Moist). Lululun is known in Japan for daily-use sheet masks sold in large pull-top boxes. Precious RED is the moisture-focused version, aimed at skin that feels dry. The brand lists fermented rice extract, acacia flower honey extract, and rice-derived components such as oryzanol and inositol. It also uses L-22, Lululun's oil blend designed to resemble the lipid balance of 22-year-old skin. The sheet is thick and soft with a three-layer structure. Directions are short: lay one sheet on clean skin for 5 to 10 minutes, then remove it. Lululun says it can be used morning or night as part of a daily routine. The box holds 32 sheets, so you can use it often without counting. Two practical notes from the brand: do not reuse a sheet, and store the box cap-side up so the essence stays even across the sheets inside.

Best for: a quick daily mask step, especially during dry seasons.

[[product:lululun-precious-red-moist-32-sheets-pcs]]

6. KOSE Softymo Speedy Cleansing Oil. Softymo is KOSE Cosmeport's everyday cleansing line, and Speedy is built for convenience. The listing marks it "wet hands OK," so it still works if your hands are damp in the shower. It also says no second face wash is needed afterward. The oil can be used with eyelash extensions that use standard cyanoacrylate glue, though the directions ask you not to rub hard or sideways. The formula includes five organic botanical oils and three botanical seed oils. Use about two to three pumps, massage it over your makeup, then rinse well with water or lukewarm water. Because it is a 240 mL pump, it lasts a while for daily use. One storage tip: keep water out of the bottle, and keep it away from heat and direct sun.

Best for: shower cleansing and lash-extension wearers.

[[product:kose-softymo-speedy-cleansing-oil-240ml]]

7. Senka Perfect Whip. Senka Perfect Whip is a long-running Japanese foaming face wash. The tube makes a dense, fine foam that, according to the listing, does not collapse easily, so it cushions the skin while you wash. The ingredient list includes sodium hyaluronate, acetyl hyaluronate and sericin, a silk-derived protein. Directions are simple. Squeeze about 2 cm onto your palm, add water or lukewarm water, and work it into a lather before washing. Then rinse thoroughly. Making the foam first is the key step; it is what keeps the wash gentle and even. The scent is a light white floral, which matters if you prefer unscented cleansers. Store it away from direct sunlight and high heat. Because it pairs well with any cleansing oil, it completes a classic Japanese double-cleanse routine at a drugstore price point. It is also small enough to travel with.

Best for: a rich-foam second cleanse after oil or balm.

[[product:senka-perfect-whip-facial-foam-cleanser-blue-120g]]

Makeup

8. KATE Lip Monster 03. KATE Lip Monster won the overall grand prize in the @cosme Best Cosmetics Awards 2022, and it also appears in Coveteur's 2026 roundup of Japanese drugstore essentials. The appeal is wear time. Kao, KATE's parent company, says the formula uses a proprietary technology that uses moisture evaporating from the lips to form a close-fitting gel film. That film is what keeps the color looking fresh for a long time. The brand also lists high color payoff and moisture as key features. Shade 03 is named Kagerou, Japanese for heat haze, and each bullet is 3 g. To apply, twist up about 5 mm and glide it on, then close the cap firmly after use. Kao advises stopping if your lips become red, swollen or itchy, and not using it on broken skin. It is a good first pick if you want a long-wear lipstick that still feels comfortable.

Best for: long days and masks or cups that usually smudge lipstick.

[[product:kate-lip-monster-03-kagerou-kagero]]

9. Heroine Make Volume & Curl Mascara Advanced Film 01. Heroine Make is a long-wear eye makeup brand from Isehan's KISSME family. Coveteur's roundup lists it too. This version focuses on curl. Isehan says it keeps lashes curled all day, based on its own testing. It also resists water and sebum, so it is less likely to smudge under the eyes. The brush is designed to build volume at the roots while keeping tips thin and separated. Shade 01 is a deep jet black, and each tube holds 6 g. Removal is where many people get surprised. The brand says to soften the mascara with lukewarm water first, then wash with your usual cleanser. If that still feels slow, pair it with the Heroine Make remover below. As with any long-wear mascara, results vary by person, so the all-day curl claim reflects the brand's test conditions, not a guarantee.

Best for: straight lashes that drop their curl by midday.

[[product:heroine-make-long-curl-mascara-advanced-film-01-jet-black]]

10. Heroine Make Speedy Mascara Remover. This small tube was named to the @cosme Best Cosmetics Awards 2025 Hall of Fame. @cosme reserves that honor for products that took first place multiple times and earned lasting support from its members. The idea is simple. Isehan designed it to break down waterproof mascara quickly without scrubbing. The tube uses a comb-type applicator. Brush it generously onto dry lashes, from the roots to the tips. Then blend it in with your usual cleanser and rinse with lukewarm water, or wipe off with a cotton pad. The brand says the formula contains no harsh ionic surfactants or alcohol, and it includes camellia oil and argan oil as lash-care ingredients. At 6.6 mL, it fits easily into a makeup bag. Pair it with any long-wear mascara you already own.

Best for: anyone who wears waterproof mascara and hates rubbing their eyes.

[[product:heroine-make-sp-speedy-mascara-remover]]

11. CANMAKE Glow Fleur Cheeks 01 Peach Fleur. CANMAKE is an affordable Japanese makeup brand, and Glow Fleur Cheeks is its glow-finish blush palette. Each compact holds blush shades plus a glow powder with pearl and fine shimmer. CANMAKE describes the finish as a translucent glow that clings to the skin without looking powdery. It also includes a soft-focus powder intended to blur the look of pores. The formula is free from UV absorbers, fragrance and alcohol, and it includes skin-conditioning ingredients. To use it, swirl the included brush two or three times across the blush shades and sweep it over the cheeks. Then add the glow powder to the tops of the cheekbones as a highlight. Shade 01 Peach Fleur is a soft peach. To clean the brush, avoid hot water and do not pull on the bristles. Let it air-dry completely before storing it again.

Best for: an easy, fresh flush with a built-in highlight.

[[product:canmake-glow-fleur-cheeks-01-peach-fleur]]

Hair care

12. Fino Premium Touch Hair Mask. Fino is a Japanese drugstore hair care line, now made by Fine Today. Coveteur's roundup lists the Fino hair oil from the same line. The mask contains six beauty-essence ingredients, including squalane, royal jelly extract, hydrolyzed conchiolin and amino acids, aimed at damaged hair. The directions are simple and fast. After shampooing, gently squeeze excess water from your hair. Apply about two teaspoons for semi-long hair, focusing on the most damaged areas. Work it through, then rinse it out. The brand notes that rinsing right away still works, so you do not have to wait. Fine Today recommends using it once or twice a week. Keep water out of the jar and seal the lid after use. The 230 g tub lasts a long time on that schedule. It is the easiest upgrade if your conditioner alone no longer feels like enough.

Best for: dry, color-treated or heat-styled hair.

[[product:fino-premium-touch-concentrated-beauty-serum-hair-mask-230g]]

13. &honey Deep Moist Hair Oil 3.0. &honey is a Japanese hair care line built around honey as its signature moisturizing ingredient. Coveteur's roundup also includes an &honey hair oil. This Deep Moist version targets dry, frizzy hair. According to the retailer listing, the brand's target is hair with 14 percent moisture content. The formula combines honey and honey extract, royal jelly extract, hydrolyzed honey protein, keratin and panthenol. It also lists three ceramides and an argan-derived oil. The brand says over 90 percent of the formula is moisturizing and protective ingredients. To use it, warm a small amount between your palms. Then apply it mainly to the ends and comb it through. The honey scent is part of the appeal, so test it if you prefer unscented products. One note: the brand may update packaging and formulas without notice, so the bottle you receive may look slightly different from older photos.

Best for: dry ends and frizz on humid days.

[[product:and-honey-deep-moist-hair-oil-3-0-ex-100ml]]

Daily care

14. Kao MegRhythm Steam Eye Mask, Lavender. MegRhythm is Kao's line of self-warming steam eye masks. Coveteur's roundup includes it too. Each mask is single-use and warms on its own once you open the pouch, so there is nothing to heat up or plug in. Kao says it delivers steam at about 40°C, and the comfortable warmth lasts about 20 minutes. That makes it a natural end-of-day ritual after hours of screen time, or something to pack for a long flight. The lavender version adds a light scent; unscented and other scents also exist. Kao's Q&A covers a few practical cautions. It addresses using more than one mask a day, use by children, and wearing one while sleeping, so check that guidance first. The 12-sheet box gives you enough for nearly two weeks of evenings. It also makes an easy gift to bring back from Japan.

Best for: winding down after a long day at a screen.

[[product:kao-megurhythm-steam-hot-eye-mask-lavender-12-pcs]]

15. APAGARD Serena. APAGARD is Sangi's hydroxyapatite toothpaste brand. Hydroxyapatite is a mineral that also makes up tooth enamel. Serena joined the @cosme Best Cosmetics Awards 2025 Hall of Fame in the oral care category, alongside the Heroine Make remover above. Sangi lists hydroxyapatite as the key ingredient. Serena adds two stain-care cleansing agents, sodium metaphosphate and sodium citrate, aimed at stains from coffee, tea and wine. It also includes a pearl-derived extract. No fluoride appears in the listed ingredients, which matters if you are choosing a fluoride-free paste on purpose. Sangi's directions are to put about 1 cm on your toothbrush and brush thoroughly, taking extra care before bed. The 105 g tube is the standard size. If you drink coffee or tea daily, this is a practical swap for your current toothpaste.

Best for: coffee and tea drinkers who want a hydroxyapatite toothpaste.

[[product:apagard-toothpaste-serena-105g]]

Who should skip some of these picks

Not every pick fits every person, and the brands say so on their own pages. If your skin reacts easily to vitamin C, start slowly with the Melano CC essence. Rohto notes a slight tingling as it absorbs, and it should not go near the eyes. Curél and the Heroine Make remover are tested for skin reactions, but both brands state that this does not rule out reactions for everyone. The Hada Labo Perfect Gel is rich, so the listing suggests blotting before makeup; it may feel heavy on very oily skin in summer. The Heroine Make mascara needs lukewarm water plus cleanser to come off, so it is not a pick if you want a mascara that slides off with water alone. Senka Perfect Whip and the &honey oil are both scented. Finally, check Kao's guidance before wearing a MegRhythm mask to sleep or giving one to a child. Stop using any product if redness, swelling, or itching appears.

Your next step: build a small haul in three moves

Start with one product from the step you use up fastest. For most people that is the Softymo cleansing oil, the Senka foam or the Hada Labo lotion. Next, add one item that solves a problem you notice every week: the Heroine Make mascara and remover pair for smudging, or the Fino mask for dry ends. Finally, add one small daily-care item, like the MegRhythm eye mask or APAGARD Serena, because they are easy to use up and easy to judge. That keeps your first order focused. If makeup is your main interest, our CANMAKE full-face guide goes deeper on the brand behind pick 11. For eye looks, see our Japanese drugstore eyeshadow layering guide. You can also browse all Japanese skincare in one place. Give each new product about two weeks before deciding whether it stays in your routine.

FAQ

What should you buy at a Japanese drugstore?

There is no single answer, but skincare toners, cleansing oils, sheet masks, long-wear makeup and self-warming eye masks appear on most lists. KATE Lip Monster won the overall grand prize in the @cosme Best Cosmetics Awards 2022.

Can I buy Japanese drugstore products in the US?

Yes. Smikie Japan ships these 15 products from Japan to the US, so you can order them without traveling.

Is Hada Labo Gokujyun Lotion fragrance-free?

Yes. Rohto lists the Gokujyun Hyaluronic Lotion as fragrance-free, colorant-free, oil-free, alcohol-free and paraben-free.

Does APAGARD Serena contain fluoride?

No fluoride appears in the ingredients Sangi lists for APAGARD Serena. Its key ingredient is hydroxyapatite.

Can I use Softymo Speedy Cleansing Oil with eyelash extensions?

The product listing says it can be used with extensions applied with standard cyanoacrylate glue, as long as you avoid rubbing hard or sideways.