J-Beauty is famous for a reason. We guide you through the best Japanese skincare brands, from affordable Hada Labo to high-end SK-II.

Japanese skincare focuses on hydration and prevention. Whether you have $10 or $200, there is a brand for you.

Drugstore Holy Grails (Affordable)

1. Hada Labo (Gokujyun):
   • Hero Product: Hyaluronic Acid Lotion.
   • Why: It's like a drink of water for your face. Sold every 2 seconds.
2. Melano CC:
   • Hero Product: Vitamin C Serum.
   • Why: Fades dark spots and acne scars effectively.
3. Biore UV Aqua Rich:
   • Hero Product: Watery Essence Sunscreen.
   • Why: No white cast, feels like nothing on skin.

Department Store Luxury (Splurge)

1. SK-II:
   • Hero Product: Facial Treatment Essence (Pitera).
   • Why: The "Miracle Water." Expensive, but cult-following for anti-aging.
2. Decorté:
   • Hero Product: Liposome Advanced Repair Serum.
   • Why: High-tech hydration.
3. Shiseido (The Ginza):
   • Hero Product: Ultimune Power Infusing Concentrate.
   • Why: The giant of J-Beauty. Reliable and luxurious.

Where to Buy

• Drugstores: Matsumoto Kiyoshi, Welcia, Don Quijote (Tax-free!).
• Department Stores: Isetan, Mitsukoshi, Takashimaya.