40 Underrated Japanese Skin Care Products You Need To Add To Your Beauty Wish List

Move over K-beauty, because J-beauty is here to stay! Japanese skincare has been gaining popularity in the West over the past few years, thanks to social media platforms like TikTok and Instagram. While we’re thrilled about this trend, we’ve noticed that the same few products, like Senka Perfect Whip Face Wash or Hada Labo Gokujyun Premium Lotion, are constantly mentioned. Although both of these products are great and we highly recommend them, J-beauty has so much more to offer that isn’t talked about as much.

In this article, we’re going to spill the tea and discuss 40 severely underrated Japanese skincare items you need to know about immediately. If you want to learn about all the hot J-beauty products, keep on reading!

Underrated Cleansing Oils & Makeup Removers

Attenir Skin Clear Oil Cleanser Aroma Type 175ml

The Attenir Skin Clear Oil Cleanser is one of the most famous cleansing oils in Japan and has been a fan favorite for many years. This cleansing oil features a light lemongrass and bergamot scent, enhancing the overall relaxing user experience. For those who prefer an unscented option, Attenir also offers an unscented version of this oil cleanser.

In terms of texture, the cleansing oil is on the lighter side, allowing it to penetrate your pores and cleanse away impurities effectively. It emulsifies beautifully with warm water, ensuring that it removes every last bit of sunscreen and excess sebum off of the skin.

FANCL Black & Smooth Mild Cleansing Oil 120ml

This black-colored cleansing oil from FANCL is formulated with real charcoal, making it a must-have for anyone struggling with clogged pores or sebaceous filaments. Despite its eye-catching color, this cleansing oil remains relatively unknown outside of Japan. Its super smooth and lightweight texture allows it to reach every crevice of your skin, effectively cleansing away impurities and unclogging pores. The best part is that it does not strip the skin, so you don’t have to worry about this Japanese cleansing oil removing any natural moisture or oil from your skin.

Muji Oil Cleansing Mild 400ml

This Mild Cleansing Oil from Muji is an excellent option for those with sensitive skin. Many people in Japan consider this cleansing oil to be their holy grail, which is why we want our overseas customers to know about it! As its name suggests, it is a mild cleansing oil—not in terms of cleansing ability, but because it contains gentle, plant-derived ingredients like jojoba oil and peach leaf extract, rather than harsher chemicals. Additionally, it is unscented, making it suitable for sensitive skin. It also comes in a generous 400ml size, offering great value.

Cow Makeup Cleansing Milk Additive-Free 150ml

Cleansing milks offer a gentler cleansing option, making them especially suitable for those with sensitive skin. Cow Soap is a popular brand in Japan, known for its additive-free and low-irritant skincare, which is ideal for sensitive skin. This additive-free cleansing milk is gentler than cleansing oils, yet effectively removes all makeup and excess impurities from your skin.

Underrated Face Washes

Kao Curel Foaming Face Wash Intensive Moisture Care 150ml

Curel’s Foaming Face Wash from the Intensive Moisture Care line is designed to gently cleanse the skin while protecting its natural barrier. This line focuses on providing intense hydration with ceramides and is ideal for those with sensitive and/or dry skin. While it is a popular choice in Japan, it might not be as well-known internationally as other Japanese face wash brands like Senka.

This foaming face wash is also a great option for busy individuals or those who prefer a quick skincare routine, as it achieves a foam consistency without the need for lathering.

Kikumasamune Japanese Sake Face Wash 200g

The Kikumasamune toners (lotions) are very popular in the J-beauty world, especially the pink one, but their sake face wash doesn’t get as much attention. We're here to tell you that this is an excellent option, particularly for those with dry skin! Packed with skin-friendly ingredients like fermented rice extract, amino acids, placenta extract, and arbutin, it cleanses, brightens, and helps protect the skin's moisture. This cleanser foams up beautifully and effortlessly removes all unwanted impurities without drying out the skin.

Edobio Plant Based Moisturizing Souffle Soap Bar 70g

This Souffle Soap Bar from Edobio is an eco-friendly cleanser suitable for both the face and body and comes in a charming cypress container called a “Masu” in Japanese. Crafted with care, this soap features plant-derived ingredients and is meticulously manufactured in Japan using traditional equipment. It emphasizes natural components and avoids synthetic fragrances or colorants. Suitable for all skin types, this soap bar will not strip your skin of its natural moisture. As a smaller brand that remains relatively unknown even in Japan, we think that Edobio’s exceptional and unique products are definitely worth knowing about!

Underrated Japanese Lotions & Toners

Imju Naturie Hatomugi Skin Conditioner Job's Tears Lotion 500ml

The Naturie Hatomugi Skin Conditioner from Imju is a long-time best-selling toner in Japan, and it’s definitely worth knowing about! First of all, it comes in a generous 500ml size, so it lasts a long time. Second, it’s versatile enough to hydrate both your face and body. Commonly used after a shower or bath, it’s perfect for applying all over for instant hydration. Third, you can easily decant it into a spray bottle to use as a refreshing spray-on toner or setting spray. Finally, it’s alcohol-free and suitable for all skin types. That’s everything you need to know about this fantastic toner.

pdc Wafood Made Sake Lees Moisture Lotion 190ml

Here’s a Japanese toner you might not have heard about. This toner by pdc is formulated with sake lees, a powerhouse ingredient for moisturizing the skin. It not only addresses dullness and dryness but also helps achieve a glass skin appearance. What’s unique about this toner is that it separates into two layers – a liquid layer and a sake lees layer. When shaken together, these layers combine to create the ultimate moisturizing solution for your skin.

Kikumasamune Anti-aging Japanese Sake Lotion 500ml

This is probably the most underrated toner in the Kikumasamune range. Marketed as an anti-aging toner, this particular Kikumasamune lotion has a thicker texture compared to the brightening or high moist versions. Like the other Kikumasamune toners, it’s formulated with Japanese sake and ceramides, but what sets it apart is the highly condensed sake amino acids. This lotion delivers the equivalent amino acids found in a 1.8L bottle of sake in just a single 500ml bottle.

Since its release over ten years ago, this product has gained popularity across Japan, praised for its smooth application and super-moisturizing properties.

Shiseido Ihada High Moisture Face Lotion For Sensitive Skin 180ml

If you have sensitive skin, you should check out the Ihada line from Shiseido, especially the Ihada High Moisture Face Lotion. This lotion contains high-purity petrolatum and two active ingredients to prevent rough, dry skin and acne. Specifically formulated for sensitive skin, it protects the skin's moisture barrier, allowing it to absorb more moisture and improving overall texture. It may be a no-frills product, but it's reliable and effective, which is what really matters in skincare.

Orbis Clearful Lotion M Hydrating Toner For Acne 180ml

Those with acne-prone skin may find this hydrating toner from Orbis to be quite helpful. This Japanese lotion absorbs deeply into the pores, increasing antimicrobial peptides and ultimately improving the skin's resistance to acne.

The Orbis Clearful series is specifically designed to target acne and prevent breakouts, and it has been hugely popular in Japan since its release in the 1990s.

Underrated Serums & Essences

Takami Skin Peel Beauty Serum 30ml

We’re quite surprised that this Japanese beauty serum has not gained popularity abroad. In fact, it may be the most famous peeling serum in all of Japan. This serum supports the skin's metabolism, renewing and recharging the surface. It helps improve the skin's appearance by reducing fine lines and wrinkles, lifting pores, reducing blackheads, and removing dirt. Essentially, it functions as an exfoliant used in serum form.

Despite having a higher price tag for a J-beauty skincare item, many consumers in Japan keep coming back to this product because it delivers results! This serum has also won numerous awards in Japan due to its effectiveness.

Keana Beaute VC-10 Essence Pore Tightening Cruelty-Free & Halal Serum 30ml

Meishoku Keana Beaute VC-10 Essence is a vitamin C-concentrated serum designed to address all your pore concerns. If you're worried about enlarged or clogged pores, excess sebum, or blemishes, consider adding this Japanese serum to your skincare routine. With long-term use of this vitamin C serum, your skin will become brighter, smoother, and more plump, as it also supports the skin’s natural collagen production. In addition to all the benefits it provides, it features a cruelty-free and halal formula, making it an ideal skincare solution for everyone.

Kikumasamune Japanese Sake Hydrating Skin Care Essence 150ml

The Kikumasamune Skin Care Essence is another super underrated product from the Kikumasamune skincare line. This Japanese beauty essence is formulated with real Japanese sake, along with 12 types of amino acids, ceramide, vitamin C, arbutin, and placenta extract to provide the skin with ample moisturizing effects. This beauty serum may be the ultimate solution for those with dry or dehydrated skin, which is why we feel more people should know about it.

Underrated Sheet Masks

Rohto Melano CC Vitamin C Concentrated Moisturizing Face Mask 28 Sheets

The Melano CC Vitamin C lotion and serum have gained popularity in the skincare community, but did you know they also offer sheet masks? The Melano CC face mask features Vitamin C and Vitamin E derivatives to hydrate your skin daily while reducing damage caused by UV exposure. Each sheet mask contains about 10ml of concentrated Vitamin C ingredients and only needs to be left on for 5-15 minutes to reap the benefits. Plus, the masks have a refreshing citrus scent to enhance the overall Vitamin C experience.

BCL Saborino Mezama Morning Face Mask 32 Sheets

Using a sheet mask in the morning might seem unusual, but trust us, these Mezama Morning Face Masks from Saborino make perfect sense! Simply wash your face with your usual cleanser, apply the mask, leave it on for one minute, apply SPF, and your morning skincare routine is complete. These masks are super moisturizing and designed to keep your skin hydrated all day.

Lululun Pure Pink Everys Daily Facial Mask for Dry Skin 7 Sheets

These Lululun sheet masks are the ultimate solution for dry skin! If you’re familiar with Japanese sheet masks or Lululun, you might have seen or even tried the green or red versions, but the pink version is highly underrated. These masks fit snugly on the face and are drenched in Lululun’s signature moisturizing beauty serum, helping the skin retain moisture and maintain a plump texture.

Kose Clear Turn Sheet Mask For Acne 7 Sheets

Of course, we need to provide an option for those with acne-prone skin too. The Kose Clear Turn Sheet Masks for Acne target existing breakouts, helping to tame acne quickly. These oil-free sheet masks are also suitable for sensitive skin. And, just look at how cute the packaging is!

Underrated Face Packs

Ishizawa Lab Keana Rice Face Pack 170g

Ideal for those dealing with dry skin, clogged pores, or a lackluster complexion, the Ishizawa Lab Keana Rice Face Pack offers an effective solution. Enriched with four rice-derived ingredients, including rice serum, this face pack is designed to enhance your skin’s texture, leaving it plump and mochi-like. It also works to brighten and improve overall skin appearance. Renowned for its effectiveness, this pack is one of Japan’s most popular and widely accessible skincare treatments. This Rice Pack is 100% a must-buy item when it comes to Japanese skincare!

Shiseido Elixir Superieur Sleeping Gel Pack W 105g

Sleeping packs are a lesser-known category in the J-beauty world, but they definitely deserve more attention! Shiseido Elixir’s sleeping gel pack is the best-selling option in Japan. Simply apply it to your face before bed and wake up with hydrated, supple skin. This sleeping pack ensures your skin stays moisturized all night long.

Bifesta 3 Minute Clay Face Mask Clean Pores Clay Pack 150g

If you're seeking a quick and effective addition to your self-care routine, the Bifesta 3 Minute Clay Face Mask is a perfect choice. Designed to unclog pores and revitalize your skin in just 3 minutes, this mask offers a refreshing cleanse without leaving your skin feeling tight. Its fast application and easy rinse-off make it an ideal option for busy schedules. After use, you'll experience noticeably smoother and brighter skin.

Underrated Milky Lotions (Emulsions)

Rohto Hada Labo Shirojyun Premium Milky Lotion 140ml

Rohto’s Hada Labo Shirojyun Premium Lotion gets a lot of attention in the J-beauty and Asian beauty worlds, but we find that not many people talk about the milky lotion in the same series. While the Shirojyun Premium Lotion is intended to provide brightening (not whitening!) benefits, the milky lotion aims to deliver similar effects with added moisturization. Its essence-like rich texture makes it a stellar choice for those with dry skin. A great feature of the Shirojyun Milky Lotion is that it comes in both a bottle and a refill version, so you can stay stocked at all times!

Matsuyama Hadauru Moisturizing Emulsion Milky Lotion 95ml

This is a great and underrated Japanese milky lotion option for those with sensitive and/or dry skin. The Matsuyama Hadauru Moisturizing Emulsion contains five different kinds of human ceramides, as well as soybean-derived ingredients, to thoroughly moisturize the skin all the way to the stratum corneum. It is also moisturizing enough to be used as a face cream.

Muji Light Moisturizing Emulsion Milky Lotion for Sensitive Skin 200ml

Muji skincare has been gaining popularity overseas recently, but we really want to highlight their sensitive skin line. This hypoallergenic skincare series is crafted with 100% naturally derived ingredients, featuring a harmonious blend of three types of plant extracts, ceramides, and five types of amino acids. These essential elements cater to the unique needs of sensitive skin, promoting a state of healthiness and freshness.

Muji’s Milky Lotion for sensitive skin comes in three versions: light moisturizing for oily skin, moisturizing for normal skin, and highly moisturizing for dry skin. Of course, all of these milky lotions are approved for sensitive skin as well!

Underrated Face Creams

FRMA Hypoallergenic Organic Plant-Based Face Cream 50g

FRMA’s Hypoallergenic Organic Plant-Based Face Cream is specially crafted for sensitive skin, promoting a healthier and more radiant complexion without irritation. This Japanese face cream stands out for its use of Bacillus subtilis fermentation technology, which boosts effectiveness while minimizing discomfort. It also contains surfactin, an advanced surfactant that enhances ingredient performance and reduces skin inflammation from UVB exposure.

FRMA is committed to producing eco-friendly, plant-based skincare that is both effective and gentle on the environment. Experience the perfect blend of innovation and natural care with FRMA’s face cream. Though FRMA is a smaller Japanese brand, their dedication to effective and environmentally friendly products is truly worth sharing, and we’re excited to help spread the word about their exceptional skincare products.

Ishizawa Lab Keana Nadeshiko Rice Face Cream 30g

This Japanese Rice Face Cream is your secret to achieving glass skin! The Ishizawa Lab Keana Nadeshiko Rice Face Cream uses rice serum to effortlessly minimize the appearance of pores and enhance skin texture. Rice serum not only improves texture but also imparts a radiant glow. If you're aiming for a glass-like complexion, this face cream is the perfect solution.

Edobio Saketernal Moisture Lock Facial Cream 45g

As the name suggests, this face cream truly locks in moisture, helping to smooth the complexion and promote healthy skin turnover. What makes this product unique and effective is its inclusion of Lactobacillus-fermented sake lees extract, Edobio’s special complex that combats dullness caused by dry skin. We love Edobio products because they focus on traditional Japanese ingredients, like sake lees, to deliver noticeable results.

This face cream is part of their ‘Saketernal’ series, embodying a skincare philosophy that transcends time to create a timeless, universally beautiful complexion. The Edobio Saketernal series is meticulously designed to meet the evolving needs of your skin at any stage of life, guiding you toward enduring beauty.

BCL Momopuri Moisture Barrier Gel Cream 80g

Japanese skincare tends to focus on products that provide ample moisture to the skin, usually to combat dry skin and prevent signs of aging, however this approach to skincare is not suitable for everyone, as there is not a one size fits all answer when it comes to skincare. 

This Momo Puri cream has more of a gel cream formula, so it may be suitable for those with oily skin or are looking for a product that will not over moisturize their skin. It’s formulated with ceramides, vitamin C & E, as well as peach leaf extract to nourish the skin. Plus, it’s peach scented! 

Underrated Eye Creams

Sana Nameraka Honpo Soy Milk Isoflavone Wrinkle Eye Cream 20g

Sana Nameraka Honpo Soy Milk Isoflavone Eye Cream is a Japanese anti-aging and moisturizing eye cream infused with soy isoflavone extract to help prevent wrinkles. This eye cream also contains pure retinol to address aging concerns like fine lines. While the product is targeted for use under and around the eye area, it can also be applied around the mouth. Due to its dual functionality, we believe this Japanese eye cream deserves to be more widely known!

Uzu by Flowfushi Multipurpose Daytime Eye Cream 00 15g

Uzu, a line under the brand Flowfushi, is known for its wide range of makeup products, including colorful liquid eyeliners and mascaras, but they also offer cosmetic items like this eye cream. This versatile eye cream combines moisturizing and tone-up benefits, providing comprehensive care from dryness to anti-aging. It can be used in both your morning and evening skincare routines.

Underrated Japanese Sunscreens

Kao Bioré UV Athlizm Skin Protect Essence Sunscreen SPF50+ PA++++ 70g

If you love spending time outdoors but want to avoid getting sunburnt or are simply looking for a super waterproof sunscreen, then the Bioré UV Athlizm Skin Protect Essence Sunscreen is perfect for you. What sets this Japanese sunscreen apart from others is its UV-blocking film function called "Outer Skin." This technology creates a protective film over your skin, thoroughly shielding it from the sun. It’s also sweat and waterproof, making it an excellent choice for those who love hiking, swimming, or spending time outdoors.

Nivea Sun Protect Super Water Gel Sunscreen SPF50 PA++++ 80g

The Nivea Sun Protect Super Water Gel Sunscreen is another excellent waterproof Japanese sunscreen option, suitable for both outdoor activities and daily use. This gel effortlessly spreads across your body, seamlessly blending in and disappearing almost instantly. Its lightweight formula feels like a second skin, providing comfort without any sticky residue.

Although this Nivea sunscreen is relatively new in Japan, it gained popularity quickly due to its water-like texture that glides across the skin while offering ample protection. With its great texture and protective capabilities, we hope this Japanese sunscreen becomes more well-known outside of Japan.

&be UV Milk Non-Chemical Moisturizing Mineral Sunscreen SPF 50+ 100g

This is a great non-chemical, mineral sunscreen option for those with sensitive skin. While &be is considered a higher-end brand in Japan, it is a fan favorite in the Japanese beauty community. The brand primarily focuses on makeup but also offers beauty products like this mineral sunscreen. Additionally, it serves as an anti-pollution sunscreen, protecting your skin from PM2.5, pollen, cigarette smoke, and exhaust gas. Despite being a mineral sunscreen, it does not leave behind a white cast.

We love this sunscreen because it comes in a value size of 100ml, especially since most Japanese sunscreens tend to be smaller, ranging from 50 to 90ml.

Kosé Suncut Tone Up UV Essence SPF50+ PA++++ 80g

Those who are looking to achieve a glowy and dewy look should definitely give the Kosé Suncut Tone Up UV Essence a go. This lavender-colored sunscreen tones up the skin, evening out blemishes and giving it a more radiant appearance. The lavender tint instantly enhances your skin without makeup, leaving it looking flawless.

Honorable Japanese Skincare Mentions

Shiseido Aqualabel Multi Aqua Balm Hydrating Cream For Face & Body 100g

As the name suggests, this product is a multi-use item that can be applied to both the face and body. It’s an ultra-hydrating cream that contains Somei-Yoshino Leaf Extract (a species of cherry blossom) known in Japanese beauty for its moisturizing benefits. This all-in-one product simplifies your routine—just wash your face, apply this cream, apply your SPF (morning only), and your skincare is done!

Aqualabel doesn’t always get the recognition it deserves in discussions about J-beauty, but we want to spread awareness about this brand. Aqualabel is part of Shiseido, a globally recognized brand, though its products are sold primarily in drugstores in Japan. Despite being a drugstore line, Aqualabel products are formulated with Shiseido-derived ingredients and backed by their research. Essentially, you’re getting Shiseido-quality products at drugstore prices!

Hakutsuru Moisturizing Sake All-in-One Skincare Gel Cream 100g

This is another all-in-one skincare product that we believe deserves more recognition. This innovative sake-based gel cream from Hakutsuru combines lotion, emulsion, serum, and cream into one convenient product, leading to brighter, more beautiful skin.

By now, you probably already know about the many beauty benefits of sake, which is why we can’t recommend this Sake All-in-One Skincare Gel Cream enough.

Imju Naturie Hatomugi Skin Conditioning Gel 180g

We’ve already discussed the Naturie Hatomugi Skin Conditioning Lotion, but we believe their Skin Conditioning Gel is even more underrated! This gel moisturizer is particularly great for those with oily and/or acne-prone skin. It’s a lightweight formula that provides essential moisture without feeling heavy. If that sounds appealing, you should definitely give the Hatomugi Skin Conditioning Gel a try!

DHC Hydrating Lip Cream 1.5g

Taking good care of your lips is essential in skincare, which is why we’re excited to talk about the DHC Hydrating Lip Cream. True to its name, this lip cream may be the most hydrating lip balm you ever use! It’s a fan favorite in Japan, leaving your lips soft and dewy, never chapped.

Nivea Deep Moisture Unscented Lip Balm Cream for Chapped Lips 2.2g

Finally, we’d like to wrap up with another Japanese lip balm option. This super-moisturizing lip balm is unscented and keeps your lips soft and hydrated for extended periods. A single swipe provides hydration while giving your lips a healthy, glossy look. The cream smoothly adheres to your lips, melting and spreading evenly.

So there you have it—a complete list of 40 underrated Japanese skincare products that truly deserve more attention! Have you tried any of the products we mentioned? If not, which one will you try first? For more Japanese skincare, be sure to explore our skincare collection.