Top 7 Popular Korean Cosmetic Brands for Japanese Women in 2024

Korean cosmetics continue to receive enthusiastic support from Japanese women for their quality and trendiness. In 2024, their popularity remains strong, especially among women in their 20s and 30s. With high-quality products available at affordable prices, Korean cosmetic brands are essential for the daily skincare and makeup routines of beauty-conscious Japanese women. This article will introduce the top 7 Korean cosmetic brands that are particularly popular among Japanese women in 2024.

Popular Korean Cosmetic Brands

1. rom&nd
2. ETUDE
3. CLIO
4. VT
5. innisfree
6. MISSHA
7. MEDIHEAL

1. rom&nd

Image Source: https://romand.us/

The Korean cosmetic brand rom&nd is especially popular among women in their 20s and 30s in Japan. One of the reasons for its appeal is its excellent cost-performance, allowing consumers to purchase high-quality items at reasonable prices. Rom&nd's lip products come in a wide variety of colors, reflecting current trends, making it easy to find the perfect shade for any occasion. Additionally, the products are known for their high moisturizing properties and gentle feel on the lips. Unique items not commonly found in Japan also attract attention, such as the "Brow Fixer," which firmly holds eyebrows in place for long-lasting wear.

2. ETUDE

Image Source: https://www.etudehouse.com/jp/ja/?letrotab=7150

The charm of the Korean brand Etude lies first in its cute containers and packaging. The designs inspired by sweets and beverages not only look adorable but also elevate your mood just by owning them. Many people may associate Korean cosmetics with being available only at specialty stores or online; however, since Etude’s entry into the Japanese market in 2011, it has opened numerous official shops at popular destinations across the country. This allows consumers to physically try products before making purchases and receive recommendations from staff, which is a significant benefit.

3. CLIO

Image Source: https://cliocosmetic.jp/

The popular Korean cosmetic brand Clio is known for its affordable yet high-quality products that are particularly favored by women in their 20s and 30s. Clio's eyeshadow palettes offer a rich variety of colors within a single palette, including crystal glitters that allow for various makeup arrangements. Its ability to combine professional finishes with ease of use and affordability is why many women support this brand.

4. VT

Image Source: https://vtcosmetics.jp/

VT is a Korean cosmetic brand known for its products containing Centella Asiatica extract (also known as Gotu Kola). This brand focuses on skincare items that promote healthy skin, especially beneficial for sensitive or fluctuating skin types, earning widespread support for their effectiveness and ease of use.

One of VT's standout products is the "Cica Daily Smoothing Mask," a bestseller with over 8 million units sold. It is an essential item in daily skincare routines for many users due to its calming and moisturizing effects on the skin, making it ideal for caring for sensitive or stressed skin.

5. innisfree

Image Source: https://www.innisfree.jp/

Innisfree is a popular budget-friendly brand from Korea known for its natural items packed with the blessings of Jeju Island's nature. These products are very popular as souvenirs from trips to Korea due to their natural quality and effectiveness, appealing to many consumers. Additionally, Innisfree offers high-quality products at excellent price points.

Innisfree continues to expand its stores throughout Japan, making it increasingly accessible nationwide.

6. MISSHA

Image Source: https://www.misshajp.com/shop/pages/glowcushion.aspx

Missha is recognized as a pioneer of cushion foundations and is likely recognized even by those who are not deeply familiar with Korean cosmetics. Known among beauty-conscious Korean women, Missha offers high-quality yet affordable products that have garnered positive reviews.

As a brand originating from Korea but compliant with Japanese pharmaceutical regulations, Missha is a beginner-friendly option for those new to using Korean cosmetics. The cushion foundation combines sunscreen, primer, and foundation into one all-in-one product that can be easily applied with a tap, completing your base makeup effortlessly. It also contains moisturizing serum, making touch-ups simple with just one cushion foundation.

7. MEDIHEAL

Image Source: https://mediheal.co.jp/

Widely recognized as a representative of Korean cosmetics are sheet masks, with Mediheal being particularly popular due to its extensive variety and high efficacy. Among Mediheal’s offerings, the Tea Tree Sheet Mask stands out as the most popular product; it addresses various skin concerns such as acne-prone skin or those seeking brightening effects during seasonal transitions when skin tends to fluctuate easily. Well-known for preventing breakouts, this mask offers antibacterial and anti-inflammatory benefits that make it effective against acne and skin irritation.

Conclusion

These brands strike an excellent balance between quality and price while offering diverse products that meet various needs, earning high support from young Japanese women. Brands like rom&nd, ETUDE, CLIO, VT, innisfree, MISSHA, and MEDIHEAL each utilize their unique charms and characteristics to provide ideal items for consumers. The joy of discovering suitable products from each brand’s diverse lineup contributes significantly to the popularity of Korean cosmetics.