Top 5 Vegetarian and Vegan Brands in Japan

Japan’s beauty industry has captured global attention for its refined aesthetic sensibilities and high-quality product craftsmanship. In recent years, there has been a growing interest in vegan cosmetics, which contain no animal-derived ingredients, and cruelty-free cosmetics, which are not tested on animals. Increasingly, Japanese consumers are opting for plant-based products due to concerns about environmental impact, animal welfare, and the gentleness of their skin.

In response to this shift, several vegan and environmentally conscious beauty brands have emerged in Japan, while many established cosmetic companies are also adopting more sustainable practices. This article introduces some of Japan’s leading vegan and vegetarian cosmetic brands, which emphasize ethical production and beauty, focusing not only on ingredients but also on thoughtful design and pleasant usability. Japanese cosmetics that blend aesthetics, ethics, and comfort continue to resonate with consumers worldwide, both in Japan and beyond. Take a look and discover how these brands are shaping the future of beauty.

Ranking of Japanese Vegan & Vegetarian Cosmetic Brands

1. Ethique
2. SHIRO
3. UNNATURALLY NATURAL
4. RUHAKU
5. DYP COSMETHIC

1. Ethique

Source: Ethique Homepage

Ethique is one of the most talked-about vegan cosmetic brands today. Its standout feature is the use of solid beauty bars, such as bar shampoos and conditioners, that eliminate plastic packaging. Designed to be gentle on both hair and skin while minimizing environmental impact, these products have garnered high praise from eco-conscious consumers in Japan.

All of Ethique’s products are 100 percent vegan and completely cruelty-free, containing no animal-derived ingredients and involving no animal testing. The brand is also deeply committed to fair trade and sustainable sourcing, earning a strong reputation as a socially responsible company. Its colorful, cute packaging adds to its appeal, making the products a popular gift choice. In Japan, Ethique items are readily available through select shops and online retailers.

Ethique is a brand that supports a modern lifestyle where beauty and environmental responsibility are in harmony. It offers a new kind of value: "the more you use it, the kinder it is to the planet."

2. SHIRO

Source: SHIRO Homepage

SHIRO is a popular Japanese cosmetic brand recognized both domestically and internationally for its minimalist and high-quality products, which are made with natural ingredients sourced from Japan. Developed and manufactured at its own factory in Hokkaido, SHIRO's products are simple yet highly functional, with a strong focus on skin-friendliness and pleasant natural scents. The brand offers a wide range of vegan-friendly items, all of which are cruelty-free and made without animal-derived ingredients.

SHIRO also actively incorporates regional specialties, such as sake lees, gagome kelp, yuzu, and lavender, working closely with local producers to pursue sustainable manufacturing practices. Since 2020, the brand has strengthened its sustainability efforts by introducing refillable packaging and recycled materials to help reduce environmental impact. Whether in perfumes, skincare, or makeup, SHIRO’s formulas are carefully designed to benefit both the skin and the planet.

With its refined design, natural fragrance, and trusted quality, SHIRO remains a favorite among many. As one of Japan’s leading vegan cosmetic brands, it appeals to today’s conscious consumers who seek to balance beauty with environmental responsibility.

3. UNNATURALLY NATURAL

Source: UNNATURALLY NATURAL Homepage

UNNATURALLY NATURAL is a vegan cosmetic brand from Japan that blends modern aesthetics with ethical values. The brand name itself carries a message: “In a time when being natural is taken for granted, we challenge that norm.” With a unique concept that fuses natural beauty and high fashion, the brand stands out for its creative and distinctive worldview.

All products are 100 percent vegan, made without any animal-derived ingredients or animal testing. Despite this, the brand offers a high-performance makeup line known for its vibrant colors and professional-quality finishes. Lipsticks, blushes, and highlighters are especially popular, combining plant-based formulas with bold, expressive results. The packaging features a refined minimalist design, created with environmentally conscious materials and a focus on simplicity.

UNNATURALLY NATURAL resonates with today’s consumers who seek to balance beauty and sustainability. It’s not just about being natural—it’s about expressing creativity and a modern, fashion-forward attitude while staying kind to the planet and animals. This delicate balance has earned the brand strong support, particularly among younger generations with a keen eye for both style and ethics.

4. RUHAKU

Source: RUHAKU Homepage

RUHAKU is Japan’s first Ecocert-certified organic cosmetic brand, born from the rich natural blessings of Okinawa. The name "RUHAKU" combines “Ryu” (symbolizing Okinawa) and “Haku” (representing purity and beauty), with a brand philosophy centered on drawing out the skin’s natural power using ingredients derived from nature. All products are cruelty-free and free from animal-derived ingredients, offering a skincare line that is both vegan and organic—gentle on both the skin and the planet.

Key ingredients include vibrant Okinawan botanicals such as gettou (shell ginger), sea grapes, and shikwasa (Okinawan citrus). These island plants are renowned for their potent antioxidant and moisturizing properties, resulting in products that are not only effective but also soothing to use. The natural, tropical scents offer a calming and healing experience with every application.

RUHAKU is also deeply committed to environmental responsibility. Packaging materials are chosen with sustainability in mind, incorporating renewable and recyclable resources wherever possible. With a focus on Japan’s natural beauty and traditional wisdom, RUHAKU continues to gain attention both domestically and internationally as a brand redefining modern natural beauty.

5. DYP COSMETHIC

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Source: DYP COSMETHIC Homepage

DYP COSMETHIC is a Japanese vegan cosmetic brand that blends the power of plants with science to achieve both beauty and ethical values. The brand name “DYP” stands for “Define Your Pure,” reflecting the mission to help individuals discover their own pure, authentic beauty. All products are vegan, made without animal-derived ingredients, and completely cruelty-free. DYP also places a strong emphasis on using naturally derived ingredients, creating formulas that are kind to both the skin and the environment.

DYP COSMETHIC’s skincare and makeup items are known for their simple, pleasant textures and elegant finishes. Popular products, such as their BB cream and face powder, enhance the skin’s natural look with a lightweight feel, making them ideal for even sensitive skin. The packaging is thoughtfully designed to be both environmentally friendly and stylish, offering beauty and portability in one.

At the heart of the brand is a philosophy of being honest and gentle to the skin, mind, and planet. DYP COSMETHIC goes beyond being just a vegan-friendly brand by actively pursuing sustainable sourcing and production methods. It is a next-generation vegan cosmetics brand, perfect for those who want to make choices that are kind to themselves and the earth.

Conclusion

Japanese vegan and vegetarian cosmetics have evolved beyond simply avoiding animal-derived ingredients. They now represent a holistic approach to beauty that values gentleness on the skin, harmony with nature, and a commitment to a sustainable future. Each brand draws from regional plant resources and traditional wisdom, striving for world-class quality and design, while offering a unique perspective on what beauty can mean.

These Japan-born brands focus not only on environmental and animal welfare but also on creating products that resonate with the comfort and sensibilities of their users. In our everyday routines, whether it is skincare or makeup, every small choice we make adds up and contributes to a kinder future for both society and the planet. These products are expanding from Japan to the world with the belief that beauty is not just about appearance, but also about how we live and what we choose.

If something catches your eye, give it a try. You may just discover a new kind of beauty in your hands.