When shopping in Japan, you’ll often notice shelves with small empty sections. Encountering such sections can usually be interpreted as a sign you’ve found gold and that the product that belongs on the shelf is in high demand. If you’re lucky enough to track them down, these products are often bestsellers and worth trying.
After much research, I’ve identified five makeup products that often belong in these empty slots, and they’re considered the most affordable and most popular Japanese cosmetics on the market. This story was both an excuse to get my hands on some new products — ones I’ve been itching to try — and a way to satisfy my curiosity as to what the Japanese market considers top-tier, affordable cosmetics. After testing them for a month, I now have a solid understanding of whether they’re worth the hype.
Maquillage Dramatic Skin Sensor Base Neo Nudie Beige (Shiseido, ¥2,970) Sensor Base Neo is a multi-award-winning primer that works wonders at toning and brightening dull skin. Sensor Base Neo’s formula manages oil and moisture levels , minimizes pores and hydrates. Doubling as a sunscreen, this primer offers high sun protection with SPF50+ and PA++++, making it a great option for people who want an all-in-one product.
The shade I purchased, Nudie Beige, is a creamy pink liquid with a slight floral scent. While Nudie Beige doesn’t conceal redness (there’s a mint shade for that), it gently brightened and evened out my dull areas, providing a sm.
