There has always been a compromise hidden inside the phrase “makeup for sensitive skin.” Products may feel gentle, but the colours are often predictable. Formulas may be easy to remove, but the finish can lack the polish, depth or emotional appeal of conventional colour cosmetics. Japan’s ETVOS has spent years trying to close that gap.
THREE has used essential oils as part of its beauty identity for years. The new SENSE OF THE SKY collection consists of just three product families: a plumping lip colour, a new blush and a limited luminizer. More importantly, WWD Japan reports that this is a new development for THREE's makeup: all three incorporate the brand's original Japanese geranium essential oil.
While brands like SUQQU, RMK and SHISEIDO are well known internationally, &be has quietly become one of Japan's favourite everyday beauty brands thanks to its effortless makeup style, skincare-first philosophy and products created by renowned makeup artist Yusuke Kawakita (河北裕介).
Launching first in Japan, the new SHISEIDO Basic Skincare collection rethinks the products people use every morning and evening—before serums, moisturisers or anti-aging treatments even begin.
The 2026 Autumn VINTAGE GLOW Collection makes this system even clearer. Its four new Eye Coloration N palettes introduce a transparent metallic colour inspired by vintage jewellery—not merely as a glitter accent, but as a shade that can change the intensity and atmosphere of the entire palette.
When people think of Japanese beauty, brands like SHISEIDO, SUQQU and RMK often come to mind first. Yet among beauty editors, makeup artists and shoppers at Cosme Kitchen, another brand has quietly become a favourite over the past few years: to/one.
Discover why Elegance La Poudre Haute Nuance has remained one of Japan's most iconic face powders for over three decades. Learn how each shade differs, which finish suits your skin, and why beauty lovers continue to repurchase this legendary compact.
Discover why the new Shiseido MAQuillAGE Powder Foundation is becoming one of Japan's most talked-about base makeup launches. Learn about its finish, coverage, who it's best for, and how it compares with other Shiseido foundations.
Discover the newest Paul & Joe Autumn Collection alongside the brand's most-loved makeup. From glossy lips and elegant eyeshadow palettes to collectible packaging and the iconic primer, here's why Paul & Joe continues to be one of Japan's most charming beauty brands.
The Fall 2026 Collection, "Effortless Boldness," perfectly reflects this philosophy. Inspired by contrasting personalities—soft yet strong, classic yet unconventional, polished yet daring—the collection introduces beautifully coordinated eyeshadows, eyeliners, blushes and lip colours that enhance individuality while remaining wearable every day.
KANEBO has quietly become one of Japan's most talked-about luxury makeup brands, and its Rouge Star lipstick collection is a big reason why. If you're wondering which KANEBO lipstick is right for you, this guide compares the entire collection.
So, is Japanese Cle de Peau actually different from the international version? The short answer is yes—but probably not in the way you think. In this guide, we'll explain the key differences between Japanese and international Cle de Peau products, helping you decide whether purchasing directly from Japan is the right choice.
