The Complete Buying Guide of &be Japan (2026)

Why Is &be So Popular in Japan?

If you've recently started exploring Japanese beauty, you've probably come across &be.

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).

Instead of following trends or creating dramatic makeup looks, &be focuses on enhancing natural beauty through comfortable formulas, skin-friendly ingredients and easy-to-use products that fit seamlessly into everyday life.

Today, the brand offers everything from primers and cushion foundations to skincare, haircare and makeup tools, making it one of Japan's most complete beauty collections.

In this guide, we'll explain what makes &be different, compare its bestselling products and help you decide where to start.

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Quick Answer

If you're buying your first &be products, start with the UV Primer Rich Moist, Glow Cushion Foundation and Black Sponge—three of the brand's signature products that perfectly represent its makeup philosophy.

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What Makes &be Different?

Unlike many beauty brands that separate skincare and makeup, &be treats them as one routine.

Created by celebrity makeup artist Yusuke Kawakita, every product is designed around a simple idea:

Professional-looking makeup should be easy enough for anyone to achieve.

Rather than relying on heavy coverage or dramatic colours, &be products focus on:

• Healthy-looking skin
• Natural radiance
• Comfortable wear
• Everyday practicality

Many products are also formulated with skincare ingredients such as ceramides, squalane, botanical oils and vitamin C derivatives, allowing makeup to feel comfortable even after hours of wear.

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Makeup That Puts Skin First

One of the biggest reasons &be has become so popular in Japan is its skincare-first approach.

Across the collection you'll notice several recurring features:

✔ Soap-removable formulas

✔ Mineral UV filters (selected products)

✔ Botanical moisturising ingredients

✔ Ceramides and squalane

✔ Gentle formulas suitable for sensitive skin

Rather than creating makeup that completely hides the skin, &be aims to improve how skin looks naturally.

This philosophy can be seen across the entire range, from lightweight cushion foundations to softly diffused blushes and elegant highlighters.

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Best &be Products Worth Buying

UV Primer Rich Moist

Best for: Dry skin, glowing makeup

One of the brand's most popular products, this skincare-inspired primer combines SPF50+ PA++++ protection with long-lasting hydration and natural luminosity.

Unlike traditional silicone-heavy primers, it creates a moisturised, healthy-looking base while helping foundation apply more evenly.

Editor's Pick: Best overall &be product.

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Glow Cushion Foundation

Best for: Glass skin lovers

Designed to create fresh, radiant skin without looking heavy.

Its lightweight texture blends naturally into the complexion while helping blur pores and uneven skin tone.

Ideal if you love dewy Japanese makeup.

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Lasting Cushion Foundation

Best for: Combination and oily skin

If you prefer longer wear with a more refined finish, the Lasting Cushion Foundation offers better resistance to sweat and sebum while maintaining a comfortable skin-like appearance.

Instead of looking completely matte, it delivers what &be describes as a soft "raw matte" finish.

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Pure Reflector

Best for: Elegant highlighting

Rather than producing an obvious shimmer, Pure Reflector creates soft luminosity that mimics naturally healthy skin.

The finely milled pearl particles diffuse light beautifully without emphasising texture.

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Pressed Blush

Best for: Natural everyday makeup

Created around Yusuke Kawakita's signature "less is more" approach, the Pressed Blush delivers sheer colour that blends seamlessly into the skin.

The buildable formula makes it almost impossible to overapply.

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Palette Eyeshadow

Best for: Easy professional eye makeup

Each palette combines matte and shimmer finishes selected to work together effortlessly.

Instead of following seasonal colour trends, the palettes focus on wearable shades that add depth and dimension to the eyes.

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Lip Color Duo

Best for: Long-lasting glossy lips

One of the newest additions to the range, Lip Color Duo combines rich colour with a glossy top coat to help lock in shine and improve wear time.

Perfect for those who want vibrant lips without constant touch-ups.

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Black Sponge

Best Beauty Tool

A cult favourite in Japan.

Its unique cone shape allows you to apply foundation evenly across larger areas while reaching smaller areas around the nose and eyes with precision.

The soft texture helps minimise streaks and creates a professional-looking finish.

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Which &be Products Should You Buy?

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How to Build an &be Makeup Routine

One of the strengths of &be is that every product is designed to work together.

A simple everyday routine looks like this:

1. UV Primer Rich Moist – Hydrate, protect and prep the skin.
2. Glow Cushion Foundation or Lasting Cushion Foundation – Choose your preferred finish.
3. Medicated UV Pressed Clear Powder – Set makeup while maintaining a natural complexion.
4. Pure Reflector – Add soft dimension to the high points of the face.
5. Pressed Blush – Create healthy-looking colour.
6. Palette Eyeshadow – Define the eyes.
7. Lip Color Duo – Finish with long-lasting colour and shine.

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Why Japanese Beauty Editors Recommend &be

&be regularly appears in Japanese beauty magazines such as VOCE, MAQUIA, 美的 and on @cosme, where editors consistently praise the brand for combining professional makeup techniques with practical everyday formulas.

Instead of chasing dramatic trends, &be has built its reputation on products that are easy to use, flattering on a wide range of skin tones and comfortable enough for daily wear.

The brand's emphasis on natural finishes, skincare-inspired formulas and wearable colours has helped it become a favourite among both beauty professionals and consumers.

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Is &be Right for You?

Choose &be if you:

• Prefer natural-looking makeup
• Have dry or sensitive skin
• Like skincare-infused cosmetics
• Want products that are easy to apply
• Love soft Japanese makeup aesthetics
• Prefer elegant glow over heavy coverage

If you're looking for bold editorial colours or full-coverage glamour, brands like SUQQU may suit you better.

But if your goal is healthy, effortless, everyday beauty, &be is one of the best Japanese brands to explore.

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Frequently Asked Questions

Who created &be?

&be was founded by renowned Japanese hair and makeup artist Yusuke Kawakita (河北裕介).

Is &be good for sensitive skin?

Many &be products are formulated with skincare ingredients and gentle formulations, making them suitable for people who prefer skin-friendly makeup.

Is &be makeup easy to remove?

Many products are designed to be removed with soap and warm water, although it's always best to follow the instructions for each product.

Which &be foundation should I choose?

Choose Glow Cushion Foundation if you love radiant skin, or Lasting Cushion Foundation if you prefer longer wear and a soft matte finish.

What is the best &be product?

The UV Primer Rich Moist remains one of the brand's signature products and is an excellent introduction to the &be philosophy.

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Final Thoughts

&be has earned its reputation by making professional-quality makeup simple, wearable and comfortable.

Rather than encouraging heavy coverage or complicated techniques, the brand focuses on enhancing natural beauty through skincare-inspired formulas and thoughtful product design.

Whether you're trying Japanese makeup for the first time or looking to simplify your daily routine, &be offers one of the most cohesive and beginner-friendly collections available today.

If we had to recommend just three products to start with, they would be UV Primer Rich Moist, Glow Cushion Foundation and the Black Sponge—a trio that perfectly captures what makes &be one of Japan's most loved beauty brands.

👉 Explore the full collection:
&be makeup collection