Ask just about anyone, and they’d be inclined to agree with you: K-Beauty has made its mark. The numbers from 2024 alone are proof enough that the sector has established an unrivalled global presence, with a study conducted by Reach24H Consulting Group ascertaining that the export value of K-Beauty products have risen in the third quarter of 2024. This marks a 19.3% increase compared to the same period last year, with its monetary value now coming in at a whopping 7.4 billion USD. C-Beauty isn’t far behind either. The entrance of established Chinese make-up labels such as Judydoll and Joocyee within our drugstores last year gives a clear picture of market trends, cementing its ubiquitousness within the sphere. With this, however, the question beckons: what about J-Beauty?
All things considered, J-Beauty has been growing in leaps and bounds as well—granted, with much less fanfare thanks to a reduced emphasis on marketing their products on international social media platforms such as Instagram. In fact, an industry report by Further Market Insights has found that skincare alone in Japan has a market volume of more than $22 billion in 2024, with a compound annual growth rate of 2.41% being expected of the J-Beauty field by 2028.
Is it safe to say, then, that to leap onto the J-Beauty train is to be ahead of the curve? No doubt about it. At any rate, Vogue Singapore is here to help. Below, a curation of associate beauty editor—and self-proclaimed Japan frequenter—Emily Heng’s picks from skincare and make-up mecca, Don Quijote. Add them to the cart the next time you take a flight out, or purchase them from other shopping platforms if a plane ticket is out of the question.
1 / 14
DHC Lip Cream
Nothing reduces my water intake quite like travel, so a deeply-moisturising lip balm is integral to my holiday regime. This one by DHC ticks all the boxes—not only is it super-hydrating and non-fragranced, it also contains zero colourants so I am able to layer on my favourite combination of lip products after with ease. What’s more, the inclusion of aloe also provides a mild cooling effect that lingers for hours on end, so no re-application is required throughout a busy day. — Emily Heng, associate beauty editor
DHC Lip Cream, $7.35, available at Sasa Global
2 / 14
Excel Powder & Pencil Eyebrow
An eyebrow product that does it all. In fact, it’s safe to say that the portability and convenience of the Excel Powder & Pencil Eyebrow serves as its biggest draw, with its slim tube comprising a pencil, powder, and two brushes all at once. The first of its applicator duo is made from a soft, spongy material that helps blend out harsh lines with ease; a boon for make-up novices still figuring out their optimal brow shape and thickness. The second, a spiral brush that creates the impression of natural feather-like strokes. My only qualm: its twist-cap opening, which requires a degree of gentleness when handling. The price point and product quality, however, more than makes up for it. — Emily Heng, associate beauty editor
Excel Powder & Pencil Eyebrow, $25.90, available at Watsons
3 / 14
Lululun Hydra V Mask
Boasting a potent union of vitamin A, B, and five derivatives of vitamin C, this sheet mask is great for anyone looking to brighten and hydrate their complexion in a jiffy. 10 minutes of usage grants a discernible difference thanks to the generous amount of essence found in each piece, with the inclusion of rosemary leaf and chamomile flower extract aiding in the soothing of acne and inflammation. — Emily Heng, associate beauty editor
Lululun Hydra V Mask, $35.90, available at Watsons
4 / 14
Hada Labo Premium Hydrating Cream
The biggest challenge of anyone with combination skin is finding a moisturiser that smooths away dry patches without leaving behind a greasy film. The Hada Labo Premium Hydrating Cream, however, is a godsend in this regard, providing a softening and hydrating effect that doesn’t feel too heavy or weigh down your complexion. This can be attributed to its lightweight texture that belies the sheer amount of moisturising ingredients found within its formula—think five types of hyaluronic acid, algae-derived sacran, and more. — Emily Heng, associate beauty editor
Hada Labo Premium Hydrating Cream, $36.30, available at Watsons
5 / 14
Fino Premium Touch Hair Oil
If there’s one thing Japan excels in, it’s hair care products. For those dealing with parched and unmanageable strands, look to this silky-soft hair oil from Fino—a comparatively more hydrating, lightweight choice compared to the TikTok viral & Honey products. As someone with a finely textured mane, I find that this bad boy from Fino keeps my hair deliciously smooth and soft for a longer time without veering into greasiness, and doesn’t come with a cloying, overly-sweetened scent. A single pump is sufficient to coat the ends of your hair, with its effects lasting up to a good 48 hours or so. — Emily Heng, associate beauty editor
Fino Premium Touch Hair Oil, $19.90, available at Watsons
6 / 14
Lion Pair Acne Cream
This pimple-preventative elixir serves as my ultimate travel companion, stopping the formation of zits before they become full-blown inflamed nightmares while also reducing the size of existing ones. I like to pack this in my carry-on to deal with pesky plane- and climate-induced breakouts immediately, with my complexion calming after just a thin layer. Advantageous price point aside, its antibacterial properties also means you can dab it on areas that are likely to have fungal or acne growth. That is, portions of your face that are constantly touching the hotel linens. — Emily Heng, associate beauty editor
Lion Pair Acne Cream, $15.90, available at Pupsik
7 / 14
Canmake Marshmallow Finish Powder
I have to give credit where credit is due, so I’ll admit that the longevity of my make-up is largely attributed to this finely-milled press powder. Not only does it lend a soft matte finish to my visage, it also glazes over imperfections such as fine lines and wrinkles, providing a blurred effect rather than settling into my skin’s creases and dips. Its only drawback: the limited shade range that comprises only four hues. If it’s any consolation, at least the variation in hues is very much discernible—the same of which cannot be said for certain K-Beauty products. — Emily Heng, associate beauty editor
Canmake Marshmallow Finish Powder, $15.60, available at Watsons
8 / 14
Sana Namerakahonpo Sheer & Moisture Eye Cream
Fermented soybean extract is particularly revered in Japan due to its firming capabilities, which thus makes it a prime pick for a bevy of anti-ageing skincare including this cult-favourite eye cream. Its inclusion of vitamin E and retinol also means that blood circulation is boosted alongside increased collagen production, allowing for brighter, younger-looking peepers with sustained use. I found that two weeks of continuous use was sufficient enough to see discernible results, with the dark circles under my eyes lightening considerably. — Emily Heng, associate beauty editor
Sana Namerakahonpo Sheer & Moisture Eye Cream, $17.90, available at The Wonder Shop
9 / 14
Cure Natural Aqua Gel
Finding an exfoliator that doesn’t cause further-sensitisation of my highly-reactive skin is no easy feat, so discovering Cure’s Natural Aqua Gel on Don Quijote’s shelves in Tokyo feels downright miraculous. This super gentle exfoliating solution employs activated hydrogen water to clean and soften, ridding your pores of accumulated gunk and leaving it feeling mochi-soft and clean. For the most effective use, incorporate it into your regime at least three times a week and be sure to massage it into your skin thoroughly enough that white beads begin to form. Rinse it off straight off to witness the results for yourself. — Emily Heng, associate beauty editor
Cure Natural Aqua Gel, $49.45, available at Watsons
10 / 14
Cezanne Pearl Glow Highlight
Should a natural, lit-from-within shimmer be something you’re aiming for, look no further than this single-pot Cezanne Pearl Glow Highlight. Don’t expect big chunks of glitter or a blinding finish—rather, it grants a more natural pearlescent glow that livens up the complexion. Its buildable finish also makes it supremely versatile, where you’ll be able to pack it on to really highlight the inner corners of your eyes or sheer it out over your cheekbones for a dreamy radiance. — Emily Heng, associate beauty editor
Cezanne Pearl Glow Highlight, $16.20, available at Watsons
11 / 14
Dup False Eyelash Fixer EX552
Falsie-wearers, rejoice. This eyelash glue is everything I look for in an adhesive: sticky, dries down quickly, and comes in an invisible finish to ensure a seamless lash line. What’s more, it holds up well in Singapore’s climate as well as against sweat and tears. Its fine-tipped brush also allows for a precise application, making it a prime pick for beginners looking to make their first foray into false eyelashes. — Emily Heng, associate beauty editor
Dup False Eyelash Fixer EX552, $13.76, available at Watsons
12 / 14
Ishizawa Lab Keana Rice Mask
Nothing dehydrates your skin quite like plane air. I like to combat this with a super-moisturising face mask upon landing, which is why the Ishizawa Lab Keana Rice Mask is one I typically reach for. Formulated with 100% Japanese rice, it plumps and smoothens my complexion in a matter of minutes, nourishing dry patches by imbuing it in heaps of hydration while also granting a beautiful glow. Another plus point: its quick absorbency, whereupon it sinks into skin without leaving behind any tacky residue. — Emily Heng, associate beauty editor
Ishizawa Lab Keana Rice Mask, $12.90, available at Venus Beauty
13 / 14
Utena Matomage Hair Styling Stick
This remains one of my favourite Japanese inventions of all time. Dubbed a do-it-all styling balm, this wax stick helps smooth out fly-aways, eradicate frizz, and keep bangs in place effortlessly. To use, simply swipe it gently through selected portions of your tresses. Its portability and long-lasting capabilities has earned it a permanent spot in my hair care regime, bolstered by the fact that it doesn’t weigh down or flatten my ‘do. — Emily Heng, associate beauty editor
Utena Matomage Hair Styling Stick, $9.50, available at Amazon
14 / 14
Melano CC Intensive Anti-Spot Essence
Sun spots and dark marks, be gone. This brightening concoction proves to be formidable in the fading out of acne scarring as well as freckles, lightening them in a span of months and eradicating them completely soon after. And while it might be a vitamin C serum, it has been formulated to be safe for use in the day as well, with the inclusion of vitamin E ensuring that complexions stay smooth, soft, and hydrated rather than peeling and irritated. — Emily Heng, associate beauty editor
Melano CC Intensive Anti-Spot Essence, $12.67, available at Watsons
