Key Trends for January 2026
A notable shift observed in January 2026 is the increasing prominence of non-drugstore retail channels. Mini-sized versions of popular brands like JUDYDOLL’s acclaimed contouring palette appeared at FamilyMart, while VT’s trial sizes, previously popular in Korea, made their way to Daiso stores in Japan. This expansion into diverse retail points suggests a growing accessibility to popular beauty items beyond traditional channels.
This month’s awards were compiled based on reviews posted on LIPS between November 20, 2025, and December 19, 2025, encompassing a total of 16,548 items.
Cosmetics Division: Unicorn Hues and Petal Blushes Reign Supreme
1st Place: Canmake / Lame Mania
A “LIPS Best Cosme 2025” winner for glitter eyeshadow (1), Canmake’s Lame Mania saw an explosion of interest with the unannounced, or “silent,” pre-release of its new shade, “03 Sugar Unicorn,” in late November 2025. This surprise launch captivated beauty enthusiasts, particularly those with cool undertones, who hailed it as a “cool-toned winner color.” The unexpected release strategy itself played a significant role in generating widespread attention.
1: LIPS Best Cosme 2025, Second Half “こだわりアワード” (Specialty Award) Eyeshadow Division, Glitter Category 1st Place
2nd Place: Visée / Layered Fleury Cheek
Visée’s “petal-like” two-tone blush, launched in mid-November 2025, re-entered the rankings. Designed to create a dimensional glow reminiscent of blooming flowers, this product resonated with LIPS users who appreciate sophisticated makeup techniques. One user gushed, “I was captivated by the juicy color and natural glow,” highlighting its ability to create a nuanced, three-dimensional effect.
3rd Place: AMUSE / Gel-Fit Gloss
AMUSE, a brand renowned for its lip products, impressed with its new Gel-Fit Gloss. Known for its voluminous finish and rich texture that adheres firmly to the lips, users praised its long-lasting color and shine. “I was moved by its incredible fit and fluffy, mochi-like finish (2), which I didn’t expect from a gloss,” one review noted. Among its 11 shades, including 4 Japan-exclusive colors and 1 Qoo10-exclusive, the Japan-exclusive “Sakura Gloss” garnered significant attention during the December 2025 Qoo10 Mega Sale (Megawari), a popular online shopping event in Japan.
2: Impression due to makeup effect
Base Makeup Division: The Era of Multi-Shade Contouring
1st Place: JUDYDOLL / Master Palette
Chinese cosmetics brand JUDYDOLL, launched in 2017, saw its classic “Master Palette” re-emerge in a convenient mini size. Its先行発売 (pre-release) at FamilyMart in December 2025 immediately drew attention, with loyal users exclaiming, “The two shades I always hit pan on in the regular size are finally here!” The palette’s charm-like packaging, featuring a hole on the side, perfectly aligns with the current “portable mini cosmetics” trend.
2nd Place: CEZANNE / Blend Color Shading
This popular shading product, a “LIPS Best Cosme 2025” winner (3), surged in popularity with the addition of a new shade, “03 Merihari Tone,” which includes a matte highlight. The exquisite combination of matte white and gray-brown allows for easy creation of natural, contoured dimension. Existing users celebrated its value, with comments like, “A brush included at this price for shading is unbeatable,” and “The added highlight is super convenient.”
3: LIPS Best Cosme 2025, Second Half New Product Award, Shading Division 1st Place
3rd Place: SUQQU / The Loose Powder
Although launched in September 2023, SUQQU’s “The Loose Powder” continues to receive immense adoration amid a booming trend for hydrating powders. With many users stating, “SUQQU products are always reliable and live up to expectations,” the brand’s loyal following is strong. This product gained significant traction during the dry winter season for its hydrating properties and ability to softly blur the appearance of pores. This highlights a growing trend where older products, if they align with current needs, can regain popularity through social media, becoming instant trendsetters.
Skincare Division: Visual Impact, Novel Textures, and Daiso Debut
1st Place: VT / PDRN+ Capsule Cream 100
VT’s PDRN+ Capsule Cream 100, formulated with PDRN (skin conditioning ingredient: DNA-Na) to promote firm, radiant skin, created a significant buzz on social media due to its distinctive, memorable encapsulated appearance. Users expressed strong brand trust, with many saying, “It has a unique look, but since it’s VT, a brand I love, I wanted to try it.” The high volume of comments indicating purchases during the December 2025 Qoo10 Mega Sale further affirmed the strong affinity between the Megawari event and LIPS users.
2nd Place: Curél / Intensive Moisture Care Foaming Gel Cleanser [Quasi-drug]
Curél’s innovative carbonated (4) foaming cleanser, which transforms into a gel, rode the wave of its “LIPS Best Cosme 2025” win (5) to secure a spot in the rankings. Users of Curél’s skincare line expressed anticipation for new products, while others were intrigued by Kao’s formulation technology, asking, “What does ‘foam to gel’ even mean!?” The period immediately following Best Cosme announcements is a prime opportunity for award-winning items to capture renewed attention, as many users diligently research the winning products.
4: Carbon dioxide (propellant)
5: LIPS Best Cosme 2025, Second Half New Product Award, Foam Cleanser Division 1st Place
3rd Place: VT / Essential Mask Vitamin
The news of VT’s arrival at Daiso, Japan’s popular 100-yen store, has become a hot topic in the beauty community. Among its 12-item lineup, the yellow “Vitamin” mask proved particularly popular. Users rejoiced at the accessibility of VT’s signature products, including “Cica-Reedle S,” sheet masks, and creams, all available at affordable prices ranging from 110 to 550 yen (approximately $1-5 USD). LIPS editors had been closely monitoring the trend of “Korean Daiso-exclusive sister brands,” and this move signifies the arrival of this exciting Korean beauty wave in Japan. It is likely that Daiso’s beauty offerings will continue to expand, making it a space to watch.
Haircare Division: Holiday Gifting and On-the-Go Touch-ups
1st Place: ReFa / ReFa Aile Brush
ReFa’s hairbrush, a “LIPS Best Cosme 2025” winner (6), garnered significant attention. Users already familiar with the brand’s popular heart brush expressed keen interest, noting, “It looks cute and luxurious, and the handle seems easy to use.” Many also considered it for holiday gifting, with comments such as, “I tried it and loved the feel, so I’m thinking of buying it as a Christmas present for family and friends.” This demonstrates its broad appeal across various demographics.
6: LIPS Best Cosme 2025, Hair Brush Division 1st Place
2nd Place: SHOBIDO / Portable Bangs Mini Iron
This compact, pouch-friendly mini iron for bangs ranked highly due to increased demand for on-the-go touch-ups during the holiday season. Beauty enthusiasts appreciated its utility, with comments like, “My bangs determine my mood for the day,” and “It helps so much because my bangs tend to get wavy.” Weighing about the same as a single egg, its portability is a key feature. The product also received a boost from a mention in a “Matsukiyo Shopping List” post by LIPS exclusive creator Himari Hanazome, further fueling user interest.
3rd Place: MEMEME / Crush Gel Treatment
MEMEME’s leave-in treatment, a “LIPS Best Cosme 2025” winner (*7), captivated users with its unique texture and appealing results. Many reviews indicated, “I actually used it and really loved the feel,” and “I was curious because of the high praise from users.” This suggests the product’s strong performance lives up to its impactful visual design. With its uplifting packaging, innovative formulation, and ability to deliver a natural, cohesive finish, this item has all the hallmarks of a star product, and its future trajectory is eagerly anticipated.
7: LIPS Best Cosme 2025, Second Half New Product Award, Out-of-Bath Treatment Division 1st Place
The Future of Beauty Trends from Japan
The LIPS Monthly Trend Awards offer a fascinating glimpse into the dynamic Japanese beauty market. The consistent influence of the “LIPS Best Cosme” awards, combined with strategic retail expansions into convenience stores and discount shops, demonstrates how brands are adapting to consumer behavior. The power of social media and user-generated content, exemplified by “My Best Cosme” posts and influencer endorsements, continues to be a driving force behind product popularity. Furthermore, the rapid adoption of Korean beauty trends, as seen with VT’s expansion into Daiso, signals a global interconnectedness in beauty. These trends collectively paint a picture of a beauty landscape that prioritizes accessibility, innovation, and authentic user experiences, shaping not only the Japanese market but also providing valuable insights for the future of Kawaii culture and beauty trends abroad.
About LIPS
LIPS, launched in January 2017, achieved the top spot as the “No. 1 Cosmetics and Makeup Review Search App by Download Count” in Japan (Source: AppTweak, Japan iOS & Android total: January 2020 – June 2025). In October 2022, it rebranded with the concept “More freedom to be who you want to be,” aiming to be a platform where individuals of all genders and generations can freely pursue their “happiness” and “ideal self” through makeup and beauty. By October 2025, it surpassed 14 million cumulative downloads. LIPS provides various free features and content, including product reviews, user-to-user communication, popular rankings, new product information, and giveaway campaigns.
