Canmake Leads the Charge in Affordable Beauty
This month’s standout performer is Canmake, which secured top spots in two distinct categories: Cosmetics and Base Makeup. This achievement underscores a broader consumer desire for sophisticated finishes attainable through accessible products. The rapid journey from online buzz to in-store purchase for these items suggests that the demand for high-value, affordable beauty is not a passing fad but a new standard in consumer behavior.
The awards’ data was collected from February 20, 2026, to March 19, 2026, analyzing 13,747 items reviewed on LIPS.
Cosmetics Division: Matte Cheeks Emerge as a New Favorite
Affordable yet powerful items dominated the cosmetics scene, with a particular focus on cheek products.
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1st Place: Canmake / Gradation Cheeks
Canmake’s new gradation cheek, combining blush and highlight, garnered immense attention for offering a “department store-level finish at a drugstore price.” Its popularity on social media was so explosive that it temporarily vanished from store shelves. The “01 Berry Yogurt” shade, a cool-toned pink, proved especially popular. View Product -
2nd Place: b idol / Fuwahoppe Cheek
This matte powder blush, the brand’s first cheek product, was praised for its ability to cover pores while providing a natural flush. Users highlighted its “adorable post-bath flush finish” and noted its rarity as a “completely matte, non-shimmer cheek in Japan.” Matte cheeks are establishing themselves as a must-have for the latest makeup trends. View Product -
3rd Place: CEZANNE / Under Eye Liner
Known for innovative shadow-creating products, Cezanne introduced an under-eye liner that doubles as a multi-use item for the triangle zone and tear bags. Its subtly muted pink-brown shade was highly rated for ease of use. This product saw a surge in user-generated nicknames, reflecting its versatile appeal. View Product
Base Makeup Division: Spring/Summer Essentials Take Center Stage
The base makeup category showcased a diverse range of products, from foundations to setting powders and UV protection, all geared towards the warmer seasons.
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1st Place: Dior / Dior Forever Fluid Skin Glow
The newly revamped “Dior Forever” series saw its “Glow” finish foundation claim the top spot. Long-time users expressed excitement over the changes, with comments like “I’m curious about the changes from the existing product” and “I bought two shades during the pre-sale.” Reviews on LIPS uniquely described its superior finish as “jewelry-worthy skin.” View Product -
2nd Place: Canmake / Clear Veil Setting Powder
Another Canmake hit, this setting powder is ideal for preventing makeup melt and shine, making it perfect for the upcoming seasons. Many users were drawn to it, saying it “went viral for its high-end powder-like finish.” It quickly earned the nickname “Canmake’s dewy skin powder.” View Product -
3rd Place: Naris Up / by365 Powdery UV Cream
This beloved “Potesara Sunscreen” (a playful Japanese term for non-sticky, smooth texture) was renewed to be unscented, catering to a growing trend since 2025 where users prioritize a “non-sticky feel” in UV care. Loyal users continued to praise its comfortable wear. View Product
Skincare Division: Tackling Spring Skin Woes
Spring’s unique skin challenges, from hidden pore plugs to barrier care against pollen, were met with targeted skincare solutions.
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1st Place: Biore / Ouchi de Esthe Deep Clay Facial Wash
Entering the competitive pore care market, Biore’s new deep clay facial wash captivated beauty enthusiasts with its unique formula that causes “hidden pore plugs to self-destruct.” The brand’s commitment was evident, with one user remarking, “I felt the company’s seriousness from Biore’s official Before & After images. This is going to be a hot topic!” View Product -
2nd Place: Kansosan / Kansosan Medicated Moisture Wiping Essence
From the popular “Kansosan” (meaning “dryness-focused”) brand, this wipe-off essence, with its rich gel texture, gently removes old dead skin cells and impurities, prepping the skin for better makeup application. It contains active ingredients to prevent rough skin and acne, along with components that tighten pores and refine skin texture. View Product -
3rd Place: Curel / Curel Intensive Moisture Care Stratum Corneum Deep Barrier Serum [Quasi-drug]
Curel’s new serum, developed for dry, sensitive skin prone to fluctuations from environmental changes like pollen, strengthens the skin’s barrier to protect against external irritants. This product perfectly aligns with the seasonal demand for “pollen-induced skin irritation対策” (countermeasures). View Product
Haircare Division: “Salon at Home” and Straight Hair Dominance
The haircare sector saw a rise in both professional-grade home treatments and innovative products for maintaining straight hair.
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1st Place: &honey Professional / System Repair Shampoo 1.0 / Hair Treatment 2.0
Rising to first place, &honey Professional’s salon-exclusive line leverages “iPS Honey Beauty” to thoroughly repair damaged hair from root to tip. Despite limited distribution, it has steadily gained users seeking a “self-salon experience” at home. Now available in some drugstores from April 20, 2026, its affordability for a professional product has been a major draw. View Product -
2nd Place: melt / Deep Shampoo / Treatment
Continuing its strong performance, melt’s new series targets hair damaged by repeated coloring and heat styling. Its “nano-penetration care formula” replenishes deep within damaged hair, resulting in shiny, supple locks. Users frequently praise its delightful scent. View Product -
3rd Place: Cape / Cape for Straight
The “non-hardening Cape” hairspray generated significant buzz across LIPS and other social media platforms. In the midst of a massive straight hair boom, its ability to maintain straightness for extended periods has garnered widespread affection. A LIPS survey indicates that approximately 80% of users have medium-length or longer hair, making the appeal of a product that keeps hair smooth without stiffness particularly strong. This trend for “straight hair-enhancing” items is expected to continue thriving. View Product
The Future of Kawaii Beauty
The April 2026 LIPS Monthly Trend Awards demonstrate a dynamic evolution in Japanese beauty, where affordability meets innovation, and consumer feedback drives immediate market impact. The rise of “puchi-pla” items that rival high-end counterparts, coupled with a precise response to seasonal skin and hair needs, paints a picture of a market that is both sophisticated and accessible. As these trends continue to grow and influence global beauty conversations, they will undoubtedly shape the future of “Kawaii” beauty culture abroad, proving that quality and charm can indeed come in every price range.
