Kawaii Japan Beauty: Cute Cosmetics, New Releases & Where to Buy

Discover the top 10 beauty essentials hand-picked by ITS'DEMO staff and customers, featuring both beloved long-sellers and exciting new trends, set to redefine your 2025 beauty routine.

The 100th episode of ABEMA's 'Nanani: Chika ABEMA' brought back viral sensations, revealing the surprising reasons behind a popular art makeup artist's reality show rejections and the heartwarming journey of a 33-year age gap couple.

Step into a world of vibrant colors and playful elegance as Dior Addict's new campaign features a dream trio, bringing fragrance and makeup to life with a captivating charm.

Cell Fusion C's "Skin Blemish Balm Intensive" has clinched 3rd place in the Base Makeup category at the Qoo10 MEGA BEAUTY AWARDS 2025, solidifying its status as a must-have K-Beauty item loved by professionals and idols alike.

HARIAS Medicated Cushion Foundation, a revolutionary makeup item offering skincare benefits, has been honored with three prestigious Best Cosme Awards in 2025. To commemorate this achievement and its milestone of over one million units sold, HARIAS is rolling out exciting campaigns and new gift services, inviting everyone to experience the fusion of beauty and care.

Shu Uemura, with brand ambassador YOASOBI, announces its "Spring Beat Collection," a vibrant makeup line featuring "neon pink glitter" eye palettes and sheer pink lip colors. This collection, launching January 1, 2026, aims to capture the high-energy excitement of spring through a playful mix of textures and tones.

Discover the surprising reason behind Japanese Gen Z's consistent makeup routines, revealing a strategic approach to lasting beauty that prioritizes morning preparation over on-the-go touch-ups.

Hamee's ByUR brand announces the highly anticipated renewal of its popular daily BOX masks across three skincare lines: Plump Honey, Soothing Green, and Vita Giving. These upgraded masks promise improved convenience, superior fit, and refined aromatic experiences, launching December 24th for pre-order and January 22nd nationwide.

Nomde Beauty's latest survey reveals what Gen Z truly wants in skincare, makeup, and beauty tools, highlighting a shift towards 'skin-first' approaches and personalized experiences.

iromikke's "8-Color Eyeshadow Palette 01 (Brown Sugar)" has clinched the top spot in the 'LDK the Beauty' 2025 Annual Best Cosme Awards, a testament to its versatile appeal and quality. Discover how this "Lifewear Cosmetics" brand is redefining everyday beauty with accessible yet high-performing products, celebrated for their ability to affirm individuality.

Discover Laka's latest gender-neutral beauty innovations, including Japan-exclusive mini lip tints and new lip care, at a captivating pop-up event in Tokyo's Akasaka, designed for free self-expression.

Experience the future of flawless skin as Prada Beauty introduces a trio of sophisticated base makeup items, redefining beauty with cutting-edge technology and a touch of iconic luxury.

Canmake's popular fragrance line, Make Me Happy, introduces "berry bloom," a delightful roll-on eau de toilette with a juicy strawberry and floral aroma, launching late December 2025.

Japanese vegan and natural organic cosmetic brand AINOKI has partnered with holistic skincare brand soel to introduce their first collaborative product: a roll-on beauty serum designed to enhance eye radiance. This innovative serum, featuring over 90% naturally derived ingredients, will launch on January 19th via AINOKI's official online shop, accompanied by a limited-time pop-up event in Omotesando.

Global vegan skincare brand be bare officially enters the Japanese market, launching both online and through offline expansion into RE:MAKE shops, bringing its unique clean beauty philosophy to a growing audience.

Shinnihonseiyaku's Perfect One Focus cleansing balms have achieved a remarkable double victory at the LIPS Best Cosmetics 2025, securing both first and second place in the Cleansing Balm category, highlighting their innovative approach to pore care.

The popular makeup-fixing primer, supervised by K-beauty guru Won Jung-yo, is set for a radiant relaunch with 5 new ceramides and a charming pink package, promising all-day makeup hold and enhanced moisture for a flawless finish.