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Like K-Beauty, Japanese makeup and skincare focuses on a natural, youthful look. Think #NoMakeupMakeup vibes, subtle blush or eyeshadow colours and thorough skin routines. Unlike Korean cosmetics brands, including Laneige and Innisfree, J-Beauty products often go unheard of. Or they come with a bigger price tag, such as items from J-Beauty brands SK-II or Tatcha.
But now, Amazon Australia is making millions of J-Beauty, fashion and tech products available to Australians via its Japan storefront. You can find cult-loved J-Beauty cosmetics like the KISS ME Heroine Make Smooth Waterproof Liquid Eyeliner, CANNMAKE Blushes and even the viral Utena Matomeju Together Hair Stick.
Ahead we’ve rounded up some of the most obsession-worthy, but still affordable J-Beauty picks from Amazon to add to your makeup and skincare routines.
KISS ME Heroine Make Smooth Waterproof Liquid Eyeliner
With over 3,000 5-star reviews, the Heroine Make Smooth Waterproof Liquid Eyeliner ($14.85) is quality at an affordable price. It’s easy to apply and stays put for hours without smudging or fading. Its packing is adorable like all the products in the KISS ME range. Note that because it uses a waterproof formula, it requires an oil-based cleanser to remove it.
Saborino Sheet Masks
The universal ritual for self-care is doing a sheet mask, so indulge in a little me-time with this multi-pack from Saborino (now $18.10, was $26). Inside the baby-wipes style packet, you’ll find 32 masks to apply at your convenience. There are so many fruit scents to choose from like orange, peach, cherry blossom and berry/pomegranate.
CANMAKE Glow Fleur Cheeks
For a subtle, rosy glow try the CANMAKE Glow Fleur Cheeks ($14.86). You can choose to isolate the different shades of pink and peach to get your ideal look or swirl your brush through the entire swatch.
Tamanohada 004 Gardenia Natural Hair Shampoo
The Tamanohada 004 Gardenia Natural Hair Shampoo ($28) is calming for the scalp. It smells light and fresh with notes of gardenia flower blended with lemon oil and ylang-ylang oil.
Sanrio Melody Lip Balm
If you grew up loving Hello Kitty and friends, you’ll love this Sanrio Melody Lip Balm ($15.37). It not only comes in a super adorable container, but the lip balm itself is deeply moisturising too.
Kose Softymo Deep Cleansing Oil
One of the significant differences between Japanese beauty and skincare is the importance placed on cleansing. If you’re looking to dive into J-Beauty routines, the Kose Softymo Deep Cleansing Oil ($10.29) is a great product to start with. It leaves your face feeling clean but still moisturised, the formula isn’t too harsh and can be used for your everyday wash.
Cezanne Matte Lip Tint
Cezanne’s Matte Lip Tint ($23) includes honey, hyaluronic acid, royal jelly extract and water-soluble collagen for an ultra-hydrated feel despite the matte finish. The dusty rose colour can be used as a cheek tint as well as a lipstick. Reviews reported that the tint is smooth and easy to apply.
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