Shop at Japanese supermarkets for bargains: 5 must-buy beauty and skincare products loved by Japanese girls

Reported and photographed by Reporter Li Zi-yi / Tokyo

Japanese drugstores are hugely popular, and many Taiwanese tourists go on shopping sprees during their trips to Japan. This time, we visited Japan’s largest supermarket, “Ito Yokado,” and asked the staff to introduce their best-selling items. Apparently, even local Japanese girls come here to shop, and with tax-free benefits for foreigners, many leave with armfuls of purchases.

▲ The transparent makeup sponge that’s reportedly all the rage on social media has a very futuristic feel.

1. Transparent silicone makeup sponge

Forget about transparent milk tea for now—transparent silicone makeup sponges have been all the rage in recent years, and they’re huge in Japan too. Even the staff member giving us the tour said she wanted to buy one to try at home. They’re said to be super easy to use. The transparent egg-shaped design actually looks a bit like a teardrop, and using it for touch-ups is sure to turn some heads.

▲ Eyelash beauty essence endorsed by Naomi Watanabe, and it’s very reasonably priced.

2. ANGFA Eyelash Beauty Essence

Japanese girls’ lashes are long, thick, and curled—but it’s not all natural. This type of eyelash beauty essence has been popular in Japan for years, and recently, the version endorsed by Naomi Watanabe has become especially sought-after. At less than NT$500 per tube, the price is super wallet-friendly.

▲ KOSE’s affordable face masks, made with domestically produced rice.

3. KOSE Ultra-Rich Hydrating 100% Domestic Rice Face Masks

These feel substantial in your hand. Marketed as hydrating face masks made from 100% domestic Japanese rice, each big pack contains 40 sheets—and you can get them for just under NT$300. That works out to less than NT$7.5 per sheet. Many face mask enthusiasts couldn’t resist grabbing several packs; daily use won’t hurt the wallet.

▲ BOTANICAL MARCHE’s facial cleanser and cleansing mask, with fragrant plant essential oils.

4. BOTANICAL MARCHE Facial Cleanser & Cleansing Mask

No need to read Japanese—the large “No. 1” on the packaging shows just how popular this line is. BOTANICAL MARCHE is a brand focused on plant-based and natural products. Since they believe cleansing is the foundation of skincare, they currently only offer three skin-cleansing products: facial cleanser, cleansing mask, and makeup remover oil. The scents are mainly based on lavender and lemongrass essential oils, along with 14 types of plant extracts. Their refreshing fragrance is especially loved by Japanese girls.

▲ The limited-edition Sekkisei facial cleanser from Japan’s 7-Eleven, which often requires visiting multiple stores to find.

5. Sekkisei Facial Cleanser

The super-popular Sekkisei facial cleanser from Japan’s 7-Eleven, which is often sold out, is also available at Ito Yokado, which is part of the same group as 7-Eleven. And unlike 7-Eleven, where it’s often out of stock, Ito Yokado usually has plenty on the shelves. If you can’t find it at 7-Eleven next time, try checking Ito Yokado—you’ll likely be able to get your hands on it.