It is safe to say that the pervasiveness of K-Beauty in Singapore has yet to wane even in 2026. A stroll through a local drugstore is evidence enough: a majority of shelves are taken up by Korean labels, with it occupying hair, skincare, make-up and even health categories. According to a recent study conducted by leading global market-research firm, Grand Review Research, this is a phenomenon that will persist over the next four years, with both Korean and Chinese beauty projected to lead the Asia Pacific market in terms of revenue. It does, however, beg the question: what about J-Beauty?
All things considered, J-Beauty is a powerhouse in its own right. The same study by Grand Review Research pointed out that Japan is projected to register the highest compound annual growth rate from 2023 to 2030. This, in addition to their products receiving a high level of consumer trust due to the country’s proven track record of high-quality beauty solutions, makes them a key player within the realm. Admittedly, some products are better than others—and this is where Vogue Singapore comes in. Instead of trawling through the packed aisles at Cosmé, peruse our list of personal recommendations from the Vogue Singapore beauty team as well as local Japanese personalities. Below, a full rundown of the most noteworthy brands with an intriguing line-up, of which includes a hydrating shampoo that has since gone viral as well as a diamond in the rough highlighter that harbours a formidable pigment-packed formula.
@uzu_byflowfushi
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Uzu by Flowfushi
Precision, innovation and playfulness serve as the key pillars to this make-up label; a fact of which shines through in their impressive and diverse range of eyeliners. Shades include everything from mustard yellow to teal green and are sealed within a liquid pen that comes equipped with an exacting tip as well as a comfortable grip. This translates to a seamless application process even when it comes to make-up novices, and works in tandem with their other star product: the Mote Mascara. Available in several renditions, the most popular All Impact version volumises, curls and also conditions brittle strands, making it an all-in-one product for beauty junkies looking to simplify their regime.
@cureaquagelofficial
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Cure Aqua Gel
Oily, acne-prone skin types are sure to adore the efficacy and straightforward nature of Cure Aqua Gel’s products. Not only are all products water-based, they also contain minimal ingredients that are highly potent in nature. The Cure Aqua Gel Gentle Exfoliator, for one, is a cult-favourite amongst skincare savants thanks to its fast-acting formula that cleanses, tones and smooths in as little as five minutes. To sum it up: a no-frills, no-fuss brand that does the most for your visage.
@shiro_japan
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Shiro
A mainstay at Japanese department stores, Shiro sports the minimalist aesthetic that Glossier and Rhode fans are sure to adore. It is a philosophy that, naturally, extends to their formulations too. Bestsellers include their skincare that utilises a limited range of effectual ingredients stemming from the Land of the Rising Sun, from sake kasu to yuzu. They are no slouch in the fragrance department either—their White Tea and Pomegranate Eau de Parfum are dubbed as clean girl must-haves.
@milbonsingapore
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Milbon
Salon-quality strands are at your fingertips with Milbon’s cleansing and conditioning products. Touted as the go-to choice for hair professionals in Japan, they are known to develop products that are soothing and clarifying in equal measure, eradicating all manner of impurities without inflaming even the most sensitised of scalps. The Global Milbon Smooth Smoothing Shampoo especially is said to be a godsend for those dealing with rougher, coarser locks.
@decortesg
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Decorté
Talk about the pinnacle of luxury. No expense is spared when it comes to producing Decorté’s premium-grade products, so it makes perfect sense that their clientele, too, goes all out when it comes to investing in their visage. The AQ Meliority Intensive Regenerating Multi-Cream has a price tag in the range of the thousands, and has been garnering rave reviews for being worth every penny due to its fast-acting skin-rejuvenation abilities.
@canmakesg
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Canmake
The real ones are sure to know all about Canmake. Established in 1985, they have been producing hit after hit since their launch. Japanese beauty gurus swear by the Marshmallow Finish Powder as well as the Munyutto Highlighter as they both constitute a weightless texture and skin-like feel that is perfect for long hours of wear. Our only gripe: the limited shade availability for the Marshmallow Finish Powder, which presently only comes in four hues.
