TL;DR in 3 lines
- Korea overtook France as Japan’s No. 1 source of imported cosmetics in 2022, with a 33.4% share in H1 2026 (2026)
- Korean products account for 49.4% of skincare imports, but color makeup imports fell 18.9% (H1 2026)
- Over the same period, Chinese color makeup grew 23.1% — in Japan, color makeup is a battle of swatch-driven content and reviews
How Korea Became No. 1 in Japan’s Imported Cosmetics
For a long time, France was Japan’s No. 1 source of imported cosmetics. The order changed in 2022. According to the Cosmetic Importers Association of Japan (CIAJ), imports from Korea reached ¥77.5 billion, overtaking France’s ¥76.4 billion for the first time. The figures include fragrances and shampoos.
The gap has widened since. According to WWDJAPAN, citing Ministry of Finance trade statistics, imports of Korean cosmetics grew to about ¥134.2 billion in 2024. Korea’s share in 2025 was 30.8% (CIAJ, reported by Segye Ilbo).
In H1 2026, Korean products accounted for ¥82.2 billion (up 13.3%) of Japan’s total cosmetics imports of ¥246.1 billion, a 33.4% share. France came second at ¥55.4 billion, or 22.5%. Growth has slowed, however: the growth rate of Korean imports fell from about 40% in 2024 to 5.6% in 2025.
Half of Skincare, Losing Ground in Color
Korea’s lead comes almost entirely from skincare. In H1 2026, Korean products accounted for ¥56.4 billion of ¥114.1 billion in skincare and base (including body) imports — 49.4%, up 24.6% year on year.
Color makeup is the opposite. Over the same period, Korean color makeup imports fell 18.9% to ¥13.2 billion. Lipsticks fell 22.5% and eye makeup 13.8%. Meanwhile, French color makeup grew 21.8% and Chinese color makeup 23.1%. In eye makeup alone, Korea (¥3.26 billion) and China (¥3.06 billion) are now nearly neck and neck.
Chinese color cosmetics brands (C-beauty) lead with vivid color payoff, wide shade ranges and eye-catching packaging. According to Korean media reports, they are priced at 50–70% of comparable Korean products, with shorter new-product cycles. Flower Knows has been expanding its customer base in Japan, the US, Korea and elsewhere since 2025. Within Japan, too, there are moves to grow domestic brands — in June 2026, a group of Liberal Democratic Party lawmakers submitted a proposal to foster the “J-beauty” industry.
| Category | Korea | France | China |
|---|---|---|---|
| Total imports | 822 (+13.3%) · 33.4% share | 554 (+6.9%) · 22.5% share | — |
| Skincare & base | 564.1 (+24.6%) · 49.4% share | 259.5 (+3.9%) · 22.7% share | — |
| All color makeup | 132.1 (−18.9%) | 90.3 (+21.8%) | 70.2 (+23.1%) |
| Lipstick | 95.9 (−22.5%) | 58.4 (+28.4%) | — |
| Eye makeup | 32.6 (−13.8%) | — | 30.6 (+26.4%) |
Channels and Color Makeup Content That Work in Japan
Online, it’s Qoo10 Japan. The key is “Mega Wari,” a sale event held in March, June, September and December. eBay Japan has said that Mega Wari periods account for more than half of total sales (Oct 2025). At the same time, some point out that profitability suffers because advertising and influencer costs pile up during these events.
Reviews on @cosme, retail at variety shops. @cosme is Japan’s leading cosmetics review platform and also runs a store in Tokyo. Offline, variety shops (lifestyle select stores) such as Loft, Hands and Plaza, as well as Don Quijote and drugstores, matter. Offline still accounts for a large share of cosmetics purchases in Japan. A common sequence is to test the response on Qoo10 first and then expand into stores.
Color makeup content is all about “how it looks on my skin.” Japanese consumers often choose by personal color, divided into “Ieve” (yellow base) and “Burube” (blue base). Swatch photos on the back of the hand and lips, comparisons by skin tone, and before-and-after videos drive purchases. Swatch photos spread on Instagram and X (formerly Twitter), while usage videos on YouTube and TikTok build trust. eBay Japan estimates that about 68% of Japanese consumers check reviews before buying.
What Korean Brands Should Do Now
In skincare, the “Made in Korea” label alone still draws attention. Color makeup is different: you need to prove how each shade looks on Japanese consumers’ skin tones. The starting point is to have Ieve and Burube creators apply the same product separately, and to build up swatches and before-and-after videos ahead of Mega Wari.
It is safer to keep collecting reviews from product testers so they carry through to @cosme reviews and in-store displays, and to plan content that continues between events rather than concentrating the budget on a single sale. HOMI FACTORY works with you through our Japan office and local creator network, from skin-tone-specific seeding to linking Qoo10 with offline retail.
Practical checklist
- Is your hero product skincare or color makeup — and have you checked your category’s trend in Japan’s import data?
- Have you prepared swatch photos and videos of each shade on Ieve and Burube skin?
- Have you built up content in advance to match Qoo10’s Mega Wari schedule (March, June, September, December)?
- Do you have a plan that carries through to @cosme reviews and offline stores (Loft, Plaza, Don Quijote, etc.)?
- Have you calculated whether you still turn a profit after event-period ad and influencer costs?
Sources
- Cosinkorea, “K-Beauty Stays No. 1 in Japan’s Imported Cosmetics in H1… 50% Share in Skincare, Struggles in Color Makeup” (Aug 2026, CIAJ data)
- Segye Ilbo, report on Korea’s share and channels in Japan’s imported cosmetics market (Jun 2026, CIAJ data)
- KED Global, “S.Korean cosmetics overtake French as top imports in Japan” (Aug 2023, CIAJ data)
- WWDJAPAN, analysis of Korean cosmetics import value (citing Ministry of Finance trade statistics)
- Herald Business, interview with eBay Japan on Qoo10 beauty (Oct 2025)
- MTN (Money Today Broadcasting) · Hankyung Business · Dailian, reports on C-beauty color makeup (Jun–Aug 2026)
Figures are based on publicly available data at the time of publication.
