10 Best Serums to Buy in Japan | Recommended by Japanese Locals

In fact, Japanese skincare products are extremely popular overseas, and many travelers already have Japanese beauty products on their shopping lists before even arriving in Japan.

Japan offers a huge variety of serums, ranging from affordable products and long-selling favorites loved by Japanese consumers to premium skincare lines. Once you visit a store, the selection can feel overwhelming.

You might find yourself wondering:

“Which one should I choose?”
“What products are actually popular in Japan?”
“Which serums are good souvenirs to buy?”

Because of that, we carefully selected recommended serums from a Japanese local perspective, considering factors like Japan exclusivity, popularity, ease of finding them in stores, and whether they make good souvenirs.

If you’re looking for serums during your trip to Japan or are interested in skincare products you can only find here, we hope this guide helps.

Things to Check When Choosing a Serum in Japan

Look for Ingredients That Match Your Skin Concerns

Japanese drugstores often have shelves filled with products that look very similar, but the ingredients can be surprisingly different. Since different ingredients serve different purposes, choosing based on your skin concerns is usually a safer approach than simply buying whatever looks popular.

For example:

• Concerned about pores → Vitamin C serums
• Concerned about dryness → Hyaluronic acid or ceramide serums
• Concerned about acne or irritated skin → Serums with skin-soothing ingredients
• Want brighter-looking skin → Tranexamic acid serums

Vitamin C is popular in Japan for helping improve skin texture and pore appearance, while tranexamic acid is commonly used in brightening-focused skincare products.

If you’re buying a Japanese serum for the first time, starting with a popular classic like Melano CC is a great option.

Check the Size and Price If You’re Traveling

Especially if you plan to bring products onto a flight, liquid restrictions may make large bottles less convenient.

Also, many Japanese serums are available in trial sizes or mini versions around 20mL.

Brands such as ASTALIFT and ONE BY KOSE offer smaller sizes that are easier for people who simply want to try a product before committing to a larger bottle.

Prices also vary significantly, ranging from affordable products around 1,000 yen to luxury skincare lines costing over 10,000 yen.

When in Doubt, Start With Popular Classics

Japan has an enormous number of serums available, and many visitors feel overwhelmed by the choices once they enter a store.

Products like Melano CC, HAKU, and MUJI skincare are highly recognizable and relatively easy to find at Japanese drugstores and shops.

Travel often comes with limited shopping time, so beginning with popular staples can make choosing much easier.

10 Best Serums to Buy in Japan

Melano CC Premium Brightening Essence

Melano CC is one of the classic products you’ll very likely find in the serum section of Japanese drugstores.

In Japan, Melano CC is often considered the go-to Vitamin C serum, and it’s a long-selling and widely recognized series loved by everyone from students to adults.

Among the Melano CC lineup, the version we especially recommend is not the standard formula but the Premium Brightening Essence.

Compared with the regular version, one major difference is that it contains pure Vitamin C along with three Vitamin C derivatives and skin-conditioning ingredients.

The formula feels richer and is often chosen by people concerned about pores, uneven skin texture, and skin troubles.

The slim tube design also makes it easy to dispense small amounts, making it convenient while traveling.

MUJI High Concentration Serum with Vitamin C Derivatives

Many people associate MUJI with stationery and food, but in Japan its skincare products are also very popular, and many travelers buy multiple products while visiting.

This High Concentration Serum with Vitamin C Derivatives in particular became a major topic after release and has been appearing frequently on social media.

One of its biggest features is its 15% Vitamin C derivative formula.

It’s designed to moisturize skin concerned about pores and uneven texture while helping skin feel smoother.

Another appealing point is the simple formula: fragrance-free, colorant-free, mineral oil-free, and alcohol-free.

Because it focuses on 100% naturally derived ingredients, it’s also popular among people who dislike strong scents or prefer minimal skincare routines.

Nameraka Honpo Skin Conditioning Serum NC

Nameraka Honpo has long been known in Japan as a popular soy milk skincare brand. It’s also occasionally talked about among overseas travelers because of its affordable price and easy-to-use formulas.

Among the lineup, Skin Conditioning Serum NC has become especially popular as a booster serum designed to be used immediately after cleansing.

One of its key features is the combination of highly purified soy isoflavones and human-type ceramides.

It also contains vitamins and minerals to help support skin that can become sensitive due to dryness or seasonal changes.

The formula focuses on the skin’s lamellar structure and is designed to be used before toner as a skincare booster. Many reviews mention things like, “my toner absorbs better afterward” or “it feels lightweight and easy to use even in the morning.”

Hadabisei Medicated Brightening Serum

One of the main features of this serum is its combination of high-purity Vitamin C and Tranexamic Acid, a well-known ingredient often used to help prevent skin irritation and support brighter-looking skin.

The formula is designed to help reduce the appearance of dark spots and freckles while keeping skin balanced.

Vitamin C serums are extremely popular in Japan, and one of Hadabisei’s biggest advantages is its affordable price.

At around ¥1,000 for 30mL, it’s an easy option if you simply want to try a Japanese serum or buy skincare souvenirs during your trip.

The texture feels lightweight and spreads smoothly, making it easy to use before makeup in the morning.

The dropper bottle also makes it easy to control how much product you use, so even skincare beginners should find it simple to use.

HAKU Melano Focus IV

HAKU is a brightening skincare brand created by Shiseido and has remained highly popular in Japan for many years.

The Melano Focus series, in particular, is well known as a classic serum that frequently appears in Japanese beauty magazine awards and “best cosmetics” rankings.

The latest version, Melano Focus IV, was introduced as one of the most advanced serums in HAKU’s history, built on over 20 years of research.

It contains three medicated active ingredients designed to approach the causes of dark spots from multiple angles.

One interesting aspect of Japanese skincare is that many brands go beyond simple concepts like “hydration” or “Vitamin C” and instead spend years developing formulas backed by extensive research and ingredient studies.

HAKU is a perfect example of that philosophy.

ASTALIFT Jelly Aquarysta

ASTALIFT is a skincare brand created by Fujifilm, a company famous for cameras and photographic film.

One of its distinctive features is the use of nanotechnology developed through decades of film research, making it an easy product to introduce as a technology-driven Japanese beauty item.

Jelly Aquarysta is a jelly-textured pre-serum used immediately after cleansing.

Applied before toner, it helps hydrate the skin and prepare it to absorb the rest of your skincare routine more effectively.

One of its biggest features is the inclusion of Nano Ceramides and Nano Astaxanthin.

The formula focuses on hydration and firmness, making it a good option for people concerned about dryness or age-related skin changes.

Among Japanese skincare products, this one definitely stands out visually, making it a fun option if you want something a little different from a typical serum.

ONE BY KOSE Clear Peel Serum

Unlike a typical leave-on serum, this is a wipe-off pore-care serum used with a cotton pad after cleansing.

It’s designed to help with clogged pores, dead skin cells, and rough skin texture, making it a popular pore-care item in Japan.

One of its biggest strengths is that it combines pore care, exfoliation, and hydration in one product.

The formula includes skin-conditioning and moisturizing ingredients such as trehalose, Vitamin E derivatives, hyaluronic acid, and glycerin, along with exfoliating ingredients like citric acid.

Simply wiping it over your skin can help remove dullness and roughness caused by dead skin cells, making it especially useful during travel when your skin suddenly feels rough or makeup doesn’t apply as smoothly as usual.

DECORTÉ Liposome Advanced Repair Serum

This serum is a pre-serum designed to be used immediately after cleansing, and one of its biggest features is that it contains one trillion multi-layer bio-liposomes in every drop.

These ultra-fine capsules are designed to deliver moisture deep into the skin, making it highly popular among people concerned about dryness and loss of firmness.

In Japan, it is known as one of the top-selling department store serums and has received numerous beauty awards over the years.

It’s also frequently mentioned as one of the luxury Japanese cosmetics travelers want to buy while visiting Japan, making it a product beauty enthusiasts will likely recognize.

Although the texture feels rich, it spreads smoothly without feeling overly sticky and leaves skin feeling deeply hydrated.

The fragrance is also relatively mild, making it a great option even for people trying a premium serum for the first time.

Obagi C25 Serum Neo

This is a high-performance serum formulated with a high concentration of pure Vitamin C, and it has remained popular for years as a product designed to address multiple skin concerns, including pores, firmness, dullness caused by dryness, and skin texture.

Among the Obagi C Serum lineup, C25 is the strongest version with the highest concentration of Vitamin C. It features the brand’s highest-ever concentration of pure Vitamin C and is designed to support everything from pore care to firmness concerns.

In actual reviews, its pore-care performance and moisturizing ability are often highly rated.

On the other hand, because of its high Vitamin C concentration, some people experience a tingling sensation. Reviews often mention comments like “I felt irritation at first” or “It stings when my skin condition isn’t great,” so people with sensitive skin may want to start with a small amount first.

FANCL Acne Care Essence

This is a medicated spot-treatment serum designed to help prevent recurring acne. It contains tranexamic acid and a licorice-derived ingredient (glycyrrhizin-based) as active ingredients to target acne-prone areas more effectively.

One of FANCL’s biggest strengths is its commitment to additive-free formulas. The brand avoids preservatives, fragrances, synthetic colorants, petroleum-based surfactants, and antibacterial agents, and its skin-friendly approach is one of the reasons it has become so popular.

While many users report good acne-prevention results, opinions on the texture vary. Some say it feels moisturizing, while others mention slight tightness, so personal preference seems to play a role.

Reviews often include comments like “I’ve repurchased it many times,” “I use it to prevent breakouts,” and “My redness improved.” It is especially popular among people dealing with recurring acne issues.

Where Can You Buy Serums in Japan?

There are many places to buy serums in Japan, making them surprisingly easy to find even while traveling.

If you’re looking for budget-friendly products, trending items seen on social media, or premium Japanese skincare brands, choosing the right place can make shopping much easier and more efficient.

Drugstores

Matsumoto Kiyoshi, Sugi Pharmacy, and Cocokarafine can be found all across Japan and are common near train stations and tourist areas.

Many of the products introduced in this article, including Melano CC, Hadabisei, and Nameraka Honpo, are often available at drugstores. Prices are generally affordable as well, making them a great option for people trying Japanese skincare for the first time.

If you simply want to see popular Japanese serums while traveling, a drugstore is one of the best places to start.

Don Quijote

Don Quijote is another popular spot among tourists.

Large Don Quijote locations often have spacious skincare sections filled with everything from classic Japanese cosmetics to trending products. Many stores stay open late, making them convenient even after a full day of sightseeing.

In tourist areas, you may also find multilingual signs and product guides to help international visitors shop more easily.

Cosmetics Specialty Stores like Loft and @cosme STORE

At Loft and @cosme STORE, bestseller rankings and trending products are often displayed clearly, making it easy to discover what is currently popular in Japan.

Compared to drugstores, these stores tend to focus more on trends, making them ideal for people who want to know what Japanese consumers are actually using right now.

If you love beauty products, browsing alone can be a lot of fun.

Department Stores

You’ll often find counters for popular brands such as DECORTÉ, HAKU, and SK-II, where you can test products before buying.

Beauty advisors are also available to help recommend products based on your skin concerns, which can be useful if you’re unsure what suits you best.

You may even find Japan-exclusive sets or limited-edition packaging.

Airport Duty-Free Shops and Souvenir Stores

Available brands vary by airport, but many carry popular Japanese cosmetics and premium skincare brands.

Luxury department-store brands in particular can sometimes be purchased at duty-free prices, so depending on timing, you might save a little money.

It’s a useful final shopping stop to remember before heading home.

Why Japanese Serums Are So Popular Among International Travelers

Many Products Offer Great Quality for the Price

Serums that are often considered expensive in other countries can sometimes be found in Japan for around ¥1,000–¥2,000.

For example, Melano CC, Hadabisei, and Nameraka Honpo are all well-known staple brands that are easy to find at Japanese drugstores.

Many products offer the feeling of “high-quality ingredients without a luxury price tag,” which makes them approachable even for people trying serums for the first time.

Their affordable prices also make them easy to buy in multiples as souvenirs during your trip.

Japan Has Unique Ingredients and Brands You Won’t Find Everywhere

For example, Nameraka Honpo uses soy milk isoflavones, while some Japanese brands have spent years researching Vitamin C skincare technology. These products often reflect skincare concepts and approaches developed specifically in Japan.

There are also skincare brands like ASTALIFT by Fujifilm, which originated from camera and film technology. Experiencing this kind of uniquely Japanese technology is part of what makes shopping for skincare in Japan interesting.

Since you’re already visiting Japan, it’s worth checking out brands that have been loved locally for many years.

Popular Products Are Easy to Find Even at Drugstores

Japanese skincare isn’t only about luxury products. Another major advantage is how easy it is to find popular items in everyday stores.

Recently, more stores have added multilingual signs and bestseller rankings specifically for international visitors, making it easier for people who aren’t sure which products are popular.

Japanese drugstores also sell more than just serums. You can often shop for sunscreen, shampoo, snacks, medicines, and other Japanese products all in one place, making them convenient stops for souvenir shopping as well.

Frequently Asked Questions About Japanese Serums

Q. Can I bring Japanese serums back home?

In most cases, yes — bringing them home is usually not a problem.

Serums are considered liquids, but they are generally easy to pack in checked luggage. However, import rules for cosmetics can vary depending on the country, so if you’re buying expensive products or purchasing in large quantities, it’s a good idea to check the regulations beforehand.

If you’re buying several products as souvenirs, you may also want to check duty-free allowances and customs rules.

Q. Can I bring them on the plane?

For international flights, liquids generally need to be in containers of 100mL or less and placed inside a clear resealable plastic bag.

Smaller serums around 30mL are often easy to carry onboard, but larger bottles are usually better packed in checked luggage.

Keep in mind that rules may differ depending on the airline or airport.

Q. Can I buy them at drugstores?

Stores like Matsumoto Kiyoshi, Sugi Pharmacy, Cocokarafine, and Welcia are common around tourist areas, making them convenient places to stop during your trip.

Products like Melano CC, Hadabisei, and Nameraka Honpo are especially easy to find.

Q. Are there Japan-exclusive serums?

Japanese skincare brands are sold overseas too, but Japan often offers a wider product selection.

You may find limited-edition sets, exclusive packaging, larger sizes, or products released in Japan before becoming available elsewhere.

Brands like HAKU, DECORTÉ, and ASTALIFT are also known as long-time favorites among Japanese skincare enthusiasts.

Q. Which products are suitable for sensitive skin?

Among the products introduced in this article, FANCL, which focuses on additive-free formulas, MUJI with its minimalist approach, and highly moisturizing products from DECORTÉ are good options to consider.

On the other hand, highly concentrated Vitamin C serums can sometimes feel strong on the skin, so if you’re trying one for the first time, starting with a small amount is recommended.

Summary

One of the best things about Japanese serums is that popular products aren’t limited to luxury brands. There are also many well-loved items available at everyday drugstores.

For first-time buyers, products like Melano CC, MUJI, and Nameraka Honpo are easy to find and remain classic favorites in Japan.

On the other hand, if you’re visiting Japan, it’s also worth checking out serums like HAKU, ASTALIFT, and DECORTÉ, which let you experience the unique technology and brand identity that Japanese skincare is known for.

You can find these products at drugstores, Don Quijote, cosmetic specialty shops, and department stores while traveling, so consider adding skincare shopping to your sightseeing plans.

Why not find your favorite Japanese serum and bring home a skincare memory along with your trip?