When we think of Japanese beauty brands, big names immediately come to mind. However, everyone who's been to the Land of the Morning Sun or just interested in Japanese beauty products knows that there’s more to J-beauty than just your usual players. In fact, even recent reports suggest that there’s currently a boom in Japan’s indie beauty scene. So if you’re currently on the hunt for more J-beauty picks to add to your arsenal, make sure you keep an eye out for these indie Japanese beauty brands too!
Have you ever dreamed of owning Sailor Moon makeup? Well, before Colourpop came out with their recent collaboration featuring the ‘90s anime icon, Creer Beaute’s entire branding was already all about the Pretty Guardian. From face masks to compacts and a variety of lip products, you’ll definitely have your fill of beauty and collector’s item picks in one with this brand.
Don’t forget to grab: The Miracle Romance Multi Carry Balm. Aside from the stunning package designs featuring the Sailor Scouts’ emblems, the product contains jojoba oil, squalene and olive oil that help to moisturise not just your lips but any other part of the face and body that needs a dose of hydration.
Created by Japanese TV Personality Aya Yasuda, this indie Japanese beauty brand is best known for eye products that not only last long but also nourish your lash and skin with its essence-filled formulas. The stylish metallic packaging gives it a fun yet premium feel, making it a quick standout as soon as you see it on the beauty shelves.
Don’t forget to grab: The Platinum Mascara Waterproof. Claiming to give a nice lush curl to even the most stubborn and stick-straight lashes, this “sweat-and-tear-resistant” mascara also boasts royal jelly extract, jojoba oil, hydrolysed collagen and more to ensure that your lashes are well-cared-for and protected even with some heavy-duty coating.