For decades, the mascara has been a staple in the kits of makeup lovers. Whether you’re a fan of the clean beauty look or a maximalist who loves looking like a beloved anime character, a mascara can help you achieve your desired aesthetic. And amongst the many options on the market, Japanese mascaras stand out.
Japanese mascaras are loved all over the world. (Photo from: Pexels)
From the drugstore or specialty stores, Japanese mascaras enjoy a cult-like following among beauty lovers, and even count actress Emma Watson and model Kelsey Merritt as fans. What makes them special and adored by beauty fans from the world over? Here’s the lowdown.
Superior formulations
It’s no secret that the Japanese are sticklers for quality and they manufacture cosmetics that follow strict standards set by the country’s Ministry of Health, Labour and Welfare. Japanese beauty brands also invest heavily in research and development. So it should come as no surprise that Japanese mascaras have superior formulation.
Many of them feature unique ingredients such as panthenol, camellia oil and silk proteins that not only help the lashes look good but also promote their health. There are also different formulas for whatever style look or need you have — volumising, lengthening, curling, and more.
Innovative brush designs
J-beauty has long been at the forefront of innovations. Its mascaras? Leading the pack when it comes to brush design. Specifically meant for Asian lashes that tend to droop and stick downward, Japanese mascara brushes are designed to capture the smallest lashes and curl and lift them.
Innovation and formulation are top reasons why Japanese mascaras are beloved by fans. (Photo from: Pexels)
Long-lasting wear
Have you tried using a mascara that’s so long-wearing you needed a specific product remover for it? Chances are, you used a Japanese mascara. Many formulations are waterproof, smudge-proof and flake-proof. The humid climate of Japan and its Asian neighbours also contributes to the formulation of Japanese mascaras’ staying power. They’re meant to stay on until you want them off!
Affordability and accessibility
Though boasting outstanding formulations and innovative designs, Japanese mascara are often priced competitively. Many fan-favourite ones are actually from the drugstore! On top of finding them in brick-and-mortar stores, the e-commerce rise in Japan also contributes to this product category’s accessibility. It’s now easier than ever for beauty lovers around the world to enjoy these coveted beauty gems.
All of these factors make Japanese mascaras a staple in discerning beauty enthusiasts’ arsenal. If you don’t have one in your kit yet, here are some fan favourites.
Heroine Make Volume Up Super Waterproof Mascara
Loved by beauty editors and beauty aficionados, this promises to give you everything you want and need from a mascara — curling, lifting, volumising and long-wearing. This keeps your lashes lifted all day.
This mascara retails for SGD22.50 at Watsons.
Cezanne Lasting Curl Mascara
Voted second best mascara at @cosme’s Best Cosmetics Awards 2023 — awards given by Japan’s number 1 cosmetics and beauty website — this mascara, which serves as a primer, mascara and top coat in one, earned the praise of many fans for giving them long-lasting curled lashes.
You can get this mascara from Shopee at SGD12.21.
PDC Pmel Perfect Long & Curl Mascara
This tubing mascara has fibres that help make your lashes look longer and more volumised. It’s great to use by itself or paired with the same brand’s mascara base. It also earned a spot at last year’s @cosme’s Best Cosmetics Awards.
This product retails for SGD21.90 at Novela.