@cosme 2025 Winners: Your Ultimate Japanese Beauty Shopping List

If you're planning a trip to Japan and wondering which beauty products are actually worth the hype, look no further than the @cosme Best Cosmetics Awards 2025 Mid-Year. Based on 124,660 real user reviews from Japan's most trusted beauty platform, these are the products flying off shelves across Tokyo, Osaka, and beyond.

For Singaporean travelers, these award winners represent the perfect blend of innovation, quality, and value—many at prices significantly lower than what we pay back home. Here are the top 7 must-buy winners that deserve a spot in your suitcase.

1. THE ANSWER Super Lamellar Shampoo (Kao) - Grand Prize Winner

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Award: Grand Prize Winner
Price: ¥1,540 (~S$13.50)

The ultimate winner takes home the Grand Prize! Kao's THE ANSWER Super Lamellar Shampoo revolutionizes hair care with its unique lamellar technology that repairs damage from the inside out. Japanese users rave about how it transforms dry, damaged hair into silky smooth strands after just a few washes.

Why Singaporeans Love It: Our humid climate wreaks havoc on hair. This shampoo's deep repair formula tackles frizz and damage while being incredibly affordable. At under S$15, it's a no-brainer addition to your drugstore haul.

2. DECORTE Rouge Cream Glow (Cosme Decorté) - Lipstick Champion

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Award: 2nd Place Grand Prize + 1st Place Lipstick
Price: ¥4,400 (~S$38.50)

This luxurious lipstick won double honors for good reason. The creamy formula glides on effortlessly, delivering rich color payoff with a luminous finish. Users love the comfortable wear and how it keeps lips hydrated throughout the day.

Why Singaporeans Love It: While it's a splurge, buying DECORTE in Japan saves you 20-30% compared to Singapore prices. The quality rivals high-end Western brands at a fraction of the cost.

3. DUO The Cleansing Balm Black Repair - Makeup Remover King

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Award: 1st Place Makeup Remover
Price: ¥3,960 (~S$34.70)

DUO's cult-favorite cleansing balm gets a powerful upgrade with the Black Repair formula. Infused with charcoal and repair ingredients, it melts away even waterproof makeup while nourishing the skin. The balm-to-oil transformation makes cleansing feel like a spa treatment.

Why Singaporeans Love It: Double cleansing is essential in our climate, and this balm makes the first step luxurious yet effective. It's gentle enough for sensitive skin but powerful enough to remove Singapore's humidity-proof makeup.

4. Obagi C Clear Advance Lotion - Brightening Toner Champion

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Award: 1st Place Lotion/Toner
Price: ¥3,960 (~S$34.70)

Obagi's reputation for high-potency Vitamin C products is legendary, and this toner lives up to the hype. Packed with stable Vitamin C derivatives, it brightens skin tone, minimizes pores, and preps skin perfectly for serums.

Why Singaporeans Love It: Fighting hyperpigmentation and sun damage is a constant battle. This toner delivers clinical-level results without the clinical price tag, making it a must-have for achieving that coveted bright, even complexion.

5. SK-II Genoptics InfinitAura Essence - Serum Supreme

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Award: 1st Place Serum
Price: ¥28,000 (~S$245 for 50ml)

SK-II needs no introduction. This essence targets dull, uneven skin tone with the brand's signature Pitera™ and specialized brightening ingredients. Users praise its lightweight texture and visible results in reducing dark spots.

Why Singaporeans Love It: SK-II is consistently 20-40% cheaper in Japan than in Singapore. If you're investing in luxury skincare, buying it in Japan is the smart move. The price difference alone justifies the purchase.

6. ELIXIR Day Care Revolution Brightening SPF50+ - Sunscreen Winner

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Award: 1st Place Sunscreen
Price: ¥3,300 (~S$29.00)

Shiseido's ELIXIR line delivers a triple-threat product: moisturizer, makeup base, and SPF50+ PA++++ sunscreen all in one. The lightweight texture provides robust UV protection without greasiness or white cast.

Why Singaporeans Love It: Daily high-SPF protection is non-negotiable in our climate. This product simplifies the morning routine while providing the brightening benefits we crave. It's the perfect humidity-proof solution.

7. KATE Mellow Brown Eyes - Eyeshadow Palette Champion

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Award: 1st Place Eyeshadow Palette
Price: ¥1,650 (~S$14.50)

KATE's drugstore magic strikes again! This perfectly curated brown palette features creamy, blendable mattes and subtle shimmers. The high pigmentation and crease-resistant formula make it a daily essential.

Why Singaporeans Love It: At under S$15, this palette delivers department store quality at drugstore prices. The brown tones are universally flattering for Asian skin tones, and the compact size is perfect for travel.

Where to Find These Winners in Japan

Drugstores (Matsumoto Kiyoshi, Don Quijote, Welcia):
Look for THE ANSWER Shampoo, DUO Cleansing Balm, Obagi Lotion, ELIXIR Sunscreen, and KATE Eyeshadow. Winners are often marked with @cosme award stickers.

Department Stores (Isetan, Takashimaya):
Head to beauty counters for DECORTE Rouge and SK-II Essence. Staff can provide samples and expert advice.

Tax-Free Shopping:
Bring your passport! Most stores offer tax-free shopping (8-10% savings) on purchases over ¥5,000.

Final Tips for Singaporean Shoppers

Check expiry dates - Japanese products often have shorter shelf lives due to fewer preservatives
Download translation apps - Google Translate's camera feature is your best friend
Shop early in your trip - This gives you time to repurchase favorites before flying home
Keep receipts - Needed for tax-free claims at the airport

The @cosme awards represent the voice of millions of Japanese beauty enthusiasts. When a product wins here, it's earned its place through genuine performance and user love. Happy shopping, and may your suitcase return home heavy with these award-winning treasures!