In case you haven't noticed, J-beauty is all the rage these days. From drugstore to high-end beauty products, Japanese beauty has been taking the lead, and it's all thanks to their keen attention to detail and commitment to providing effective products backed by science. You may already have your beloved cult-favorite brands like Hada Labo, Heroine Make, DHC, Senka, and Shiseido, but why limit yourself when there are many other amazing J-beauty brands to explore?
Mitsukoshi Beauty houses a wide selection of premium J-beauty brands, most of which are being introduced to the Philippines for the first time. While they're still quite under-the-radar, trust us when we say they’re worth a spot in your beauty routines.
Below, get to know them along with our top picks from each brand and indulge yourself in high-quality J-beauty.
SHOP: 10 Premier Under-the-Radar J-beauty Brands at Mitsukoshi That You Need to Try
1. E Standard
This brand started as a favorite among professional hair stylists and now it's winning over our hearts too! Their products, although worth every penny, can be quite pricey. So if you aren't the type who is willing to spend on a full-sized product right away, we highly suggest trying their Travel Set, which includes 50ml versions of their best selling shampoo, conditioner ("treatment cuticle"), and body wash.
Travel Set 3x50ml, P1750, E STANDARD, Lazada
2. La Casta
This trailblazing brand uses essential oils and Japanese plant-based wonders to whip up haircare products that are tailor-made for specific hair concerns. Our top pick? Their Aroma Esthe #82 Hair Soap and Hair Mask for detoxing and balancing the hair.
Aroma Esthe Hair Soap, P1400, LA CASTA, Lazada. Aroma Esthe Hair Mask, P1400, LA CASTA, Lazada.
3. Waphyto
Waphyto was created by Atsuko Morita, one of Japan’s leading experts in phytotherapy, the use of herbs and plants for medicinal purposes, and the natural cosmetics industry. It was born from the innovative research of plants to support a healthy and beautiful lifestyle, providing everything from skincare to hair care, body care, feminine care, and even baby care. They've got you covered.
Hand Cream Enhance, P995, WAPHYTO, Lazada
4. Product
Get ready for a brand that's as straightforward as it gets—Product. They use naturally derived ingredients to create top-notch hair, scalp, and skincare products. One of their top-selling products happens to be a hair wax that you can also use as a balm for your body, too!
Hair Wax, P1350, PRODUCT, Lazada
5. Vintorte
Got sensitive skin? Fear not, Vintorte is here to save the day! They’re best known for their UV Mineral CC Cream that acts as a sunscreen, cc cream, concealer, color corrector, and moisturizer in one.
UV Mineral CC Cream, P1995, VINTORTE, Lazada
6. Made of Organics
Made of Organics makes skincare products for the whole family. That includes you, your partner, your baby, and even your fur babies! Yup, they've got products for your pets too!
Whilight DE Roll-on Extra Deodorant, P995, MADE OF ORGANICS, Lazada
7. Sunao
Who said skincare can't be both logical and magical? Sunao's got the formula! They blend science and logic to create products that give your skin the love it deserves. Their Hair & Scalp Essence is a crowd-pleaser. Made from Japan-grown amadocoro extract and damask rose water, it nurtures and moisturizes irritated scalps while repairing damaged hair.
Hair & Scalp Essence, P1795, SUNAO, Lazada
8. bda Organic
bda Organic creates natural and organic products that are gentle on the skin and are meant to be used “before, during, and after” sex–hence “bda.” They believe that everyone should feel safe and comfortable when it comes to sex, but worries about our hygiene as well as changes in our bodies as we age may get in the way. That’s why they created this sexual wellness brand to create products that will address these concerns. They have cleansers, mouthwash, lube, balms, and even soy candles to help set the mood.
Body & Hand Deep Cleansing Wash, P1595, BDA ORGANIC, Lazada
9. Sphere
ICYDK, sea salt has many skincare benefits. It can help cleanse the skin, rebalance its oil production, and even has anti-inflammatory and antibacterial properties, making it great for sensitive, acne-prone skin. If you’re looking to introduce sea salt into your skincare routine you've got to try Sphere’s signature sea salt-infused soaps.
Salt Soap, P1695, SPHERE, Lazada
10. Pubicare Organic
As its name suggests, Pubicare Organic is an organic feminine care brand. It was launched in 2010 by Japan’s first “delicate zone specialty beauty salon”, Pubicare Salon Shirokanedai and Takakura Shinsangyo, a 30-year-old organic product manufacturer. Just like any other part of our body, our feminine area can also run into some problems, Pubicare Organic aims to help you address these concerns by providing you with safe and gentle products to help your vagina return to a healthy state.
Feminine Chiffon Soap, P1250, PUBICARE ORGANIC, Lazada
11. &honey
Haircare products that contain real honey? J-beauty says, why not! &honey is a beloved haircare brand in Japan, particularly known for their treatments’ naturally moisturizing properties. Not only does their Melty Moist Repair Shampoo have adorable packaging, it also erases every ounce of worry about damaged or lifeless hair.
Melty Moist Repair Shampoo, P999, &HONEY, Lazada
12. Super Million Hair
Efficient and effective, Super Million Hair has the solution to your concerns ghost roots. For instant touch-ups, their Hair Foundation is the way to go. Apart from its convenient and easy application, and its coverage that provides a quick fix for color retouches, balding spots, and thinning hair, something to love about it is that it’s chemical-free and made of vegetable fibers. It can also withstand sweat, water, rain, and wind!
Hair Foundation, P1995, SUPER MILLION HAIR, Lazada
13. Kikumasamune
Beauty reflects culture, and Kikumasamune is proof of that. It was originally a sake brewery, which expanded into a sake-based cosmetics brand. Today, they have a wide selection of cosmetics infused with the famous Japanese beverage, known for offering brightening, well-aging, and moisturizing benefits.
Sake Skin Care Wash Foam, P550, KIKUMASAMUNE, Lazada
14. Kuyura
Kuyura gives great emphasis on fragrance and the relaxation that comes from it. Marrying the soothing sensation with bathing situations, their range of body care can integrate simple healing moments into one’s daily routine.
Soothing Floral Body Care Soap, P999, KUYURA, Lazada
15. Naturie
Minimalist yet powerful—that’s Naturie. Their premium formulations are known for being gentle and deeply hydrating, all free from harsh chemicals. The Hatomugi Skin Conditioner is one of their powerhouses, which provides intense moisture while remaining lightweight and absorbent.
Hatomugi Skin Conditioner, P379, NATURIE, Lazada
Mitsukoshi Beauty is located at Ground Floor Mitsukoshi Mall, 8th Ave, Corner 36th St, Taguig, 1630 Metro Manila. They're open every day from 11 A.M. to 10 P.M. on weekdays and 10 A.M. to 10 P.M. on weekends and holidays. You can also purchase their products through their official store on Lazada.
Products recommended on our websites are independently selected by editors. If you buy something through our links, Summit may earn an affiliate commission at no extra cost to you. Links are updated regularly and as much as possible, but note that products can run out of stock, discounts can expire, and listed prices can change without prior notice.
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