@cosme Best Cosmetics Awards 2025: Winners You Can Buy in the US
Every year, @cosme announces its Best Cosmetics Awards, and every year, the same question follows: where can I buy these outside Japan?
@cosme is Japan’s largest beauty review platform. Over 1.4 million reviews on 52,000+ products determine the winners, making this one of the few beauty awards based entirely on consumer votes rather than editor picks or brand sponsorships. The 2025 year end awards dropped in November, and the lineup is a mix of drugstore staples, prestige skincare, and a few surprises.
How the @cosme Awards Work
The Best Cosmetics Awards rank products based on review scores and volume from @cosme members between November 2024 and September 2025. Winners are announced across 63 categories spanning skincare, base makeup, color cosmetics, hair care, body care, and beauty tools. There is also a Top 10 “Grand Prize” overall ranking, a “Hall of Fame” for repeat winners, and a “Best New Buys” list for products launched in the second half of the year.
The awards carry enormous weight in Japan. Winning products get a crown sticker on their packaging, and drugstores build entire displays around the results. For shoppers, the awards are one of the most reliable ways to discover products that Japanese consumers genuinely love (not just products with big marketing budgets).
Grand Prize Winners
The Top 10 overall ranking is the headline list. These are the highest rated products across all categories.
1st Place: Attenir Skin Clear Cleanse Oil Aroma Type
Category: Cleansing Oil | Price in Japan: ¥1,980
Back to back Grand Prize winner. Attenir Skin Clear Cleanse Oil Aroma Type won for its ability to remove makeup thoroughly while leaving skin feeling moisturized rather than stripped. The formula targets “skin stains” (oxidized sebum and residue that contributes to dullness) alongside regular makeup removal. The citrus aroma version is the most popular, though the brand also released Peaceful Orange and Rose variants in 2025.
For context on how this compares to other Japanese cleansing oils, see our DHC vs Shu Uemura vs Attenir vs FANCL comparison.
Availability: Yes. Available through multiple retailers.
Attenir
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2nd Place: Rosy Rosa Multi Funde Puff 2P
Category: Beauty Tools | Price in Japan: ¥638
Rosy Rosa Multi Funde Puff 2P is a budget beauty tool that works with liquid, powder, and cream foundations. It presses product into pores for a smooth, even finish and helps prevent makeup breakdown throughout the day. At under $5, it is one of the most affordable products to ever crack the Top 10.
Availability: Yes. Rosy Rosa tools are carried by several retailers.
Rosy Rosa
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3rd Place: DECORTÉ Loose Powder
Category: Loose Powder | Price in Japan: ¥6,050
Decorte Loose Powder is a longtime favorite among Japanese makeup artists. It sets makeup with a natural, skin like finish and extends wear time without looking cakey. The powder is finely milled enough to blur pores while still letting skin texture show through.
US availability: Yes. Decorté has strong US distribution including its own US site.
Decorte
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4th Place: Lancôme Génifique Ultimate Serum
Category: Serum | Price in Japan: ¥18,700 (50ml)
This is a non Japanese brand, but it ranks on @cosme because the platform reviews all products sold in Japan. The Génifique serum focuses on skin barrier recovery and is popular in Japan for post summer repair. Worth noting: the formulation sold in Japan may differ slightly from the US version.
Availability: Yes, widely available at Sephora, Ulta, Nordstrom, and Lancôme’s own site. Not a product you need to import.
5th Place: THE ANSWER Super Lamellar Shampoo & EX Moist Treatment
Category: Hair Care | Price in Japan: Open price (varies by retailer)
A newer hair care brand that uses a “paint washing” method where you apply the shampoo like a treatment rather than lathering traditionally. The approach is designed to clean without stripping moisture. For more established picks, see our best Japanese hair treatment guide.
Availability: Limited. This brand is not widely distributed internationally yet.
6th Place: rom&nd Han All Brow Cara
Category: Eyebrow Makeup | Price in Japan: ¥1,210
This is a Korean brand (rom&nd) that performs well in Japan. The brow mascara comes in a wide range of shades and delivers natural looking color that stays put.
Availability: Yes. rom&nd is available through YesStyle, Stylevana, and several K beauty retailers. Not exclusive to J beauty shops.
7th Place: RMK Dewy Melt Lip Color
Category: Lipstick | Price in Japan: ¥4,180
RMK Dewy Melt Lip Color offers a melting, balm like texture with buildable color. The formula is long lasting without feeling dry, and the shade range leans toward the natural, “your lips but better” spectrum that Japanese lip products are known for.
Availability: Yes. RMK products are available through select retailers.
RMK
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8th Place: Rosy Rosa Powder Brush EX
Category: Beauty Tools | Price in Japan: ¥2,200
Rosy Rosa Powder Brush EX is the second Rosy Rosa product in the Top 10 (the brand dominated the tools categories in 2025). Users compare the brush quality to luxury department store options at a fraction of the price.
Availability: Yes. Available through retailers carrying Rosy Rosa.
Rosy Rosa
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9th Place: Lululun Hydra EX Mask
Category: Sheet Mask | Price in Japan: ¥2,640 (28 sheets)
Lululun Hydra EX Mask contains exosomes, a trending ingredient in Japanese aesthetics. The mask delivers immediate plumping and hydration, and at 28 sheets per box, it is designed for daily or near daily use rather than occasional treatment. For a full breakdown of the Lululun lineup, see our Lululun Mask Guide.
Availability: Yes. Lululun has expanded US distribution significantly.
Lululun
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10th Place: SK-II Genoptics Infinitaura Essence
Category: Serum | Price in Japan: ¥22,000 (30ml)
SK-II GenOptics Infinite Aura Essence targets dullness and uneven skin tone using SK-II’s proprietary Pitera combined with brightening and anti wrinkle ingredients. It is a multi-target serum aimed at what the brand calls “aura” (overall skin luminosity). Trial sizes helped drive the product’s popularity in 2025, letting shoppers test a premium product without the full price commitment. See our SK-II Complete Guide for more on the full line.
US availability: Yes. SK-II is widely available in the US through Sephora, Nordstrom, and SK-II’s own US site.
SK-II
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Skincare Category Winners
Beyond the Top 10, @cosme awards winners in specific skincare categories. Here are the ones with Availability.
Best Cleansing Oil: Attenir Skin Clear Cleanse Oil
Same product as the Grand Prize winner above. For alternatives, see our Best Japanese Cleansing Oil guide.
Best Face Wash: d program Essence In Cleansing Foam
d program Essence In Cleansing Foam creates a rich, cushiony lather that removes impurities without stripping the skin barrier. The medicated formula helps prevent breakouts and dryness, making it a good pick for sensitive or reactive skin.
Availability: Yes. d program products are available through select retailers.
d program
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Best Mist Toner: Kanebo Skin Harmonizer
KANEBO Skin Harmonizer is a ceramide rich mist that works as a toner, a midday hydration refresh, or a post-cleanse prep step. The ultra fine mist absorbs quickly and is popular with combination skin types looking for lightweight moisture.
Availability: Yes. Kanebo products are available through retailers.
Kanebo
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Best Serum: SK-II Genoptics Infinitaura Essence
Same as the 10th place Grand Prize winner above.
Best Oil/Balm: ONE BY KOSE Serum Shield
ONE BY KOSE Serum Shield is a water burst facial oil that forms a moisture seal without feeling heavy or greasy. The formula absorbs quickly and works well as a final step before sunscreen in the morning or as an overnight moisture lock.
Availability: Yes. ONE BY KOSE products are available through select retailers.
ONE BY KOSE
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Best Face Cream: Decorté Liposome Advanced Repair Cream
Cosme Decorte Liposome Advanced Repair Cream uses billions of liposome capsules to deliver ingredients deep into the skin overnight. Users report visibly plumper, more resilient skin by morning. It is part of Decorté’s flagship Liposome line, which also includes their popular repair serum.
Availability: Yes. Available through Decorté US and other retailers.
Cosme Decorte
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Best Sheet Mask: Lululun Hydra EX Mask
Same as the 9th place Grand Prize winner above.
Best Eye Makeup Remover: Cezanne Mascara Remover
Cezanne Mascara Remover is a drugstore favorite that gently dissolves waterproof mascara without tugging or irritating the eye area. At under $5, it is one of the most affordable winners across all categories.
Availability: Yes. Cezanne products are available through select retailers.
Cezanne
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Best Sunscreen
The 2025 sunscreen winner data from @cosme points to newer entries that are not yet widely distributed internationally. FAS The Black Day Cream took 2nd place, a product that blurs the line between sunscreen and skincare with SPF50+ protection and a lightweight cream texture. This product is not currently available through retailers.
For US-available Japanese sunscreens, our Best Japanese Sunscreen guide covers the top options in detail.
Hall of Fame Inductees You Can Buy Outside Japan
The Hall of Fame recognizes products that have won @cosme awards multiple times. These are the proven performers. Eighteen new products entered the Hall of Fame in 2025. Here are the ones available outside Japan:
Heroine Make Speedy Mascara Remover. A point makeup remover that dissolves even the most stubborn waterproof mascara in seconds. A cult favorite for good reason.
Clé de Peau Beauté Rehausseur D’éclat. The luxury highlighter from Clé de Peau that gives a lit-from-within glow. Available at Nordstrom, Bergdorf Goodman, and Clé de Peau’s US site.
SHISEIDO Ultimune Powerising Hand Cream. From Shiseido’s Ultimune line, this hand cream uses the same Lifeblood technology as the face serum.
COSME DECORTÉ Eye Glow Gem Skin Shadow. A single eyeshadow with a jelly to powder texture that blends with your finger and lasts all day. Available through Decorté US.
COSME DECORTÉ Sunshelter Multi Protection Toneup CC. A CC cream with SPF50+ that evens tone while protecting from UV. Available through Decorté US.
Other 2025 Hall of Fame inductees include IHADA Medicated Night Pack, SOFINA iP Pore Cleansing Gel Wash, Dior Skin Forever Concealer, Dior Addict Lip Maximizer, Visée Essence Lip Plumper, ReFa Lock Oil, ITO Facial Towel, and Ayura Nightreat Bath. Availability for these varies. The Dior products are widely available outside Japan (non Japanese brand). SOFINA iP, Visée, and Ayura have limited US distribution.
Best New Buys You Can Buy Outside Japan
The “Best New Buys” list highlights products launched in the second half of 2025. Several are available outside Japan:
ORBIS The Cleansing Oil. A new entry from Orbis (a POLA Group brand). ORBIS has been expanding Availability, though this specific new product may take time to reach all retailers.
SK-II Skin Power Renew Cream. The latest iteration of SK-II’s SKINPOWER line. Available at Sephora, Nordstrom, and SK-II US.
COSME DECORTÉ Zen Wear Powder Foundation. A new powder foundation from Decorté praised for its natural finish and long wear. Available through Decorté US.
SHISEIDO Essence Skin Setting Powder. A new setting powder from Shiseido designed to set makeup while maintaining a skincare-like feel.
Rosy Rosa Nuance Touch Brush. Rosy Rosa Nuance Touch Brush, the Best New Beauty Tool winner. Another affordable Rosy Rosa brush in the Top rankings.
Products not yet available outside Japan from the Best New Buys list include DR.K C Control Repair Serum (Best New Serum), ELIXIR Lift Moist Lotion (Best New Lotion), ADDICTION Silky Balm Stick (Best New Primer), EXCEL Ethereal Serum Concealer (Best New Concealer), and Anua PDRN100 Mask (Korean brand, Best New Face Mask).
Trends Behind the 2025 Winners
Two macro trends shaped the 2025 results according to @cosme’s own analysis:
Extreme heat driving pore and sweat concerns. Japan’s record breaking summer in 2025 pushed products that address visible pores, makeup breakdown, and oil control to the top. The dominance of setting powders, long wearing foundations, and mattifying tools reflects real world conditions rather than marketing trends.
Price consciousness driving “smart spending.” With inflation affecting Japanese consumers, products that deliver visible results at a reasonable price performed disproportionately well. Attenir winning the Grand Prize at ¥1,980 (roughly $13) over luxury alternatives speaks to this. The popularity of trial sizes for expensive products like Lancôme Génifique and SK-II also reflects the “try before you commit” mindset.
A third trend worth noting for 2026: @cosme flagged “Japan Pride Cosmetics” as an emerging movement, with consumers gravitating back toward Japanese made products after years of Korean beauty dominance. Ingredients like sake lees, rice, and onsen water are gaining attention as distinctly Japanese formulation approaches.
What’s Not available outside Japan (Yet)
Some notable 2025 winners are difficult or impossible to buy outside Japan right now:
- THE ANSWER Super Lamellar Shampoo (5th Grand Prize). New brand with no US distribution
- FAS The Black Day Cream (2nd Best Sunscreen). Not carried by retailers
- DR.K C Control Repair Serum (Best New Serum). Japan only
- ELIXIR Lift Moist Lotion (Best New Lotion). New product, not yet exported
- ADDICTION Silky Balm Stick (Best New Primer). Limited international distribution
- EXCEL Ethereal Serum Concealer (Best New Concealer). Japan only
These products may become available through import retailers in the future. For now, the closest alternatives are covered in our category specific guides.
FAQ
What is @cosme?
@cosme is Japan’s largest beauty review platform, with over 17 million monthly visitors. It functions like a combination of Sephora reviews and a beauty focused Reddit, where users rate and review every product they use. The Best Cosmetics Awards are based entirely on these user reviews, not editor picks or brand sponsorships.
How often are the @cosme awards announced?
Twice a year. The mid year awards cover products launched in the first half of the year, and the year end awards (covered in this article) are the main event, ranking all products regardless of launch date.
Are @cosme award winners good, or is it just popularity?
The awards reflect genuine consumer preference in Japan. Products win based on high review scores from verified users, not sales volume or marketing spend. That said, “best reviewed in Japan” does not automatically mean “best for every skin type everywhere.” Climate, water hardness, and skin concerns differ by region.
Can I buy @cosme award winners on Amazon?
Some winners are available on Amazon US, but authenticity is always a concern with Japanese beauty on Amazon. For verified authentic products, specialty J beauty retailers tend to be more reliable. See our guide on whether Japanese skincare on Amazon is fake for more details.
What about the 2026 awards?
A separate guide will be published when the 2026 awards are announced, typically in November.