Kose Brand Guide: From Softymo Cleansing Oils to Sekkisei and Suncut
Kose is one of those brands where most people know the products without knowing the company behind them. If you’ve used a Softymo cleansing oil, a Suncut sunscreen, a Clear Turn sheet mask, or that Make Keep Mist everyone on Reddit talks about, you’ve used Kose. But unlike Shiseido or Kao, Kose doesn’t put its corporate name front and center. It lets its sub brands do the talking.
That makes Kose easy to underestimate. This is Japan’s third largest cosmetics company, alongside Shiseido and Kao (the parent company of Biore and Curél). Together, these three are often called Japan’s “Big 3” in beauty. Kose’s portfolio runs from budget drugstore staples under $10 all the way up to Decorté and Cosme Decorte at department store counters.
Here’s what’s worth knowing about.
Who Is Kose
Kose Corporation (spelled Kosé in formal branding) was founded in 1946 by Kozaburo Kobayashi. The name “Kose” is said to combine 孝 (kō) from founder Kobayashi Kōzaburō’s given name and 誠 (sei), meaning sincerity. The company has been publicly traded on the Tokyo Stock Exchange since 2000 and operates across skincare, makeup, haircare, and body care.
What makes Kose different from Shiseido is the sub brand architecture. Where Shiseido puts the Shiseido name on everything from drugstore to prestige, Kose creates distinct brands for each tier and lets them build their own identity:
Budget/drugstore: Softymo (cleansing), Suncut (sun care), Clear Turn (masks), CoenRich (hand care), Make Keep Mist (setting spray), Vitapuru (serums)
Mid range: ONE BY KOSÉ (hero products), Visée (makeup), RECiPEO (sensitive skin)
Prestige: Sekkisei (brightening), Infinity (anti aging), Decorté (luxury)
Most shoppers encounter Kose through the drugstore tier, which is where we’ll spend most of our time.
Softymo Cleansing Oils
Softymo is Kose’s cleansing line and one of the most affordable ways to oil cleanse. These bottles regularly come in under $10, which puts them well below DHC and Shu Uemura (see our Shu Uemura guide) in price while doing essentially the same job: dissolving sunscreen, makeup, and sebum, then emulsifying with water for a clean rinse.
There are three main versions. Choosing between them comes down to what you’re removing and how much time you want to spend.
Kose Softymo Speedy Cleansing Oil
The most popular one. Mineral oil based with jojoba and olive oil. Designed for fast, efficient cleansing. It emulsifies and rinses quicker than the other versions, making it the go to for people who want effective oil cleansing without the extended massage step. Works well for removing daily sunscreen and light to medium makeup.
This is the Softymo that shows up in the most retailer listings and the one r/AsianBeauty recommends most often as a budget first cleanse.
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Kose Softymo Deep Cleansing Oil
The heavy duty option. Rice bran, sesame, and jojoba oils in a formula that’s more aggressive at dissolving waterproof sunscreen and full coverage makeup. If you wear Anessa or Allie level waterproof sunscreens daily, this is the version that’ll get them off. It’s slightly more stripping than the Speedy version, so combination to oily skin types tend to prefer it.
Kose Softymo Speedy Cleansing Oil White
The brightening version of the Speedy. Same quick cleansing concept and similar oil blend (both the Speedy and White share rice bran, almond, sesame, and shea butter in their formulations). The “White” designation follows the Japanese skincare naming convention for products that target skin brightness and even tone. The difference is subtle: the White version is formulated with an emphasis on the brightening and conditioning aspects of those oils rather than pure cleansing speed.
How Softymo Compares
Not sure which Softymo to pick? Our Speedy vs Deep comparison breaks down the ingredients, texture, and skin type fit side by side. For how they stack up against DHC, Shu Uemura, FANCL, and Attenir, see DHC vs Shu Uemura vs Attenir vs FANCL. The short version: Softymo is the budget pick. It doesn’t have the refined feel of Shu Uemura or the cult following of DHC, but it removes makeup and sunscreen effectively at a fraction of the price. If you go through cleansing oil quickly (which you should, since you’re using it daily), cost matters.
Also in the Softymo line: Kose Softymo Speedy Cleansing Liquid (a micellar style non oil option) and Kose Softymo Nose Pore Clear (a pore strip treatment).
Suncut UV Line
Suncut is Kose’s sun care brand, positioned between budget options like Biore and premium lines like Anessa. Everything in the line is SPF50+ PA++++. The differences come down to texture, finish, and how much water resistance you need.
KOSE Suncut UV Perfect Essence SPF50+/PA++++
The everyday workhorse. Essence texture that feels more like a lightweight serum than a sunscreen. Absorbs quickly and sits well under makeup. This is the Suncut that gets the most attention in the r/AsianBeauty community and the one with the widest Availability. A solid daily face sunscreen for people who want reliable protection without fuss.
Suncut Multi Vitamin UV Essence SPF50+/PA++++
The vitamin enriched version in the recognizable gold tube. Same essence texture with added antioxidant vitamins. This one comes up frequently in Reddit recommendation threads, especially from people with sensitive or acne prone skin who’ve had good experiences with the formula. Contains modern UV filters including DHHB and BEMT.
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Suncut Ultra Light Touch UV Essence
The lightest texture in the entire Suncut range. Mineral based (zinc oxide) with ceramide and hyaluronic acid. For people who are extremely sensitive to the feel of sunscreen on their face. This one genuinely disappears after application. The tradeoff is less water resistance than the other options.
Kose Suncut Perfect UV Protect Gel SPF50+
Gel texture that spreads easily across larger areas. The “Perfect” version is the strongest formula in the Suncut range. Works for both face and body, making it practical as an all in one option for days when you don’t want to use separate sunscreens.
KOSE Suncut Protect UV Gel Super Waterproof SPF50+ PA++++
The outdoor activities option. Enhanced water resistance for beach days, swimming, and sports. Gel texture still spreads easily despite the waterproof formulation. Less cosmetically elegant than the essence versions but more durable in wet conditions.
KOSE Suncut UV Protect Spray SPF50+ PA++++
A spray format for easy reapplication over makeup and on areas like the back of the neck and scalp that are hard to reach with creams. Not a substitute for proper initial application, but practical for midday touch ups.
Where Suncut Fits
If Biore is the entry level Japanese sunscreen and Anessa is the top tier for water resistance, Suncut sits in between. The textures are more refined than Biore’s at a similar price point, but without the clinical water resistance testing that Anessa is known for. For daily commuting and office use, Suncut punches above its price. For beach days, the waterproof gel is decent but you’d probably want to step up to Anessa if water resistance is critical.
Sekkisei
Sekkisei (雪肌精, meaning “snow skin essence”) is Kose’s prestige brightening line and one of Japan’s most iconic skincare ranges. It’s been around since 1985 and uses botanical extracts to target dullness, dark spots, and uneven tone. If you’ve spent any time at a Japanese department store beauty counter, you’ve seen the distinctive blue bottles.
The line is extensive. Here are the products that matter most for shoppers.
Sekkisei Brightening Essence Lotion - 200ml
The signature product. A lightweight brightening toner (called “lotion” in Japanese skincare terminology) that’s the foundation of the Sekkisei routine. Targets dullness and uneven tone with botanical extracts. This is a Japanese department store counter classic and the product that built the Sekkisei name. Apply after cleansing as your first treatment step.
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Sekkisei Medicated Emulsion
The milky moisturizing step that follows the lotion. Contains approved brightening active ingredients (quasi drug status in Japan, meaning the claims have regulatory backing). Lightweight texture that absorbs quickly. Sits between the lotion and cream in the full Sekkisei routine.
Sekkisei Medicated Cream and Medicated Sekkisei Cream Excellent
The cream step for the full routine. The standard Medicated Cream is a daily option. The Cream Excellent is the more concentrated version for targeted treatment of dark spots and stubborn uneven tone. Both carry quasi drug status.
Sekkisei Eye Cream
A brightening eye cream targeting dark circles and dullness around the eyes. Rich enough for the thin eye area without being heavy enough to cause milia.
Sekkisei Essential Souffle
A newer addition with a whipped, airy texture. Lightweight moisturizer that provides hydration and brightening in a formula that feels almost weightless. A good option if you want Sekkisei’s benefits without the traditional lotion/emulsion/cream layering.
Sekkisei Herbal Gel
An all in one gel for people who want Sekkisei’s brightening benefits without multiple steps. One product covers the moisturizing portion of your routine. Gel texture absorbs without heaviness.
Sekkisei Sun Protection
The line includes two BB cream options: Sekkisei Brightening BB Essence SPF50+ PA++++ (lighter, more modern essence texture with higher SPF) and Kose Sekkisei White BB Cream SPF40 PA+++ (traditional BB cream format). There’s also the Kose - Sekkisei Skincare Defense Essence Milk SPF50+ PA++++ - 60g, which is a standalone brightening sunscreen milk.
Is Sekkisei Worth the Price?
Sekkisei sits in the mid prestige tier. It’s more expensive than drugstore Japanese skincare but well below luxury brands like Decorté or Clé de Peau. The brightening focus is genuine, backed by decades of formulation and quasi drug regulatory status on key products. If brightening and evening skin tone are your primary concerns and you want a cohesive routine from one line, Sekkisei delivers. If you only try one product, start with the Brightening Essence Lotion.
Clear Turn Sheet Masks
Clear Turn is Kose’s budget sheet mask line, and it’s enormous. These are designed for regular use, sold in multi packs, and priced so you can mask daily without caring about cost. The sheet material is thin and comfortable, and each variant targets a different concern.
The lineup:
Kose Clear Turn Essence Mask (Vitamin C) and Kose Clear Turn Vitamin C Mask: Both target brightening. The Essence Mask version includes hyaluronic acid, collagen, and royal jelly alongside the vitamin C.
Kose Clear Turn Collagen Mask: Targets firmness and elasticity.
Kose Clear Turn Hyaluronic Acid Mask: Pure hydration focus. The straightforward pick for dehydrated skin.
Kose Clear Turn Rice Sheet Mask Pore Tightening: Rice extract for brightening, softening, and pore minimizing. Taps into the traditional Japanese use of rice in skincare.
Kose Clear Turn Pore Mask 7 Pieces: Contains rice fermentation liquid and centella. Better suited for oily and combination skin dealing with visible pores.
Kose Clear Turn Hada Fukkura Moisture Eyezone Mask: Small patches for under the eyes. Targets fine lines, dryness, and dark circles in the eye area.
Kose Clear Turn Bare Skin Mask 7 Sheets: Focused on overall skin quality and natural radiance with plum and pomegranate extracts.
Kose Clear Turn Moist Charge Mask 50 Sheets: The bulk pack. 50 sheets for daily masking at maximum value. Basic hydration, no frills. This is the one for people who want to mask every single day.
Kose Clearturn Plumping Sheet Mask: Concentrated moisturizing serum for a temporary plumping effect on dehydrated skin.
Kose Clear Turn Clear Skin Mask: Contains tranexamic acid for skin clarity.
For a comparison with Japan’s other major sheet mask brand, see Lululun Mask Guide.
ONE BY KOSÉ
ONE BY KOSÉ is an interesting concept: one hero product per skincare category, each representing Kose’s best formulation for that specific concern. The idea is that you don’t need an entire line. Just pick the one product for your biggest skin concern.
ONE BY KOSE Melanoshot White D
A medicated brightening serum with kojic acid as its active ingredient. Targets dark spots, post acne marks, and overall uneven tone. Kojic acid inhibits melanin production at the source, making this a direct treatment rather than a surface level exfoliant. Won @cosme’s Best Brightening Serum award. Lightweight liquid texture that absorbs without residue. Quasi drug status means the brightening claims have regulatory backing in Japan.
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ONE BY KOSE Serum Shield
Won @cosme’s 2025 Best Oil/Balm award. Contains Rice Power No.11+ for moisture retention and wrinkle improvement. Balm format that releases water on application for an unexpectedly light feel. Designed as the final step to seal in everything underneath. Works as an overnight treatment without the heavy, suffocating feel of traditional sleeping packs.
Everything Else
Kose makes a lot of products. Here are the other lines worth knowing about.
CoenRich Hand Creams
CoenRich is one of Japan’s best selling hand cream brands. All products in the line contain coenzyme Q10. The range includes:
- KOSE CoenRich Medicated Moist Gel Hand Cream: Gel format that absorbs fast without greasy residue. Practical for daytime use.
- KOSE CoenRich Q10 Whitening Hand Cream: Contains niacinamide and vitamin C for targeting age spots on hands.
- KOSE CoenRich Night Renew Hand Cream: Rich overnight formula with meadowfoam and almond oils.
- KOSE CoenRich Whitening Medicated Hand Cream: The most treatment focused version. Niacinamide and astaxanthin for brightening.
- KOSE CoenRich Tone Up Hand Cream: Subtly tinted for an instant brightening effect.
KOSE Make Keep Mist EX+
One of the most popular makeup setting sprays in Japan. Fine mist that locks in makeup without disturbing it. The EX+ formula is the enhanced version with longer lasting hold. There’s also a KOSE Make Keep Mist Cool version with menthol for summer use.
KOSE Vitapuru Deep Repair Serum
From Kose’s newer Vitapuru line. A concentrated repair serum with vitamin infused formulas. Lightweight texture that layers well under moisturizer.
KOSE Lotion Mask 15pcs
Not a sheet mask, but a tool. These are dry compressed tablets that you soak in your own toner. The mask expands when wet, turning any liquid product into a sheet mask. Popular for getting more out of toners like Hada Labo Gokujyun or Kikumasamune High Moist. 15 pieces per pack at a very low cost.
RECiPEO UV Moist Milk (2026 Formula)
Kose’s mineral only sunscreen for sensitive skin. Zinc oxide and titanium dioxide with no chemical UV filters. The 2026 reformulation includes ceramide, ectoin, and squalane. Exclusive to the MatsuKiyo drugstore chain in Japan.
Visee Riche Correct Concealer
From Kose’s Visée makeup line. A color correcting concealer palette with an orange shade for dark circles. Thin, layerable formula.
Infinity
Kose’s prestige anti aging line. Kose Infinity Intensive Wrinkle Serum (niacinamide based wrinkle treatment) and Infinity Prestigious Luxurious Skin Firming Lotion - 160ml (firming toner) are the standouts. Department store pricing.
Fortune Lip Products
Kosé - Fortune Melty Color Tinted Lip Balm - 3.4g is a tinted lip balm from Kose’s Fortune sub brand.
Kose vs Shiseido
These two get compared a lot because they’re both massive Japanese cosmetics companies with products at every price point. But they operate very differently.
Brand visibility: Shiseido puts the Shiseido name on products across the price spectrum. You know you’re buying Shiseido. Kose buries the corporate name and leads with sub brands. Most people using Softymo or Suncut don’t realize they’re Kose products.
Strengths by category: Shiseido’s reputation leans heavily on sun care (Anessa) and prestige skincare (Ultimune, Future Solution LX). Kose’s strongest categories are cleansing (Softymo), everyday sun care (Suncut), sheet masks (Clear Turn), and brightening (Sekkisei).
Price positioning: Both cover the full range. But Kose arguably has stronger budget offerings (Softymo, Clear Turn, CoenRich) while Shiseido’s budget lines like Senka are less dominant in their respective categories.
Innovation approach: Kose tends to iterate quietly within sub brands. Shiseido makes bigger, more publicized product launches. Both invest heavily in R&D, but Kose’s innovations show up as quiet reformulations rather than headline grabbing product drops.
For anyone building a Japanese skincare routine on a budget, Kose’s drugstore portfolio is hard to beat on value. For prestige products where you want brand recognition and broader international availability, Shiseido has the edge.
FAQ
Is Kose a good brand?
Kose is Japan’s third largest cosmetics company and has been around since 1946. The quality varies by tier (as with any major beauty conglomerate) but the drugstore products like Softymo and Suncut consistently perform well for their price point, and the prestige lines like Sekkisei and ONE BY KOSÉ have strong reputations in Japan with multiple @cosme awards.
What is Kose best known for?
In Japan, Kose is known across categories. Internationally, the brand is most recognized for Softymo cleansing oils (one of the most affordable oil cleansers available), Suncut sunscreens, and Clear Turn sheet masks. The Sekkisei brightening line has a strong following among people who shop at Japanese department store counters.
Is Kose cruelty free?
Kose is generally not considered cruelty free by major certification bodies. Like most large Japanese beauty companies including Shiseido and Kao, Kose sells products in markets where animal testing may be required by local regulations. If cruelty free certification is important to you, check the latest status from organizations like Leaping Bunny or Cruelty Free Kitty before purchasing.
Which Softymo cleansing oil should I get?
The Speedy version for daily use with regular sunscreen and light to medium makeup. The Deep version for heavy, waterproof sunscreen and full coverage makeup. The White version if you want the Speedy’s convenience with slightly more nourishing, brightening focused oils. See Best Japanese Cleansing Oil for how Softymo compares to other options.
Where can I buy Kose products Outside Japan?
Kose products are available through multiple retailers. Softymo cleansing oils and Suncut sunscreens have the widest availability. Sekkisei products are carried by fewer retailers and sometimes require ordering from Japan focused shops. Check individual product pages for current retailer listings.