Top 50 Cosmetics in Japan
This curated ranking covers the 50 largest cosmetics in Japan, ordered by estimated audience size from Rascasse's anonymized search-behavior signals. Out of 161 cosmetics tracked in Japan, the 50 ranked here account for the largest measured audience reach. Cosmetics, Lipstick and Eye shadow lead the list with a combined estimated audience of 74,469,119 people. Across all 50 entries the average audience size is 6,641,226, and the largest, Cosmetics, reaches around 34,529,868 people in Japan. Audience size is the estimated number of unique people in Japan who actively engage with each cosmetics, derived from search demand signals. Rankings reflect search-behavior signals collected across Japan and are refreshed weekly.
Ranking
| Rank | Name | Audience size | Country share | Subtype | Category |
|---|---|---|---|---|---|
| 1 |  Cosmetics |
34,529,868 | 5.5% | Cosmetics | Beauty & Wellness |
| 2 |  Lipstick |
20,055,283 | 14.4% | Cosmetics | Beauty & Wellness |
| 3 |  Eye shadow |
19,883,968 | 17.2% | Cosmetics | Beauty & Wellness |
| 4 |  Foundation (cosmetics) |
19,835,150 | 18.0% | Cosmetics | Beauty & Wellness |
| 5 |  Mascara |
19,355,361 | 17.6% | Cosmetics | Beauty & Wellness |
| 6 |  Makeup Tutorials |
18,580,688 | 15.7% | Cosmetics | Beauty & Wellness |
| 7 |  Eyelash |
18,381,490 | 12.1% | Cosmetics | Beauty & Wellness |
| 8 |  Concealer |
18,151,764 | 19.1% | Cosmetics | Beauty & Wellness |
| 9 |  Eyebrow |
17,967,439 | 11.6% | Cosmetics | Beauty & Wellness |
| 10 |  Makeup brush |
17,947,141 | 19.8% | Cosmetics | Beauty & Wellness |
| 11 |  Eye liner |
17,756,007 | 15.8% | Cosmetics | Beauty & Wellness |
| 12 |  Lip gloss |
17,422,674 | 20.1% | Cosmetics | Beauty & Wellness |
| 13 |  Face powder |
16,259,852 | 20.0% | Cosmetics | Beauty & Wellness |
| 14 |  Permanent makeup |
16,132,494 | 14.0% | Cosmetics | Beauty & Wellness |
| 15 |  CC cream |
15,288,275 | 31.0% | Cosmetics | Beauty & Wellness |
| 16 |  Shiseido |
10,103,458 | 39.2% | Cosmetics | Beauty & Wellness |
| 17 |  Make-up artist |
8,148,876 | 7.8% | Cosmetics | Beauty & Wellness |
| 18 |  Lip liner |
3,606,038 | 25.8% | Cosmetics | Beauty & Wellness |
| 19 |  Pigment |
2,782,572 | 3.5% | Cosmetics | Beauty & Wellness |
| 20 |  Rouge (cosmetics) |
2,630,895 | 15.2% | Cosmetics | Beauty & Wellness |
| 21 |  Maquillaje Profesional |
2,076,891 | 5.6% | Cosmetics | Beauty & Wellness |
| 22 |  Eyes Lips Face |
1,798,086 | 10.2% | Cosmetics | Beauty & Wellness |
| 23 |  Kao Corporation |
1,303,605 | 62.5% | Cosmetics | Beauty & Wellness |
| 24 |  Eyelid |
1,206,964 | 6.5% | Cosmetics | Beauty & Wellness |
| 25 |  Primer (cosmetics) |
1,114,705 | 11.6% | Cosmetics | Beauty & Wellness |
| 26 |  Ulzzang |
1,046,709 | 21.7% | Cosmetics | Beauty & Wellness |
| 27 |  Korea Cosmetics |
1,009,417 | 26.3% | Cosmetics | Beauty & Wellness |
| 28 |  Powder puff |
905,210 | 56.8% | Cosmetics | Beauty & Wellness |
| 29 |  Charlotte Tilbury |
885,773 | 2.7% | Cosmetics | Beauty & Wellness |
| 30 |  Airbrush makeup |
611,677 | 4.2% | Cosmetics | Beauty & Wellness |
| 31 |  FentyBeauty |
605,178 | 3.9% | Cosmetics | Beauty & Wellness |
| 32 |  Blush |
571,251 | 18.9% | Cosmetics | Beauty & Wellness |
| 33 |  Eyelash curler |
543,443 | 15.2% | Cosmetics | Beauty & Wellness |
| 34 |  la prairie |
419,912 | 12.2% | Cosmetics | Beauty & Wellness |
| 35 |  Pink Lipstick |
392,588 | 7.8% | Cosmetics | Beauty & Wellness |
| 36 |  La Mer (cosmetics) |
308,464 | 11.2% | Cosmetics | Beauty & Wellness |
| 37 |  Elizabeth Arden |
272,912 | 4.4% | Cosmetics | Beauty & Wellness |
| 38 |  Prosthetic makeup |
252,043 | 2.0% | Cosmetics | Beauty & Wellness |
| 39 |  Essence |
219,810 | 2.1% | Cosmetics | Beauty & Wellness |
| 40 |  Zest (brand) |
214,504 | 9.9% | Cosmetics | Beauty & Wellness |
| 41 |  Maquillaje |
209,867 | 2.7% | Cosmetics | Beauty & Wellness |
| 42 |  Highlighter |
203,830 | 2.8% | Cosmetics | Beauty & Wellness |
| 43 |  3CE |
182,408 | 55.9% | Cosmetics | Beauty & Wellness |
| 44 |  ColourPop |
178,833 | 4.8% | Cosmetics | Beauty & Wellness |
| 45 |  Herbivore |
150,091 | 1.4% | Cosmetics | Beauty & Wellness |
| 46 |  Wet 'n Wild (brand) |
136,707 | 4.5% | Cosmetics | Beauty & Wellness |
| 47 |  Max Factor |
128,122 | 3.7% | Cosmetics | Beauty & Wellness |
| 48 |  wet n wild |
108,760 | 4.5% | Cosmetics | Beauty & Wellness |
| 49 |  KIKO Milano |
92,342 | 0.8% | Cosmetics | Beauty & Wellness |
| 50 |  Nyx |
91,936 | 2.2% | Cosmetics | Beauty & Wellness |
Frequently asked questions
How is this Top 50 list compiled?
Rascasse aggregates anonymized search-behavior signals across Japan and ranks each cosmetics by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest cosmetics in Japan?
Cosmetics currently leads with an estimated audience of 34,529,868 people in Japan.
Methodology
Audience sizes are estimated from anonymized search-behavior signals across Japan. Lists below 5 entries are not published. See methodology for full details.