Korean beauty products have captured top spots in Qoo10 Japan's April sales rankings across sunscreen, lip makeup, eye shadow, and cheek categories, signaling sustained demand among Japanese consumers for K-beauty formulations that combine UV protection with skincare benefits. For overseas buyers and distributors, this trend underscores the growing preference for multifunctional, texture-focused products in Japan's competitive beauty market.
Market signal
According to eBay Japan's analysis of Qoo10 Japan's April beauty category rankings, three out of the top five sunscreen products were Korean brands. The No.1 spot went to SKIN1004's Madagascar Centella Hyalu-Cica Water Fit Sun Serum, a serum-type formula emphasizing hydration. OOZNER's Rest & The Sun ranked second, and Anua's two sunscreen variants placed fifth. eBay Japan noted that Japanese consumers are increasingly prioritizing formulation, skin-feel, and skincare functionality alongside SPF ratings.
Category breakdown: Lip, eye, and cheek
Korean brands swept the top five positions in both lip makeup and eye shadow categories. April Skin's Hero All Day Plumping Tint ranked first in lip makeup, followed by Darpha's Plumping Lip Glow Mood Volumizer and Romand's Juicy Flash Lip Oil. In eye shadow, Lilybyred's Little Bit Moment Shadow led, with Holika Holika's My Fave Piece Eye Shadow, 2AN's Better Me Eye Palette, WakeMake's Soft Blurring Eye Palette, and Too Cool For School's Artclass By Protage Pencil completing the top five. In the cheek category, Laka's Sun Shield Glowy Cheek took first place, featuring a stick format with UV protection. 2AN's Dual Cheek ranked second, while Alternative Stereo's Bami Cream Cheek and About Tone's Skin Layer Fit Blusher placed fourth and fifth respectively.
Emerging brand program highlights
In Qoo10 Japan's 'Mega Debut' program supporting new beauty brands, Korean products again occupied the top five positions. Jumiso's Niacinamide 20 Serum ranked first, followed by Leaders' PDRN 5% Active Ampoule. Alternative Stereo's Lip Potion Caramel Glaze, Nesh's PDRN Spiculeshot Scalp Serum, and Low Rise's First Balancing Toner rounded out the top five, showcasing functional ingredients like niacinamide and PDRN.
What buyers should watch
Kim Soo-ah, head of eBay Japan's Korea sales division, stated: "The share of Korean sunscreen in Japan's UV protection product market is expanding. Skincare functionality, formulation, design, and price range are acting as purchase drivers." For importers and distributors, this data signals that Japanese consumers are receptive to premium yet accessible K-beauty products that deliver both cosmetic and skincare benefits, particularly in sun care and color cosmetics segments.
Sourcing context
eBay Japan operates Qoo10 Japan, a major online open marketplace. The eBay Group connects sellers and buyers across more than 190 countries and regions globally. This ranking data offers a real-time snapshot of consumer preferences in Japan's beauty market, valuable for suppliers planning product launches or distribution strategies in East Asia.
Source: Read the original report | Published: June 17, 2026