Cruelty-free Japanese beauty – Shop cruelty-free!

As someone who never comes home without a souvenir from a trip, of course I shop in Japan. Not to the point where I need to buy an extra suitcase (I bring an empty duffel in my carry-on, though), but I do bring back stuff, mostly food, skincare, haircare and fabrics. This post will look into cruelty-free Japanese beauty products that make great souvenirs you can enjoy daily. But like I would buy cruelty-free in at home in Germany or in France, I want cruelty-free Japanese beauty products.

And as someone who likes to research what I shop, I have probably spent too much time on Instagram getting sucked into “Japanese beauty haul” reels. They are so relaxing to watch after a busy day at work. But would I buy all the stuff? No way.

Firstly, I would have no clue of any of it works on my skin. Admittedly, I have been a big fan of Shiseido in the past, but sadly, they are not cruelty-free.

Secondly, I am a minimalist when it comes to skincare and haircare.

When I studied in Nagasaki last year, I hit the drug stores relatively late into my stay, influenced by social media, and bought LuLuLun sheet masks and Hada Labo Gokujyun Premium (Hyaluronic Acid) Cream – because I didn’t know any better. Turns out LuLuLun products are cruelty-free, Hada Labo is not. It is not going in the bin, but I am now going to inform myself better about what I buy and now buy cruelty-free Japanese beauty products only.

Where to start on cruelty-free Japanese beauty

You can buy skincare and hair care in many shops in Japan. My favourite is the drug store, followed by department stores. You can buy a fairly good range of cruelty-free Japanese beauty products on both.

Drug Stores

I started off with my local drug store when I studied in Japan, looking for a mascara to cover greys. It had a small but nice selection. Then, I discovered Matsumoto Kiyoshi. Some of their stores are large and well appointed, with a good range in lines and prices.

Another one I liked on my last trip to Kansai was Kirindo. They do food as well, so great for your snack shopping. They often offer tax-free shopping, too. There are, of course, more drug store chains like Sugi, Cocokarafine or Welcia, and I have visited some of them, and they often carry similar stock. Sometimes, it is worth venturing out of the city centres a bit, because suburban stores tend to be much larger. On the other hand, it’s easier to find the Instahype brands and tax-free shopping in the tourist areas.

Sadly, none of the aforementioned stores have special areas where they specifically sell cruelty-free Japanese beauty products, but this is probably a bis ask, since I don’t think the organic shops in Germany do this, and I am aware of some brands that do some brilliant greenwashing to make consumers believe they are ethical but are, in fact, not cruelty-free.

Don Quijote

Don’t ask me about Don Quijote! I know they exist, and after my classmate offered some really cool flavour Kits Kats and said he got them at Don Quijote along with natto and “good alcohol”, I visited one in Nagasaki to find out. Now, I am pretty tolerant to noise, crowds and general mayhem, working in a hospital, but I had to leave after 15 minutes. The shelves stuffed to the top with random merchandise, the narrow aisles, the incessant music drove me nuts. I may or may not give them another try on my next Japan trip.

Department Stores

I like a quality department store, but they vary so much in size and quality. Often, you find top brands like SK-II, Shu Uemura, Shiseido and its sub-brands, and few are cruelty-free.

How do I find out if a brand is cruelty-free?

Generally, I visit a web site that specializes in cruelty-free resources. I use Cruelty-Free Kitty as my primary reference. I also like Ethical Elephant – it has ethical fashion, too. Sometimes, I visit PETA but PETA issues their own cruelty-free label and I am not sure of other labels are included.

I have been using cruelty-free everything for years, with involuntary occasional lapses, and I have also published a cruelty-free French pharmacy shopping post where I explained the labels a bit, one on aromatherapy, and one on good German cruelty-free products. Oh, and one on scent which is quite personal because I only do citrus-based scent – with a few exceptions.

So, why would I buy hyped products in Japan that may not be cruelty-free? Stick to my guns. So, let’s look at some of the popular products and concentrate on what is available cruelty-free.

Thankfully, many brands are changing into cruelty-free, and choices are becoming bigger! I was so pleased to read that, for example, everything from Garnier, a major French brand ubiquitous in Europe, is now certified cruelty-free. However, their parent company, L’Oreal isn’t. So, many brands are indeed cruelty-free, but parent companies might now, and there are distinctions and decisions to be made. I tend to buy products where the parent company is cruelty-free, too.

Another problem that I have come across in Japan is that most of the brands do not carry cruelty-free certification that we know in the West, such as PETA’s “Caring Consumer” bunny or the Cruelty-free International’s “Leaping Bunny”.

Some companies might not test on animals, but their parent company might. Examples are Aveda (owned by Estee Lauder), Bare Minerals (Shiseido) or an ex-favourite, Atelier Cologne (got bought by L’Oreal) Last not least, while many companies do not test directly on animals, they still get their products tested on animals but do call themselves cruelty free. Neither of these are truly cruelty-free in my eyes and I have tried not to include them here.

My style of skin- and haircare

As someone who’s aged fairly well, I am happy to share my style of skincare here. A lot of that is probably due to not smoking and drinking very little alcohol, whereas I have been pretty shoddy with sun protection. I cleanse, moisturize, get the occasional facial, get my hair cut at a salon.

I rarely wear make-up, only translucent powder and a bit of lipstick and brow colour. I don’t do (cosmetic) Botox or any other cosmetic injectables, either.

My skin is relatively dry and sensitive now that I am middle aged but I had moderate acne well into my Twenties. I am definitely the kind of age where you should do a lot of anti-ageing stuff. After stopping my Shiseido moisturizer, I have used Dr Hauschka Quince, then Rose moisturizers, Apivita Beevine Elixir, Korres Black Pine, and Aesop Elemental Facial Barrier Cream. My current to-go skincare is currently organic argan oil, a Dr Hauschka moisturizer, either rose or apricot, organic rose water to tone. Aesop for body lotion.

At present, I use Urtekram Shampoo and Novex Brazilian Keratin Conditioner for my thin, dry frizzy hair. I also used Alba Botanica in the past which I would buy again, but since I had a couple japan holidays, I switched to Japanese shampoo and a staple Khadi Colour Care Shampoo as it’s easily available in my nearest organic supermarket.

So, let’s find something good that works in Japan!

Some famous Japanese haircare and beauty products

I will just mention them shortly here because, sadly, they are not certified cruelty-free.

A lot of Shiseido brands get a mention all the time – the Fino Hair mask, Tsubaki Shampoo and conditioner, Anessa sun care, and of course, the range of Shiseido skin care, which I have used in the past and which, I admit, is very good, but I have stopped using them for above reasons.

Likewise, the other Japanese cosmetics giant, Kanebo. Very effective skin care products, very cute products like the hyped and prize-winning Suisai face wash. I cannot find them on lists that test nor on cruelty-free lists, and neither do products carry a cruelty-free certification so I think they are probably not cruelty-free.

Hada Labo – not cruelty-free. The very similar sounding HABA Laboratories, famous for their Squalane beauty oils, also not cruelty-free.

Biore (along with its parent company, Kao) is touted as cruelty-free on some websites – but it’s not.

Canmake, the same, not cruelty-free.

Kose, which makes the hype “White Milky” skin products – not cruelty-free according to PETA although their web site states they do not conduct animal testing. 

Cruelty-free Japanese beauty products to look out for

I take this with a grain of salt – many of these products do not turn up on the above mentioned web sites. I have checked whether the products I am talking about are cruelty-free on company websites and other beauty websites. I have checked multiple sources, including internet forums, and only included the brands if the information I found was unequivocal. We know there may be different interpretations of “cruelty-free” and one may not always get it right, so if there is something you know, please let me know.

Most of these brands are available in drug stores unless otherwise stated.

Kracie Hadabisai Face masks

Very pleased to read these are cruelty-free -at least they turn up on a list of cruelty-free products! These convenient sheet masks are whitening (blue), anti-ageing (pink), moisturizing (red), and softening (orange) and are very cheap and get rave reviews.

I am using mine and see smoother skin after using it just one. It feels nice on my skin, whereas other masks in the past made my skin feel tense and uncomfortable.

Ishizawa Lab Keana rice masks

I bought some of these last year and love them and was very happy to find out that Ishizawa Lab is also cruelty-free. The Keana rice masks are a classic and a best seller. These masks contains rice bran extract as the key ingredient.

They minimize pores, brighten skin and moisturize. They were formulated for dry skin, but they can really be used on all skin types, at all ages. They can be used daily and are an all-round cheap mask you can buy in packets of ten.

LuLuLun Face masks

Another cruelty-free product! And apologies if this post is so face-mask heavy! I love Lululun. Very affordable different types of face masks, from clear to super moisturizing and anti-aging. They are available in almost any drug store.

I was a bit confused as to which one to pick.

So I started with the popular “Precious” range and picked a moisturizing mask that is anti-ageing and combats fine lines and is formulated for daily use. It contains the “L22” secret component that is aimed for the youthful glow of the 22-year old… well.

Since I am not just over 40, but… gasp.. over 45, too, I picked a packet of “Over 45” masks. This is a newer series than the “Precious” and developed especially for Japan’s ageing population. It appears to be for the even older clientele than the “Precious”. Basically, aunties like me.

Last not least, I am a sucker for vitamins on my skin. I have had some good results with vitamin treatments, so I packed the Hydra-V “Vitamin” Mask. It contains Retinol (Vit A), Niacinamide (VitB3) and Ascorbic Acid (VitC) and is very light and gentle on the skin. It claims to refine skin texture and minimize pores. 

Kracie Ichikami Hair Care

Moving away from my beloved Shiseido, I found an alternative by Kracie. You get moisturizing (orange), smoothing (white) volumizing (“fluffy”) and colour care ( light green) types of shampoo, and conditioner which appears to come in black packaging.

Then, top it off with their premium hair mask. All are very affordable. I also like that you can buy refills for all of them, so you only need to buy the plastic dispenser bottle once. In fact, many hair care brands offer this. They did not have the original dispenser bottles so I will just fill whatever dispenser I have, since I never use different shampoos simultaneously.

Oshima Tsubaki Hair Care

Featuring in nearly every drugstore shelf, the bright yellow packaging accentuated by a red camellia flower is really eye-catching, and if you see them, grab them, because Oshima Tsubaki Hair Care is cruelty-free! Their Tsubaki oil is a real classic and can be used on hair and skin, and you get shampoo and hair treatments as well.

Koh Gen Do Skincare and Makeup

Koh Gen Do is a very upmarket Japanese Please note that Koh Gen Do is cruelty-free but not all products are vegan. It’s more of a make-up brand although they do have some skin care. They are so exclusive I have failed to find a stockist in Kyoto yet but you can buy online.

Their makeup is a lot cheaper than their skincare, and I might try one of their refining facial powders which currently retails for about 3000 JPY. You might take a look in higher end department stores like Daimaru or Takashimaya. I actually did look on my recent trip but I only looked at Kyoto BAL (I wanted the book store, originally) and didn’t see any, so if you have any tips where to find it in physical stores, please let me know!

On the fence, but probably cruelty-free

I am packing brands and products in this section where I am not entirely sure, despite checking multiple sources and / or where the parent company is not cruelty-free. So I mention them here, but I don’t really know whether these products are cruelty-free.

PDC (Pola Daily Cosme) Wafood Masks and Cleansers

Another one where I only got the Japanese web site and very little information other than that they use plant-derived ingredients. However, this Australian website and this Asian beauty site state they are a cruelty-free company. PDC is a brand that is frequently available in Don Quijote, and their Uji Matcha mask gets quite hyped online.

I gave them the benefit of the doubt and purchased three products. First, my new favourite product, a sheet mask, since I really don’t like applying wash-off masks. I could not find Uji Matcha, so I got Sake Lees. It claims to cleanse and get rid of debris and dead keratin ,and brightens the skin’s appearance.

And since I am perpetually short on moisturizer because I use a lot of it, I got the matching moisturizer.

Last not least, I am a fan of minimalistic ingredients – if they work. So I got the “Pure Natural” line moisturizer. It seems to contain quite a few ingredients, like hyaluronic acid and collagen. At first I thought it might be like a classic moisturizer like Ponds or Nivea (both not cruelty-free), but it appears to be a fragrance-free facial cream containing mostly hyaluronic acid and collagen. It’s very light, non greasy and quite cheap – about 500 Yen for a large jar.

ViCREA &Honey

ViCREA, a Korean brand which makes the famous “&Honey” , is probably cruelty free. According to this EU supplier, they are certified cruelty-free and do not export to countries that require testing. I’ve not seen them in many drug stores, but I believe Don Quijote has them. And just as I was about to leave Japan, a tiny Coco Karafine in the airside area of Kansai Airport stocked it, too. So I bought a bottle, because we go through a lot of shampoo and nice cruelty-free shampoo in Germany can be quite pricey.

Thought to make hair soft and pliable, this may or may not work on fine hair like mine – it is a standard formulation shampoo for Asian hair, which I have used and my hair looked and felt nice.

Rohto Melano CC products

The bright yellow packaging is certainly an eye catcher, and these Vitamin C infused products, from gels and creams to serums, are claimed to be cruelty-free. Their parent company is Rohto Mentholatum, a large Japanese Pharmaceutical company, which is not cruelty-free (so I am kind of wondering whether Melano CC really is cruelty-free Japanese beauty product ) .

Botanist Hair Care and Body Care

Botanist is a Japanese haircare and body care brand aimed at the international market. I have seen them in drug stores and actually bought some to try. Their web site in Japanese has a lot of nice statements about protecting nature but no cruelty-free certification. So I am still on the fence about that but will update once when I know more.

Matsuyama Skincare

Another Japanese brand that’s perhaps cruelty-free according to some forums but not according to this blog but not vegan and not very well known outside Japan. Particularly strong on all sorts of cleansers, but have some moisturizers as well. Some are sold under the Matsuyama brand, some other of their brands are called Hokoriku Sosui, Hadahug or Leaf and Botanik. Price-wise they are upper end of drug store-type cosmetics. You can buy online and (Tokyu) Hands stocks them, but I have not seen them in drug stores yet.

Where to Stay in Kyoto for shopping

This is about skincare and haircare. But to haul your shopping back, you want to stay somewhere convenient. I have shopped primarily in Kyoto (okay, and Nagasaki) so this is just a very short section about places I stayed that place you in the best position for big shopping hauls in Kyoto. For more recommendations, Kyoto or Sakai, feel free to visit these separate posts or my “Week in Kansai” Post. I haven’t been to Tokyo in ages, so I have no Tokyo recommendations at present.

One of the main shopping areas in Kyoto is between Shijo-dori and Oike-dori in Downtown Kyoto. It is full or arcades and department stores. Especially the Shijo-dori end gets super busy and downright unpleasant for my liking – way too full and too noisy.

There is a rather large and nice branch of Cocokarafine at the back of Daimaru well prepared for tourists wanting to shop tax-free. There is also a rather large Kirindo branch next to DOn Quijote in Kawaramachi-dori, both are tourist-oriented and I think if you visit larger random drug stores, you will get your cosmetics a bit cheaper but may not get them tax free. The drug stores a bit further out are really huge, almost like little supermarkets – the area north of Nijo-jo has a lot.

So, if shopping is your big goal, I can recommend three hotels – I stayed in two of them.

First up, Tabist Kiki Hotel Sanjo Takakura. A lovely little four-star hotel close to transport yet quiet, stylish and friendly. It’s 5 minutes walk from the underground and literally at the back of the fancy ShinPuhKan “concept mall” . The quieter and nicer and of Teramachi Shopping Street is less than 10 minutes walk away. Rooms are large, with comfortable Western style beds and a tatami sitting area – the best of both worlds!

For a comfortable stay on a somewhat smaller budget I recommend Prince Smart Inn Kyoto Sanjo if you want to spend more on shopping than accommodation. It is close to Teramachi Street and my favourite Kyoto Shops Misuyabari, Kyukyodo and Musubi are less than five minutes walk away, the bus stop with some good routes for sightseeing, less than five minutes! Moreover, there is a free bicycle parking for guests! Yeah, so rooms are on the spartan side, a bit smaller, but you can still open a couple large cases here easily, beds are comfy, it’s super clean, a nice modern cafe and seating downstairs.

It has about tree drug stores, a Don Quijote, Uniqlo, Loft and the upmarket BAL Shopping Mall (has a nice bookstore) less than ten minutes walk away yet is in a very quiet bright street.

Last not least, the ultimate in classy shopping destination hotel would be Hotel Resol Kyoto Kawaramachi – with bustling Kawaramachi-dori out front, a modern Japanese oasis of calm at the back in this small stylish hotel. The smallest room is 16 square metres, so plenty of room for your shopping. I have not stayed there yet, but I have booked it for my next stay in Kyoto.

Let’s Shop for cruelty-free Japanese beauty!

Okay, this is just a small list of cruelty-free Japanese beauty products to start you off, so let’s shop! I am so glad that among all the Japanese beauty brands I looked at, I found cruelty-free options! If you can recommend more cruelty-free Japanese brands, I would love to hear from you.

The Small Print

I visited Kansai in May and July 2024 on a self-organised trip that I fully paid for myself. I purchased all products for my cruelty-free Japanese beauty post shown here in various drug stores across Kyoto. All opinions are my own, all reviews are honest etc. I have included at least one source, even when that was a beauty shopping site. The only affiliate links in this post are links to Booking.com. This means that I may earn a small commission if you book your accommodation through these affiliate links.

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