Don’t get me wrong—I love a good Matsumoto Kiyoshi drugstore run, and Don Quijote (Donki) has its place in Tokyo shopping culture. But after 12+ years of living and visiting in Tokyo and exploring every corner of its beauty scene, I’ve discovered there’s so much more to Japanese beauty shopping than the typical tourist destinations and the limited selection of tik-tok “viral” products that are on everyone’s feed .
If you want a more curated, elevated experience—where you can discover incredible japanese brands, test products properly, and get expert guidance—these are the seven places I actually shop when I’m in Tokyo.
Why Shop Beyond Drugstores and Don Quijote?
Before we dive into my favourite locations, let me explain why these destinations are worth seeking out:
Better Curation – Instead of overwhelming aisles with thousands of products, these stores offer carefully selected collections that make decision-making easier. When you’re faced with 50 different cleansers, how do you choose? These stores have already done the editing for you.
Expert Guidance – Staff at these locations are knowledgeable and often speak some English. They can help you find exactly what you need based on your skin type, concerns, and preferences—something you rarely get at busy drugstores.
Product Testing – Most of these stores offer extensive testing opportunities, so you can try textures, shades, and scents before committing to a purchase (hygiene protocols may vary post-COVID, but testing is generally available).
Discover Beyond the Basics – While drugstores stock essentials, these destinations showcase niche brands, luxury options, and emerging labels you won’t find at Matsumoto Kiyoshi or Don Quijote.
Elevated Experience – Shopping becomes enjoyable rather than overwhelming. Think beautiful displays, organised sections, proper lighting for makeup testing, and comfortable browsing environments where you can actually take your time.
See What Japanese Consumers Actually Love – Some of these stores (especially @cosme TOKYO) show you what Japanese women are genuinely buying and rating highly—not just what’s marketed to tourists.
Now, let’s explore each destination.
1. @cosme TOKYO FLAGSHIP (Harajuku) ⭐ My Top Pick
📍 Location: 1-14-27 Jingumae, Shibuya Ward, Tokyo (directly opposite JR Harajuku Station)
🚇 Nearest Station: JR Harajuku Station (1 minute walk)
⏰ Opening Hours: 11:00-21:00 daily
💰 Price Range: ¥500 – ¥15,000+
Why It’s Special
@cosme TOKYO is my absolute favourite destination for Japanese beauty shopping. This three-floor flagship store showcases products based on @cosme’s famous beauty rankings—determined by actual Japanese consumer reviews and purchases, not PR or advertising.
The ground floor features the annual @cosme Best Cosmetics Awards winners, making it incredibly easy to identify tried-and-tested products that Japanese women genuinely love. There’s also a display showing weekly sales rankings, so you can see what’s trending.
What You’ll Find
- Award-winning products clearly displayed
- Weekly rankings showing current bestsellers
- Tokyo-specific rankings (2nd floor) – what Tokyo residents specifically prefer
- Extensive testing opportunities throughout the store
- Three floors of curated Japanese beauty
- Family-friendly facilities (play areas, feeding rooms, baby-change on 2nd floor)
Who Should Shop Here
- First-time visitors wanting to see award-winning products
- Anyone overwhelmed by too many choices (rankings help narrow options)
- Beauty enthusiasts wanting to discover what Japanese consumers rate highly
- Shoppers looking for comprehensive selection under one roof
💡 Insider Tip: Visit on weekday mornings (11:00-13:00) for the least crowds. The second floor’s Tokyo-specific rankings often differ from national trends—fascinating to compare!
Read my complete @cosme TOKYO shopping guide
2. Ainz & Tulpe (Multiple Locations)
📍 Locations: Multiple locations across Tokyo (Shinjuku, Shibuya, Ginza, Roppongi, and more)
⏰ Opening Hours: Varies by location (typically 10:00-22:00)
💰 Price Range: ¥800 – ¥8,000
Why It’s Special
Ainz & Tulpe occupies the perfect sweet spot between drugstores and department stores. It’s more curated than Matsumoto Kiyoshi but more affordable than luxury counters. The store design is beautiful—elegant displays, proper lighting, and organised sections that make browsing genuinely enjoyable.
What You’ll Find
- Curated mid-range selection (not overwhelming like drugstores)
- Beautiful presentation and excellent lighting
- Price point sweet spot (¥1,000-¥5,000 range)
- Less touristy atmosphere
- Private label products (excellent quality at great prices)
Who Should Shop Here
- Shoppers who find drugstores overwhelming but aren’t ready for luxury prices
- Anyone who appreciates beautiful retail environments
- People looking for mid-range quality Japanese brands
- Local residents doing regular beauty shopping
💡 Insider Tip: Shinjuku and Shibuya locations are largest with the best selection. Look for their private label products Ayura—excellent quality at great value.
3. Loft (Multiple Locations)
📍 Locations: Shibuya, Ginza, Ikebukuro, and more
⏰ Opening Hours: Varies (typically 10:00-21:00)
💰 Price Range: ¥500 – ¥5,000
Why It’s Special
Loft is technically a lifestyle and stationery store, but their beauty sections are brilliant for discovering trendy Japanese brands. It’s where I go to see what’s currently popular with Japanese women in their 20s and 30s.
What You’ll Find
- Trend-focused selection – current and popular products
- Affordable to mid-range pricing (¥1,000-¥3,000 average)
- Unique brands not widely available elsewhere
- Indie and emerging labels
- Amazing stationery section (budget extra time!)
Who Should Shop Here
- Younger shoppers or those interested in trendy Japanese beauty
- Anyone who enjoys discovering emerging brands
- Budget-conscious beauty lovers
- People who want to combine beauty with stationery/lifestyle shopping
💡 Insider Tip: Shibuya Loft has the largest beauty section. Check out seasonal “What’s Trending” displays near the entrance.
4. Plaza (Shibuya, Harajuku)
📍 Locations: Shibuya, Harajuku, and other Tokyo locations
⏰ Opening Hours: Varies (typically 10:00-21:00)
💰 Price Range: ¥500 – ¥3,000
Why It’s Special
Plaza is where Japanese beauty meets Korean beauty in the most delightful way. It’s colourful, fun, trend-focused, and perfect for discovering playful products without breaking the bank. The atmosphere is energetic and youthful—shopping here just feels fun.
What You’ll Find
- J-Beauty + K-Beauty mix in one location
- Fun, playful vibe with vibrant displays
- Affordable pricing (most items under ¥2,000)
- Trend-forward products and viral items
- Great sheet mask selection
Who Should Shop Here
- Anyone interested in both J-beauty and K-beauty
- Younger shoppers or those young at heart
- Budget-conscious beauty lovers
- Gift shoppers (lots of cute, affordable options)
💡 Insider Tip: Harajuku location is perfectly situated for Takeshita Street shopping. Check near the entrance for “New Arrivals” and trending products.
5. Mitsukoshi Department Store (Ginza, Nihombashi)
📍 Locations: Ginza, Nihombashi (flagship)
🚇 Nearest Stations: Ginza Station, Nihombashi Station
⏰ Opening Hours: 10:00-20:00 (varies by location)
💰 Price Range: ¥3,000 – ¥50,000+
Why It’s Special
This is where you go for the LUXURY Japanese beauty experience. Mitsukoshi represents traditional Japanese department store elegance—impeccable service, beautiful environments, and access to high-end brands you won’t find anywhere else.
What You’ll Find
- Luxury Japanese brands: Clé de Peau Beauté, SK-II, Sensai, POLA B.A., Decorté
- Exceptional counter service with thorough consultations
- Skin analysis and personalised recommendations
- Expert application techniques and demonstrations
- Beautiful gift wrapping (it’s an art form!)
Who Should Shop Here
- Shoppers investing in luxury Japanese skincare
- Anyone wanting personalised consultation and skin analysis
- Special occasion shopping or gifts
- Those interested in experiencing traditional Japanese retail culture
💡 Insider Tip: You don’t need to buy to experience the consultation—staff are accustomed to browsers and will offer samples. Tax-free shopping available for tourists (bring your passport).
6. Isetan Department Store (Shinjuku)
📍 Location: 3-14-1 Shinjuku, Shinjuku Ward, Tokyo
🚇 Nearest Station: Shinjuku-Sanchome Station (directly connected)
⏰ Opening Hours: 10:00-20:00
💰 Price Range: ¥1,000 – ¥50,000+
Why It’s Special
If Mitsukoshi is traditional luxury, Isetan Shinjuku is innovative, trend-forward luxury. Their beauty floor curates the most interesting mix of established luxury brands and emerging indie labels. The Beauty Apothecary section alone is worth the visit.
What You’ll Find
- The Beauty Apothecary – niche and indie brands you won’t find elsewhere
- Comprehensive selection from affordable to ultra-luxury
- Outstanding makeup selection and artistry services
- Innovation focus – often first to stock new brands
- Seasonal pop-ups and limited editions
Who Should Shop Here
- Beauty enthusiasts wanting niche and indie brands
- Makeup lovers (the colour cosmetics selection is outstanding)
- Anyone interested in emerging Japanese beauty brands
- Shoppers who appreciate curation and innovation
💡 Insider Tip: Wednesday mornings are quietest. The Beauty Apothecary staff are incredibly knowledgeable—don’t hesitate to ask for recommendations. Connected directly to Shinjuku station.
7. Fruit Gathering (multiple locations)
7. Fruit Gathering (Multiple Locations)
📍 Locations: Multiple locations including Ginza, various department stores and shopping complexes
⏰ Opening Hours: Varies by location
💰 Price Range: ¥2,000 – ¥20,000+
Why It’s Special
Fruit Gathering is a beauty-focused select shop that curates a diverse range of luxury and prestige brands under one roof. Unlike single-brand boutiques or department store counters, Fruit Gathering creates a boutique shopping experience where you can explore multiple high-end brands in an intimate, beautifully designed space.
What You’ll Find
- Curated luxury selection – Mix of Japanese and international prestige brands
- Makeup, skincare, fragrance, and accessories in one location
- Customised gift sets – Staff help you create personalised gift combinations from different brands
- Boutique atmosphere – More intimate than department store beauty floors
- Premium brands including Chanel, Dior, and select Japanese luxury labels
Who Should Shop Here
- Shoppers wanting a curated luxury experience without department store crowds
- Gift buyers (staff excel at creating customised gift sets)
- Those who prefer boutique shopping over large department stores
- Beauty enthusiasts wanting to explore multiple prestige brands efficiently
💡 Insider Tip: Depending on the location, Fruit Gathering stores may have different brand selections. Ginza locations tend to have the most comprehensive offerings. Staff are particularly skilled at helping customers put together gift sets combining products from different brands.
How These Stores Differ from Drugstores
Drugstores are Great For:
✓ Lowest prices
✓ Huge selection of affordable products
✓ Convenient locations everywhere
✓ Repurchasing products you have tried and love
✓ Basic essentials and everyday items
These Curated Stores Offer:
✓ Easier decision-making (thoughtful curation)
✓ Expert guidance and recommendations
✓ Testing opportunities
✓ Beautiful, enjoyable shopping environments
✓ Discovery of brands beyond basics
✓ Range of price points (affordable to luxury)
✓ Experience of real Japanese beauty culture
My thoughts
After 12+ years of exploring Tokyo’s beauty scene, these seven stores represent the incredible depth and quality available beyond the overcrowded and cramped aisles of Donki. Each offers something unique—from total J-Beauty discovery at @cosme TOKYO to traditional luxury at Mitsukoshi to organic focus at Cosme Kitchen.
You don’t need to visit all seven (though you absolutely could on a dedicated beauty trip!). Choose based on your:
- Shopping style and preferences
- Budget and price point comfort
- Time available in Tokyo
- Beauty philosophy (trendy vs. luxury vs. natural)
- Location in Tokyo
What makes these destinations special isn’t just the products—it’s experiencing Japanese beauty culture at different levels. From affordable trendy finds to luxurious counter consultations, each store teaches you something different about how Japanese women approach beauty.
Don’t skip drugstores entirely—they’re brilliant for basics and bargains. But make time for these curated destinations too. That’s where you’ll discover the depth, quality, and philosophy that make Japanese beauty truly exceptional.
Happy shopping! 🇯🇵✨
Which store are you most excited to visit? Let me know in the comments!
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