Standing in a Tokyo Drugstore, Completely Lost?
I’ve been there—literally.
My first trip to a Japanese drugstore in 2013, I went in looking for something as simple as eye makeup remover. I was pregnant, couldn’t read Japanese, and was surrounded by hundreds of unfamiliar brands with labels I couldn’t understand. I left empty-handed, completely overwhelmed.
As a beauty industry professional from Australia, this was humbling. And frustrating. And exactly why I created Tokyo Beauty Book.
Hi, I’m Alisa!
I’m an Australian beauty professional who became obsessed with Japanese beauty after moving to Tokyo with my family in 2013.
Here’s the honest truth: Back in Australia, I could only find a handful of Japanese brands like Shiseido and SK-II in department stores. When I arrived in Tokyo, I discovered I’d landed in the world’s second-largest beauty market (after the US), but I couldn’t read a single product label.
And this was 2013—pre-Google Translate’s camera function, pre-Instagram beauty communities, pre-TikTok tutorials. There was virtually no English-language information about Japanese beauty products beyond a few well-known brands. If I wanted to understand what I was buying, I had to do the research the hard way.
My turning point came when a kind Japanese-American neighbour took me to Matsumoto Kiyoshi and patiently introduced me to the essentials. I bought Bifesta eye makeup remover, Curel body lotion, and some facial cotton—and was blown away by the quality, prices, and incredible variety available.
That trip sparked everything. I knew we’d be living in Tokyo for four years, and I was determined to decode this fascinating beauty world—one confusing label at a time.
I launched Tokyo Beauty Book in April 2016 as the comprehensive English-language resource I desperately wished I’d had from day one—a guide that actually explains what these products are, how to use them, and where to find them.
Today: I’m currently based in Melbourne, but my heart (and my suitcase space!) belong to Tokyo. I visit Japan regularly to stock up on products, discover new brands, and keep current with the latest in J-beauty. Living between two countries gives me unique perspective—I understand both the international shopper’s confusion and the Tokyo insider’s knowledge.
Who Is Tokyo Beauty Book For?
Are you planning a Tokyo beauty shopping trip?
Start here: [Complete Tokyo Beauty Shopping Guide] | [Best Drugstores to Visit] | [What to Pack for Beauty Shopping] | [@cosme TOKYO Store Guide]
Living in Tokyo as an expat?
You need: [English-Friendly Beauty Salons Directory] | [Seasonal Japanese Skincare Guide] | [How to Navigate Japanese Drugstores] | [Japanese Beauty Phrases]
J-Beauty enthusiast shopping online?
Check out: [Best Japanese Products on Amazon] | [Ingredient Deep-Dives] | [Keana Rice Mask Review] | [Japanese vs Korean Skincare]
Beauty industry professional?
Explore: [Japanese Beauty Market Trends] | [Consulting Services] | [Product Analysis] | [Email me for collaboration]
My Story: From Overwhelmed Expat to J-Beauty Expert
I worked in the Australian beauty industry in brand and product management before moving to Tokyo with my family in early 2013. I thought my beauty industry experience would make the transition easy.
I was wrong.
The reality: Even with professional experience, I was completely lost. I couldn’t read packaging, didn’t understand the product categories (what even is a “milky lotion”?), and had no idea which of the thousands of available products were worth trying.
Remember, this was 2013. There was no Google Translate camera function to instantly decode labels. Instagram was just getting started, and there were barely any English-speaking J-beauty communities online. TikTok didn’t exist. If you wanted to learn about Japanese beauty products, you were essentially on your own—deciphering ingredients by researching individual kanji characters, testing products blind, and hoping for the best.
After that first overwhelming drugstore visit, I was fortunate to meet a Japanese-American woman in my apartment building who became my guide. She took me to Matsumoto Kiyoshi and patiently explained the basics. That trip—where I bought simple items like Bifesta eye makeup remover and Curel body lotion—opened my eyes to just how sophisticated and high-quality Japanese beauty products were.
I became fascinated. Living in Tokyo, I was amazed by how Japanese women maintained such beautiful, healthy skin and aged so gracefully. There was clearly something special about their approach to beauty—a real pride in appearance and focus on skin health that I wanted to understand.
My learning process: I spent years exploring drugstores, department stores, and speciality beauty shops. I tried countless products (some amazing, some disasters). I learnt that Japanese lotion (not toner, but lotion—a hydrating essence) would transform my dry skin. I discovered that prevention mattered more than correction. I experienced firsthand how Japanese beauty blends centuries of tradition with cutting-edge innovation.
It was proper research—the old-fashioned way. Asking shop assistants (through gestures and broken Japanese), photographing products to research later, keeping detailed notes, making plenty of mistakes, and slowly building my knowledge product by product, brand by brand.
The turning point: Friends started asking for recommendations. Then friends of friends. Soon I was writing out the same advice repeatedly. I realised there was almost no English-language information about the incredible depth of Japanese beauty beyond a handful of well-known brands.
In April 2016, I launched Tokyo Beauty Book—to share everything I’d learnt through years of hands-on research and to be the guide I wished I’d had.
I never imagined it would grow to reach thousands of readers worldwide, or that I’d be featured in publications like Ampule, Allure, Grazia UK, Emirates Woman, and Total Beauty. I’m genuinely grateful that my hard-won knowledge (and expensive mistakes!) are helping others navigate Tokyo’s incredible beauty scene—and that now, with better translation tools and online communities, the information I share can reach even more people!
What Makes Tokyo Beauty Book Different?
Deep Cultural Understanding
I don’t just review products—I explain the why behind Japanese beauty. Why do Japanese women use lotion after cleansing? Why is prevention valued over correction? Why does quality matter more than trends? Understanding the cultural context makes everything make sense.
Real Experience, Real Testing
Every product I recommend, I’ve personally purchased and tested. My bathroom is a J-beauty laboratory! I know how products feel, perform over time, and whether they’re worth your money.
Years of Hands-On Research
I started learning about Japanese beauty in 2013—before Google Translate’s camera function, before Instagram beauty communities, before TikTok tutorials. This meant doing real, old-fashioned research: testing products blind, deciphering ingredients character by character, learning from mistakes, and building knowledge over years of living in Tokyo. That deep foundation means I truly understand these products inside and out.
Beyond the Basics
Most English content covers the same 10-15 well-known Japanese products. Through Tokyo Beauty Book, I share the incredible depth of Japanese beauty that international audiences rarely hear about and what Japanese women actually like and use—from hidden drugstore gems to luxury treatments.
No Beauty Jargon
I translate not just the Japanese packaging, but also the complicated beauty terminology. You’ll get clear, straightforward explanations that actually make sense.
The Honest Truth
If a hyped product didn’t work for me, I’ll tell you. Tokyo Beauty Book is about real advice from real experience—helping you make informed decisions.
Living Between Two Worlds
Being based in Melbourne while regularly visiting Tokyo gives me unique perspective. I understand what international shoppers need to know AND I stay current with what’s happening in Tokyo right now. Plus, I know the struggle of finding authentic Japanese products outside Japan!
As Featured In
Tokyo Beauty Book has been featured in Ampule, Allure, Grazia UK, Emirates Woman, and Total Beauty for expertise in Japanese beauty trends and products.
Read my recent interview with Ampule Magazine here where I share my J-beauty journey, favourite products, and what makes Japanese beauty unique.
I also work as a consultant for international beauty brands and trend forecasting agencies seeking insights into the Japanese beauty and cosmetics market.
What You Can Expect from Tokyo Beauty Book
Content you’ll find regularly:
- In-depth product reviews like my cult-favourite [Keana Rice Mask Review] that’s been read by thousands
- Tokyo beauty shopping guides including the complete [@cosme TOKYO guide]
- Store spotlights featuring new openings and renovations
- Ingredient deep-dives explaining what’s actually in your products
- Seasonal beauty guides for navigating Japan’s four distinct seasons
- How-to tutorials for using Japanese products properly
- Beauty district guides for shopping different Tokyo neighbourhoods
- Brand deep-dives exploring Japanese beauty brands beyond the well-known names
My promises to you:
- I personally purchase and test most products (when I receive PR samples or create sponsored content, I always clearly disclose it)
- I’ll always tell you where to buy products with current pricing
- No confusing beauty jargon—just clear, helpful guidance
- Honest opinions, even when a hyped product doesn’t deliver
- Regular updates to keep information current (I revisit and update popular posts!)
- Sharing Japanese beauty beyond the same 10 products everyone talks about
My Review Standards & Disclosure Policy
It’s really important to me that you trust my recommendations. Here’s exactly how I work:
What I review: I personally purchase and test most products featured on Tokyo Beauty Book. Whenever I visit Japan, I stock up on as many products as I can—it’s difficult to find authentic Japanese beauty products in Australia, and I rarely buy online due to concerns about authenticity and pricing.
My honest policy: I only recommend products, stores, and services I genuinely believe in. If something doesn’t work or live up to the hype, I’ll tell you—even if it’s from a brand I love.
Affiliate links: Some posts contain affiliate links, which are always clearly marked. If you purchase through these links, I receive a small commission at no extra cost to you. This helps keep Tokyo Beauty Book running and allows me to continue creating free content!
Sponsored content: I’m open to brand collaborations, but only partner with brands whose values align with mine and products I’d genuinely recommend to a friend. All sponsored posts are clearly labelled from the start.
Consulting work: I work with beauty brands and agencies, but this never influences my blog content. My reviews remain independent and honest.
What I’m Currently Using (Fresh from My Last Tokyo Trip)
Here’s what’s currently on my bathroom shelf:
Takami Skin Peel Essence – After years of seeing this recommended, I finally tried it and it’s perfect for my sensitive skin
Fujiko Pom-Pom Hair Powder – Adds volume to my fine hair and is ridiculously easy to use
Quality First Ist Eye Sheet Super VC & Retinol – These eye masks brighten and firm my under-eye area, perfect before makeup
Koh Gen Do T3 Premium Oil – My evening ritual: this moisturising massage oil for facial massage and deep hydration
Japanese Lotion (rotating brands) – My favourite J-Beauty step! Adding this hydrating essence after cleansing transformed my dry skin. It’s now my non-negotiable step, even though I switch brands often.
What I Love About Japanese Beauty
The expertise and deep knowledge: Japanese consumers are incredibly sophisticated—highly knowledgeable about skincare ingredients and cosmetic techniques. This pushes brands to create truly effective, thoughtfully formulated products.
Prevention over correction: Japanese beauty focuses on maintaining skin health rather than fixing problems later. It’s about consistent care and long-term results.
Quality and safety first: Japanese consumers have extremely high expectations. Much time and consideration goes into blending traditional techniques and ingredients with comprehensive research and technology.
The ritual matters: In Japan, skincare and makeup application goes back centuries and is culturally important. There’s real pride in the process, not just the results.
Understated luxury: J-Beauty values high-quality products that deliver reliable results with a touch of sophistication—not flashy trends, but timeless excellence.
J-Beauty vs K-Beauty: What’s the Difference?
I get asked this constantly! Here’s my take:
Japanese Beauty: Built on centuries of tradition, blending innovation with time-honoured practices. Focuses on prevention, natural beauty, and subtlety. Values high-quality products that can be relied upon. Skincare routines are more pared back and natural, with emphasis on techniques like facial massage. Quality and safety are paramount.
Korean Beauty: Fast-moving, trend-based products with fun packaging, playful formulations, and bold colours. Focuses on innovation and what’s new. Multi-step routines with lots of products. More accessible internationally with better English-language content.
Both are wonderful! I love K-Beauty’s creativity and fun, but my heart belongs to J-Beauty’s depth, quality, and timeless approach.
A Few Fun Facts About Me
My first J-Beauty purchase: Bifesta eye makeup remover, Curel body lotion, and Shiseido facial cotton from Matsumoto Kiyoshi (thanks to my kind neighbour!)
The product that changed everything for me: Japanese lotion (the hydrating essence step). It transformed my dry skin and remains my favourite part of my routine.
My beauty philosophy in 3 words: Prevention, quality, ritual
My skincare routine is: A focused Japanese routine with consistent basics and rotating discoveries
When I’m not hunting for beauty products, you’ll find me: Planning my next Tokyo trip, exploring Melbourne’s coffee scene, or spending time with my family
Where I learn about new J-Beauty: Japanese beauty magazines like Maquia, VoCE, and BAILA, plus following Japanese brands on Instagram (since English content is so limited!)
My go-to Tokyo beauty shopping spots: Matsumoto Kiyoshi for drugstore discoveries, @cosme TOKYO for new releases, and Koh Gen Do salon for treatments
One thing I wish more people knew about J-Beauty: There’s SO much more beyond the handful of products everyone talks about internationally!
How I started researching J-Beauty: The old-fashioned way—no Google Translate camera, no Instagram communities, no TikTok tutorials. Just me, a notebook, lots of mistakes, and years of research!
Let’s CONNECT!
Think of me as your beauty-obsessed friend who moved to Tokyo and became determined to decode every product, ingredient, and beauty secret. Now I’m sharing all my discoveries with you!
Here’s how to stay connected:
instagram: @tokyobeautybook
Daily beauty finds, Tokyo store visits, and what’s currently on my bathroom shelf
Facebook: @tokyobeautybook
Community discussions, questions, and beauty chat
Newsletter: Subscribe here
Get my latest Japanese beauty discoveries, Tokyo shopping tips, and exclusive content delivered straight to your inbox
Start Here: New to Tokyo Beauty Book?
Not sure where to begin? These are my most popular posts:
- Keana Rice Face Mask Review – My most-read review and a cult J-beauty favourite
- @cosme TOKYO Shopping Guide 2025– Everything you need to know about Harajuku’s beauty mecca
- [Your 3rd most popular post title] – [One sentence description]
Planning a Tokyo trip?
→ Japan Pre-Travel Beauty Checklist
→ Best Beauty Districts in Tokyo
→ Japanese Beauty Phrases You Need to Know
Want to understand J-Beauty better?
→ Complete Guide to Japanese Skincare Routine
→ Why Japanese Lotion Changed My Skin
→ J-Beauty vs K-Beauty: What’s the Difference?
Let’s Collaborate!
I love working with brands, agencies, and fellow creators who are passionate about Japanese beauty.
I’m open to:
- Product reviews and brand features
- Sponsored content and partnerships
- Market insights and trend reporting for international brands entering the Japanese market
- Freelance writing opportunities
- Press and media features
What I’d love to see more of: English-language content and explanations about Japanese beauty products, brands, ingredients, and treatments. At the moment, only a very limited number of Japanese brands and products are featured in international media. Through my website and Instagram, I’m trying to share the incredible depth of Japanese beauty beyond the basics.
For collaborations, press enquiries, or to request my media kit: tokyobeautybook@gmail.com
xx Alisa
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