YouTube has become the ultimate platform for beauty and makeup YouTubers in Japan to showcase their skills, share expert advice, and captivate audiences worldwide. The Japanese beauty scene has seen a meteoric rise in the number of talented YouTubers who have taken the internet by storm with their mesmerizing tutorials, product reviews, and unique perspectives.
Japanese culture places a strong emphasis on “kawaii,” or cuteness, which is reflected in fashion, makeup, and hairstyles. This preoccupation with appearing youthful and innocent is exemplified through the widespread use of pastel colours, hair accessories, and makeup to achieve a “doll-like” aesthetic. However, this is not the only trend and we find many variations. Compared to Western societies, where beauty is often associated with glamour and sex appeal, Japan’s beauty culture places a greater emphasis on subtlety, harmony, and balance. The goal is to achieve a look that is natural and effortless, yet still polished and refined.
Japanese beauty standards prioritise clear and radiant skin, which led to popular Japanese beauty skincare trends. This philosophy promotes using gentle, natural ingredients like green tea and rice bran, and following a multi-step routine that includes cleansing, toning, moisturising, and face masks for healthy skin. Japanese beauty Youtubers are relatable because they focus on honesty and explain product reviews in a way that is easy to understand, unlike many fashion magazines that focus on perfection.
The go-to social media platform in Japan for information is YouTube, as users can easily find topics that interest them and product recommendations videos. Regarding makeup, female influencers dominate on YouTube, so YouTube is the right place to find Japanese influencers giving beauty advice. Since Japan lifted face-covering restrictions in public spaces last year, many Japanese feel urged to revisit makeup and beauty tips.
Top 10 Japanese Beauty YouTubers in Japan 2025
- Maataso
- Fukurena
- Hera Hera Three Musketeers
- nanako
- Toua
- HIRO BEAUTY CHANNEL
- Kosme Wota Channel Sara
- Sekine Risa
- Yuuri Fukase
- Naenano
1. Maataso
Subscribers: 2.02M
Maataso is an unconventional beauty YouTuber who calls herself ‘miraculously ugly.’ She first became famous when she posted a before-after makeup photo on Twitter. Since she jokes about her looks and laziness in her videos, she is popular among a male audience as well.
2. Fukurena
Subscribers: 1.86M
Beauty and cosmetics YouTuber fukurena is a highly popular creator, especially admired by teenage and young adult women. Her YouTube channel features a variety of engaging makeup videos, including transformative looks from bare skin, mask-friendly makeup, and “one-brand” challenges where she uses products from a specific category only. She also includes fashion and cooking content to keep her audience entertained with a diverse range of topics.
One of fukurena’s biggest strengths is her clear, easy-to-follow explanations, sharing product experiences and makeup tips in a lively, approachable style. As the producer of her own cosmetics brand, CipiCipi, she skillfully introduces product benefits naturally, which adds to her appeal
3. Hera Hera Three Musketeers
Subscribers: 1.76M
This Japanese girl group’s YouTube channel posts many things about their private life – from beauty surgery, relationship talks, to nights out. They share updated beauty trends and information thanks to their experience as an idol group and study abroad in South Korea, which is famous for its beauty industry.
4. nanako
Subscribers: 1.51M
This Japanese beauty content creator and influencer posts about makeup, fashion, skincare, diet, and product reviews. Her makeup tutorial is especially popular among young women. Last year she launched her own cosmetic brand ‘leur charme.’
5. Toua
Subscribers: 1.3M
Non-binary beauty and cosmetics YouTuber Toua has captured a devoted fan base, especially among teens, with their open-minded and free-spirited visuals and ideas. Originally a member of the group channel Uchira Sanshimai, Toua later launched their own personal channel. While the main focus is on beauty and makeup, Toua’s channel also includes a wide range of content such as travel, cooking, fashion, and discussions about love, creating a dynamic and varied experience for viewers. In recent years, Toua has expanded their activities beyond social media, gaining broader recognition. Known for candidly embracing their identity as a cisgender man despite having a “heart of a maiden” and sometimes speaking in a deeper voice, Toua’s authentic approach resonates well with today’s youth.
6. HIRO BEAUTY CHANNEL
Subscribers: 1.29M
Beauty and cosmetics YouTuber Hiro Odagiri runs the popular channel HIRO BEAUTY CHANNEL and is an active male hair and makeup artist. Known for sharing professional makeup techniques, his channel has gained wide support, reaching around 1.3 million subscribers on YouTube. His detailed explanations provide viewers with valuable insights. Hiro’s videos are organized by specific themes, catering primarily to women in their 30s and 40s. He offers practical content such as “Rejuvenation Makeup,” “Glamorous Beauty Makeup,” “Latest Trend Makeup,” and “Basic Makeup Tutorials.” By aligning his content with 2024 trends, Hiro also inspires his viewers’ interest in the latest cosmetics on the market
7. Cosme Wota Channel Sara
Subscribers: 1.27M
Cosme Wota Channel Sara debuted as a beauty and cosmetics YouTuber in 2014 while still a university student and has since gained considerable popularity. With approximately 1.27 million subscribers, she is widely recognised as a “makeup enthusiast” who hs significant influence in the industry. Beyond social media, Sara has expanded her presence by publishing books filled with her knowledge and expertise. She covers a wide range of cosmetics, from affordable brands to high-end products, appealing to an audience spanning from teens to those in their 40s. Her collaborations extend to various companies both domestically and internationally, showcasing her versatility and broad appeal
8. Sekine Risa
Subscribers: 1.26M
Sekine Risa is a beauty YouTuber with over 1.25 million subscribers. Known for her straightforward and clear communication style, she has gained popularity for her approachable manner. Her cosmetic reviews are particularly appreciated as she gives honest and specific feedback, making them highly useful for viewers. In addition to makeup content, Sekine also produces popular videos featuring large shopping hauls of clothing and accessories, as well as collaborations with celebrities
9. Yuuri Fukase
Subscribers: 1.23M
As a fan of Marilyn Monroe, Yuuri has always been interested in makeup since she was very young. This has led to her gaining advanced makeup skills and to her success as a beauty YouTuber. Being a mother of two, she also shares diet food, cooking and lifestyle information.
10. Naenano
Subscribers: 1.11M
Naenano is very popular among Japanese teenagers. Her overall followers on Japanese social media, including YouTube, Twitter, Instagram, TikTok, exceeds 5 million. On YouTube, she mainly shares makeup, daily routine and baking videos.
Working with popular Makeup and Beauty YouTubers in Japan!
Japanese Beauty and Makeup YouTubers is more diverse than ever, with a range of creators from different backgrounds, ages, and themes. This shows that people are becoming more accepting of different styles in Japan, no matter their gender or identity. It’s a great time for influencer marketing in Japan because businesses can now better understand and target their audience. It also opens up new opportunities for the beauty industry to reach a wider and more diverse customer base than before.
If you’re looking to work with Japanese beauty and makeup influencers you can read our guide which is a great place to get started, or you can get in touch.
