LIPS has quickly become one of Japan’s most popular online beauty platforms amongst Gen Z in recent years. Its website gets about 10 million monthly active users and its app is one of the most downloaded apps in Japan.

LIPS demographic is predominately teenage girls and women early 20s.

The Japanese beauty platform emphasizes users and focuses on word-of-mouth marketing. Users are encouraged to post reviews with photo swatches and video tutorials. It creates a community for beauty lovers to follow their favourite reviewers with similar preferences.

The platform holds the LIPS Best Cosmetics Award twice a year to showcase the highest-ranked products in makeup, skincare, and more.

In this year-end edition, LIPS revealed the most popular beauty products of the last 12 months. The results are based on the number of comments, likes, and saves each product has received from real users between October 22, 2021, and October 21, 2022. 928,988 reviews and 63,300 products were taken into consideration.

For the full list of winners, please visit LIPS’ website (Japanese only).

NEW GRANDPRIX

SKINCARE

CLEANSING BALM

CLEANSING OIL

CLEANSING FOAM

LOTION/TONER

SERUM

MOISTURISER MILK

MOISTURISER CREAM

ALL-IN-ONE

FACIAL OIL

SHEET MASK

LIP CARE

SUNSCREEN

BASE MAKEUP

PRIMER

LIQUID FOUNDATION

CUSHION FOUNDATION

BB/CC CREAM

POWDER

POWDER BLUSH

HIGHLIGHTER

SHADING

LIP MAKEUP

LIPSTICK

LIP TINT

EYE MAKEUP

POWDER EYESHADOW

LIQUID EYELINER

MASCARA

BROWS

Translation: © 2022 RatzillaCosme™
Source: LIPS