[2025ver.]Japanese Beauty Influencers on YouTube[My hot 10]

If you’re curious about Japanese beauty trends and the influencers shaping them, you’re in the right place. This article highlights 10 standout Japanese beauty YouTubers who are not only popular locally but also offer unique insights into Japan’s makeup, skincare, and lifestyle culture. From professional hairstyling to relatable daily routines and detailed product reviews, each creator brings something special to the table. Whether you’re a beauty enthusiast or a brand looking to understand the Japanese market, these creators offer both inspiration and valuable cultural context.

Japanese Beauty Influencers on YouTube

1st: nanakoななこ(https://www.youtube.com/@775nanako)

Nanako Nanako is a popular Japanese beauty and lifestyle YouTuber based in Gifu Prefecture. As of July 2025, she has approximately 1.51 million subscribers, with over 800 videos uploaded and an average of 190K–200K monthly views. Her channel is known for offering honest and relatable content aimed at teen and twenty-something women, including tutorials on makeup for single and double eyelids, skincare routines, and daily vlogs such as morning routines and diet tips. What sets her apart is her ability to explain Japan-specific beauty trends like “mass-produced makeup” and “natural gyaru” in an easy-to-understand, visual format. Her videos often exceed 20 minutes in length, providing in-depth but accessible information with a friendly and casual delivery.
Her authenticity and closeness to her audience make her an ideal ambassador for drugstore cosmetics, budget-friendly fashion brands, and lifestyle products seeking strong engagement with a young female demographic.

2nd: HIRO BEAUTY CHANNEL(https://www.youtube.com/@hirobeautychannel)

HIRO BEAUTY CHANNEL is run by HIRO, a professional hairstylist in Japan. As of July 2025, his channel boasts approximately 1.22 million subscribers, and features highly detailed content on hairstyling techniques, product reviews, and in-salon treatments. Known for his deep technical expertise, HIRO shares videos on how to style, cut, and care for various hair types using professional methods and terminology.
What makes his channel unique is the use of real salon scenarios, the breakdown of ingredient labels, and Japan’s emphasis on hair health and structure—concepts that are less familiar to overseas audiences. His content introduces international viewers to the highly customer-centric, detail-oriented salon culture in Japan.
For brands, HIRO offers credibility and authority, making him an excellent choice for high-performance haircare, scalp treatments, or salon-grade product lines aiming to reach discerning beauty consumers.

3rd: Cosme Wota Channel Sara (https://www.youtube.com/@CosmeWotaSara)

Cosme Wota Channel Sara is one of Japan’s most trusted cosmetics reviewers, with approximately 1.15 million subscribers as of July 2025. Her channel is famous for thorough product testing—from drugstore to department store brands—and includes ingredient analysis, side-by-side comparisons, and full-color swatches. She uploads multiple videos monthly, including “New Release Roundups” and “Full-Brand Reviews,” which serve as go-to resources for makeup enthusiasts in Japan.
Her uniquely Japanese content includes detailed overviews of limited-edition packaging, seasonal collections, and collaborations—elements that are central to Japan’s cosmetics market but lesser known overseas. She conveys these trends with clarity and objectivity, making her a valuable bridge between local beauty culture and international curiosity.
For brands that prioritize transparency, product education, and building trust with their audience, Sara’s channel is an ideal fit. Her well-researched and visually consistent presentation style enhances the credibility of any product she introduces.

4th: Misato Mizukoshi (https://www.youtube.com/@mizukoshimisato)

Misato Mizukoshi is a Japanese beauty YouTuber who launched her channel in November 2019. As of mid‑2025, she has accrued approximately 920,000 subscribers, around 900 uploaded videos, and a total of ~370 million views. She focuses on realistic beauty advice for women in their 30s––such as time‑efficient makeup routines, product comparisons, and favorite-item roundups. Her content is calm, honest, and practical, resonating strongly with a mature audience. A uniquely Japanese aspect of her content is her subtle approach to “everyday elegance,” avoiding over-the-top styling and instead emphasizing refined, sustainable beauty consistent with Japanese daily routines. Brands in the skincare, anti‑aging, and mid- or high‑end beauty segments benefit from her credibility and relatable presentation style.

5th: fukurena / ふくれな (https://www.youtube.com/@fukurena)

Fukurena started posting in September 2015 and by July 2025 has reached 1.83 million subscribers, posted 319 videos, and accumulated ~517 million total views. She is known for bold, transformational makeup, especially her dramatic before-and-after videos that emphasize confidence and self-transformation. A peculiarly Japanese element she showcases is the “gal culture” and trend of “dekadansu makeup” (over-the-top glam styles), which are strong in Japanese youth culture and not widely known overseas. Brands promoting colorful cosmetics, bold contact lenses, or youth-oriented beauty tech products would find her highly engaging and visually impactful for their campaigns.

6th: SekineRisa (https://www.youtube.com/@SekineRisa)

SekineRisa’s channel began in 2012 and currently has 1.27 million subscribers, 1,675 videos, and over 712 million total views as of mid‑2025. Formerly a nurse, she blends beauty with wellness insights, offering detailed skincare routines, honest product reviews, and lifestyle content including travel vlogs. Her uniquely Japanese strength lies in her “long, soothing video style,” often used as background while viewers relax, reflecting the Japanese appreciation for mindfulness and gentle pacing. Brands in health‑conscious skincare, wellness, and functional cosmetics pair well with her trustworthy and informative content style.

7th: Yoshida Akari (https://www.youtube.com/@_yoshida_akari)

Yoshida Akari, a former member of NMB48, began her beauty YouTube channel in 2016. As of mid-2025, she has 1.0 million subscribers, over 1,450 videos, and approximately 422 million views. Her strength lies in blending idol-polished visuals with practical beauty advice—she frequently educates on Japanese-style “face type diagnosis,” personal color, and fashion coordination. These uniquely Japanese beauty systems emphasize matching makeup to facial structure and undertone, which many international viewers find fascinating. Brands looking to promote personalized cosmetics, fashion styling tools, or curated beauty experiences can leverage her refined influence and broad audience appeal.

8th: Kawanishi Miki (https://www.youtube.com/@kawanishimiki)

Active on YouTube since May 2017, Kawanishi Miki currently has 1.0 million subscribers, 732 videos, and around 325 million total views. Known for her clear, fresh-faced aesthetic, she shares natural makeup routines, room tours, travel vlogs, and subtle lifestyle branding. She often references Japanese trends like “princess-core” and “mass-produced fashion makeup,” offering overseas viewers a window into domestic youth style. Her elegant consistency and calm delivery make her a strong match for beauty-and-lifestyle brands seeking a polished yet grounded presence.

9th : Yu Cos Mote Channel (https://www.youtube.com/@yukos_0520)

Operated by former idol Yuko Sugamoto, known as Yukos, this channel has 790,000 subscribers, around 420 videos, and approximately 191 million views as of early 2024. Her unique niche is “mote” beauty—beauty aimed at enhancing attractiveness or romantic appeal. Her content spans makeup tutorials, styling tips, and self-esteem boosting talks, rooted in Japanese dating culture and social aesthetics. This culturally specific angle—“how to appear more attractive”—is interesting and relatable for both domestic and international audiences. Brands focused on fragrance, romantic fashion, or empowering self-care products would resonate strongly with her message.

10th : Kaishain J (https://www.youtube.com/@kaishainJ)

“Kaishain J” is a Korean-born YouTuber fluent in Japanese, with around 710,000 subscribers as of mid-2024, posting nearly 800 videos (as of July 2025). Her speciality lies in reviewing Korean cosmetics and beauty trends in Japanese—bridging Japan and Korea’s beauty cultures. She emphasizes logical explanations, ingredient breakdowns, and bilingual accessibility—a unique fusion rarely seen. Brands targeting cross-border campaigns, Korean beauty imports in Japan, or multilingual cosmetics concepts should find her perspective particularly valuable.