Wholesale Purchasing of Japanese Beauty Products: A Complete Buyer’s Guide

Japanese beauty products continue to grow in popularity across the U.S. and Canada.
Retailers value J-Beauty for its reliable quality, clean formulations, and strong repeat-purchase rates.

This guide provides simple, data-backed insights for buyers who want to add Japanese beauty products with confidence.

1. Global Demand for J-Beauty Is Rising

According to Grand View Research:

・Global J-Beauty market size in 2022: $33.1 billion
・Forecast for 2030: $45 billion
・CAGR: 3.9% (2023–2030)

J-Beauty continues to expand in North America as customers shift toward gentle, effective, and trustworthy products.

2. Strong Market Signals From Asia (Singles’ Day)

China’s Singles’ Day (11.11), the world’s largest e-commerce event, reached:

¥1.1386 trillion GMV in 2023 (≈ USD $160B)
Source: 星图数据

Japanese beauty brands performed strongly.

According to Tmall’s 2020 data, both SK-II and Shiseido ranked among the top 30 brands, exceeding CNY 1 billion (approximately USD $150 million) in sales during Singles’ Day.

Demand trends seen in Asia often predict growth in the U.S. and Canada—especially for skincare and haircare.

3. Amazon U.S. Retail Prices (Dec. 2025)

Updated with the most recent market prices

Haircare

・FINO Hair Mask 230g: $13.99 (10K+bought in past month)

・&honey Deep Moist Shampoo 1.0 440ml: $24.55 (500+bought in past month)

・TSUBAKI Premium Hair Mask 180g: $15.99 (5K+bought in past month)

・Oshima Tsubaki Camellia seed Oil 60ml: $18.50 (800+bought in past month)

・Global Milbon Restorative Shampoo 500ml: $70.00 (300+bought in past month)

Skincare

・Hada Labo Gokujyun Premium Lotion Refill 170ml: $24.99 (900+bought in past month)

・Curel Moisture Cream 40g: $39.99 (4K+bought in past month)

・KOSE Softymo Speedy Cleansing Oil 230ml: $12.95 (3K+bought in past month)

・SENKA Perfect Whip a 120g: $8.98 (1K+bought in past month)

・Biore UV Sunscreen 50ml: $15.31 (1K+bought in past month)

These prices are stable throughout the year and represent strong resale potential for U.S. and Canadian retailers.

4. Why J-Beauty Works in North America

Retailers choose Japanese beauty products because they offer:

・High trust in Japanese manufacturing quality

・Mild formulas suitable for many skin types

・Strong repeat-purchase behavior

・Low return rates

・A rising search trend: searches for "Japanese Skincare" in the U.S. increased 27% YoY

5. Import Rules for U.S. and Canada

United States

・Most cosmetics do not require FDA registration

・English ingredient labeling is required

・Duties are often 0%, but vary by HS code

・Batch code (lot number) helps verify authenticity and freshness

Canada

・CNF (Cosmetic Notification Form) required
→ Must be submitted within 10 days after sales begin

・Stricter ingredient limits (Hotlist)

・English + French labeling may be required

・GST + duty varies by product

・Customs inspections are more detailed than in the U.S.

Retailers should expect additional compliance steps when selling in Canada.

6. Shipping Times

Retailers often assume lead time begins “from the order date,” but the correct timeline is from the day the shipment leaves Japan.

Air Shipping

・7–14 days after shipment

・Ideal for small restocks or testing new products.

Sea Shipping

・30–50 days after shipment

・Best for large replenishment orders

Transit times vary by season, port congestion, and carrier conditions.

7. Cautions for Retailers

・Canada requires more documentation than the U.S.

・Not all cosmetics have 0% duty—HS codes must be checked

・Labeling rules vary and must be followed

・Q4 shipping delays (+2–3 weeks) are common

・Non-official resellers pose a risk of counterfeit goods
→ Global studies show up to 18% of unofficial cosmetic products may be inauthentic

Partnering with a verified Japanese wholesaler reduces these risks significantly.

8. Recommended Buying Strategy

Start with a Small Test Order

3–6 SKUs × 1–3 cases
→ Check pricing, velocity, and customer response

Expand With Proven Best-Sellers

FINO / &honey / Hada Labo / Melano CC / Curel

Scale Using Sea Freight

Lower cost per unit and improve margin stability

 

Conclusion

J-Beauty continues to grow in North America, supported by strong global demand, stable Amazon pricing, and high customer trust.

Understanding import rules, labeling requirements, and realistic shipping timelines helps U.S. and Canadian retailers expand smoothly and avoid common issues.

Partnering with a trusted Japanese supplier ensures consistent inventory, verified authenticity, and competitive pricing.

If you’re looking for wholesale pricing or need help sourcing Japanese beauty products, feel free to contact us. Our team in Osaka can provide fast quotes and reliable export support for U.S. and Canadian retailers.