The "@cosme Best Cosmetics Award 2026 First Half Best New Products" (上半期新作ベストコスメ) has been announced on May 20, 2026. The award, organized by iStyle Inc. — the operator of Japan's largest beauty platform @cosme — covers new cosmetics released between October 1, 2025, and March 31, 2026, and functions as the "newcomer prize" of the annual @cosme Best Cosmetics Award. Running since 2008, the award reflects genuine consumer voices through user reviews.
This year's edition set records on both fronts: 4,334 eligible products and 128,800 qualifying reviews — both the highest figures in the award's history.
Overview: From Buzz-Driven to "Right for Me" Purchasing
The record number of submitted reviews comes alongside a notable shift in consumer behavior. While total review volume grew significantly, the number of eligible products expanded at an even faster rate — a reversal of the "buzz concentration" pattern seen in previous years, where a handful of viral hits dominated review activity.
A user survey conducted in April 2026 on cosmetics purchasing behavior reinforced this trend. When asked whether they wanted to buy cosmetics that are trending or popular on social media or video platforms, the share responding "yes" fell by 1.6 percentage points overall — but the decline was sharper among younger consumers: down 7.2 points among teens and 6.3 points among those in their 20s.
This suggests that even among the age groups most engaged with social media trends, the purchasing process has evolved: buzz may spark initial interest, but consumers — especially younger ones — are now more likely to evaluate whether a product is right for them before committing.
At the same time, emotional attachment to brands is on the rise. The term "hakacosme" (墓コス) — an internet slang expression for products someone wants to keep using for the rest of their life — appeared in @cosme reviews at 4.8 times the frequency seen four years prior. The survey also found that 32.0% of respondents in their teens and 20s, and 28.0% overall, said they expect to choose products in the future based on a desire to support brands they love. The trend of brand fan-driven "support purchasing" (応援買い) is clearly gaining momentum.
This dynamic was visible in the award results themselves: Lululun and Anua each placed two products in the overall Top 10, and multiple brands received awards across several categories — indicating that deep trust in a brand often leads to multi-product purchases.
Overall Grand Prize: d program Moist Care Lotion EX
(1) "Skin Stability" Demand Surges Amid Triple Environmental Pressure
The overall grand prize went to d program's "Moist Care Lotion EX," which was renewed in October 2025. The product earned recognition across all five award categories, and sales at @cosme STORE locations — including the flagship @cosme TOKYO — approximately tripled compared to the previous year following the renewal.
The renewal elevated the product's skincare philosophy: moving from an approach of replenishing missing barrier components from the outside to a new sensitive-skin care concept focused on supporting the "beauty bacteria" (美肌菌, beneficial skin microbiome) that work continuously — 24 hours a day, 365 days a year — to maintain healthy skin. Built on advanced dermatological research with a low-irritation formula designed for daily use, the renewed product resonated strongly with consumers.
Behind this response lies a season of unusually harsh environmental stress on skin. Record-low rainfall in many regions led to severe dryness; pollen season began unusually early in February; and prolonged heat accumulated UV damage. @cosme review data reflected the impact: terms like "dryness" and "inner dryness" (インナードライ — skin that is dry beneath the surface despite appearing oily) each reached five-year highs in review frequency. The April 2026 user survey found that 33.7% of respondents said they experienced more dryness-related concerns this past winter than usual.
The term "hada chian" (肌治安) — a popular expression meaning maintaining stable, well-managed skin condition — appeared in reviews at 1.4 times the prior-year frequency and 11.7 times the frequency from four years ago. iStyle had predicted this "skin stability protection market expansion" trend in a November 2025 trend forecast, highlighting growing consumer interest in sensitive-skin brands that defend the skin's foundation. The d program Grand Prize result closely mirrors that prediction.
(2) A Price Reduction That Won Consumer Trust
The October 2025 renewal included a roughly 10% price reduction — from ¥3,740 to ¥3,300 for the 125ml size — without any change to the product's content or quality.
This move resonated deeply in the current economic climate. In the April 2026 user survey, approximately 42.4% of respondents indicated they had become more drawn to products offering high quality at accessible prices over the past six months. The d program's decision to lower prices while simultaneously improving quality was seen by consumers as a sincere, consumer-first gesture.
Reviews expressed this directly: "I can only be grateful that they lowered the price at a time like this, when everything is getting more expensive" and "The texture and efficacy are unchanged, but it's now more affordable — so appreciated."
Comment from the Grand Prize Winning Brand
Shiseido Japan Co., Ltd.
Brand Marketing Division, Derma & Clinical Marketing Dept.
d program Brand Development Group, Brand Manager
Naotugu Ieyata
"We were completely surprised to receive the grand prize — it was beyond our imagination. The entire team is genuinely delighted to have received such broad support. We believe the recognition is connected to changes in consumer awareness: increasingly harsh external environments such as pollen and temperature swings, and a growing number of people who, inspired by the ingredient trend, have started paying close attention to their skin and wanting to 'maintain their skin stability.' The d program lotion targets sensitive skin at its root, and those with deeper concerns often tell us 'd program never lets me down' or 'it's my savior.' We felt that as the environment around skin becomes harsher, more people are turning to d program. For the renewal, we made the decision to lower the price because we strongly wanted as many people with sensitive skin as possible to try it. The response from customers — 'the company's effort is incredible,' 'the brand's commitment to sensitive skin is moving' — exceeded our expectations. After the renewal, new users in their 20s and 30s increased by more than 50% year on year, and total users grew by 25%. Male users are also gradually increasing, and more people of all genders are now using it."
Top 10 and Category Award Trends
(1) 9 of Top 10 Products Promote Moisturizing — Including Makeup
Nine of the ten products in the overall Top 10 are moisture-focused — the sole exception being Rosy Rosa's "Powder Brush EX (Angled)." The April 2026 user survey found that approximately 43.3% of respondents now seek moisturizing benefits from makeup products as well — a sign that dryness concerns have expanded well beyond the skincare aisle.
Skincare timing is also evolving. About 39.9% of survey respondents said they are interested in skincare products that can be used over makeup — up 4.4 percentage points from a year prior. The desire to replenish moisture throughout the day, not just during morning and evening routines, is growing. The 4th-place overall winner, Anua's "PDRN Hyaluronic Acid Hydrating Mist," earned recognition precisely as a water mist that can be spritzed over makeup without causing it to break down.
In base makeup, the interest in skincare-infused formulas is expanding. The 8th-place overall winner, Givenchy's "Prisme Libre Care & Color Serum Primer," comes in a dropper-style bottle resembling a beauty serum — with reviewers noting "it's practically a serum rather than a primer." The product can be used both as a daytime primer and as the final step of an evening skincare routine, with hyaluronic acid as a shared key ingredient. A concealer in the same line also won in its category. Both products carry skincare ingredients, reflecting a preference for base makeup that feels like an extension of skincare.
The moisture-first mentality is also moving inward. The term "inner dryness" reached a five-year high in review frequency, while "water charge" (水分チャージ) — the idea of flooding skin with water from within — appeared 1.4 times as often as the prior year. The prevailing ideal is no longer just sealing in moisture with oils or creams; consumers increasingly want skin that is hydrated from the inside out.
(2) Category Awards Reflect Moisturizing Across Every Product Type
The moisturizing focus is visible throughout the 55 category awards as well. In the Best Toner category, KANEBO's "Kanebo Generating Essentials" attracted attention for its moisturizing ingredient inspired by "vernix caseosa" — the protective coating found on newborn skin. Best Lotion 1st place went to d program's "Moist Care Emulsion EX," from the same line as the Grand Prize winner. Previous years saw "offensive" ingredients — vitamin C, brightening serums — dominate these categories; this year, "defensive" moisturizing and barrier-focused products took the top spots.
The trend extends to hair care and body care. In the Best Hair Care category, THE ANSWER's "Complete Lamellar Milk" and plus eau's "Lipo Emulsion" — both moisture-intensive formulas — placed in the top rankings, with reviewers praising improvements in frizz and achieving a soft, smooth finish.
In the Best Beauty Goods category, Curel's "Overnight Fingertip-to-Tip Moisturizing Hand Care Mask" and "Overnight Heel-Softening Heel Care Mask" together claimed two of the top three spots — signaling that consumers want to protect not just their face but their entire body from dryness. The first half of 2026 marks a clear shift: dryness care has expanded from "something addressed with skincare" to "something addressed across every product category simultaneously."
Comment from an Award-Winning Brand
Kao Corporation
Cosmetics Business Division, Prestige Brand Business Group, Curel
Shingo Harada
"These products were launched in October last year as Curel's first body care products, designed to genuinely address serious dryness concerns on the hands and feet. From launch, we received a tremendous response: 'it seems gentle enough,' 'it looks like it would improve roughness and flakiness,' 'I've been waiting for something like this.' It confirmed just how many people struggle with year-round dryness on their hands and feet. As the cold deepened, we received more feedback from users who felt the dryness in their hands and heels: 'comfortable to use without stickiness,' 'can use a smartphone without any issues,' 'after just one use, my hardened heels were a little softer.' During January and February — the peak dryness period — sales reached 148% of plan for the hand care mask and 191% for the heel care mask. (January–February 2026 POS results)"
About the Award Methodology
The "@cosme Best Cosmetics Award 2026 First Half Best New Products" rankings are determined based on user reviews in combination with factors such as how much attention a product received.
- Eligible period: October 1, 2025 – March 31, 2026
- Eligible reviews: 128,800
- Eligible items: 4,334
- Products spanning multiple categories are assigned to their primary category based on product characteristics.
