What is “puchipura” anyway?
“Puchipura” is a Japanese word mainly used by teens or millennials that describes budget-friendly beauty products. Quality and affordability are important in one’s makeup repertoire to moderate their budgeting. In the United States, for example, “Puchipura” can be l’oréal paris, ulta.com, revlon, rimmel, maybelline, e.l.f, etc. They are all available at walgreens, cvs, target.com, walmart.com, and elsewhere that’s the reason why they are called drugstore beauty and makeup products.
Read more about drugstore products, Puchipura through our previous article from our beauty editor!
Keeping up with Beauty Trends with Puchipura Cosmetics
It costs an arm and leg (perhaps two) to purchase all these luxury brand cosmetics, not high-end. Which is why we include puchipura items to spice up our makeup routines!
Here, we would like to introduce 3 puchipura cosmetic brands which have long been around and have held trust from consumers in Japan.
Integrate is Shiseido’s puchipura cosmetic line you can purchase from most Japanese convenience stores(konbini in Japanese). In Japan, you can walk down a street and you’ll find a convenience store in every corner. Think about the frequency of finding a convenient store the same as finding a Starbucks in the United States.
This is because accessibility to trusted puchipura cosmetics matter for busy Japanese women. For example, you might need to touch up your makeup for an unplanned business meeting, or for an impromptu night out.
Dark rose packaging with heart-shaped motives are iconic and use minimal space in your purse. Most of the items come with small brushes and applicators or roll-up mechanics.
2. MAJOLICA MAJORCA
From the name, this puchipura brand sounds like a magic spell and also look like magical artifacts. Majolica Majorca is also owned by Shiseido.
Some people find that this branding resonates with luxury cosmetic brand, ANNA SUI. For instance, they both share collectable packaging filled with unique and playful inspirations. Many Majolica Majorca users love the aesthetic of the brand and their day long mascaras, eyeliners and glitter eyeshadows are famous and popular as one of the best drugstore makeup products (and easy to remove by using makeup remover for this drugstore mascara!). But it’s not just that, their products are also acknowledged for its full coverage, high pigmented eyeshadow and affordable price!
Every Japanese girl must be familiar with Canmake cosmetics. They are one of the most accessible cosmetic brand. Canmake is always the first puchipura brand to introduce trendy items with affordable prices.
You find yourself with a basket full of eyeshadows and lip tints and lip glosses (variety of lip colors and long-wearing). You pay as little as $70, which you could have ended up spending for just one eyeshadow palette of a luxury brand.
With J-beauty, we care to invest in more expensive products for our base makeup and skincare. (Like foundations, cleansers, etc) However, It’s a J-beauty secret to add puchipura items like Canmake to jazz up their makeup routines and makeup looks.
The “Perfect Stylist Eyes” eyeshadows palette (including matte one and a moist powder formulation with squalane; moisturizing ingredient or agent), “Mix eyebrow” palette (both are for eye makeups), and “Stay-on balm rouge” (contains beautifying and moisturizing agents and no ultraviolet absorbers; non-chemical formulation)are popular makeup items among girls in the late 20’s or early 30’s.
A huge number of diverse puchipura cosmetics exist in Japan and yet, not many have been introduced into the western market. Therefore, It’s time for high-tech J-beauty to be re-introduced to the western market with wide-ranged product options. Which means, more affordable and high quality J-beauty items for everyone!