Are You Buying the Wrong Shampoo in Japan?

If you’ve just started living in Japan, walking into a supermarket or drugstore can feel a bit overwhelming — especially when you’re standing in front of the shampoo aisle.

Most of the labels are in Japanese, and the shelves are lined with brands you’ve never seen before. You might find yourself asking, “Which one should I buy?” Honestly, if I were in a foreign country facing a wall of unfamiliar shampoos, I’d probably spend an hour just deciding which one to pick.

Even after you finally grab one that looks promising, there’s still that nagging question in your head: “Do Japanese people actually use this shampoo?” Maybe you chose it because the packaging looked cute, but it turns out it’s something typically used by kids — or the opposite, a product favored by seniors. (And to be honest, sometimes those turn out to be surprisingly great! 😄)

In this article, we’re introducing 12 shampoos that are actually used by Japanese people in their everyday lives — all of which you can easily find at local supermarkets and drugstores.

We’re not talking about trendy or influencer-hyped products. These are the go-to, everyday shampoos that are truly common in Japan — the kind people pick up without even thinking twice. That’s exactly why you can feel confident choosing from this list.

What Are Japanese Shampoos Like?

Shampoos sold in Japan tend to have a few distinct characteristics:

  • A wide variety of scents — floral, fruity, and more
  • Gentle formulas using amino acids or plant-based ingredients
  • Multi-functional types that focus on specific needs like repair, hydration, or frizz control
  • Refillable packaging is common, making them easy to continue using long-term

Thanks to these qualities, it’s hard to go completely wrong with Japanese shampoos — most of them are well-made and reliable. Still, there’s a certain peace of mind that comes with choosing the ones you know people in Japan actually use every day.

[Definitive Guide] 12 Everyday Shampoos Japanese People Actually Use

The following is a list of well-known shampoos that are widely available in Japan — from supermarkets and drugstores to Amazon. Some might be slightly lesser-known internationally, but if you ask anyone in Japan, they’ll almost certainly recognize these brands.

We’ve kept the list focused strictly on everyday staples. Ingredients are briefly included based on AI suggestions, just as a bonus. You’ll also see a suggested equivalent product from the U.S. for comparison — again, provided by AI. It might not be 100% accurate (some may not even exist 😅), so please take that part with a grain of salt!

1. YOLU Relax Night Repair Shampoo

  • Price: ~1,540 yen (475ml)
  • Main Ingredients: Amino acid-based surfactants, ceramides, hyaluronic acid
  • Recommended Hair Type: Dry, frizzy hair
  • Fragrance: Pear & geranium (floral scent)
  • Pros: Night care formula reduces friction damage while sleeping, helps hair stay manageable in the morning
  • Cons: May feel heavy for fine hair
  • Main Demographic: Women in their 30s
  • Similar U.S. Product: Aveeno Scalp Soothing Oat Milk Shampoo

2. &honey Deep Moist Shampoo 1.0

  • Price: ~1,540 yen (440ml)
  • Main Ingredients: Honey, argan oil, royal jelly
  • Recommended Hair Type: Dry, brittle hair
  • Fragrance: Rich, sweet honey scent
  • Pros: High moisture retention, leaves hair deeply hydrated
  • Cons: Strong sweetness in the scent may not be for everyone
  • Main Demographic: Late teens to early 20s women
  • Similar U.S. Product: OGX Hydrating + Macadamia Oil Shampoo

3. BOTANIST Botanical Shampoo Moist

  • Price: ~1,540 yen (490ml)
  • Main Ingredients: Amino acid-based surfactants, apricot extract, jasmine
  • Recommended Hair Type: Dry, frizzy hair
  • Fragrance: Apricot & jasmine (fruity floral)
  • Pros: Plant-based formula, gentle on hair, adds moisture
  • Cons: Fragrance doesn’t last very long
  • Main Demographic: Women in their 20s
  • Similar U.S. Product: Herbal Essences Bio:Renew Argan Oil of Morocco

4. Pantene Miracles Sulfate-Free & Gentle Repair Shampoo

  • Price: ~1,090–1,540 yen (440g)
  • Main Ingredients: Camellia oil, Pro-Vitamin, sulfate-free formula
  • Recommended Hair Type: Damaged hair, dry or brittle hair
  • Fragrance: Elegant white musk scent
  • Pros: Sulfate-free formula provides a gentle cleanse while deeply repairing and moisturizing the hair
  • Cons: May feel a bit heavy for fine hair due to the intense moisture
  • Main Demographic: Women in their 40s
  • Similar U.S. Product: Pantene Miracle Moisture Boost with Rose Water (U.S. version of the Miracles line)

5. LUX Super Rich Shine Damage Repair

  • Price: ~800–900 yen (400g)
  • Main Ingredients: Hydrolyzed keratin, argan oil
  • Recommended Hair Type: Damaged, color-treated, or permed hair
  • Fragrance: Fresh-picked fruit & water blossom
  • Pros: Adds shine while repairing damage
  • Cons: Fragrance is strong
  • Main Demographic: Women in their 30s
  • Similar U.S. Product: Dove Nutritive Solutions Daily Moisture Shampoo

6. Ichikami The Premium Silky Smooth Shampoo

  • Price: ~900–1,100 yen (480ml)
  • Main Ingredients: Japanese herbal extracts, rice bran oil, sakura blossom extract
  • Recommended Hair Type: Dry, damaged hair
  • Fragrance: Clear lemon blossom and sakura scent
  • Pros: Smooth finish with traditional Japanese botanical care
  • Cons: Scent is unique and may not suit all tastes
  • Main Demographic: Women in their 40s
  • Similar U.S. Product: TRESemmé Botanique Nourish & Replenish Shampoo

7. ma & me Latte Shampoo

  • Price: ~1,000 yen (490ml)
  • Main Ingredients: Milk protein, lactoferrin
  • Recommended Hair Type: Sensitive scalp, suitable for parents and children
  • Fragrance: Soft, milky scent
  • Pros: Gentle, low-irritation formula that’s safe for the whole family
  • Cons: Mild cleansing power may not suit those who prefer a deep clean
  • Main Demographic: Women in their 30s (especially moms)
  • Similar U.S. Product: The Honest Company Sweet Orange Vanilla Shampoo

8. Diane Bonheur Damage Repair Shampoo

  • Price: ~1,800–2,000 yen (500ml)
  • Main Ingredients: Organic argan oil, shea butter
  • Recommended Hair Type: Dry or damaged hair, dull hair lacking shine
  • Fragrance: Rich floral scent
  • Pros: Balances organic care with strong repair power; luxurious scent
  • Cons: Higher price point
  • Main Demographic: Women in their 30s
  • Similar U.S. Product: Love Beauty and Planet Argan Oil & Lavender Shampoo

9. Melt Moist Shampoo by Kao

  • Price: ~1,760 yen (480ml)
  • Main Ingredients: Amino acid-based surfactants, lactic acid sodium (Lactate Na), hydrogenated castor oil
  • Recommended Hair Type: Dry or damaged hair
  • Fragrance: Geranium & lily of the valley
  • Pros: Repairs hair both inside and out, leaves hair sleek and shiny
  • Cons: Can feel heavy; not ideal for those needing volume
  • Main Demographic: Women in their 30s
  • Similar U.S. Product: L’Oréal Paris Elvive Total Repair 5 Shampoo

10. SWEEMIE Volume Boost Shampoo

  • Price: ~1,540 yen (450ml)
  • Main Ingredients: Hydrolyzed keratin, PPT, amino acid-based surfactants
  • Recommended Hair Type: Fine hair, hair lacking volume
  • Fragrance: Light floral scent
  • Pros: Adds lift at the roots while keeping ends moisturized
  • Cons: May not be moisturizing enough for those who prefer richer formulas
  • Main Demographic: Women in their 20s
  • Similar U.S. Product: Not Your Mother’s Plump for Joy Volumizing Shampoo

11. TSUBAKI Premium Moist Shampoo (by Shiseido)

  • Price: ~1,200–1,500 yen (490ml)
  • Main Ingredients: Camellia oil, royal jelly, hyaluronic acid
  • Recommended Hair Type: Dry, dull hair in need of moisture and shine
  • Fragrance: Elegant floral scent
  • Pros: Deep moisture and glossy finish; long-trusted brand
  • Cons: Scent can be strong and long-lasting
  • Main Demographic: Women in their 40s
  • Similar U.S. Product: L’Oréal Paris EverPure Moisture Shampoo

12. Essential Smart Repair Shampoo (by Kao)

  • Price: ~800–1,000 yen (480ml)
  • Main Ingredients: Sodium laureth sulfate, dimethicone, treatment oils
  • Recommended Hair Type: Tangled, wavy, or frizzy hair prone to bedhead
  • Fragrance: Sweet floral
  • Pros: Budget-friendly, time-saving, leaves hair smooth and tangle-free
  • Cons: May be too harsh for dry or sensitive scalps
  • Main Demographic: Women in their 30s
  • Similar U.S. Product: Suave Professionals Sleek & Smooth Shampoo

Conclusion: Everyday Shampoos Used by Japanese People Can Be a Reliable Starting Point

All 12 shampoos introduced here are widely used by people in Japan — the kind of go-to products you’ll find in any local supermarket or drugstore. They’re not trendy or niche brands, but rather reliable staples that have already earned their place in everyday routines.

Whether you’re unsure where to start or just curious about what’s commonly used in Japan, this list is meant to give you a helpful reference. If you ever find yourself standing in front of the shampoo aisle wondering what to pick, feel free to come back to this guide!

Note:Please note that this article was translated from Japanese.
We’ve done our best to ensure clarity, but we appreciate your understanding if anything feels slightly off in English.