Bright signs, colorful lanterns and crowded aisles surrounded me as I walked into MEGA Don Quijote in Shibuya.
After months of researching Japanese skincare products online, I was finally here. Products I had seen countless times on TikTok, YouTube and websites were finally right in front of me as shoppers moved through the aisles comparing products and filling their baskets to the brim.
It was hard to know where to look first. Cosmetics were one of the first things visible as I entered the store, but there were also souvenirs, Hello Kitty and Miffy products, snacks and countless other items. The store was very noisy and crowded, with people moving around, many carrying baskets filled to the brim.
Don Quijote is one of the most popular places to shop in Shibuya. Open 24 hours a day, the store attracts both tourists and locals looking for everything from cosmetics and souvenirs to snacks and household goods. Beauty enthusiasts travel from all over the world in search of Japanese skincare, which has developed a reputation for its high-quality ingredients, innovative formulations and affordable prices.
Japanese skincare has become increasingly popular internationally due to its focus on hydration, sun protection and healthy skin. Products such as facial cleansers, masks, serums and sunscreens have attracted people interested in improving their skin care routines. One skin care trend often associated with Japanese and Korean beauty is “glass skin,” a term used to describe skin that appears smooth, clear, even-toned and radiant.
Before arriving in Japan, I spent months researching some of the country’s most popular cosmetic products. Products such as the Keana Nadeshiko Rice Pack, Pair Acne Cream, Kose Make Keep Mist, Medicube products and the Fino Hair Mask frequently appeared in recommendations online. As I researched products and cosmetic stores before the trip, I started noticing just how many of these shops were located in Shibuya.
One of the biggest surprises was the size of the cosmetic section. I expected beauty products to be limited to a single floor because Don Quijote has a vast selection of products spread across many levels, but I quickly discovered that cosmetics occupied multiple floors.Walking onto the second floor, I found many of the same products along with new ones I had not seen. Many of the products I researched were easy to find because some of the popular items were displayed near the front of the cosmetics sections. Several products were labeled with “No. 1 products” or “top-selling”.
I ended up purchasing the Fino Hair Mask and the Keana Nadeshiko Rice Pack, two products that had appeared repeatedly when I was looking into products online. Finally seeing them in person after spending months viewing them on social media and websites was almost surreal. It was exciting to finally see and hold these products in person rather than through a screen or on television.
The atmosphere inside the store was quite chaotic. Large crowds filled the aisles, and you had to be quite patient moving through the store. The aisles felt narrow with the amount of people in them, and I frequently had to wait for space to open up before looking at products. Occasionally, shoppers bumped into one another while trying to browse. Despite this, the store itself was surprisingly organized.
One thing that surprised me was that I never felt overwhelmed while shopping. Stores like Ross and HomeGoods in the United States can sometimes be overstimulating because of how much merchandise there is, but Don Quijote felt different. I was so focused on looking at products and finding things I researched that I barely noticed the crowds. It was exciting to see everything and finally be there in person.
The prices were another surprise. Many items cost significantly less than similar products in the United States. I ended up spending much less than I expected, which was a pleasant surprise. Some of my purchases included the Moonlight Samurai fragrance, a cherry blossom perfume, the Fino hair mask and the Keana Nadeshiko Rice Pack. Considering how popular many of these products are, I expected them to be much more expensive.
Shopping in Shibuya felt very different from shopping in any large city in the United States. Before coming to Japan, I had never seen so many cosmetic stores and skincare products so concentrated in one place. It was easy to understand why cosmetic enthusiasts shop in Shibuya.
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