Qoo10 Japan to Hold First 'Beauty Awards'... K-Beauty Craze Continues in Japan

137 Award-Winning Products That Captured Attention in Japan Over the Past Year
Categories Include Skincare, Makeup, and More
K-Beauty Brands Expected to Win Big

On December 5, eBay Japan, the e-commerce company operating the online open market Qoo10 Japan, announced that it will hold the "Qoo10 Japan Mega Beauty Awards 2025" in Tokyo, Japan on December 8.

The "Qoo10 Japan Mega Beauty Awards," being held for the first time this year, is an event that selects beauty products that have made a significant impact in Japan over the past year, including K-beauty. The awards ceremony will be broadcast live in Japan through Qoo10 LIVE, and the winning products will be showcased on a special feature page within Qoo10 Japan starting December 9, the day after the ceremony.

E-commerce company eBay Japan's online open market Qoo10 Japan announced on the 5th that it will hold the "Qoo10 Japan Mega Beauty Awards 2025" in Tokyo, Japan, on the 8th. Photo by eBay Japan

This event is notable for selecting award-winning products based on the results of votes cast directly by Japanese Millennials & Gen Z consumers. In fact, more than 540,000 consumers participated in the voting, which was held for 14 days starting October 1. In addition, the selection process also takes into account Qoo10 Japan sales performance and evaluations from external experts such as hair and makeup artists and beauty creators.

The inaugural event, themed "Glow Up," will present awards to 137 products across categories including Grand Prize (10 products), Category Awards (93 products), and Special Awards (34 products). Awards will be given in a wide range of categories such as skincare, base makeup, point makeup, makeup tools, UV care, diet and correction, body, hand and foot care, hair, and fragrance. K-beauty brands are expected to win a significant number of awards in the major categories.

eBay Japan is focusing on its role as a growth partner for the K-beauty industry. After presenting a blueprint for fostering K-beauty at the "K-Beauty Mega Conference" in March, it launched the "Mega Debut" program to support emerging K-beauty brands. The company has also continued to introduce customized programs for K-products, such as the "Kan-Dash" delivery service, which ensures products shipped from Korea arrive to customers in Japan within three to five days. In October, eBay Japan hosted the large-scale offline beauty festival "Mega Cosme Land 2025" at Ariake Gymnastics Centre in Tokyo, featuring 51 K-beauty brands, further expanding the K-beauty ecosystem.

Kim Jaedon, Chief Marketing Officer of eBay Japan, stated, "This Mega Beauty Awards is especially meaningful because it selected the most impactful beauty products and brands of the past year, based on actual sales data, the real voices of Japanese consumers, and expert opinions. In particular, we expect K-beauty to show strong performance, and we plan to continue introducing K-beauty brands and products to Japanese consumers through a variety of online and offline channels, expanding points of contact."