Hada Labo Japan: ¥700–1,500 & Where to Buy in Tokyo

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Hada Labo Gokujyun Premium Lotion (gold bottle, 170ml) costs ¥1,100 (≈$7) in Japan — the price we observed at the Tsuruha, Create SD and Drug Seims online shops on 6 October 2026. Buy it at any big drugstore such as Don Quijote or Matsumoto Kiyoshi; shelf prices vary by branch. It's Japan's #1 selling skincare brand, powered by multiple types of hyaluronic acid.

Hada Labo (肌ラボ) is made by Rohto Pharmaceutical, one of Japan's largest pharma companies. Since launching in 2004, the Gokujyun Hyaluronic Acid Lotion has been Japan's best-selling facial toner for over 20 consecutive years — one bottle sells every 2 seconds in Japan. The products are fragrance-free, alcohol-free, oil-free, and formulated with minimal ingredients. This guide covers every product line, real prices, where to buy, how to build a complete routine, and which Hada Labo to choose for your skin type.

Shopping on or after November 1, 2026? Japan’s tax-free system changes: you pay the full price including consumption tax, and normally get the tax back only after a customs check when you leave Japan, done before you check in your suitcase. If one item from a tax-free receipt is missing at that check, the whole receipt loses its refund. How the new refund system works →

If you've done any research into Japanese beauty products, you've seen Hada Labo everywhere. It's not hype — it's the real thing. The brand's philosophy is radical simplicity: minimal ingredients, maximum hydration, no fragrance, no unnecessary additives. Every product is built around hyaluronic acid, the molecule that holds 1,000 times its weight in water. Hada Labo's core lotions cost under $10 at Japanese drugstores (¥900–1,100 for a 170ml bottle, observed 6 October 2026).

1. Why Hada Labo Is Japan's #1 Skincare Brand

Hada Labo's dominance comes down to three things: pharmaceutical-grade formulation, extreme affordability, and a philosophy of "nothing your skin doesn't need." The brand is developed by Rohto Pharmaceutical — the same company behind Melano CC, Skin Aqua sunscreen, and dozens of OTC medicines. This matters because Rohto brings drug-development rigor to skincare: every ingredient is justified, every formula is stability-tested, and every product passes the same quality controls as their pharmaceuticals.

What Makes Hada Labo Different

Principle	What It Means	Why It Matters
Multi-weight HA	Uses 4–8 types of hyaluronic acid per product	Different molecular sizes hydrate different skin layers — surface to deep dermal
Minimal formulas	10–25 ingredients vs 30–50 in Western equivalents	Fewer irritants, lower allergy risk, better for sensitive skin
Fragrance-free	Zero fragrance in all core lines	Fragrance is the #1 cause of skincare irritation — Hada Labo eliminates it entirely
Pharmaceutical QC	Rohto pharma-grade manufacturing	Same production standards as OTC drugs, not just cosmetics
pH-optimized	Formulated at skin-compatible pH 5.0–5.5	Doesn't disrupt skin barrier — works with your skin, not against it

The Bottom Line: Hada Labo is what happens when a pharmaceutical company decides to make skincare. The result is products that are simpler, cheaper, and often more effective than luxury alternatives. The Gokujyun Premium Lotion delivers hydration that competes with far pricier serums — for ¥1,100 (≈$7) in Japan. That's not a marketing claim. That's why it sells one bottle every 2 seconds.

Clear hydrating lotion pools in a palm beside an unbranded bottle.

2. All Hada Labo Product Lines Explained

Hada Labo has six main product lines, each designed for a specific skin concern. Understanding which line does what is the key to building the right routine. The color-coded packaging makes it easy once you know the system.

Hada Labo Product Lines — October 2026

Line	Color	Key Ingredient	Best For	Lotion 170ml (Oct 2026)
Gokujyun	White + Blue	4 types hyaluronic acid	Basic hydration, all skin types	¥900–902
Gokujyun Premium	Gold	8 types hyaluronic acid	Deep hydration, dry skin	¥1,100
Shirojyun	White + Light Blue	Tranexamic acid + allantoin	Brightening, uneven tone	¥900–902
Shirojyun Premium	Purple	Tranexamic acid	Dark spots, hyperpigmentation	¥1,100
Gokujyun Aging Care (Medicated Hari)	Red + Gold	Niacinamide + 3 types HA	Fine lines, firmness	¥1,220–1,221
Medicated Gokujyun	Green	Anti-inflammatory + HA	Acne, oily skin	¥1,023–1,025

Each line includes a cleanser, lotion (toner), emulsion (light moisturizer), and cream. Some lines also offer serums, masks, and all-in-one gels. You don't need to buy the full range — most people start with the lotion from whichever line matches their primary concern. If you're interested in how Hada Labo fits into a broader Japanese skincare routine, see our dedicated guide.

Color Code Cheat Sheet: Gold = maximum hydration. Blue = everyday hydration. Purple = brightening. Red = anti-aging. Green = acne/oil control. If you remember nothing else, remember the gold bottle (Gokujyun Premium Lotion) — it's the one product that works for virtually everyone and the one most tourists should buy first.

3. Which Hada Labo Should You Buy?

★

Gokujyun Premium Lotion (Gold Bottle) — Buy This One

肌ラボ極潤プレミアムヒアルロン液

¥1,100 (170ml) · observed 6 Oct 2026

The one everyone should start with. Contains 8 types of hyaluronic acid including nano-HA that penetrates deep into skin layers and super HA that locks moisture on the surface. The texture is thicker than the original — almost serum-like — but absorbs cleanly without stickiness. Apply 2–3 drops to damp skin after cleansing. One bottle lasts 2–3 months with daily use. This is the product that made Hada Labo a global phenomenon and the one dermatologists recommend most often. Buy 2–3 bottles.

❤

Gokujyun Foaming Face Wash — Best Cleanser

肌ラボ極潤ヒアルロン泡洗顔

¥655–800 (160ml) · observed 6 Oct 2026

A pump-type foaming cleanser that dispenses pre-foamed — no need to lather. Contains 3 types of hyaluronic acid so your skin stays hydrated even after cleansing, unlike most face washes that strip moisture. The foam is dense but gentle, effective at removing Anessa sunscreen and light makeup without double cleansing. Fragrance-free, colorant-free. The pump mechanism makes it hygienic and convenient for travel. Excellent for all skin types including sensitive.

Gokujyun Perfect Gel — All-in-One Moisturizer

肌ラボ極潤パーフェクトゲル

¥1,537–1,617 (100g) · observed 6 Oct 2026

A 5-in-1 gel that replaces toner, serum, emulsion, cream, and face mask. Contains 5 types of hyaluronic acid plus squalane. The gel texture is lightweight but surprisingly moisturizing — absorbs quickly without the heavy, greasy feel of Western moisturizers. Perfect for travelers who want a simple one-step routine, humid climates, or anyone who hates layering. Also available in UV (SPF50+), whitening, and anti-aging variants.

♡

Shirojyun Premium Whitening Lotion — For Dark Spots

肌ラボ白潤プレミアム薬用浸透美白化粧水

¥1,100 (170ml) · observed 6 Oct 2026

Contains tranexamic acid — a dermatologist-grade brightening ingredient that inhibits melanin production. "Whitening" in Japanese skincare means "brightening/evening skin tone," not bleaching. Effective for post-inflammatory hyperpigmentation (acne marks), sun spots, and uneven skin tone. For more intensive treatment, see our guide to professional skin treatments in Japan. Also contains hyaluronic acid for hydration. Apply to damp skin like the Gokujyun lotion. Results visible in 4–8 weeks of consistent use. The purple bottle is the premium version — worth the small price difference over the basic Shirojyun.

4. Real Prices in Japan (October 2026)

Hada Labo — Japan Drugstore Prices (tax included)

Product	Size	Japan Price	≈ USD ($1 = ¥158)	Observed at (6 Oct 2026)
Gokujyun Lotion (original)	170ml	¥900–902	$5.70–5.71	Tsuruha, Create SD & Drug Seims online
Gokujyun Premium Lotion	170ml	¥1,100	$6.96	Tsuruha, Create SD & Drug Seims online
Gokujyun Foaming Wash	160ml	¥655–800	$4.15–5.06	Tsuruha & Drug Seims online
Gokujyun Perfect Gel	100g	¥1,537–1,617	$9.73–10.23	Create SD (sale price to 7 Nov), Tsuruha & Drug Seims online
Gokujyun Premium Cream	50g	¥1,690–1,694	$10.70–10.72	Tsuruha, Create SD & Drug Seims online
Shirojyun Premium Lotion	170ml	¥1,100	$6.96	Tsuruha, Create SD & Drug Seims online
Gokujyun Oil Cleanser	200ml	Not in Rohto’s current line-up	—	Not listed on Rohto’s Hada Labo site
Aging Care Lotion (Gokujyun Medicated Hari)	170ml	¥1,220–1,221	$7.72–7.73	Tsuruha & Drug Seims online
Gokujyun 3D Perfect Mask	30 sheets	¥806–997	$5.10–6.31	Yodobashi.com (via kakaku.com) & Drug Seims online
Refill packs (Gokujyun / Premium lotion)	170ml	¥780–781 / ¥978–979	$4.94 / $6.19–6.20	Tsuruha, Create SD & Drug Seims online

Stock-Up Math: A full 3-product routine (Foaming Wash + Premium Lotion + Perfect Gel) costs ¥3,292–3,517 (≈$21–22) at the prices we observed on 6 October 2026. Prices for imported Hada Labo abroad vary widely by seller, so check them before you count your savings. Tax-free needs ¥5,000 or more before tax (¥5,500 including tax) in one store on the same day, which two sets clear. Until 31 October 2026 the 10% consumption tax comes off at the till; from 1 November 2026 you pay the full price and the tax is refunded after the customs check when you leave Japan.

5. Where to Buy for the Best Deal

Where to Buy Hada Labo in Japan

Store	Price Level	Tax-Free?	Notes
Don Quijote	Varies by store	Yes	Check the app for current coupons. Chaotic shelves; prices vary by branch.
Matsumoto Kiyoshi	Varies by store	Yes	Well-organized, easy to find. Point card available. Best overall shopping experience.
Sundrug / Welcia	Varies by store	Yes	Less tourist-focused but well-stocked.
Ainz & Tulpe	Varies by store	Yes	Station locations. Curated selection.
LOFT / Tokyu Hands	Varies by store	Yes	Lifestyle stores. Full lineup, premium feel.
Convenience stores	Varies by store	No	Travel-size only. 7-Eleven has a limited Hada Labo selection. Emergency purchases only.
Airport duty-free	Varies by store	Included	Limited selection. Compare with city drugstore prices first.

The optimal strategy: Matsumoto Kiyoshi for the shopping experience and full product range, or Don Quijote if you are buying many brands in one stop. Shelf prices vary by branch, so compare price tags. Both offer tax-free for foreign passport holders spending ¥5,000 or more (before tax) at a single store on the same day: until 31 October 2026 the 10% consumption tax is taken off at the till; from 1 November 2026 you pay it and get it refunded after the customs check when you leave Japan (how the refund system works). Download the Don Quijote app or Matsumoto Kiyoshi app before your trip — they often have digital coupons. For more tips on navigating Japanese stores as a foreigner, see our payment guide and communication tips.

Buy Refill Packs: Hada Labo sells refill pouches (詰替え / tsumekae) for every lotion at about ¥120 less than the bottle (Gokujyun ¥780–781 vs ¥900–902; Premium ¥978–979 vs ¥1,100, observed 6 October 2026). If you're buying multiple bottles of the same product, buy one bottle and the rest as refills. The 170ml refill for the Gokujyun Premium Lotion is ¥978–979 — about $6.20 for a 2-month supply of the world's most popular hydrating toner.

Unbranded skincare products are arranged in morning and evening routine rows.

6. How to Build a Full Hada Labo Routine

The key rule with Hada Labo: always apply to damp skin. Hyaluronic acid pulls moisture from the environment into your skin — but if your skin is dry and the air is dry, it can pull moisture out of your skin instead. Damp skin ensures the HA has water to work with. This principle applies whether you're doing a full professional treatment follow-up routine or a simple daily regimen.

Morning Routine — Full Hada Labo

Step	Product	How
1. Cleanse	Gokujyun Foaming Wash	2–3 pumps, massage 30 seconds, rinse with lukewarm water
2. Tone	Gokujyun Premium Lotion	2–3 drops on damp skin, pat gently — do NOT rub
3. Moisturize	Gokujyun Perfect Gel	Pea-sized amount, press into skin
4. Sunscreen	Anessa / Biore / Skin Aqua	¥100-coin amount, wait 10 min before makeup

Evening Routine — Full Hada Labo

Step	Product	How
1. Oil Cleanse	Any oil cleanser (Hada Labo’s Gokujyun Oil Cleanser is not in Rohto’s current line-up)	Massage dry face 1 min to dissolve sunscreen/makeup, rinse
2. Wash	Gokujyun Foaming Wash	Second cleanse to remove residue
3. Tone	Gokujyun Premium Lotion	2–3 layers if skin is very dry (7-skin method works with this product)
4. Treat	Shirojyun Premium (optional)	If targeting dark spots — layer under cream
5. Cream	Gokujyun Premium Cream	Seal in moisture — heavier than gel, best for PM
6. Mask (weekly)	Gokujyun Face Mask	After lotion, 10–15 min, 1–2 times per week

The 3-Second Rule: Japanese skincare experts recommend applying your Hada Labo lotion within 3 seconds of patting your face dry after washing. The slightly damp skin provides the ideal moisture base for hyaluronic acid to pull in and lock down. If you wait too long and your skin dries completely, mist with water or a facial spray before applying.

7. Hada Labo vs Competitors

Hydrating Toner Comparison

Factor	Hada Labo Premium	Kikumasamune	Naturie Hatomugi	SK-II Essence
Price (Japan, Oct 2026)	¥1,100	¥748–932	¥597–698	¥29,150 (department-store price)
Size	170ml	500ml	500ml	230ml
Key ingredient	8x hyaluronic acid	Sake ceramides	Job's tears extract	Pitera (galactomyces)
Hydration	★★★★★	★★★★	★★★	★★★★
Texture	Thick, serum-like	Watery, thin	Very watery	Watery, silky
Fragrance	None	Sake scent	None	Subtle fermented
Best for	Deep hydration, all types	Budget bulk hydration	Oily skin, light hydration	Anti-aging radiance

The Verdict: Hada Labo Premium offers the best hydration-per-yen ratio. Kikumasamune is the budget king — 500ml for under ¥1,000 (¥748–932 in October 2026) is insane value if you don't mind the sake scent. Naturie is the lightest option for oily skin. SK-II is luxurious but costs about 20x as much per ml for incremental improvement. For most visitors, buy Hada Labo Premium as your primary and Kikumasamune as a body toner. See our complete J-Beauty guide for more comparisons.

8. Useful Japanese Phrases for Shopping

肌ラボはどこですか？

Hada Labo wa doko desu ka?

Where is Hada Labo?

極潤プレミアムをください

Gokujyun Premium wo kudasai

I'd like the Gokujyun Premium, please

詰替えはありますか？

Tsumekae wa arimasu ka?

Do you have the refill pack?

免税できますか？

Menzei dekimasu ka?

Can I get tax-free?

敏感肌用はどれですか？

Binkan hada you wa dore desu ka?

Which one is for sensitive skin?

9. Hydration from a Bottle vs Hydration from a Clinic

Hada Labo’s hyaluronic acid holds water on the surface of the skin, which is why it feels so good. It cannot add hydration to the deeper layers, and it will not change fine lines caused by dryness over the longer term. Two clinic treatments do that, and both fit into a single visit in Tokyo.

Surface hydration vs clinic hydration

Your concern	Clinic option & Tokyo price per session	Downtime
Tight, dehydrated skin Product: Hydrates the surface for the day	HydraFacial ¥15,000–45,000	None — makeup the same day Sessions: 1 (glow lasts days, not months)
Fine dryness lines, crepey texture Product: Temporary plumping only	Skin booster (Rejuran, Profhilo) ¥30,000–80,000	Small bumps for 1–2 days (Rejuran); little with Profhilo Sessions: 1 gives a start; 2–3 is typical
Dullness that lotion doesn’t fix Product: Improves feel, less so tone	HydraFacial ¥15,000–45,000	None — makeup the same day Sessions: 1 (glow lasts days, not months)

Prices are planning ranges from our March 2026 survey of Tokyo clinics, not quotes. A doctor decides whether a treatment suits your skin, and results vary from person to person.

Fitting it into your trip: Ginza, Shinjuku and Omotesando have big drugstores and English-friendly skin clinics within walking distance of each other (see English-speaking skin clinics in Tokyo). Book 2–3 days ahead, keep laser or IPL for the first half of your trip rather than the day before a beach or ski day, and ask the clinic to confirm the total price, including consultation fees, before treatment.

Tell us your skin concern and travel dates → We reply in English within 24 hours with clinic options and real prices. Free.

10. Frequently Asked Questions

How much does Hada Labo cost in Japan?

The Hada Labo products in this guide cost ¥655–1,694 (≈$4–11 at $1 = ¥158) at Japanese drugstore chains, based on online prices we observed at Tsuruha, Create SD and Drug Seims on 6 October 2026. The flagship Gokujyun Premium Lotion (170ml) costs ¥1,100; the original Gokujyun Lotion is ¥900–902. Prices for imported bottles abroad vary by seller, so compare before you buy. Tax-free shopping gets the 10% consumption tax back once you spend ¥5,000 or more before tax (¥5,500 including tax) in one store on the same day: until 31 October 2026 it is taken off at the till, and from 1 November 2026 it is refunded after a customs check when you leave Japan. Five Premium Lotions (¥5,500) reach the minimum.

Which Hada Labo should I buy first?

The Gokujyun Premium Lotion (gold bottle, 170ml). It works for every skin type, contains 8 types of hyaluronic acid, and costs ¥1,100. Apply to damp skin after cleansing. If you want a complete starter set, add the Gokujyun Foaming Wash (¥655–800) and Gokujyun Perfect Gel (¥1,537–1,617) — three products for ¥3,292–3,517 (prices observed 6 October 2026) that cover cleansing, hydration, and moisturizing.

What's the difference between Gokujyun and Gokujyun Premium?

The original Gokujyun (white bottle, blue label) has 4 types of hyaluronic acid with a lightweight, watery texture. The Premium (gold bottle) has 8 types of hyaluronic acid with a thicker, serum-like texture. The Premium provides deeper, longer-lasting hydration. Price difference is only about ¥200 (¥900–902 vs ¥1,100 in October 2026). For most people, the Premium is the better buy. The original is preferred for very oily skin or hot, humid conditions where the lighter texture feels more comfortable.

Is Hada Labo good for acne-prone skin?

Yes. All Gokujyun products are fragrance-free, oil-free, alcohol-free, and non-comedogenic. Hyaluronic acid is a humectant, not an oil — it hydrates without clogging pores. For active acne, the Medicated Gokujyun line (green packaging) contains anti-inflammatory ingredients. For post-acne marks, the Shirojyun Premium line with tranexamic acid helps fade dark spots. Avoid the Premium Cream (it's rich) — use the Perfect Gel instead for a lighter finish.

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About this guide: Product prices were rechecked on 6 October 2026 from the online shops of Japanese drugstore chains (Tsuruha, Create SD, Drug Seims) and kakaku.com listings. All yen prices include 10% consumption tax. Hada Labo is sold at open price (オープン価格, no manufacturer’s list price), so in-store prices vary by branch and week. Dollar figures use $1 = ¥158 (open.er-api.com, 6 October 2026). Product names, sizes and ingredients checked against Rohto Pharmaceutical’s official Hada Labo site. This is an independent guide — we are not affiliated with Rohto, Hada Labo, or any retailer mentioned.

Sources (accessed 6 Oct 2026): Rohto Pharmaceutical, 肌ラボ product line-up (product names, sizes, ingredients); Tsuruha online shop; Create SD online shop; Drug Seims (Fuji Yakuhin) online shop; kakaku.com price comparisons for Yodobashi.com prices (3D Perfect Mask, Kikumasamune, Naturie); DEPACO (Daimaru Matsuzakaya) and @cosme Shopping for SK-II; JNTO: Japan’s new tax-free shopping system; exchange rate from open.er-api.com.