We Tried the 10 Best Japanese Whitening Serums in 2023 (Beauty Expert-Reviewed)

Ayura Laboratories' Ayura White Concentrate is a whitening serum composed of 91.6% naturally derived ingredients that provide brightening care while conditioning the skin.

It contains tranexamic acid as an active brightening ingredient, and has an excellent balance of brightening, moisturizing, and gentle ingredients. We saw an increase in average moisture content after two hours from application of +97%, which led to a high score on our moisturizing ability test, which was expected given its ingredients.

The thin gel permeates the skin as it spreads and feels great to use. We got a slight sense that it leaves a film, but this goes away as time passes. The aromatic herbal fragrance was popular among our testers for its pleasant scent, which helped boost its score in the feel test.

This whitening serum is perfect for those who seek to not only brighten their skin but also want something highly moisturizing and with a great feel.

Premier Anti-Aging's DUO The Medicated White Rescue is a whitening serum containing three active ingredients in a highly concentrated carbonated foam.

It features two brightening ingredients and one ingredient for preventing rough skin, earning high marks for its ingredients that offer different benefits. The serum also contains ceramides that helps moisturize the skin. In the moisturizing test, the product maintained an increase in moisture by 98% moisture even after two hours from application, demonstrating its high moisture retention ability.

This foam-type whitening serum was well-received for its feel as well, as it melts into the skin quickly and easily. However, the foam continues to come out even after you stop pressing the pump so it may take some practice to dispense it properly.

This whitening serum is perfect for those who want to brighten their skin as well as prevent rough skin.

Tokiwa Pharmaceutical Industry's Nameraka Honpo Medicinal Whitening Essence is a brightening serum that is formulated for brightening the skin as well as preventing acne.

Its moisturizing ability was highly impressive, increasing moisture levels on average by 94% even after two hours from application. This serum can hydrate incredibly dry skin to make it well hydrated and soft.

The composition of the ingredients is also noteworthy, containing not only active brightening ingredients like arbutin but also moisturizing ingredients like vitamin C derivatives. It also contains ingredients that prevent post-tanning roughness, which makes it perfect for the summer. The product spreads over the skin well, but the consistency didn't feel as moisturizing as it actually is.

However, with its excellent moisturizing ability and attractive ingredient composition, this whitening serum is best for the summer.

FUJIFILM’s Astalift White Essence is a serum that is formulated to provide hydration as well as to brighten the skin, thanks to its active ingredients.

The serum contains L-ascorbyl magnesium phosphate as an active brightening ingredient as well as Astaxanthin and Camellia Japonica extract for helping maintain healthy skin. In our moisturizing ability, we found this product increased moisture content by an average of 95%, demonstrating its high moisture retention. It is also very much gentle to the skin and has a great formulation.

The slightly thick liquid blends into the skin as it spreads, leaving the skin feeling soft and smooth. The pump can be pressed with a light push, making it easy to adjust the amount of product. Overall, we felt that this was a great product to use year-round since it doesn't leave a sticky residue.

ETVOS's Medicated Whitening Clear Serum is a whitening serum for sensitive skin that not only suppresses melanin production and prevents spots and freckles, but also addresses dullness caused by dry skin.

This serum uses tranexamic acid as its active ingredient, which is known to be gentle on the skin. Moreover, it also features other active ingredients that prevent rough skin and maintain healthy skin, as well as features ceramides, which are highly moisturizing. In the moisturizing ability test, we found average moisture levels increased by 81%.

For an emulsion-type serum, we felt that it had a pretty light consistency. Finally, this serum penetrates the skin well and feels moisturizing, but some testers said it left their skin feeling a bit too tight after using it.

Albion's EXIA AL Whitening Immaculate Essence MXC is a popular whitening product in Japan.

This essence contains kojic acid as an active ingredient, as well as vitamin C derivatives and mandarin orange extracts to provide nutrients and moisture to the skin. However, the iris root extract, which tightens up the skin, raised a few concerns as it might irritate sensitive skin.

The milky consistency of the product provides good penetration and a hydrating feel, but some testers said that it left a sticky residue. Another major drawback was that the product comes in a small container and it was hard to get out all the liquid even after shaking the bottle vigorously.

Minon Amino Moist Medicinal Mild Whitening from Daiichi Sankyo Healthcare is a whitening serum that aims to protect sensitive skin from environmental stressors and prevent rough skin while offering brightening properties.

It contains L-ascorbic acid 2-glucoside as an active whitening ingredient and glycyrrhizic acid 2K for preventing rough skin. The abundant formulation of amino acids and pseudo-ceramides is also a big plus, and it increased moisture levels amongst our testers by an average of 79%.

Our testers were fond of how you can get just the right amount for one push from the pump container. The gel-like consistency is easy to apply and leaves the surface of the skin smooth and silky. The consistency works best for those who prefer a light feel, so those who prefer a heavier, more moist feel may find it a little unsatisfying.

FUJIFILM’s Astalift White Jelly Aquarista is a whitening serum that suppresses melanin production and prevents spots and freckles while treating dullness caused by dry skin.

In addition to the whitening ingredient arbutin, the product is formulated with astaxanthin, which offers great anti-aging abilities. The serum also contains highly moisturizing nano ceramides, increasing the average moisture content among our testers by 73% in the moisturizing ability test.

Taking out the product with a spatula isn't really convenient, making it less than ideal for those who want to quickly get through their daily skincare routine. Additionally, its unique, jelly-like texture requires it to be gently and slowly massaged in, but it offers a fantastically moist feel.

Shiseido's HAKU Melano Focus Z is a popular whitening serum that has won numerous cosmetic awards in Japan.

This product features whitening ingredients like Shiseido's proprietary 4-methoxysalicylic acid potassium salt (4MSK), tranexamic acid, and three plant extracts known as Z-cut composites that also make the skin appear brighter thanks to their hydrating properties. 

Among all the products tested for this article, this serum boasted the highest moisturizing ability, significantly increasing moisture content, as well as maintaining those high moisture levels for up to 2 hours.

The thick consistency of the product melts with your body heat and slowly blends into the skin. Some reviewers were concerned about the stickiness of the product, but others said it was refreshing and light for a cream. The formula being able to highly penetrate into the skin is also another plus.

Sunstar's EQUITANCE White Essence is a whitening serum formulated with the brand's proprietary active ingredient, linoleic acid S.

This serum, which is more of a cream, also contains tranexamic acid and dipotassium glycyrrhizate to suppress melanin production and prevent freckles and hyperpigmentation. But unfortunately, the serum performed mediocrely in the moisturizing ability test.

The consistency of the product changes from a moderately firm cream to refreshingly watery when massaged into the skin, penetrating the skin easily. It is also easy to apply, leaving almost no stickiness.