Cosmetics Trademarks in Japan: Class 3, Related Classes and Common Refusals (2026)

"Which class do we need for our skincare line in Japan?" "Our brand includes the word AQUA — is that a problem?" "Do we need a katakana version for Japanese customers?"

Cosmetics and skincare are among the most active categories for overseas brands entering Japan — Korean, Chinese, Taiwanese, Southeast Asian, European and American brands sell through Amazon.co.jp, Rakuten, Qoo10, social commerce and Japanese distributors. Cosmetics is also a crowded class in Japan, with many registered marks and many brand names built from the same descriptive words. Filing without a plan often leads to refusals or a registration that does not cover what you actually sell.

In this article, Japanese Patent Attorney Toru Kano of BrandAgent explains which classes cosmetics brands need in Japan, how goods are described in Japanese, the refusals we see most often, and how to handle katakana and brand variants.

Foreign applicants file through a Japanese patent attorney

A company or individual without a domicile or business office in Japan must file a Japanese trademark application, and handle later procedures, through a representative in Japan — in practice a Japanese patent attorney (Benrishi). You do not need a Japanese subsidiary. We communicate in English and Chinese and accept payment by PayPal (in JPY) or bank transfer.

Which classes does a cosmetics brand need?

Japan uses the Nice Classification. Within each class, the JPO also assigns "similar group codes" (ruiji-gun codes) in its Examination Guidelines for Similar Goods and Services. Goods that share a code are presumed similar, even across different classes, and examiners search earlier marks by these codes. Based on the current JPO guidelines:

*Codes from the JPO's Examination Guidelines for Similar Goods and Services (current edition). Individual items can carry different or additional codes — we check each item before filing.

Some points that surprise foreign brand owners:

• False nails are in Class 3, but the JPO assigns them code 21F01 — the same group as cosmetic utensils in Class 21. A false-nail mark can therefore conflict with an earlier mark for make-up brushes.
• Cosmetics vs. soaps: cosmetics (04C01) and soaps (04A01) are different groups. If your line includes a face wash and a body soap, make sure both are covered.
• Class 5: pharmaceutical and medical preparations belong to Class 5; for example, the JPO guidelines exclude medical soap from Class 3. Japan's regulatory categories (such as "quasi-drugs") do not automatically decide the Nice class — the class depends on how the goods are described. If you sell beauty supplements, those are generally Class 5 as well.
• Class 35: useful if you run your own online or physical store selling multiple brands, or want broader coverage for retail. For a single-brand manufacturer, Class 3 for the goods is usually the core.
• Class 44: if you also run salons, spas or offer treatments in Japan.

Describing your goods in Japanese

Your Japanese application lists goods in Japanese. A literal translation of your home-country description does not always work. Terms such as "serum", "essence", "ampoule", "cushion" or "toner" are clear in Korean or Western marketing, but the application needs wording that the JPO accepts as a clear description of goods. If the description is unclear, the JPO issues a refusal under Article 6(1) of the Trademark Act and you must amend it.

In practice, the broad term "cosmetics" (化粧品) covers most skincare and make-up items, and is often the best choice for Class 3. Add soaps (せっけん類) and fragrances (香料) if you sell them. Listing many specific product names rarely adds protection and can introduce wording problems.

If you already have a Chinese, Korean or other home application and want to claim Paris Convention priority (within 6 months), the Japanese goods must stay within the scope of the priority application. We prepare a Japanese description that fits both.

Common refusals for cosmetics marks

1. Descriptive words (Article 3(1)(iii))

Marks that merely indicate the quality, efficacy, raw materials or other characteristics of the goods cannot be registered. In cosmetics, many brand names are built from words such as WHITE, AQUA, MOIST, PURE, CLEAR, BRIGHT, SKIN, CICA or COLLAGEN. Used alone, or combined only with other descriptive words, such marks may be judged to merely describe the goods and be refused.

Whether a specific word is descriptive depends on how Japanese traders and consumers understand it for those goods, so it is decided case by case. What we recommend:

• Make sure the brand has a distinctive core — an invented word or an unusual element.
• If the mark is "distinctive word + descriptive word" (e.g. "BRANDX AQUA"), remember that protection effectively centres on the distinctive part. Register that part on its own too.

2. Ingredient names and misleading quality (Article 4(1)(xvi))

A mark that contains an ingredient name, such as a vitamin or plant extract, can raise a refusal for being likely to mislead consumers about quality if the designated goods include products without that ingredient. According to the JPO, this kind of refusal is resolved by amending the designated goods to appropriate ones — for example, limiting them to goods containing that ingredient. If the refusal notice includes a proposed amendment, following it is usually the quickest route.

3. Earlier similar marks (Article 4(1)(xi))

Class 3 is crowded. Short names, common syllables and names similar to large cosmetics brands often clash with earlier marks. Similarity is judged by appearance, sound and meaning, with sound based on the natural Japanese reading. A prior search before filing is essential — and free with us when you instruct filing.

Katakana versions and sub-brands

Japanese drugstores, magazines and social media often write foreign brand names in katakana. If Japanese customers will call your brand by a katakana name, consider registering that form too — otherwise a third party might register the katakana version, and similarity on sound alone may not always be enough to stop it.

Product line or sub-brand names ("XX Serum", "XX Glow Line") can also be valuable, but they often contain descriptive words. Prioritise the house brand and the sub-brands that will be heavily promoted in Japan.

Amazon.co.jp, Rakuten and other marketplaces

Amazon's Japanese Brand Registry page currently states that a pending or registered trademark issued by the relevant government trademark office is required (a word mark, or an image mark containing words, letters or numbers). The mark must match the brand name on your products and listings, so register the form you actually use. Other marketplaces such as Rakuten, Qoo10 and TikTok Shop have their own brand-protection rules, which change from time to time — check the latest guidelines of each.

Normal examination takes around 9–12 months. If you need the registration sooner, accelerated examination can shorten this to around 2–3 months when the requirements are met.

Cost guide (2026)

Official JPO fees: filing JPY 3,400 + JPY 8,600 per class; registration (10 years) JPY 32,900 per class. BrandAgent's fees: JPY 25,000 per class at filing and JPY 25,000 per class at registration (excluding Japanese consumption tax). The prior search is free when you instruct us to file, and consultations and quotes are free.

*Filing plus 10-year registration. Japanese consumption tax may apply to our fees. Responses to refusals are quoted separately — ask us for a free quote.

FAQ

• Q. Is Class 3 enough for a skincare brand?
  A. For most skincare and make-up brands, Class 3 (cosmetics, plus soaps if relevant) is the core. Add Class 21 for brushes and tools, Class 5 for supplements or medical preparations, and Class 35 or 44 only if you run stores or salons.
• Q. Our brand name contains "AQUA". Can we register it?
  A. It depends on the whole mark. A word that describes the goods cannot be the basis of protection by itself, so the mark needs a distinctive element. We check this in the free prior search.
• Q. Do we need a separate application for the katakana version?
  A. In Japan, one application covers one mark. If you will use the katakana name, a separate application is the safest way to secure it.
• Q. Can we file with our logo in colour?
  A. Yes. A logo is registered as filed. We use your logo file as provided; if you want broader coverage of the name itself, add a standard-character word mark.
• Q. Can we communicate in English or Chinese?
  A. Yes. We have handled more than 4,000 trademark applications, and every case is handled personally by the licensed patent attorney, in English or Chinese.