Japanese makeup

What are some Japanese makeup products that locals actually use? It feels like Korean and Chinese makeup often steal the spotlight, while Japanese makeup doesn’t get as much recognition. Many of my favorite products are Japanese, and after doing some research, I was amazed by the huge variety of options available in Japan. However, sadly many of these products are primarily marketed to Japanese consumers, it’s hard to figure out which ones are truly worth trying.

I’ve heard that @cosme is an excellent resource for exploring the latest trends in Japan, but the selection of options can be a so overwhelming.