Naturie skincare

Rated by Lovi · Unbiased, science-based skincare AI trained on real user outcomes · How the Fit score works

Naturie is a Japanese skincare brand founded in 2002 and owned by Pias Corporation.

ja.wikipedia.org

Naturie is warmly loved for its gentle moisturizers and toners, which rely on thoughtfully crafted formulas to nourish the complexion. Its products suit all skin types best, providing balanced hydration without heaviness. For specific concerns, the standout choices include the Hatomugi Skin Conditioner for skin with dark spots, the Hatomugi Skin Conditioning Gel for acne-prone skin, and the Hatomugi Skin Conditioning Milk for mature skin. Readers exploring the brand will find a steady, reliable approach to daily skin maintenance.

This page covers some of the most popular Naturie products; for the whole Naturie range, with a fit score for every product, use the Lovi app.

Other Naturie products

People Say

★4.4Overall rating based on 14.5k+ reviews

Reviewers most often praise Naturie for lightweight textures, deep hydration, and soothing irritated skin. The most common complaints are insufficient moisture for very dry skin and the need for additional layers.

Highlights

Exceptional value Mostly Mentioned
- “huge bottle — Hatomugi Skin Conditioner”
- “Huge 180g jar — Hatomugi Skin Conditioning Gel”
- “generous bottle — Hatomugi Skin Conditioning Milk”
Lightweight moisturizers Mostly Mentioned
- “Gel turns to water — Hatomugi Skin Conditioning Gel”
- “absorbs quickly — Hatomugi Skin Conditioning Milk”
Soothing and calming Mostly Mentioned
- “calms redness — Hatomugi Skin Conditioner”
- “Calms redness — Hatomugi Skin Conditioning Gel”
- “no irritation — Hatomugi Skin Conditioning Milk”
Versatile moisturizers Mostly Mentioned
- “Face and body — Hatomugi Skin Conditioning Gel”
- “great body lotion — Hatomugi Skin Conditioning Milk”
Insufficient moisture Mostly Mentioned
- “too watery — Hatomugi Skin Conditioner”
- “Too light for winter — Hatomugi Skin Conditioning Gel”
- “not enough moisture — Hatomugi Skin Conditioning Milk”
Packaging issues Often Mentioned
- “squirts everywhere — Hatomugi Skin Conditioner”
- “Jar breeds bacteria — Hatomugi Skin Conditioning Gel”

Sources: lovi.care, yesstyle.com, reddit.com, skinsort.com, ratebud.com, amazon.com, and more

Questions and answers

Is Naturie worth it?

Naturie is worth it for shoppers seeking exceptional value from lightweight and soothing formulas, as reviewers frequently highlight these benefits alongside some minor packaging issues. The Naturie products on this page are all free of added fragrance and provide versatile hydration options. Lovi rates the Naturie-focused routine Superior for dry, oily, sensitive, combination, and acne-prone skin.

What are Naturie's best products?

The Naturie products on this page are Hatomugi Skin Conditioner, Hatomugi Skin Conditioning Gel, and Hatomugi Skin Conditioning Milk. Lovi rates Hatomugi Skin Conditioning Gel High for dry skin and dry sensitive skin, and Hatomugi Skin Conditioner High for sensitive skin.

Which Naturie moisturizer is best for dry skin?

The best moisturizer for dry skin is Hatomugi Skin Conditioning Gel, followed by Hatomugi Skin Conditioning Milk. Lovi rates the gel High for dry skin, while the milk has an Average fit.

Does Naturie cause breakouts?

Naturie is unlikely to cause breakouts because the Naturie products on this page are lightweight and free of added fragrance, and Lovi rates Hatomugi Skin Conditioner and Hatomugi Skin Conditioning Gel Average to High for acne-prone skin.

Is Naturie fragrance-free?

Yes, every one of the Naturie products on this page lists no fragrance in its ingredients. Shoppers often mention that these lightweight items are soothing and calming on the skin.

What are the key ingredients in Naturie products?

Naturie products feature key ingredients such as glycerin, dimethicone, and betaine, which help provide moisture and soothe the skin.

How do I build a Naturie skincare routine?

To build a Naturie skincare routine, apply the Hatomugi Skin Conditioner toner first, followed by the Hatomugi Skin Conditioning Gel and the Hatomugi Skin Conditioning Milk as moisturizers. Reviewers note that these moisturizers feel lightweight and versatile on the skin. Lovi rates the Naturie-focused routine Superior for dry skin, oily skin, sensitive skin, combination skin, and acne-prone skin.

Where can I buy Naturie, and how much does it cost?

Naturie products on this page are available in Germany, where they cost from €17.62.

What are good alternatives to Naturie?

Good alternatives to Naturie include Biore, Hada Labo, Shiseido, SK-II, Shiseido Senka, and DHC, which all have pages on Lovi. Lovi rates the Biore-focused routine High for dry, oily, sensitive, and acne-prone skin, and Superior for combination skin.

Naturie vs Biore: which is better?

Naturie and Biore are both good options, but Naturie reaches a Superior fit for dry, oily, sensitive, combination, and acne-prone skin types. Lovi rates the Naturie-focused routine as Superior across all these skin types, while the Biore-focused routine reaches High or Superior.

Who owns Naturie, and where is it from?

Naturie is a Japanese brand founded in 2002, owned by Pias Corporation.

ja.wikipedia.org

Is Naturie cruelty-free?

PETA, Leaping Bunny, and Cruelty Free International, the registries Lovi checks, do not list Naturie as cruelty-free.

7 more questions

Research behind Naturie's key ingredients

The 24-hour skin hydration and barrier function effects of a hyaluronic 1%, glycerin 5%, and Centella asiatica stem cells extract moisturizing fluid: an intra-subject, randomized, assessor-blinded study
Glycerin · Clinical, Cosmetic and Investigational Dermatology, 2017
Sunscreens and Cosmetic Formulations Containing Ascorbyl Tetraisopalmitate and Rice Peptides for the Improvement of Skin Photoaging: A Double-blind, Randomized Placebo-controlled Clinical Study
Ascorbyl tetraisopalmitate · Photochemistry and Photobiology, 2021
Clinical evaluation of the efficacy of a facial serum containing dioic acid, glycolic acid, salicylic acid, LHA, citric acid, and HEPES in treating post-inflammatory hyperchromia and controlling oily skin in patients with acne vulgaris
Citric acid · Journal of Cosmetic Dermatology, 2021
Synergetic Effects of Aloe Vera Extract with Trimethylglycine for Targeted Aquaporin 3 Regulation and Long-Term Skin Hydration
Betaine · Molecules, 2024
The use of different concentrations of betaine as a reducing irritation agent in soaps monitored visually and non-invasively
Betaine · Skin Research and Technology, 2003

1 more study

Efficacy of a Topical Formulation on Skin Hydration and Barrier Function in Individuals With Xerosis: A 28-Day Randomized, Split-Leg, Untreated-Controlled Trial
Dipotassium glycyrrhizate · Journal of Cosmetic Dermatology, 2026

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Behind these ratings

Lovi rates every product from its full ingredient list with brand-independent rules our dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update.

Nadia Kapleva, MS

Co-founder, Medical Director

Cosmetic chemist, cosmetologist, aesthetic products developer
Alexey Shagraev, PhD

Co-founder, CEO and CTO

PhD in computer science, 3x US patent holder, ex-Google, ex-Yandex
Dr. Sofía Perea Pérez, MD, MSc

Medical Board

Aesthetic medicine practitioner, MSc in Longevity and Anti-Aging Medicine
Aishani Shah, MD

Medical Board

Specialist dermatologist, MBBS, MD, IFAAD
Asya Zubkova, MS

Medical Board

Cosmetic chemist, SCS, IFSCC member
Hanna Kurets, MD

Medical Board, Medical Advisor

Dermatology MD
Elina Nazarenko, MD

Medical Board

Dermatology and diagnostic consultant
Victoria Derkova, MS

Medical Board

Cosmetic chemist, cosmetic development technologist