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 considered worth it by shoppers because the brand offers exceptional value with versatile, lightweight, and soothing moisturizers. Lovi rates the Naturie-focused routine Superior for dry, oily, sensitive, combination, and acne-prone skin.

What are Naturie's best products?

Hatomugi Skin Conditioner and Hatomugi Skin Conditioning Gel are Naturie's best products. 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 Naturie moisturizer for dry skin is Hatomugi Skin Conditioning Gel, followed by Hatomugi Skin Conditioning Milk. Lovi rates the Naturie-focused routine Superior for dry skin.

Does Naturie cause breakouts?

Naturie is unlikely to cause breakouts because reviewers often mention the lightweight feel of the moisturizers and the Naturie products on this page are fragrance-free. Lovi rates the Naturie-focused routine Superior for acne-prone skin.

Is Naturie fragrance-free?

Yes, every one of the Naturie products on this page lists no fragrance in its ingredients. Reviewers also frequently mention that these items feel soothing and calm on the skin.

What are the key ingredients in Naturie products?

Naturie products feature Hatomugi, or Job's tears extract, as their signature ingredient, which helps soothe and calm the skin. Glycerin is also commonly included, and studies show it supports long-lasting skin hydration and barrier function.

Clinical, Cosmetic and Investigational Dermatology, 2017

How do I build a Naturie skincare routine?

To build a Naturie routine, start with Hatomugi Skin Conditioner as a toner and follow with either Hatomugi Skin Conditioning Gel or Hatomugi Skin Conditioning Milk as a moisturizer. Lovi rates the Naturie-focused routine Superior for dry, oily, sensitive, combination, and acne-prone skin.

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

Naturie products on this page are available from stores in the United Kingdom. Prices range from £22.40 to £22.40, with most falling within that same price range.

What are good alternatives to Naturie?

Good alternatives to Naturie include Biore, Hada Labo, Shiseido, SK-II, Shiseido Senka, and DHC, which all have dedicated pages on Lovi. Biore is a particularly close match, offering routines that Lovi rates High for dry, oily, and acne-prone skin, and Superior for sensitive and combination skin.

Naturie vs Biore: which is better?

Naturie is a better choice for dry, oily, sensitive, combination, and acne-prone skin because Lovi rates the Naturie-focused routine as Superior for all these skin types, while the Biore-focused routine is rated as 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