HAKU
HAKU Medicated Whitening Serum Foundation SPF30 (Natural Beige), 30g
HAKU Medicated Whitening Serum Foundation SPF30 (Natural Beige), 30g
@cosme rating: 5.2/7.0
A medicated foundation that prevents and covers blemishes.
✓ 100% authentic
✓ Ships from Japan in 3-5 days
✓ Duties prepaid for US orders
✓ Tracked delivery via Japan Post
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What it is
A foundation that provides deep coverage and blemish coverage while whitening* care. The whitening* active ingredients suppress melanin production, preventing blemishes and freckles. It spreads lightly, adheres to troublesome blemishes and uneven skin tone, hiding them, and provides long-lasting, fresh moisture. It leaves a bright, natural finish, hiding blemishes and creating beautiful, radiant skin. *Suppresses melanin production and prevents blemishes and freckles (quasi-drug)
Ingredients
4-Methoxysalicylic acid potassium salt*, DL-α-tocopheryl acetate*, acetylated sodium hyaluronate, methylpolysiloxane, synthetic phlogopite, titanium dioxide, Acacia japonica extract, ectoine, 2-O-ethyl-L-ascorbic acid, tea extract (1), purified water, decamethyltetrasiloxane, ethanol, concentrated glycerin, nylon powder, 2-ethylhexyl paramethoxycinnamate, di-2-ethylhexyl succinate, PEG-9 polydimethylsiloxyethyl Dimethicone, Polyoxyethylene Methylpolysiloxane Copolymer, Sorbitan Sesquiisostearate, Aluminum Hydroxide, Trimethylsiloxysilicate, Stearic Acid, Dimethyldistearylammonium Hectorite, Crosslinked Polyether-Modified Silicone Mixture, Trisodium EDTA, Tetrahydrotetramethylcyclotetrasiloxane, Tetradecene, Dibutylhydroxytoluene, Citric Acid, Sodium Citrate, d-δ-Tocopherol, Dipropylene Glycol, Sodium Metabisulfite, Diisopropyl Sebacate, Magnesium Stearate, Phenoxyethanol, Iron Oxide (Yellow), Iron Oxide (Red ochre), Iron Oxide (Black) *Indicates "Active Ingredient"; "Other Ingredients" indicates "Other Ingredients"
How to use
After toning your skin with skincare, apply an appropriate amount to your fingertips and spread a thin layer over your entire face. For areas you want coverage, apply a small amount to your fingertips and pat the product over the entire face, blending the edges. Using too little product will not provide sufficient UV protection. We recommend using it in conjunction with a makeup base with UV protection. ◇ Avoid contact with eyes. If contact occurs, rinse immediately. ◇ After use, wipe the container's opening clean and close the cap tightly. ◇ If contact occurs with clothing, immediately wash thoroughly with detergent. ◇ Do not store in direct sunlight or in high temperatures. ◇ Occasionally, a clear liquid (emollient ingredient) may appear, but this does not affect usability or finish. *The SPF and PA ratings for this product are based on measurements taken after applying 2 mg per 1 cm2 of skin, as specified by the international SPF test method.
We ship internationally from Japan!
Frequently Asked Questions
Is this authentic?
Yes. We only buy from official retailers and directly from the brands here in Japan. Never resellers, never grey market stock.
We are beauty lovers too, so we know the worry, especially with something you are putting on your face. Authenticity is 100% guaranteed by us.
What are your shipping rates?
On orders under US$75, shipping is a flat US$20 to the United States and US$10 to all other countries.
Orders of US$75 or more ship free, applied automatically at checkout. Your exact shipping cost is shown before you pay.
How long does delivery take?
These estimates are for International Airmail (Tracked) and include 3 to 5 business days of processing in Japan.
- United States: 12 to 15 business days
- Canada, United Kingdom, France, Germany: 9 to 12 business days
- Australia, New Zealand, Denmark, Finland, India, Indonesia, Italy, Netherlands, Spain, Sweden, Switzerland: 10 to 13 business days
- China, Hong Kong, Malaysia, Singapore, South Korea, Taiwan, Thailand, Vietnam: 8 to 10 business days
- Rest of the world: 11 to 18 business days
Actual delivery can be affected by customs clearance, seasonal congestion, or carrier delays in the destination country, all of which are outside our control.
Do you offer express shipping?
Yes. As of 22 July 2026, we offer International Express Mail through Japan Post. The cost is based on order weight and is calculated automatically at checkout.
Will I pay customs or import fees?
US orders: No. As of July 1, 2026, all US orders ship DDP (duties delivered prepaid), meaning we prepay all import duties on our end. Nothing is due at your door.
Orders outside the US: Possibly. Duties and import taxes are set by your local customs authority and are not collected at checkout, so any charges on delivery are your responsibility.
We're working on rolling out prepaid duties for more countries soon.
I used this product before the renewal. I have extremely dry skin, but this leaves it smooth and not rough. It has a good amount of coverage. I was able to spend the whole day at Disneyland in the middle of winter without touching up my makeup. I love that it can be used as a foundation and also treats blemishes for this price. I also like that it comes in a tube. I'll be getting through the winter with this foundation.
The coverage is excellent, and it wears off beautifully too, so I keep buying it.
I got the Light and Natural sample pouches and tried them out. I'm still deciding whether to use them. Color: Both colors are darker than my natural face tone, but the areas I want to apply them to (blemishes, freckles) are roughly the same areas I use blush, so they don't look too strange. They look like I've applied orange blush to a large area. Being cool-toned, it didn't really work. I layered a lighter-toned HERA cushion foundation on top, and it brightened my skin a bit. Coverage: When I first applied it, I thought, "Wow!", but as I spread it, it thins but doesn't completely hide my makeup. Well, that's understandable. On the other hand, it feels like it's trying to hide something but doesn't. Whether you like that or not is a matter of personal preference. Since neither shade covered my skin, the difference in coverage wasn't that great. If I had to choose, I'd say the darker Natural shade is better. Texture: I've never really looked beautiful with products that contain a lot of pigmented powder, but this one is better. It spreads well. It doesn't feel too cakey. However, compared to my bare forehead and chin, it feels thick and flaky. I've seen similar reviews from people with thin skin. My blemishes and freckles were only a few here and there, but recently, due to certain circumstances, they've increased dramatically. I decided to try something new for the first time in a while, but I realized that applying it alone wouldn't completely cover them. I also tried a four-color concealer palette, but it didn't completely cover them, and applying it in small dots made my face look patchy, so I couldn't use it. It's lighter than nothing, so it might be a good idea to apply it liberally when taking photos. Fortunately, my pores and acne aren't particularly severe, so even though I do have blemishes and freckles, I'm going to try a makeup style that doesn't apply too thickly and creates a translucent look! This time, I applied this product with my fingers, but I'll also try applying it with a sponge. I'll see how it compares to HERA's cushion foundation alone before deciding whether to use it.
I tend to worry about creasing at night and pores when applying foundation, but HAKU doesn't bother me with these two issues. This is my third purchase. It's thin and spreads easily over the skin, so it lasts a long time, and I check the color every time I see signs of aging, my physical condition, or a change in product. This time I bought the darker Natural Beige. I haven't used it in earnest yet, but it seems good again. Since it's a foundation that requires application of serum, I recommend it to anyone who is concerned about creasing.