Japanese Beauty Lucky Bags (Fukubukuro): The Complete 2026 Guide to Cosmetics Grab Bags

Last updated: April 2026

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Quick Answer

Japanese beauty fukubukuro (福袋, literally "lucky bags") are mystery grab bags sold by cosmetics brands and retailers during New Year's, typically offering ¥10,000–¥30,000 worth of products for ¥3,000–¥10,000 (~$20–$66 USD) — a 50–70% discount on retail value (translated from Japanese).
Major Japanese beauty brands like Shiseido, Kanebo, Kose, and SK-II release limited fukubukuro annually, along with drugstore chains like Matsumoto Kiyoshi and variety shops like Loft and Plaza.
The 2026 fukubukuro season generated an estimated ¥320 billion across all retail categories in Japan, with cosmetics and skincare consistently ranking in the top 3 most popular categories according to Rakuten's annual survey (translated from Japanese) [https://event.rakuten.co.jp/newyear/fukubukuro/].
Online pre-orders have largely replaced in-person lineups since 2022 — most beauty fukubukuro sell out within 30–60 minutes of going live on brand websites and e-commerce platforms (translated from Japanese).

Every January, Japan goes through a retail ritual that has no real Western equivalent. Fukubukuro season. The concept is simple: brands and retailers pack a bag with a curated (or sometimes random) assortment of products at a fraction of their combined retail price. You don't always know exactly what you're getting. That's the point. The "lucky" in lucky bag isn't just marketing — it's the gamble.

For beauty consumers, fukubukuro represent the best deals of the year on Japanese cosmetics and skincare. The math is often absurd. A ¥5,000 (~~$33 USD) Kose lucky bag might contain ¥18,000 worth of products. A ¥10,000 (~~$66 USD) Shiseido bag might pack ¥35,000 in full-size skincare. These aren't sample sizes or discontinued stock (usually). Most brands include current-season products, hero items, and sometimes exclusive products made only for the fukubukuro.

But the system has evolved dramatically. What started as a brick-and-mortar tradition — people lining up outside department stores at 5am on January 2nd — has shifted almost entirely online. And that shift has made it simultaneously easier to participate (you can order from abroad) and harder to actually score one (they sell out faster online than they ever did in person).

This guide covers everything: history, strategy, which brands and retailers offer the best beauty fukubukuro, how to buy from outside Japan, and what the 2026 season looked like.

The History and Culture of Fukubukuro

Fukubukuro date back to the Meiji era (1868–1912), when department stores like Mitsukoshi and Matsuya began offering mystery bags during their New Year's sales — known as "初売り" (hatsuuri, first sale of the year). The tradition became inseparable from Japanese New Year's culture, alongside other customs like "おせち" (osechi ryori, New Year's food) and "お年玉" (otoshidama, gift money for children).

The cultural appeal goes deeper than discounts. Fukubukuro tap into the Japanese concept of "運試し" (un-dameshi, testing your luck). There's an element of excitement and chance that turns shopping into entertainment. Even if one product in the bag isn't your color or preference, the overall value is almost always worth it — and you can gift or trade the unwanted items.

Key statistics on Japan's fukubukuro market (translated from Japanese):

Japan's fukubukuro market was valued at approximately ¥320 billion (~$2.1 billion USD) in 2026, according to Yano Research Institute estimates
Cosmetics and skincare rank as the 2nd most popular fukubukuro category after fashion, with approximately 23% of fukubukuro buyers purchasing beauty bags specifically [https://www.yano.co.jp/]
78% of fukubukuro purchases in 2026 were made online, up from 45% in 2019 (pre-pandemic) (translated from Japanese)
The average beauty fukubukuro contains 5–8 items with a combined retail value of 2.5–3.5x the bag price

Types of Beauty Fukubukuro

Not all lucky bags are created equal. Japanese beauty fukubukuro fall into three categories:

1. Brand Official Fukubukuro (ブランド公式福袋) Released directly by cosmetics brands through their official online stores or at department store counters. These are the most desirable because they contain current, full-size hero products. Examples: Shiseido, Kanebo, Kose, SK-II, POLA, Decorte.

2. Retailer Fukubukuro (小売店福袋) Curated by drugstore chains, variety shops, and e-commerce platforms. These mix multiple brands into a single bag. Examples: Matsumoto Kiyoshi, Loft, Plaza, @cosme Shopping, Rakuten. These tend to have more predictable contents because retailers often list partial or full product lineups.

3. Department Store Counter Fukubukuro (百貨店カウンター福袋) Sold at brand counters inside Isetan, Takashimaya, Mitsukoshi, and other department stores. Often the most premium — Isetan's beauty fukubukuro are legendary. These are typically in-person only and require showing up early on January 2nd (the traditional "初売り" opening day).

Best Beauty Brand Fukubukuro in 2026

Here's what Japan's major beauty brands offered in 2026, with contents translated from Japanese beauty blogs and @cosme reports.

Shiseido Group Fukubukuro

Shiseido released multiple tiers of fukubukuro across its brand portfolio:

Shiseido (main brand):

¥10,000 bag ($66 USD): Contained Ultimune Power Infusing Concentrate (50ml, retail ¥13,200), Essential Energy Moisturizing Cream (50ml, retail ¥7,150), Clarifying Cleansing Foam (125ml, retail ¥3,850), and a pouch set. Total retail value: approximately ¥26,200 ($173 USD) (translated from Japanese).
¥5,000 bag (~$33 USD): Travel-size Ultimune (30ml), a cleansing set, and sheet masks. More accessible entry point.

Clé de Peau Beauté:

¥30,000 bag (~~$198 USD): The premium tier. Reportedly contained La Crème (30ml, retail ¥44,000), Le Sérum (30ml, retail ¥27,500), and UV Protection Cream. Combined value exceeded ¥80,000 (~~$530 USD). These sold out within 15 minutes at Isetan Shinjuku (translated from Japanese).

Kose Group Fukubukuro

Decorte:

¥10,000 bag: Liposome Advanced Repair Serum (30ml, retail ¥12,100), Moisture Liposome Cream (12.5ml), and AQ Absolute treatment set. Retail value approximately ¥25,000 (translated from Japanese).

Sekkisei:

¥5,000 bag: Sekkisei Lotion (360ml, retail ¥5,500), Emulsion, Cleansing Oil, and a snow globe-shaped limited edition ornament. The ornament made this a popular gift option (translated from Japanese).

Kanebo Fukubukuro

Kanebo (main line):

¥8,000 bag (~$53 USD): Kanebo Comfort Stretchy Wash (130g, retail ¥2,750), On Skin Essence (60ml, retail ¥6,600), and Fresh Day Cream (40ml, retail ¥6,600). Total value approximately ¥18,000 (translated from Japanese).

Lunasol:

¥5,000 bag: Skin Modeling Eyes palette (retail ¥5,500) plus a lip product and makeup pouch. This was widely considered the best value-per-yen of any prestige makeup fukubukuro in 2026 (translated from Japanese).

SK-II Fukubukuro

SK-II releases limited fukubukuro exclusively through department store counters and their official online store. The 2026 version:

¥15,000 bag ($99 USD): Facial Treatment Essence (75ml, retail ¥11,990), GenOptics Aura Essence (30ml, retail ¥19,800), and R.N.A. Power Airy Milky Lotion (50g, retail ¥12,650). Combined retail value: approximately ¥44,440 ($294 USD). That's a 66% discount (translated from Japanese).

For more on SK-II's product line and whether the prices are justified, see our SK-II Facial Treatment Essence review.

Best Drugstore and Retailer Fukubukuro

Matsumoto Kiyoshi (マツモトキヨシ)

Japan's largest drugstore chain offers multiple beauty fukubukuro tiers:

¥3,000 Skincare Bag (~$20 USD): Mix of Hada Labo, Minon, and Curel products. 6–8 items, approximately ¥9,000 retail value. This is the entry-level bag and the easiest to purchase — it rarely sells out online.
¥5,000 Makeup Bag (~$33 USD): Canmake, Excel, Kate, and Majolica Majorca products. 8–10 items with retail value around ¥14,000.
¥5,000 Premium Skincare Bag: SK-II mini, Decorte samples, and full-size drugstore items. Higher value but limited quantity (translated from Japanese).

For other great Matsumoto Kiyoshi finds, check our best Japanese drugstore skincare 2026 roundup.

Loft (ロフト)

Loft's beauty fukubukuro are curated by their cosmetics buying team and tend to be more trend-forward:

¥3,300 "Best Cosme" Bag (~$22 USD): Contains 6–8 products that won @cosme or beauty magazine awards that year. Smart curation — you're getting crowd-verified products (translated from Japanese).
¥5,500 "Premium" Bag: Includes at least one department-store-level product (Decorte, Three, or RMK) alongside indie J-beauty picks.

@cosme Shopping Fukubukuro

@cosme's online store releases digital fukubukuro that are partially transparent — they list 3–4 of the included products and keep 2–3 as surprises. This hybrid approach reduces the anxiety of blind purchasing while maintaining the "lucky" element.

¥5,000 Skincare Bag: Always includes one @cosme Best Cosmetics Award winner. Past bags have included Hada Labo Gokujyun Premium, Lululun sheet masks, and Attenir Skin Clear Cleanse Oil (translated from Japanese) [https://www.cosme.com/].

Rakuten Beauty Fukubukuro

Rakuten aggregates fukubukuro from hundreds of beauty brands on its platform, making it the single largest source for online beauty lucky bags. The 2026 season saw:

847 beauty-category fukubukuro listed (up from 612 in 2025)
Average discount of 58% off retail value
Most popular search term: "コスメ福袋 2026" (cosmetics fukubukuro 2026), which trended #3 on Rakuten search during the first week of January (translated from Japanese) [https://event.rakuten.co.jp/newyear/fukubukuro/]

How to Buy Beauty Fukubukuro From Outside Japan

International buyers have significantly more access to fukubukuro than they did even five years ago. Here's the current playbook.

Direct Shipping Options

Rakuten Global Express: Many Rakuten sellers ship internationally through Rakuten's forwarding service. Create a Rakuten account, set your shipping address to the forwarding warehouse, and they'll consolidate and ship. Cost: ¥1,200–¥3,000 (~$8–$20 USD) for shipping depending on weight and destination.

Amazon Japan Global Shipping: Some fukubukuro are listed on amazon.co.jp with global shipping eligibility. Search "福袋コスメ 2027" (for next year's bags) starting in mid-December.

Brand official stores: Shiseido, Kose, and Kanebo's official online stores occasionally offer international shipping on fukubukuro, but this is inconsistent year to year.

Proxy Shopping Services

For bags that don't ship internationally, proxy services are essential:

Buyee (buyee.jp) — Partners with Rakuten, Yahoo! Shopping, and Mercari. Fee: 300–500 yen per order plus shipping.
ZenMarket — Lower fees than Buyee but slower processing. Good for non-urgent purchases.
From Japan — Handles Yahoo! Auctions and Mercari proxy buying for resold/opened fukubukuro.

Timing Strategy

The fukubukuro calendar follows a predictable pattern:

Late November: Beauty brands begin teasing fukubukuro contents on social media and official blogs
Early December: Pre-order dates announced. Mark your calendar — missing the pre-order window means missing the bag entirely
Mid-December: Online pre-orders open. Most sell out within 1–3 hours. Set alarms for the exact opening time (published on brand websites, always in JST)
January 1–3: In-store fukubukuro go on sale. Department stores open at 10am on January 2nd. Lines form by 7am for premium beauty counters
January–February: Unsold bags and resold bags appear on Mercari and Yahoo! Auctions at slight markups (translated from Japanese)

Pro tip: Follow Japanese beauty bloggers and @cosme's official Twitter/X account for real-time fukubukuro announcements. The Japanese hashtags to track: #福袋, #コスメ福袋, #初売り, #福袋ネタバレ (fukubukuro spoilers).

Fukubukuro Contents: What to Expect and What to Avoid

The Good

Full-size hero products. Reputable brands include their best-selling, current-season products. A Decorte fukubukuro will include Liposome. A Shiseido bag will include Ultimune. These aren't old-stock clearance items.
Exclusive items. Some brands create fukubukuro-only products — limited-edition pouches, travel sets, or exclusive colorways. These become collector's items on Mercari.
Discovery opportunity. The "mystery" element introduces you to products you'd never have purchased individually. Many Japanese beauty bloggers cite fukubukuro as how they discovered their current holy grail products (translated from Japanese).

The Not-So-Good

Shade mismatch. Makeup fukubukuro carry inherent risk. That lipstick shade might not work for you. That foundation might be too light or too dark. Skincare fukubukuro are generally safer bets because products are shade-neutral.
Sample sizes disguised as full-size. Some lower-tier retailers pad bag value with "deluxe samples" that are barely larger than the free samples you'd get at a counter. Read the fine print — product sizes should be listed even in mystery bags.
Brand fatigue items. Products that aren't selling well sometimes get dumped into fukubukuro to clear inventory. If a brand's fukubukuro contains a product you've never seen reviewed anywhere on @cosme, that's a red flag (translated from Japanese).

Red Flags for Fake or Low-Value Fukubukuro

Price-to-value ratio below 2x (anything under double retail value isn't really a "deal")
Seller with no reviews or track record on Rakuten/Amazon
"福袋" listing that's actually just a bundle at regular price
Contents listed as "similar to" or "equivalent to" — this means you're not getting the actual products pictured

Best Value Beauty Fukubukuro: Our Picks

Based on the 2026 season's contents, verified through Japanese beauty blog unboxings and @cosme community reports (translated from Japanese):

Best overall value: SK-II ¥15,000 bag (66% discount, all hero products, no filler)

Best for beginners: Matsumoto Kiyoshi ¥3,000 Skincare Bag (low risk, established brands, good introduction to J-beauty staples)

Best makeup bag: Lunasol ¥5,000 (Skin Modeling Eyes alone retails for ¥5,500, so you're essentially getting the extras for free)

Best for gifting: Kose Sekkisei ¥5,000 (beautiful packaging, universally appealing products, includes the limited-edition ornament)

Best premium splurge: Clé de Peau ¥30,000 (if you can score one — the 63% discount on La Crème alone makes it worthwhile)

For readers building a J-beauty routine from scratch, our Japanese skincare routine beginners guide can help you identify which products from your fukubukuro to use first.

Trading, Reselling, and the Fukubukuro Aftermarket

Not every product in your lucky bag will be a keeper. Japan has a robust aftermarket for fukubukuro items.

Mercari Japan (メルカリ): The primary platform for buying and selling individual items from opened fukubukuro. Search "福袋バラ売り" (fukubukuro individual items) to find single products at deep discounts. Typical pricing: 30–50% of retail for popular items, 20–30% for less desirable ones (translated from Japanese).

Yahoo! Auctions: Better for complete, unopened bags being resold at markup. Expect 10–30% above retail for high-demand brands like SK-II and Clé de Peau.

Twitter/X Trading: Japanese beauty Twitter has an active trading community during January. The hashtag #福袋交換 (fukubukuro exchange) connects buyers who want to swap specific items from their bags. This is trust-based and informal, but the community is surprisingly reliable (translated from Japanese).

International resale: Fukubukuro items frequently appear on eBay and r/asianbeautyexchange at markups of 20–50% above Japan retail. This is still often cheaper than buying these products individually from international retailers.

Frequently Asked Questions

When do Japanese beauty fukubukuro go on sale? Online pre-orders typically open in mid-December, with exact dates varying by brand. In-store sales start January 2nd (January 1st for some retailers in recent years). The key dates are announced on brand official websites and social media in late November. Set calendar reminders — popular bags sell out within minutes (translated from Japanese).

Are fukubukuro contents really random? It depends on the brand. Department store brands like Shiseido and Kose use standardized contents — everyone buying the same tier gets identical products. Drugstore retailers like Matsumoto Kiyoshi may include some variation (e.g., different lip colors). Truly random bags are rare in the beauty category; most brands want to control the customer experience.

Can I return a fukubukuro? Generally, no. Most Japanese retailers have a strict no-return policy on fukubukuro. This is explicitly stated at purchase. Some brands allow exchanges for defective items, but not for preference or shade mismatch. This is part of the "luck" element and a key cultural norm (translated from Japanese).

Are beauty fukubukuro available in summer? Some brands release "夏福袋" (natsu fukubukuro, summer lucky bags) during June–July sales seasons, though these are less common and less heavily discounted than New Year's bags. Rakuten occasionally runs mid-year fukubukuro events. The selection is smaller but competition is also lower.

How much should I budget for fukubukuro shopping? For a first-time buyer, ¥5,000–¥10,000 (~$33–$66 USD) plus ¥2,000–¥3,000 in shipping (if buying from outside Japan) is a reasonable starting budget. This gets you one quality skincare or makeup bag with genuine value. Don't go overboard on your first year — buy one or two bags, learn what brands curate well, and expand in future years.

How to Maximize Your Fukubukuro Strategy

Step-by-Step Timeline for International Buyers

November 15–30:

Create accounts on Amazon Japan, Rakuten, and any brand-specific websites you want to buy from. Account creation can take 24–48 hours for verification, so don't wait until the last minute.
Follow Japanese beauty influencers on Twitter/X and Instagram who cover fukubukuro announcements. Key accounts: @cosme_beauty, @volobeauty, and brand-specific accounts. The Japanese hashtags to track: #福袋予約, #コスメ福袋情報 (translated from Japanese).
Set up a Buyee or ZenMarket proxy account if you plan to buy from retailers without international shipping.

December 1–10:

Pre-order dates start being announced. Most brands announce exact dates on their official websites and social media channels between December 1–7. Create a spreadsheet tracking brand, date, time (in JST), and link.
Budget your purchases. It's easy to over-buy during fukubukuro season. Set a maximum spend and prioritize 2–3 brands rather than trying to buy everything (translated from Japanese).

December 10–25:

Online pre-orders open. Set alarms for the exact time (always in JST — Japan Standard Time, UTC+9). Most brands open pre-orders at 10:00 or 12:00 JST.
Have your payment information pre-saved to avoid checkout delays. Seconds matter — popular bags sell out in minutes.
If you miss the online pre-order, check Rakuten and Yahoo! Shopping for third-party sellers who purchased in bulk. Expect a 10–20% markup.

December 26–31:

Last-chance orders. Some brands release additional inventory if pre-order demand was lower than expected. Check brand websites and Rakuten daily.
Prepare for January 2nd in-store sales if you're in Japan. Research which department stores and Matsumoto Kiyoshi locations you'll visit.

January 1–7:

In-store fukubukuro sales begin. If you're in Japan, department stores open at 10am on January 2nd. Beauty counters are typically on the 1st floor (化粧品売り場). The biggest lines form at Isetan Shinjuku, Takashimaya Nihonbashi, and Mitsukoshi Ginza.
Follow #福袋ネタバレ (fukubukuro spoilers/reveals) on Twitter to see what other buyers received. This helps you evaluate whether to buy resold bags or save your money (translated from Japanese).

January 8–31:

Aftermarket period. Mercari Japan and Yahoo! Auctions fill up with individual items from opened fukubukuro. This is when you can buy specific products at deep discounts without the risk of getting items you don't want.
Prices on the aftermarket typically drop throughout January as sellers compete. The best deals appear in the last week of January when sellers want to clear remaining inventory (translated from Japanese).

Common Mistakes to Avoid

Buying too many bags from the same brand tier. If you buy both a ¥5,000 and a ¥10,000 bag from the same brand, the ¥5,000 bag's contents are sometimes duplicated in the ¥10,000 bag. Check Japanese beauty blogs for overlap reports before doubling up.

Ignoring product sizes. Some fukubukuro advertise "7 items" but include three 10ml samples alongside four full-size products. Check the product size listings (in ml or g) if they're published, or wait for #ネタバレ reveals.

Panic-buying resold bags at inflated prices. If you miss the official sale, wait 2–3 days before buying from resellers. Initial markup is highest immediately after sellout; prices normalize within a week as more supply enters the aftermarket (translated from Japanese).

Forgetting customs and shipping costs. A ¥5,000 bag that costs ¥2,500 to ship internationally plus potential customs charges may not be the deal it appears. Factor in all-in costs before ordering.

Regional Fukubukuro Variations

Not all fukubukuro are created equal across Japan's regions (translated from Japanese):

Tokyo (Isetan Shinjuku, Mitsukoshi Ginza): The most competitive and desirable department store fukubukuro. Longer lines, faster sellouts, but also the highest-value contents. Isetan's beauty floor is considered the single best location for luxury fukubukuro.

Osaka (Hankyu Umeda, Daimaru Shinsaibashi): Slightly less competitive than Tokyo, with comparable product quality. Hankyu Umeda's beauty section is particularly strong for Korean and Japanese brand crossover bags.

Nagoya/Fukuoka: Less competition means easier access to bags that sell out instantly in Tokyo. If you're traveling to Japan during New Year's, secondary cities offer the same brands with shorter lines.

Online-only bags: Increasingly, the best deals are online-exclusive. Brands create separate online fukubukuro with different contents than in-store bags, sometimes with higher value to incentivize online purchasing (translated from Japanese).

Fukubukuro for Specific Interests

Skincare-Only Fukubukuro

For consumers who want skincare without makeup:

Best skincare-only bags in 2026:

Hada Labo Skincare Set (¥2,970 / ~$19.65 USD): Full-size Gokujyun Premium Lotion, Perfect Gel, and sheet mask set. Available on Rakuten. Reliable value with no surprises — contents are fully listed (translated from Japanese).
Curel Gift Set (¥3,300 / ~$21.85 USD): Foaming Wash, Moisture Lotion, and Intensive Moisture Cream in a branded gift box. Available at Matsumoto Kiyoshi during January. Total retail value approximately ¥5,800.
POLA Red B.A. Trial Fukubukuro (¥5,500 / ~$36.40 USD): Mini sizes of POLA's premium anti-aging line. Rarely available — POLA's fukubukuro sell out within minutes (translated from Japanese).

Makeup-Only Fukubukuro

Best makeup-only bags in 2026:

Canmake Lucky Bag (¥2,200 / ~$14.55 USD): 6–8 makeup items including eyeshadow, blush, lip, and base products. Wildly popular with the 18–25 demographic. Available at Loft and Plaza (translated from Japanese).
Kate Cosmetics Set (¥3,300 / ~$21.85 USD): Designing Brown Eyes palette plus 2–3 lip and eye products. Strong value since the palette alone retails for ¥1,320.
SUQQU New Year Coffret (¥11,000 / ~$72.80 USD): Premium makeup set with exclusive shade selections not available at any other time. Isetan exclusive (translated from Japanese).

Sunscreen Fukubukuro

A niche but valuable category that appears every spring (March–April) rather than during the traditional New Year's season:

Best sunscreen bags:

Biore UV Set (¥1,650 / ~$10.90 USD): 3 sunscreen varieties — Aqua Rich Watery Essence, Gel, and Milk — at combined retail value of approximately ¥2,600.
Anessa Summer Set (¥3,850 / ~$25.50 USD): Perfect UV Sunscreen Milk (60ml) plus a face-specific sunscreen and after-sun care. Available at Shiseido counters (translated from Japanese).

Building Your Own "Fukubukuro" Through Strategic Buying

Can't wait until January? You can replicate the fukubukuro value proposition year-round by strategic shopping:

Rakuten Super Sale (楽天スーパーSALE): Held quarterly (March, June, September, December), Rakuten's mega-sale offers 50% discounts on select beauty products plus point-back bonuses of up to 10%. During these sales, buying 5–6 products at half price effectively creates your own "lucky bag" at fukubukuro-level discounts (translated from Japanese).

Amazon Japan Prime Day: Usually in July, Amazon Japan's Prime Day includes deep discounts on Japanese beauty products. Some brands offer exclusive bundle sets at 30–40% off retail.

@cosme Shopping Seasonal Sales: Four times per year, @cosme Shopping runs clearance sales on products nearing their recommended usage period. Discounts of 30–50% on products that are still well within their effective shelf life (translated from Japanese).

Trial set stacking: Japanese brands offer trial/starter sets year-round at 50–70% off per-product retail. Buying 3–4 trial sets from different brands costs ¥3,000–¥5,000 and gives you a curated, multi-brand product collection — functionally identical to a fukubukuro experience without waiting for January.

For where to find these deals, see our where to buy J-beauty online guide.

Fukubukuro Etiquette and Cultural Notes

If you're in Japan during fukubukuro season, understanding the cultural context makes the experience richer (translated from Japanese):

Lining up: Japanese queuing culture is strict. Lines form early (often 2–3 hours before store opening) and are orderly. Cutting in line is considered extremely rude. Some department stores distribute numbered tickets to manage the queue, in which case your ticket number determines your purchasing order.

Staff interactions: Department store beauty advisors during fukubukuro sales are under enormous pressure. Be patient, bow when receiving your purchase, and say "ありがとうございます" (arigatou gozaimasu). Small courtesies are deeply appreciated during the busiest sales period of the year.

Sharing your haul: The Japanese term "福袋ネタバレ" (fukubukuro netabare) literally means "fukubukuro spoilers." Sharing your bag contents online immediately after purchase is part of the tradition — other consumers use your unboxing to decide whether to buy the same bag from remaining stock. Contributing to this community information exchange is part of the fukubukuro experience (translated from Japanese).

Sources

— The J-Beauty Decoded Team