"Pores gone in an instant" ads: do you believe them? A Japanese forum reacts
In October 2025, an interview in which a Japanese beauty writer known for breaking down cosmetic ingredients criticized exaggerated social media ads became a topic on Girls Channel. The points: pores do not vanish in an instant, exaggerated Korean cosmetics ads go unchecked, and "undiluted essence" products are a trap. The thread drew 260 comments.
What the replies said
- Top-voted: "social ads are mostly lies apart from the product name" and "if it were that easy, nobody would age"
- Some pointed to the classic trick of a darker "before" and a brighter "after"
- Others were amazed anyone believes ads where dark spots "just peel off"
- Many said they trust this writer's advice for sensitive skin, while some dislike how commercial it has become
- Against "Korean cosmetics are too harsh", others replied that Japanese or French products can also not suit you
- One view: younger skin is tougher, so it may tolerate harsher products
Almost everyone agreed the ads exaggerate; opinions split on whether Korean cosmetics as a whole are the problem.
Desk note In Japan, the efficacy claims cosmetics may advertise are limited to 56 items set by a Ministry of Health, Labour and Welfare notice, such as "smooths skin texture", "tightens the skin" and "prevents spots and freckles caused by sunburn"; "makes fine lines from dryness less noticeable" was added as item 56 in 2011. "Makes pores disappear" is not on the list. If an ad strays far beyond it, that is a signal to slow down.
What over-the-top cosmetics ad line made you do a double take?
Original thread: Girls Channel (Japan) — Beauty expert slams hype: pores can't vanish in an instant · Reference: Ministry of Health, Labour and Welfare (Japan)
One more way to read ads: since 1 October 2023, stealth marketing, meaning advertising that hides the fact that it is an ad, has been regulated in Japan as a misleading representation under the Premiums and Representations Act. Even an influencer's "honest review" must be recognizable as an ad if a company commissioned it. Checking both the size of the claim and whether it is labelled as PR makes it easier to judge. Source: Consumer Affairs Agency — stealth marketing rules