リピ買い

• Reading: リピがい
• Romaji: ripi gai
• Kanji breakdown: リピ (repeat, abbreviation of リピート) + 買い (buying) → buying again
• Pronunciation: /ɾi.pi ɡa.i/

Meaning

Repeat purchase; buying the same product again because you loved it so much.

リピ買い is a consumer slang term describing the act of repurchasing a product you already tried and loved. It is extremely common in beauty, skincare, and food reviews. When someone says a product is リピ買い決定 (decided to repurchase), it is one of the highest endorsements in Japanese consumer culture. The term appears constantly in product reviews on @cosme, Amazon Japan, and beauty blogs.

Examples

1. この化粧水、もう5回リピ買いしてるくらい好き。 I love this toner so much I've repurchased it like five times already.
2. リピ買い確定！この値段でこのクオリティはやばい。 Definitely repurchasing! This quality at this price is insane.
3. リピ買いしたかったのに廃盤になっちゃった。ショック。 I wanted to repurchase it but they discontinued it. I'm devastated.

Usage Guide

Context: shopping, beauty reviews, social media, product recommendations

Tone: enthusiastic, endorsing

Do Say

• このファンデ、リピ買い3回目！ (This is my third repurchase of this foundation!)
• リピ買いするほどハマったシャンプーある？ (Is there a shampoo you loved enough to repurchase?)

Don't Say

• フォーマルなレビューで「リピ買い」はカジュアルすぎる (In formal product reviews, リピ買い is too casual — use リピート購入)

Common Mistakes

• Using リピ買い for one-time purchases — it specifically implies you have already bought and used the product before

Origin & History

From リピート (repeat, from English) abbreviated to リピ + 買い (buying). Popularised in the 2010s through online product reviews and beauty communities, especially on @cosme and Twitter/X.

Cultural Context

Era: 2010s online review culture

Generation: All ages, especially active online shoppers

Social background: Universal consumer term

Regional notes: Used across Japan. A staple term in product reviews on platforms like @cosme, Amazon Japan, and beauty blogs.