Japan’s Men’s Cosmetics Market Grows to 50 Billion JPY

More and more men, especially young men, are using cosmetics in Japan.

According to a market research firm, the size of the men’s cosmetics market in Japan has grown to 43.3 billion JPY by 2023; compared to its size in 2017, it has expanded 1.74 times over the past six years and is expected to reach 50 billion JPY by the end of this year.

According to the company, purchases by younger consumers are particularly brisk, and this is due in part to the high interest of male celebrities, such as Korean idols, who are focusing on beauty.

The market expansion is also expected to be influenced by the penetration of values such as gender equality and emphasis on diversity in recent years. Along with this change in values, men are less likely to be accused of being feminine when they use cosmetics.

According to one of Japan’s largest beauty information websites, the number of word-of-mouth reviews of “men’s beauty” on the site is on the rise, with “men’s makeup” and “men’s” increasing 4.2 and 1.3 times, respectively, compared to five years ago.

As for the category of men’s cosmetics, basic cosmetics are leading the way, with sales of beauty serums and creams increasing 2 to 3 times over the past 5 years.

(source) https://www.sankei.com/article/20240826-QQ6VEEUPOROJJGN66STQIXMWZY/