The Japanese cosmetics market is home to major beauty brands that operate in the global landscape, contributing to the success of J-beauty overseas. Skincare is the core segment of the domestic market, accounting for around 47 percent of cosmetics shipments in Japan. Haircare followed as the second-largest cosmetics segment, with hair coloring and treatment preparations contributing significantly to the market size.
Skincare in Japan
Commercially available skincare products in Japan are separated into cleaning and moisturizing preparations. Basic moisturizing products, like lotions and serums, are significant contributors to the domestic skincare segment, whereas face washes are at the center of cleaning preparations. Complementing general cosmetics are quasi drugs like doctor’s cosmetics and skin whitening creams, which manufacturers develop in cooperation with physicians or medical professionals. Driven by beauty ideals and rising skin care awareness, medical cosmetics have grown in popularity in recent years.
Cosmetics and personal care in Japan
The beauty market in Japan is heavily intertwined with the personal care market, with innovative products that combine research breakthroughs of both industries blurring the lines. Major cosmetics manufacturers are also active in the personal care markets, offering a diverse brand portfolio catering to different consumer groups. In the cosmetics market, Shiseido Company, Limited is the undisputed leader, carried by high-end and mid-priced brands that enjoy a favorable reputation in Japan and overseas. While the company was also directly involved in the toiletries market until 2021, Kao Corporation was the leading Japanese manufacturer, with a brand portfolio catering to the mass and premium price segments.
Distribution of the cosmetics market size in Japan in fiscal year 2022, by category
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Yano Research. (September 13, 2023). Distribution of the cosmetics market size in Japan in fiscal year 2022, by category [Graph]. In Statista. Retrieved July 03, 2024, from https://www.statista.com/statistics/693726/japan-domestic-cosmetics-market-share/
Yano Research. "Distribution of the cosmetics market size in Japan in fiscal year 2022, by category." Chart. September 13, 2023. Statista. Accessed July 03, 2024. https://www.statista.com/statistics/693726/japan-domestic-cosmetics-market-share/
Yano Research. (2023). Distribution of the cosmetics market size in Japan in fiscal year 2022, by category. Statista. Statista Inc.. Accessed: July 03, 2024. https://www.statista.com/statistics/693726/japan-domestic-cosmetics-market-share/
Yano Research. "Distribution of The Cosmetics Market Size in Japan in Fiscal Year 2022, by Category." Statista, Statista Inc., 13 Sep 2023, https://www.statista.com/statistics/693726/japan-domestic-cosmetics-market-share/
Yano Research, Distribution of the cosmetics market size in Japan in fiscal year 2022, by category Statista, https://www.statista.com/statistics/693726/japan-domestic-cosmetics-market-share/ (last visited July 03, 2024)
Distribution of the cosmetics market size in Japan in fiscal year 2022, by category [Graph], Yano Research, September 13, 2023. [Online]. Available: https://www.statista.com/statistics/693726/japan-domestic-cosmetics-market-share/