Men's beauty in Japan - statistics & facts
The preconception that men neither need nor want a beauty routine is crumbling in Japan. Basic personal care used to be the sole focus of men’s grooming habits, but the focus of marketing in the men's cosmetic market is shifting from maintaining to improving appearances. While the personal care market shows a more balanced focus between products marketed towards men or women, the cosmetics market is carried by brands targeting a female audience. However, major domestic beauty manufacturers are looking towards men for unexplored and emerging marketing opportunities amid a changing mindset.
In comparison, the beauty services segment is experiencing a slower shift. Haircuts at barbers remain the main service used by Japanese men, whereas others like nail care and makeup treatments have not found widespread demand yet. New developments include beauty salons holding barber’s licenses offering traditional haircare services for men and beauty treatments to raise awareness of beauty care.
Shifting perception of men’s beauty
The men’s beauty market stands on a strong cosmetic and personal care product segment, with spending on skincare and makeup items rising. Drivers of growth are various, beginning with a rising personal interest in beauty care to feeling the need to improve appearances as in-person meetings are returning to daily life. A trigger for the rapid shift in perception recently is the promotion by celebrities in Japan and performers of boy groups, particularly K-pop idols. As media personalities leverage their reach to shift the perception and raise the acceptance of beauty care and makeup use among men, companies are looking towards male models and brand ambassadors to promote their products. While makeup and a consistent routine remain a tall hurdle for now, skincare is seeing a wider uptake, with over 60 percent of Japanese men buying skincare products. Functional cosmetics that can be integrated into daily grooming without effort are popular, with young people being particularly willing to try out new routines and products.In comparison, the beauty services segment is experiencing a slower shift. Haircuts at barbers remain the main service used by Japanese men, whereas others like nail care and makeup treatments have not found widespread demand yet. New developments include beauty salons holding barber’s licenses offering traditional haircare services for men and beauty treatments to raise awareness of beauty care.
