The Japan men’s skincare market is poised for remarkable growth in the coming decade, with projections indicating the industry will expand from a market value of USD 472.6 million in 2025 to an estimated USD 1,203.5 million by 2035, reflecting a robust compound annual growth rate (CAGR) of 9.8% over the forecast period from 2025 to 2035.
This surge in market growth is driven by a significant shift in consumer behavior, with an increasing number of Japanese men investing in skincare and grooming products. Historically, the skincare industry in Japan has been predominantly female-dominated. However, growing awareness about the importance of skincare for men, particularly in urban areas, has spurred a new wave of male-focused beauty and personal care products.
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Men’s Skincare Market in Japan: Evolving Consumer Preferences
Over the past few years, there has been a notable change in the grooming habits of Japanese men. Increasing numbers are recognizing the value of proper skincare regimens to maintain youthful, healthy, and radiant skin. As skincare becomes a vital part of male grooming routines, the demand for high-quality skincare products, including cleansers, moisturizers, anti-aging solutions, sunscreens, and serums, is rapidly increasing.
A rising number of men, particularly in urban centers like Tokyo, Osaka, and Yokohama, are adopting skincare routines as part of their daily regimen. This behavioral shift can be attributed to a combination of factors, including exposure to global beauty trends, greater product availability, and an overall increase in health consciousness.
Factors Driving the Growth of Japan’s Men’s Skincare Market
Several key factors are contributing to the continued expansion of the men’s skincare market in Japan:
- Increased Male Grooming Awareness: As Japanese men become more self-conscious about their appearance, there is an increasing demand for high-performance skincare solutions. Social media influencers, celebrities, and public figures who promote self-care and grooming are having a profound impact on consumer behavior, especially among younger generations.
- Expansion of Product Offerings: Leading skincare brands are adapting their product portfolios to cater specifically to male consumers. These products are not only effective but also packaged and marketed in ways that resonate with modern men’s lifestyles. The increasing availability of specialized products, such as anti-aging treatments and acne solutions, is expected to drive sustained growth in the sector.
- Rising Demand for Natural and Organic Ingredients: A growing preference for natural and organic ingredients in skincare formulations is another major factor fueling the market’s growth. Many Japanese men are seeking products that are free from harmful chemicals and additives, and are looking for skincare lines that promote sustainability and eco-friendly packaging.
- Rising Disposable Income: As disposable income levels rise across Japan, particularly among the younger male demographic, there is a greater willingness to invest in high-quality skincare products. This increase in purchasing power is likely to accelerate the demand for premium and luxury skincare brands targeting men.
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Key Challenges in Japan’s Men’s Skincare Market
Despite strong growth prospects, Japan’s men’s skincare market faces several key challenges:
- Cultural Stigma – Traditional views still associate skincare with women, especially among older men, limiting wider adoption.
- High Competition – The market is crowded with domestic and global brands, making differentiation and customer retention difficult.
- Limited Consumer Education – Many men, especially in rural areas, lack awareness about skincare routines and product benefits.
- Price Sensitivity – High prices of premium skincare products deter many consumers, particularly in middle- and lower-income groups.
- Evolving Preferences – There’s rising demand for natural, personalized, and sustainable products, requiring constant innovation.
Key Industry Players
- Bulk Homme
- Kao Men’s Bioré
- Rohto Oxy
- Mandom
- Clinique Laboratories
- Kiehl’s LLC
- Susanne Kaufmann Company
- Lancôme Company
- Galderma Laboratories L.P.
- Aveda Corporation
- Emami Limited
- Dr.Bronner’s Company
- Scotch Porter Company
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Segmentation
By Product Type:
In terms of product type, the industry is divided into cleansers & face wash, facial scrubs & polishes, moisturizers & creams, serums, oils, & treatments, shave care, sunscreen, and others.
By Sales Channel:
With respect to sales channel, the industry is classified into discount stores, drug stores & pharmacies, multi-brand stores, online retailers, salon/grooming clubs, specialty stores, supermarkets/hypermarkets, and other sales channels.
By Skin Type:
In terms of skin type, the industry is divided into combination skin, dry skin, normal skin, oily skin, and sensitive skin.
By Source:
On the basis of source, the market is bifurcated into organic and conventional.
By Price Range:
Based on price range, the industry is classified into economy, mid-range, and premium.
By Sub Region:
Based on region, the market is classified into Kanto, Chubu, Kinki, Kyushu & Okinawa, Tohoku, and the rest of Japan.
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