The Japan men’s skincare market is witnessing strong growth, driven by changing grooming trends and a growing awareness of skincare among men.
The men’s skincare market in Japan is expected to experience significant growth over the next decade. Projections show the market value will rise from USD 472.6 million in 2025 to USD 1,203.5 million by 2035, reflecting a robust compound annual growth rate (CAGR) of 9.8%. This growth is largely driven by changing consumer habits, as an increasing number of Japanese men embrace skincare and grooming routines.
In recent years, Japanese men have become more aware of the benefits of skincare, and this shift in behavior is noticeable in urban centers such as Tokyo, Osaka, and Yokohama. Men are incorporating skincare into their daily routines, seeking products like cleansers, moisturizers, sunscreens, anti-aging solutions, and serums. This change is driven by greater product availability, exposure to global beauty trends, and heightened health consciousness.
Factors Fueling Growth in the Men’s Skincare Market
Several key factors are contributing to the market’s expansion:
1. Increased Male Grooming Awareness
Japanese men are becoming more conscious of their appearance, and the growing demand for high-performance skincare products reflects this trend. Social media influencers, celebrities, and public figures promoting grooming habits are influencing consumer behavior, especially among younger generations.
2. Expanding Product Offerings
Major skincare brands are now offering products specifically tailored for men, with packaging and marketing designed to resonate with modern male lifestyles. Specialized products like anti-aging treatments and acne solutions are expected to drive continued growth.
3. Preference for Natural and Organic Ingredients
There is a rising demand for skincare products made from natural and organic ingredients. Japanese men are increasingly seeking products free from harmful chemicals, as well as those that feature sustainable and eco-friendly packaging.
4. Rising Disposable Income
With disposable income levels rising, particularly among younger men, there is a greater willingness to invest in high-quality skincare products. This increased purchasing power is likely to boost demand for premium and luxury skincare brands catering to men.
Challenges in Japan’s Men’s Skincare Market
Despite the promising growth, the men’s skincare market in Japan faces several challenges:
1. Cultural Stigma
Traditional views still associate skincare primarily with women, particularly among older men. This cultural stigma limits the broader adoption of skincare habits.
2. Intense Market Competition
The market is highly competitive, with both domestic and international brands vying for market share. This makes it challenging to differentiate products and retain customers.
3. Limited Consumer Education
In rural areas, many men still lack awareness about skincare routines and the benefits of various products. This lack of education may hinder the market’s growth.
4. Price Sensitivity
Many premium skincare products have high price tags, which may deter consumers in lower- and middle-income groups from making purchases.
5. Evolving Consumer Preferences
The growing demand for natural, personalized, and sustainable products means skincare companies must innovate continually to stay relevant.
Leading Industry Players
Several key players dominate the Japanese men’s skincare market, including:
- 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
Market Segmentation
The Japanese men’s skincare market is segmented by product type, sales channel, skin type, source, price range, and region:
Product Type: Cleansers, face washes, facial scrubs, moisturizers, serums, shave care, sunscreen, and more.
Sales Channel: Discount stores, online retailers, specialty stores, and more.
Skin Type: Combination, dry, normal, oily, and sensitive skin.
Source: Organic and conventional products.
Price Range: Economy, mid-range, and premium products.
Region: Kanto, Chubu, Kinki, Kyushu & Okinawa, Tohoku, and other parts of Japan.
Conclusion
The Japanese men’s skincare market is on the rise, fueled by changing grooming habits, increased awareness, and a desire for high-quality products. With continued growth projected over the next decade, the market offers significant opportunities for brands that can meet the needs of today’s male consumers.
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