Nina Jobst
Research expert covering South Korea
Cosmetics market in Japan - statistics & facts
“Less is more” is the motto of J-beauty, the latter originating from one of the world’s largest cosmetics markets. Japan is home to multinational cosmetics enterprises that tap into traditional know-how and modern technology to innovate beauty routines. The main target group are female consumers, but submarkets like men’s beauty are growing rapidly amid changing perceptions of beauty ideals. The status quo is further shaken up by gender-neutral brands and imported beauty trends, that force J-beauty to go with the time.
