Nina Jobst
Research expert covering South Korea
Personal care market in Japan - statistics & facts
The Japanese personal care products market is a complex landscape characterized by strict regulations and heated competitions for consumer retention. As personal care products and the synonymous term “toiletries” are not commonly used in everyday language in Japan, the scope of the market is ambiguous without a precise definition. To avoid confusion with the sanitary fixture, toiletries are commonly equated to beauty care or cosmetics for personal hygiene and grooming, further blurring the lines between personal care, beauty products, and over-the-counter pharmaceuticals. Furthermore, shaped by the image of major manufacturers in the overarching chemical consumer goods industry, Japanese toiletries often include household cleaning agents like laundry detergents and air fresheners.
